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Procter & Gamble Inc.: Downy Enviro-Pak
內容大綱
In early 1989, with growing concern among Canadians about the impending solid waste problem, Grad Schnurr, the brand manager for Downy fabric softener, was considering the launch of a more environmentally friendly form of packaging. These Enviro-Paks would reduce the amount of plastic used in a standard 3L package by 85%, resulting in a 15% saving in total manufacturing costs. Although a similar type of packaging had already been introduced in Europe, the Enviro-Paks would be the first of their kind in North America. Because of this, Grad Schnurr faced many strategic issues and had to make decisions relating to the pricing, promotion and national launch of the paks.
學習目標
The objectives of this care are to: expose students to a company operating in a marketing environment that is changing rapidly; give students the opportunity to assess the impact of environmental changes on the company's business and marketing strategy.