Planning the Canadian Introduction of the 'New' Pantene

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Case

Reference no. 9A99A039

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: Market strategy; Marketing planning; Brand positioning

Share a link: https://casecent.re/p/15126

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Abstract

Procter & Gamble''s Canadian brand management team must decide what changes, if any, should be made to the successful Taiwan launch strategy of a new shampoo to meet market requirements in Canada. This is the second of a three-case series. The first case, ''The Global Introduction of the ''New'' Pantene Shampoo: Success in Taiwan'' (product ''9A99A038'') must be used before this case.

Location:

Canada

Industry:

Chemicals and allied products

Size:

Large

Other setting(s):

1991