TITLE

Q&A

AUTHOR(S)
Donnelly, Roisin
PUB. DATE
August 2011
SOURCE
Marketing Week;8/25/2011, Vol. 34 Issue 34, p17
SOURCE TYPE
Trade Publication
DOC. TYPE
Interview
ABSTRACT
An interview with Roisin Donnelly, corporate marketing director and head of marketing in Great Britain for Procter & Gamble Co., is presented. When asked about the company's utilization of brand bundling strategy, she notes that the strategy allows them to leverage its competitive edge. She mentions the success company's makeover break initiative, wherein there was an increase in brand awareness across each of the brands. She notes that the company will use the brand bundling frequently.
ACCESSION #
66893046

 

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