Publications
Publications
- July 1983 (Revised September 1986)
- HBS Case Collection
Johnson Wax: Enhance (B)
Abstract
After the initial ASSESSOR indicated problems in formulation, product position, and advertising copy, Enhance was modified and retested using ASSESSOR. Compares the new results as well as presenting teaching study data. Enhance is well below predicted share. Is the fault in the product, strategy, or execution of the plan?
Keywords
Product Positioning; Marketing Strategy; Advertising; Product Development; Beauty and Cosmetics Industry
Citation
Clarke, Darral G. "Johnson Wax: Enhance (B)." Harvard Business School Case 584-009, July 1983. (Revised September 1986.)