Executive Vice President Durk Jager was convinced that the huge sums spent on the promotion of trade and consumer can be put to better use, and that P & G should revise its pricing strategy to one of the serial list with prices a little, if any, advertising expenses. The two categories of managers (for manual dishwashing liquids, Dawn, Ivory, and joy, and a coffee Folgers) consider the possible consequences of their products to deliver "value price" bandwagon. If they realize the price value? And if so, how much they have to reduce the list price of these national brands? The main changes to the initial budget and marketing plan required, and these changes should be made without prejudice to the profitability of the category. "Hide
by Rajiv Lal, Mitchell Kristofferson Source: Stanford Graduate School of Business 27 pages. Publication Date: February 1, 1996. Prod. #: M284A-PDF-ENG
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