Shows a video interview with Wolfgang Berndt, advertising manager for P & G Germany at the time of launch Vizir, and the most important proponents of its launch as the first Euro brand P & G. This video is divided into two segments. The first is to be the account that is used as the decision was made in the middle of the class by introducing Berndt to launch Vizir as Euro brand. He then highlights some of the problems and concerns felt in society about how euro brands should be managed. This pr … Read more »

Shows a video interview with Wolfgang Berndt, advertising manager for P & G Germany at the time of launch Vizir, and the most important proponents of its launch as the first Euro brand P & G. This video is divided into two segments. The first is to be the account that is used as the decision was made in the middle of the class by introducing Berndt to launch Vizir as Euro brand. He then highlights some of the problems and concerns felt in society about how euro brands should be managed. This provides a bridge to discuss the appropriateness of the euro teams have been formed and discuss alternative organizational proposals. The second section describes the organizational approach, updates students about the results and offers some interesting considerations, such as the Euro brand concept leads a gradual globalization of some aspects of P & G detergent strategy.
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Christopher A. Bartlett
Source: Video Supplement
20 minutes.
Publication Date: Apr 17, 1986. Prod #: 886 521 VID ENG
Procter & Gamble Europe: Vizir Launch – Interview with Wolfgang Berndt, video HBR case solution