How P&G is categorizing it's innovations

P&G categorizes it's innovations in different groups : Commercial innovations (leveraging existing benefits but with new levels of trial : Olympics or Old Spice campaign) , Sustainable innovations(involving important product improvements enhancing product benefits: example: Tide Acti Lift, Chamin Extra soft ) , transformational sustaining innovations (These innovations are big breakthroughs on existing brands that reset competitive advantage in a category, resulting in significant share increases, sustainable competitive advantage, and typically category growth : examples: Pampers Dry Max ) and disruptive market innovations(creating a new market   or a new segment hence really driving incremental sales: example: Swiffer,Crest white strips, Febreze )