This is the first case in a two-part series about decisions relating to the introduction of a new product, Johnson's face powder, to the Philippines market. This case provides information about the Philippine market and the development of the introductory strategy for the product. The student is asked to assess the merit of the strategy, both in terms of market acceptance and their calculations as to projected contributions. (A two-minute video can also be purchased for this case, J & J (Philippines) Inc. - Johnson's Face Powder - Video.)

The newly appointed president of the Philippines' largest advertising firm arrives at her office to find a fax from New York. The fax says that Colgate-Palmolive is realigning its accounts worldwide. The effect of this move is that Basic/Black Zale Youngman Advertising will lose about 90% of its billings from its Philippines Colgate-Palmolive account. There are two very different discussion issues. The first issue is the decision(s) on what actions to take. The second issue is the handling of worldwide advertising in an environment which varies greatly from country to country.