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P&G Case Study

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Summary Statement/Abstract
P&G is a global company that is involved in many different markets including beauty and grooming and household care. The company has been through a lot of change due to the O2005 project that was undertaken in 1999 and saw a complete overhaul of the company during those years. One product that also was involved a lot during that time was the SK-II skin care product which was popular in Japan and a man named de Cesare wanted to take the product global to either the Chinese or European market. However, in order to do this there was a lot of analysis and research which had to be done to determine which market was the best to move the product to and de Cesare had to make a recommendation to the GLT knowing that he must do everything possible to make sure he made the best decision possible.

As Paolo DeCesare, what factors do you need to consider before deciding what to recommend in your SK-II presentation to the global leadership team (GLT)? What kind of analysis will you need to do in preparing for that meeting?
As Paolo DeCesare there are a lot of factors to consider before deciding what to recommend in the SK-II presentation to the GLT. The biggest factor of course to consider is the profitability of the market or markets that would be chosen to enter in an effort to have SK-II become a global brand within P&G. In order to determine this there is a lot of analysis that goes into determining whether a market will be profitable and could include blind testing of the SK-II product in said market to see how woman like the product as well as if they would buy it. Another factor to consider is actually marketing the product once it has been placed within the market itself. The big analysis would be to take what has been proven to work like TV advertising which worked in raising awareness of SK-II along with sales in Japan, Taiwan,

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