Abstract
Procter & Gamble is a famous leading consumer products corporation that manufactures a wide range of products worldwide (300 brands, 140 countries). Among its brands portfolio, “Always” is a brand of feminine hygiene products, including maxi pads, pantiliners, and feminine wipes. It was released in 1983 and became the industry leading brand by 1985.
Russia emerged from 1989, but the real economic growth began in 1997. The main risk out there is instability (political, economical…) but opportunities exist as the country is now really moving fast and going ahead towards a brighter future (significant, rising average income per citizen…) P&G first entered Russia in late 1991 (joint venture with the University of St. Petersburg), and Always was introduced four years later.
