PROCTER & GAMBLE EUROPE: VIZIR LAUNCH HARVARD CASE STUDY 384139.

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PROCTER & GAMBLE EUROPE: VIZIR LAUNCH HARVARD CASE STUDY 384139.

14211. PROCTER & GAMBLE EUROPE: VIZIR LAUNCH HARVARD CASE STUDY 384139. This paper presents an analysis and case solution to a classic Harvard Business School case study (384139) by Christopher Bartlett on a new product launch by P&G’s European division. Confronting the decision of when, where, and how to launch a new liquid laundry detergent in Procter & Gamble’s European division revealed a broad spectrum of challenges related to the capacity of the division’s current organizational structure to confront changing market conditions and operate with coordinated efficiency. Includes Executive Summary, problem definition, strategic analysis, identification and comprehensive analysis/evaluation of four possible alternative launch strategies, and then recommendations with detailed action plan on the implementation of the alternative of launching Vizir as a standardized product throughout the region, but differentiating the marketing, distribution, and advertising strategies according to local requirements. KEYWORDS: Procter & Gamble P&G new product launch case study Harvard Business marketing strategy strategic analysis case solution. 16 pages; 0 footnotes; 0 bibliographic sources. 3,857 words.

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