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Case studies

New product development of Kao

Kao launched a new compact biotex detergent "Attack" in April, 1987 and the maximum saturated laundry detergent market changed to this new type successfully and innovatively. However, this successful story of "Attack" had a long hard history before...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Masashi Kuga
June 15, 1990
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Citation

Kuga, M. (1990a, June 15). New product development of Kao. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/new-product-development-of-kao


Research papers

Kao's marketing strategy and marketing intelligence system

Kao was established in 1890. From the first, we embraced a philosophy of considering product development and production as marketing variables based on the dictum that a good soap can be made only from 'good material'. There- after, we expanded this...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Author: Masashi Kuga
June 15, 1988
×

Citation

Kuga, M. (1988a, June 15). Kao's marketing strategy and marketing intelligence system. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/kao-s-marketing-strategy-and-marketing-intelligence-system