Subject category:
Marketing
Published in:
2023
Length: 15 pages
Data source: Field research
Abstract
The case study centers around the re-launch of a diaper model from the brand Pampers being part of Procter and Gamble. More precisely, product researcher Alex, brand manager Luca, and sustainability manager Kim are asked to jointly elaborate a concept for re-launching the single-use pants model Dart 0.5 in the European market and convincingly present their results to Pampers' senior management. To translate this cross-functional approach into a case study, the material consists of three parts so that each of the three characters receives specific information related to their role which is complementing each other. After preparing their own material, Alex, Luca, and Kim exchange their knowledge in a group-setting and develop the best possible strategy for a re-launch. To facilitate solving the case, participants are provided with guiding questions. By using this cross-functional approach, we try to reflect the interdisciplinary work-reality at companies. Further, the inclusion of a sustainability manager ensures that the emerging focus on sustainability in business will be discussed throughout the execution of the case.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Geographical setting
Region:
Europe
Featured company
Procter & Gamble
Type:
Privately held
Industry:
Chemical industry, consumer products
Other keywords:
Pampers
Featured protagonists
- Alex, Product researcher
- Luca, Brand manager
- Kim, Sustainability manager
About
Abstract
The case study centers around the re-launch of a diaper model from the brand Pampers being part of Procter and Gamble. More precisely, product researcher Alex, brand manager Luca, and sustainability manager Kim are asked to jointly elaborate a concept for re-launching the single-use pants model Dart 0.5 in the European market and convincingly present their results to Pampers' senior management. To translate this cross-functional approach into a case study, the material consists of three parts so that each of the three characters receives specific information related to their role which is complementing each other. After preparing their own material, Alex, Luca, and Kim exchange their knowledge in a group-setting and develop the best possible strategy for a re-launch. To facilitate solving the case, participants are provided with guiding questions. By using this cross-functional approach, we try to reflect the interdisciplinary work-reality at companies. Further, the inclusion of a sustainability manager ensures that the emerging focus on sustainability in business will be discussed throughout the execution of the case.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Geographical setting
Region:
Europe
Featured company
Procter & Gamble
Type:
Privately held
Industry:
Chemical industry, consumer products
Other keywords:
Pampers
Featured protagonists
- Alex, Product researcher
- Luca, Brand manager
- Kim, Sustainability manager