More search options
Basket icon
No items
Basket icon

Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 9-592-016
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); Minette E Drumwright (Harvard Business School); Julie Yao (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 1 August 1996
Length: 18 pages
Data source: Field research
Topics: Packaging; Product development; Brands; Product management
Notes: Customers will need to be registered on the Harvard Business Publishing website in order to view the video.
Share a link: https://casecent.re/p/46658
| No reviews for this item
View our pricing guide or login to see prices.

Abstract

This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details. The assistant brand manager for Lenor, Procter & Gamble Germany's fabric softener brand, was preparing a presentation on the national launch of an environmentally friendly refill package.
Location:
Germany
Size:
USD600 million sales
Other setting(s):
1987
Teaching note
-
Reference no. 5-593-010
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1992
Version: 5 November 1993
Length: 18 pages
View full details
Case
-
Reference no. 9-504-S14
Spanish language
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); Minette E Drumwright (Harvard Business School); Julie Yao (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1993
Version: 1 August 1996
Length: 21 pages
Data source: Field research
Topics: Packaging; Product development; Brands; Product management
Notes: Customers will need to be registered on the Harvard Business Publishing website in order to view the video. http://cb.hbsp.harvard.edu/cb/search/9-592-016?Ntk=HEMainSearch&N=0
View full details

About

Abstract

This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details. The assistant brand manager for Lenor, Procter & Gamble Germany's fabric softener brand, was preparing a presentation on the national launch of an environmentally friendly refill package.

Settings

Location:
Germany
Size:
USD600 million sales
Other setting(s):
1987

Related

Teaching note
-
Reference no. 5-593-010
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1992
Version: 5 November 1993
Length: 18 pages
View full details
Case
-
Reference no. 9-504-S14
Spanish language
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); Minette E Drumwright (Harvard Business School); Julie Yao (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1993
Version: 1 August 1996
Length: 21 pages
Data source: Field research
Topics: Packaging; Product development; Brands; Product management
Notes: Customers will need to be registered on the Harvard Business Publishing website in order to view the video. http://cb.hbsp.harvard.edu/cb/search/9-592-016?Ntk=HEMainSearch&N=0
View full details