P&G’S PERT PLUS 1 - How attractive is the pan-European market for Pert Plus in terms of demand potential? Competition? Any cannibalization problems? Two billion times a day, P&G brands touch the lives of people around the world. The company has one of the largest and strongest portfolios of trusted, quality brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Bounty(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Actonel(R), Olay(R) and Clairol Nice 'n Easy(R). The P&G community consists of nearly 98,000 employees working in almost 80 countries worldwide. There was great potential in this market due to economic growth and increased living standards. The Pert Plus shampoo is a good example of the company’s pan-European drive. The market for both the shampoo and conditioner was steadily increasing, however with an underdeveloped market plan for conditioner. P&G also faced some competition that comes with being the “first-leader” in the market; competitors were able to duplicate the products and marketing strategies of the......

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