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Purell: Reinvigorating a Leader
Abstract
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.
Type
Case
Author(s)
Date Published
02/05/2020
Citations
McTigue, Kevin. Purell: Reinvigorating a Leader. Case 5-120-004.
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