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Case
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Reference no. 9-586-042
Subject category: Marketing
Authors: T Bonoma (Harvard Business Review); Shirley M Spence (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1986
Version: 12 January 1989
Length: 13 pages
Data source: Field research
Topics: Advertising; Advertising campaigns; Consumer marketing; Creativity; Marketing implementation; Marketing management; New product marketing; Product management
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Abstract

Presents the first of two cases describing the struggle to solve creative problems on the Dry Idea antiperspirant brand introduced in 1978 by the Gillette Co and its advertising agency (Batten, Barton, Durstine & Osborne). Provides company and industry background plus a historical brand review, and focuses on the issue facing product manager Carole Johnson in October of 1983: how to get good creativity fast?
Location:
United States
Industry:
Retail trade
Size:
Fortune 500, USD2 billion sales
Other setting(s):
1983
Teaching note
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Reference no. 5-586-044
Subject category: Marketing
Authors: Thomas V Bonoma (Harvard Business School); Shirley M Spence (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1986
Version: 20 May 1986
Length: 5 pages
Data source: Field research
View full details

About

Abstract

Presents the first of two cases describing the struggle to solve creative problems on the Dry Idea antiperspirant brand introduced in 1978 by the Gillette Co and its advertising agency (Batten, Barton, Durstine & Osborne). Provides company and industry background plus a historical brand review, and focuses on the issue facing product manager Carole Johnson in October of 1983: how to get good creativity fast?

Settings

Location:
United States
Industry:
Retail trade
Size:
Fortune 500, USD2 billion sales
Other setting(s):
1983

Related

Teaching note
-
Reference no. 5-586-044
Subject category: Marketing
Authors: Thomas V Bonoma (Harvard Business School); Shirley M Spence (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1986
Version: 20 May 1986
Length: 5 pages
Data source: Field research
View full details