Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2003-02-17
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Abstract
In August 1991, Procter and Gamble Inc (P&G) acquired Facelle Paper Products, a Toronto-based manufacturer of tissue, towel and sanitary products, for $185 million. By March 1992, P&G was prepared to consider a major repositioning of the Facelle brands (Royale and Florelle) in the facial tissue market. The product formulation, their brand names, pricing, and advertising strategies were all under review.
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Abstract
In August 1991, Procter and Gamble Inc (P&G) acquired Facelle Paper Products, a Toronto-based manufacturer of tissue, towel and sanitary products, for $185 million. By March 1992, P&G was prepared to consider a major repositioning of the Facelle brands (Royale and Florelle) in the facial tissue market. The product formulation, their brand names, pricing, and advertising strategies were all under review.