Publications
Publications
- October 1982 (Revised August 1999)
- HBS Case Collection
Johnson Wax: Enhance (A)
Abstract
Johnson Wax has produced a new hair conditioner for problem hair. Before committing themselves to test market, they analyze the new product using a field based, pretest-market procedure called ASSESSOR. The testing reveals product positioning, advertising, and promotion insights which are important in the repositioning of the product.
Keywords
Citation
Clarke, Darral G. "Johnson Wax: Enhance (A)." Harvard Business School Case 583-046, October 1982. (Revised August 1999.)