Ch. 5 - Developing a Global Vision

After the 1985 acquisition of Pantene by Proctor & Gamble, they had a global vision of what to do with the hair care line. Their global vision was to take the product global, distributing their newly acquired revolutionary hair technology around the world, sharing the secret luxury of strong, beautiful hair with women all across the world. Today, their vision has evolved into one of the greatest competitive foot-in-the-door strategies, since the addition of the pink cancer support ribbon emblem on their Beautiful Lengths products. By placing this cause-related, marketing  symbol on their bottles and promoting awareness of the cause,  they basically take on a responsibility so profound with the rest of the world that they are now naturally embraced by all cultures. Business fronts, where business was once difficult to establish, are now remarkably easy to contrive by their ability to personalize global targets through efforts that help the world's welfare and needs. Even more important is the fact that this product has easily found its way to every market around the world because of the way the company's strategy avoids any, and all, cultural blunders that could effect the productivity abroad. So, if the enemy of your enemy is your friend, then say goodbye to cancer and say hello to Pantene!