Case ID: 9A93A027     Solution ID: 29583

Procter & Gamble Facelle Division Facial Tissue Case Solution


In August 1991, Procter & Gamble Inc. (P&G) obtained Facelle Paper Products, a Toronto-based maker of tissue, towel and sterile items, for $185 million. By March 1992, P&G was readied to consider a noteworthy repositioning of the Facelle brands (Royale and Florelle) in the facial tissue market. The item definition, their image names, estimating, and promoting techniques were all under audit.

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