Therefore, P&G is not only marketing the product, but also the consumer experience. Because designers participate in the entire process, the final product is more likely to appeal to consumers more effectively. For example, P&G's product design team worked on marketing materials and in-store kiosks for SK-11, its most expensive product line ever, and contributed to P&G's entry into the prestigious cosmetics industry. Catering to developing markets It should be considered that what is attractive in one market may not necessarily produce the same results in another. P&G initially generated only 20% of its revenues in developing countries, a much lower percentage than its competitors. As a result, P&G has established smarter, more cost-effective ways to serve those markets. First, P&G instructed manufacturers to reduce production costs. Second, P&G engaged consumers in developing markets to determine their needs and made slight changes to products to increase their appeal. As a result, sales in emerging markets increased by 19%. Know what not to do