Product details

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Subject category: Marketing
Authors: Jens Leker (Universitat of Münster); Maja Parac (Universitat of Münster); S Ruehmer (Institute for Business Administration at the Faculty of Chemistry and Pharmaceutical Sciences, University of Munster)
Published in: 2003

Abstract

This is the second of a two-case series (503-128-1 and 503-129-1). In 1997, F Researcher, junior product manager at Procter & Gamble Baby Care, had to create an initiative for a new diaper for the Western European market called ''Pampers Premium (R) with LotionCare''. He knew about the competitive situation in Western Europe, regulatory issues within the EU, and results of consumer studies. But he knew few about diaper technology. That was why he had to collaborate with his colleague L Technologist from Procter & Gamble R&D Baby Care. They decided to team up to solve the task lying ahead of them. They developed a concept of the product design and the launch to the market, and then prepared a presentation for the senior management. By solving the case, the students are expected to enhance their skills in communication, discussion, and presentation even under uncertainty and limited time. They will get a first insight into a ''real- life'' product development process. Useful concepts could be a SWOT or 4P analysis. The data available in this case are: technical information about diapers, results of performance tests, the competitive situation in the Western European diaper market, and results from perception studies with mothers, the focus consumer group in the diaper business. A distinction is drawn between Western European and US-American mothers to outline differences in perception and consumer needs. The case is completed by a short introduction into regulatory issues, which make an impact on the design of the launching campaign. The target audience are: (1) students of the natural sciences who want to assimilate skills in business administration which are relevant for a prospective career in the chemical industry; and (2) students of business administration with focus on marketing who will gain insight into the complex process of product development.
Location:
Size:
Large
Other setting(s):
1997

About

Abstract

This is the second of a two-case series (503-128-1 and 503-129-1). In 1997, F Researcher, junior product manager at Procter & Gamble Baby Care, had to create an initiative for a new diaper for the Western European market called ''Pampers Premium (R) with LotionCare''. He knew about the competitive situation in Western Europe, regulatory issues within the EU, and results of consumer studies. But he knew few about diaper technology. That was why he had to collaborate with his colleague L Technologist from Procter & Gamble R&D Baby Care. They decided to team up to solve the task lying ahead of them. They developed a concept of the product design and the launch to the market, and then prepared a presentation for the senior management. By solving the case, the students are expected to enhance their skills in communication, discussion, and presentation even under uncertainty and limited time. They will get a first insight into a ''real- life'' product development process. Useful concepts could be a SWOT or 4P analysis. The data available in this case are: technical information about diapers, results of performance tests, the competitive situation in the Western European diaper market, and results from perception studies with mothers, the focus consumer group in the diaper business. A distinction is drawn between Western European and US-American mothers to outline differences in perception and consumer needs. The case is completed by a short introduction into regulatory issues, which make an impact on the design of the launching campaign. The target audience are: (1) students of the natural sciences who want to assimilate skills in business administration which are relevant for a prospective career in the chemical industry; and (2) students of business administration with focus on marketing who will gain insight into the complex process of product development.

Settings

Location:
Size:
Large
Other setting(s):
1997

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