Karen Powell

PuR, the water purification product sold in small sachets, had suffered a string of failed market tests, but the public health benefits of the product had been demonstrated repeatedly in bottom of the pyramid (BOP) markets where finding clean drinking water can be a daily nightmare.

Published 01 Oct 2006

Reference 5394

Topic Responsibility

Region Global

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P&G's PuR: Purifier of Water, a household water treatment sold in small sachets, was developed by P&G, in collaboration with the US Centers for Disease Control (CDC), and targeted 'bottom of the pyramid' (BOP) households, where water treatment facilities are often lacking. The product was a technological and public health success, but a commercial market failure (Case A).

Published 10 Jan 2006

Reference 5394

Topic Responsibility

Region Global

View case