Nestle 1983

1
VIZIR and the 1998 NCAA Tournament
VIZIR It works harder when you work harder.
Hey Bill -- Coach K said our uniforms were
cleaner than theirs, thanks to you and
VIZIR. Thanks, man!
2
I have NO PROBLEM taking a sack Ill just use
VIZIR after the game.
3
Mr. Clean
OK, Im out of Vizir. So, Ive got to keep
these sweaty Vols off my clean uniform.
4
PROCTER GAMBLEVizir as First Euro-brand?
5
PG Multidomestic Strategy
UK
Neth.
France
Germany
Italy
6
PG Vizir Is this a global industry?

• Market Drivers
• Cost Drivers
• Competitive Drivers
• Government Drivers
• Other factors??

7
International StrategyManaging Dual Pressures
High
Pressures for Global Efficiency
Low
Low
High
Pressures for Local Responsiveness
8
Product Characteristics Map
High Washing Temp
Enzymatic Stain Removers
Fabric Softener
Bleach Additives
9
Product Characteristics Map
High Washing Temp
Excluded countries
Italy
Italy
Enzymatic Stain Removers
Fabric Softener
Spain
Bleach Additives
10
PG TransEuro Strategy
UK
Neth.
Zone 1
France
Germany
Italy
Spain
Zone 2
11
Epilogue

• 1981 Vizir launched in Germany ONLY
• Natl. subsidiaries resisted pressure from HQ
• Henkel launched its own HDL next day!!
• 1982 Vizir launched in Austria, Switz, France,
  Belgium, Neth.
• UK, Italy, and Spain gt No Vizir Not forced to
  adopt products
• Timing was critical, to preempt Henkel
• Invested to increase capacity

12
Epilogue

• VIZIR was precursor to Liquid Tide in US
• Great irony is PGs struggle to develop
  Euro-brand first found success in another
  large, integrated marketthe U.S.
• The VIZIR experience facilitated
  learning/cross-fertilization w/in PG worldwide
• Developed world-class technology and product
  development capabilities worldwide