Procter & Gamble: Always Russia

Below are the available bulk discount rates for each individual item when you purchase a certain amount

Register as a Premium Educator at, plan a course, and save your students up to 50% with your academic discount.

Publication Date:
October 23, 1998

Retail & Consumer Goods

Harvard Business School

P&G has rapidly gained market leadership in Russia with the Always feminine protection brand. The distinctive emerging market strategies employed by P&G are discussed. In planning further market development, the management team faces three decisions: 1) whether to maintain the price premium of Always or to attempt to develop the mid-market through lower priced brands; 2) whether the different marketing strategies employed in different countries in Central and Eastern Europe should be harmonized, especially in light of current parallel importing problems; and 3) whether the feminine protection portfolio should be extended by launching either Alldays pantiliners and/or Tampax Tampons.

Copyright © 2020 Harvard Business School Publishing. All rights reserved. Harvard Business Publishing is an affiliate of Harvard Business School.

Procter & Gamble: Always Russia

Research & References of Procter & Gamble: Always Russia|A&C Accounting And Tax Services

Leave a Reply