Gillette Personal Care Division: Marketing Planning and Control

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Case

Reference no. 9-587-099

Subject category: Marketing

Authors: Thomas V Bonoma (Harvard Business School); Bruce H Clark (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1987

Version: 31 August 1988

Length: 21 pages

Data source: Field research

Topics: Control systems; Marketing information systems; Marketing planning; Planning systems; Product management; Product portfolio management

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Abstract

Bill Ryan, president of the Gillette Company''s Personal Care Division, is considering changing the division''s planning and control system for marketing. White Rain, the division''s most recent success, had been launched by taking shortcuts through the system, while other marketing programs the system produced sometimes still faltered. The case examines the components of a planning and control system for marketing, criteria for good systems and good programs, and ways that marketing managers work with a system.

Location:

Boston, MA

Industry:

Consumer products

Size:

Fortune 500, USD2.4 billion sales

Other setting(s):

1982-1986