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Essay text:
PUR does better.
- P&G purchased PUR, PUR will now be marketed by establish firm that is known for its marketing expertise and resources.
3. Losing sight their own value proposition (provided great tasting water), inconsistency into their 5 strategies.
They’re trapped to enter into competitor’s consistent “removal of impurities” positioning. Due to focusing to attack their competitors by defensive marketing strategy, they forget their basic STP strategy
4. Late to conduct market research, declining in 1999; they decided to “listen” to market by 2004 (project Travolta).
5. Loss customer’s equity (ch3 p150 )...
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