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Procter & Gamble's Vizir Launch
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A 5 page paper discussing Harvard case
384-139 in which Procter & Gamble is contemplating introducing a liquid laundry
detergent in Europe. The question before it is whether to launch in successive individual
nations or across Europe for the purpose of testing the "Eurobrand" concept. Procter &
Gamble already knows that Vizir is a marginal product in terms of consumer acceptance of
its form, but it carries promise if the company has correctly identified emerging trends in
laundry habits. It is quite possible that Vizir will be more valuable as an organizational
learning lesson than as a profitable product across Europe. It is certain that its launch as a
Eurobrand can be beneficial for the company if the process is managed well. Bibliography
lists 1 source.
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Pages:
5
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Filename:CC6_KSPGvizir.wps |
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Paper Title:
Procter & Gamble's Vizir Launch
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