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Case
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Reference no. 9-591-012
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); Aimee L Stern (Harvard Business School); N Kameda (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1990
Version: 4 November 1994
Length: 17 pages
Data source: Field research
Topics: Distribution; Marketing strategy; Product development; Product management
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Abstract

As the Japanese diaper market expands, Kao management must determine its response to new product introductions by its two major competitors. Options include launching a new premium priced brand or a new low priced brand, or increasing advertising and promotion expenditures for Kao''s current diaper line.
Location:
Japan
Size:
JPY369 billion
Other setting(s):
1985
Teaching note
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Reference no. 5-591-138
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); Elisa Palter (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 10 June 1991
Length: 9 pages
View full details

About

Abstract

As the Japanese diaper market expands, Kao management must determine its response to new product introductions by its two major competitors. Options include launching a new premium priced brand or a new low priced brand, or increasing advertising and promotion expenditures for Kao''s current diaper line.

Settings

Location:
Japan
Size:
JPY369 billion
Other setting(s):
1985

Related

Teaching note
-
Reference no. 5-591-138
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); Elisa Palter (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 10 June 1991
Length: 9 pages
View full details