Procter & Gamble Company: Tampax Satin Touch campaign
Mariko FujinakaOverview
Tambrands Inc. (acquired by Procter & Gamble Company in 1997), the manufacturer of Tam pax brand tampons, dominated the tampon industry for decades. In the early 1990s, how ever, the company found itself in a precarious position as corporate mismanagement and poor marketing strategies caused its market share to slip. While Tambrands was distracted by the task of correcting its financial messes, competitors embraced the opportunity to hone in on Tambrands' hefty market share by intro ducing new products and implementing heavy promotional programs. Tambrands assumed that its longtime...