Cas Vizir Launch

Résumé du document

The company 'Procter & Gamble Europe' would like to establish in the years 1980 its brand Vizir in Europe. After having launch Vizir in Germany as a market test, the company Procter & Gamble wants to launch its new heavy-duty liquid (HDL) detergent in Europe. Three critical decisions in June 1981 concerning the new heavy duty liquid Vizir are: Follow the recommendation of W. Berndt, Germany's advertising manager for laundry, Authorize a national launch on a base of 4 months of test results or Wait until final test-market results. If launched, to what degree should P&G standardize its product (advertising, packaging, promotion, communication)? Will there be new organizational implications? How conquer Europe? How would this new product be introduced in their national markets?

Extraits

[...] Thus, we noticed a good element which allowed P&G to launch quickly: during the four months test (from February to May), the sales overtook the firm expectations ( in April instead of expected). It's lukewarm but HDL is not yet launch on this market. Liquids can be made in a bath tub. Vizir has launched its campaign on this basis of a four months test, but results don't look quite reliable indeed the company used to spend two or three years testing its products. Even if the results were good during four months, it was not sufficient. [...]

[...] Cas Vizir Launch Sommaire Introduction 1 I. Presentation of Procter & Gamble 1 II. Answer to the asking questions 3 A. The product launching 3 B. European Market and marketing mix 4 C. Responsibility of these decisions 6 Introduction The company Procter & Gamble Europe would like to establish in the years 1980 its brand Vizir in Europe. After having launch Vizir in Germany using as a market test, the company Procter & Gamble wants to launch its new heavy-duty liquid (HDL) detergent in Europe critical decisions in June 1981 concerning the new heavy-duty liquid Vizir: Follow the recommendation of W. [...]

[...] Concerning the advertising: Adapt it is necessary. Advertisements in television are very different in Europe. The legislation is not the same and access to television is submitted to restrictions (TV commercial time is not the same) For example, in Germany, there is no ad during a movie program. Moreover, we think it is important for a good communication on billboards (because TV commercials are too expensive). Concerning the promotion: Adapt it is the best thing to do. The promotion network is specific to the country. [...]

[...] The good sales during four months can't allow saying it is a success. So it's a risk if we wait only just for four months, we can propose to wait until the final test-market results (or one year) to be sure that the product will be success and avoid a failure. If it's the case, the company can loose a lot of money & time but if it results as a success they will be able to gain time, money and invade the European market as soon as possible. [...]

[...] i.e:3 to 5 gallons vs to 14 gallons in the US. Finally wear clothes structure is different. Europeans use more cotton and less synthetic than Americans. Moreover washing frequency was 2 to 3 times per week versus 4 to 5 times in the United States. So, we can notice that they need to adapt their product to each country and maybe propose different formulas to answer to the different consumers' needs and finally adapt the product to the practices of a country (i.e. [...]