Abstract
Procter & Gamble was founded in the United States in 1837. The company prospered during the 19th century and is now the world's biggest manufacturer of packaged consumer goods and a global leader in six main categories: laundry and cleaning (detergents), paper goods (toilet paper), beauty care (cosmetics, shampoos), food and beverages (coffee, snacks), feminine care (sanitary towels) and health care (toothpaste, medicine). On an average, P&G brands touch the lives, skins or hairs of people around the world about two billion times a day. In fact, the company has one of the largest and strongest portfolios of trusted, quality brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Bounty®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Actonel®, Olay® and Clairol Nice 'n Easy®. The P&G community consists of nearly 98,000 employees working in almost 80 countries worldwide. There is great potential in this market due to economic growth and increased living standards. This paper will mostly focus on the scope for P&G to launch the 2-in-1 shampoo "Pert Plus" on the Pan-European market. The Pan-European market is the European market. Thus this relates to all the nations of Europe.
