Product details

This is the second case in a two-part case series about decisions relating to the introduction of a new product, Johnson's face powder, to the Philippines market. In the first case, the student was asked to assess the merit of the strategy, both in terms of market acceptance and their calculations as to projected contribution. In this case, the marketing vice president of J&J (Philippines) gets a phone call from the US headquarters telling him to cancel the introduction. The subsequent discussion focuses on the issue of how product policy should be managed in an international organization. (A two-minute video can be purchased for this case.)