After decades of leading the way with its traditional vertical marketing approach, Proctor and Gamble (P&G), a US based manufacturer found its sales volumes flattening and profit margins sinking and in 2000 a stock price fall of 43%. In response P&G re-invigorated its vertical marketing efforts, and moved to a more lateral marketing strategy by collaborating with competitors, defining brands more broadly, and finding innovation in the form of new products, new markets and new technologies from o...

BPIR Categories

4.1.4 Develop & implement marketing strategy

Unlock this article and 10,000+ more

To get the most out of our extensive resources, please login or become a member below.