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Title: P&G Research

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Subject: Business
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Date: January 20, 2002
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Length: 2 / 463
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The idea of “whitestrips” was presented to the company. The idea was very popular immediately; there was just one problem, which brand that it would be sold under. Surveys were done and it was clear that the product would be more popular with women...

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In which case, it would be sold under the Covergirl brand. However, P&G knew that they would lose a lot of male business if that was the case. Therefore they decided to pick a more neutral brand, Crest. This turned out to be a great decision, considering that Crest Whitestrips are a very popular product throughout the world...

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