IMD-5-0680 © 2005
Deschamps, Jean-Philippe ; Pahwa, Atul
In 2000 Philips got Optiva, the top manufacturer of sonic toothbrushes (Sonicare) in the US. Philips Oral Healthcare was keen to duplicate the remarkable success of Sonicare global.
But initial results from the UK launch of Sonicare had been disappointing and results from Germany appeared no better. The Netherlands retail launch was coming up in a matter of weeks. Up to now, these markets seemed to act differently from the US, both at the retail and dental professional levels. Philips had to develop an European re launch strategy into the market quicker and bring Sonicare.
Philips Sonicare Launching A Revolutionary Electric Toothbrush In Europe case study solution
Subjects: Philips; Healthcare; FMCG; Product launch; Strategy; Toothbrush; Professional marketing
Settings: Europe; United States; Fast moving consumer goods; Healthcare; Large - multi billion in annual revenues (Euros 32b); 2003
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