Abstract
The company 'Procter & Gamble Europe' would like to establish in the years 1980 its brand Vizir in Europe. After having launch Vizir in Germany as a market test, the company Procter & Gamble wants to launch its new heavy-duty liquid (HDL) detergent in Europe. Three critical decisions in June 1981 concerning the new heavy duty liquid Vizir are: Follow the recommendation of W. Berndt, Germany's advertising manager for laundry, Authorize a national launch on a base of 4 months of test results or Wait until final test-market results. If launched, to what degree should P&G standardize its product (advertising, packaging, promotion, communication)? Will there be new organizational implications? How conquer Europe? How would this new product be introduced in their national markets?
