Tag Archives: Marketing Mix

Two Turnarounds That Were 10 Years in the Making

In both of these cases, large consumer companies (Playtex and Revlon) had brands (Playtex Gloves and Flex Shampoo) that had not seen top-line growth in over 10 years. Playtex Gloves were under assault from low price, Asian imports and Flex was a case study in poor marketing management similar (except in scale) to New Coke. After years of success, Flex, a “value” brand was re-launched as a “premium” brand and soon saw its number 1 market share fade to the bottom-end of the top 10 brands. Continue reading Two Turnarounds That Were 10 Years in the Making