The Global Introduction of the 'New' Pantene Shampoo: Success in Taiwan

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Case

Reference no. 9A99A038

Subject category: Marketing

Authors: John R Kennedy (Ivey Business School, Western University)

Published by: Ivey Publishing

Originally published in: 1999

Version: 2010-01-13

Length: 13 pages

Data source: Field research

Topics: Brand positioning; Market strategy; Marketing planning

Share a link: https://casecent.re/p/15125

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Abstract

In this first case of a three-case series, Procter & Gamble''s strategy for a new shampoo product is outlined. The product is successfully developed and introduced to the Taiwan market. In the series'' two subsequent cases, planning for the introduction of this product in Canada (product ''9A99A039'') and in the Philippines (product ''9B00A010'') is examined.

Location:

Taiwan

Industry:

Chemicals and allied products

Size:

Large

Other setting(s):

1990