The Libresse/Nana case 1990-1993 learnings from building a Eurobrand

This paper describes the strategic marketing issues facing SCA-Mölnlycke's feminine hygiene business in Europe during the first years of the 1990's, a period which meant dramatic changes to the category.

The Libresse/Nana Case 1990-1993. Learnings from building a Eurobrand

Ola GejervallMolnlycke Consumer Products AB, Sweden and Mats PerssonThe Core Company, Sweden

INTRODUCTION

Content

SCA Mlnlycke belongs to the SCA Group, a Swedish forest company, active in the four downstream sectors of packaging, graphic paper, tissue, and hygiene products. SCA Mlnlycke is the leading European manufacturer of hygiene products such as adult incontinence products, feminine hygiene towels, tampons and baby diapers. Products are produced in twenty-two countries and sold in thirty-six. Annual sales is SEK 13 billion and the company employs 8,500 people.

This paper describes the...

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