Harvard Business School has an on-line ordering system for case
studies here:
http://harvardbusinessonline.hbsp.harvard.edu/b02/en/cases/cases_home.jhtml
Your particular case can be ordered here and can even be downloaded
electronically:
http://harvardbusinessonline.hbsp.harvard.edu/b02/en/common/item_detail.jhtml?id=584047
The November, 1983 case is about an assistant advertising manager’s
options for the liquid detergent market and includes a description of
the brand management organization at a company considered to be the
leader in consumer brand management. The case was also revised in
1990.
The best analysis is probably that of the brand manager who ultimately
did the product launch. One of the two authors did a video in 1985
describing what Procter & Gamble did when it launched the product:
http://harvardbusinessonline.hbsp.harvard.edu/b02/en/common/item_detail.jhtml?id=886501
The business school also has a page with specific resources for
teachers:
http://harvardbusinessonline.hbsp.harvard.edu/b02/en/academic/edu_home.jhtml?topicSection=edu
Some teaching resources, including teaching notes, are only available
once registered (but registration can be done on the page linked
above).
This case is used by a number of business school instructors including
Georgetown:
http://www.msb.edu/faculty/buzzellr/MARK574_S99.html
You may also find Charles Decker’s book on Procter & Gamble, “Winning
With the P&G 99: 99 Principles and Practices of Procter & Gamble's
Success” a useful resource. Published in June, 1998, Decker is a
former brand manager for the company.
Case histories are interesting to students because industry changes
illustrate different options over time. Here is a 2001 article on
Supply Chain Management and how it’s effected Procter & Gamble and
others in the grocery market:
http://www.wmrc.com/businessbriefing/pdf/euroifpmm2001/reference/68.pdf
A number of other articles discuss the impact of computers in managing
customer inventory, including P & G:
http://ebusiness.mit.edu/erik/JEP%20Beyond%20Computation%209-20.pdf
There is also an article, “The Brand Report Card,” from the
January-February 2000 issue of Harvard Business Review is by Darmouth
professor Kevin Lane Keller covers some of the topics as the Procter &
Gamble case.
Hopefully these provide more than enough resources for taking this
case apart! |
