Publications
Publications
- September 1990 (Revised November 1994)
- HBS Case Collection
Kao Corp.
By: John A. Quelch
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.
Keywords
Competition; Marketing Strategy; Industry Growth; Product Launch; Brands and Branding; Consumer Products Industry; Japan
Citation
Quelch, John A. "Kao Corp." Harvard Business School Case 591-012, September 1990. (Revised November 1994.)