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  • October 2000
  • Case
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Procter & Gamble Italy: The Pringles Launch (A)

By: Roy D. Shapiro
  • Format:Print
  • | Pages:33
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Abstract

Procter & Gamble's (P&G) Pringles potato chips have been a very successful brand. This case reviews the development and first launch in the United States, then in markets around the world. Italy is one of the last countries where Pringles will be launched. Should P&G Italy employ the successful launch strategy used throughout Europe or devise its own?

Keywords

Globalized Markets and Industries; Brands and Branding; Marketing Strategy; Product Launch; Emerging Markets; Product Development; Adoption; Value Creation; Pharmaceutical Industry; United States

Citation

Shapiro, Roy D. "Procter & Gamble Italy: The Pringles Launch (A)." Harvard Business School Case 601-070, October 2000.
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About The Author

Roy D. Shapiro

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