Global Introduction of the "New" Pantene Shampoo: Success in Taiwan

John R. Kennedy

商品編號：9A99A038
出版日期：2000/05/02
再版日期：2010/01/13
商品來源：Ivey
商品主題：International Business; Marketing
商品類型：Case (Field)
涵蓋議題：Brand Positioning;Market Strategy;Marketing Planning
難易度：4 - Undergraduate/MBA
內容長度：13 頁
地域：Taiwan
產業：Chemicals and Allied Products
事件年度：1990

In this first case of a three-case series, Procter & Gamble's strategy for a new shampoo product is outlined. The product is successfully developed and introduced to the Taiwan market. In the series' two subsequent cases, planning for the introduction of this product in Canada (9A99A039) and in the Philippines (9B00A010) is examined.

教學手冊：8A99A38
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