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Research Details

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)

Kevin McTigue

Date Published

02/05/2020

Discipline

Marketing

Citations

McTigue, Kevin. Purell: Reinvigorating a Leader. Case 5-120-004.

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