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Author(s)

Kevin McTigue

Marketing director Rory Grace reviewed her notes from the team meeting she had called to discuss how to spend Purell's $5 million marketing communications budget. Purell had created the hand sanitizer category more than a decade earlier, but broad private-label competition from retailers had led to dropping sales. In 2017, Purell's share had dropped to 26%, whereas the private label share was 65%. This was particularly disheartening because the Purell brand did offer some functional benefits over private-label options.

Date Published: 02/05/2020
Discipline: Marketing
Citations: McTigue, Kevin. Purell: Reinvigorating a Leader. 5-120-004.