Transcript VIZIR and the 1998 NCAA Tournament VIZIR: It works harder when you work harder. Hey Bill -Coach K said our uniforms were cleaner than.

VIZIR and the 1998 NCAA Tournament
VIZIR: It works harder
when you work harder.
Hey Bill -Coach K said our uniforms
were cleaner than theirs,
thanks to you
and VIZIR.
Thanks, man!
I have NO PROBLEM
taking a sack …
I’ll just use VIZIR
after the game.
Mr. Clean…
OK, I’m out of
Vizir. So, I’ve got
to keep these sweaty
Vols off my clean
uniform.
PROCTER & GAMBLE:
Vizir as First Euro-brand?
P&G Multidomestic Strategy
UK
Neth.
France
Germany
Italy
P&G Vizir: Is this a global industry?
 Market
Drivers
 Cost Drivers
 Competitive Drivers
 Government Drivers
 Other factors??
International Strategy:
Pressures for Global Efficiency
Managing Dual Pressures
High
Low
Low
High
Pressures for Local Responsiveness
Product Characteristics Map
High Washing Temp
Enzymatic
Stain
Removers
Fabric
Softener
Bleach
Additives
Product Characteristics Map
High Washing Temp
Excluded
countries
Fabric
Softener
Italy
Italy
Enzymatic
Stain
Removers
Spain
Bleach
Additives
P&G “TransEuro” Strategy
UK
Neth.
France
Spain
Zone 1
Germany
Italy
Zone 2
Epilogue
 1981: Vizir
launched in Germany ONLY
– Natl. subsidiaries resisted pressure from HQ
– Henkel launched its own HDL next day!!
 1982: Vizir
launched in Austria, Switz,
France, Belgium, Neth.
– UK, Italy, and Spain > No Vizir; Not forced to
adopt products
– Timing was critical, to preempt Henkel
– Invested to increase capacity
Epilogue
 VIZIR
was precursor to “Liquid Tide” in US
– Great irony is: P&G’s struggle to develop
“Euro-brand” first found success in another
large, integrated market…the U.S.
– The VIZIR experience facilitated
learning/cross-fertilization w/in P&G
worldwide
– Developed “world-class” technology and
product development capabilities worldwide