Purell Must Gain Greater Market Share

Purell Instant Hand Sanitizer is a portable hand washing solution that cleanses hands without the need for soap and water. In 1997, GOJO Industries entered Purell Instant Hand Sanitizer into retail sale, and the American public embraced the product. However, as large US Competitors have entered the hand sanitizer industry, which is now worth over $400 million every year, Purell's market share is diminishing. Although still the market leader in the industry, GOJO must fight for revenue opportunities. One way to do that is to take Purell into international markets.

GOJO must consider possible barriers to Purell's entrance into Indian markets. These barriers include:

Extensive research provides evidence that marketing Purell Instant Hand Sanitizer in India would be mutually beneficial to GOJO Industries and the people of India.

The purpose of this report is to recommend marketing GOJO Industries' product, Purell I

One particular GOJO product has recently taken the US skin and health care industry by storm. That product is Purell Instant hand Sanitizer. GOJO Industries introduced this new product at the 1996 National Association of Chain Drug Stores' Marketplace Conference in San Diego. By 1997, Purell was on the market for retail sale. Purell is a hand washing solution that effectively kills 99.9 percent of most common germs in less than 15 seconds. (FT4) Purell has been clinically proven to kill bacteria, fungi, and viruses. As shown in Figure 1, Purell Instant hand Sanitizer comes in portable sizes, convenient for customers to carry in the pockets or purses wherever they may travel (insert picture here). Having been available since the early 1980s in health care locations worldwide, GOJO tested the product in the retail realm, and the American public embraced it.

Of the 28 million workers in organized employment in India, 70% work for the state, but the state accounts for only around one-third of economic output and less than one-third of investment. The vast majority of public-sector enterprises are unproductive, massively overstaffed, and debt-ridden. A high level of unionization has restricted labor reforms and technological advances that could threaten jobs, therefore deterring investors. Because of such a large population working for the government, productive new manufacturing facilities should be a welcomed change for the current state employee.

Pricing will be a sensitive topic for export, considering the massive amount of poverty-stricken peoples. Annual inflation rests on an average of 9 percent, and in 1998 was at 14 percent.

Hardin, Angela Y. 1998. "GOJO: Getting a Handle on its Purell Market." Crain's Cleveland Business, June 22, 6.

"Lexisc-Nexisc." Online. UNC-CH Electronic Indexes and Databases. Available: http://library.unc.edu/htbin/build_ER_frame?http://web.lexis-nexis.com/universe. April 12, 1999.

Some common words found in the essay are:
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Approximate Word count = 2652
Approximate Pages = 11 (250 words per page double spaced)