Publications
Publications
- November 1983 (Revised May 1990)
- HBS Case Collection
Procter & Gamble Co. (A)
By: John A. Quelch
Abstract
An associate advertising manager at Procter & Gamble is considering several options to strengthen the company's position in the light duty liquid detergent market. One option is to introduce a fourth Procter & Gamble brand in the category. Provides substantial information on the Procter & Gamble brand management organization.
Keywords
Product Positioning; Advertising; Product Launch; Brands and Branding; Consumer Products Industry; United States
Citation
Quelch, John A. "Procter & Gamble Co. (A)." Harvard Business School Case 584-047, November 1983. (Revised May 1990.)