Exporting Purell Hand Sanitize

EXECUTIVE SUMMARY This report analyzes the possibility of taking Purell Instant Hand Sanitizer, a product of GOJO Industries, into the Indian market. 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. India Provides an Opportunity Possible Barriers GOJO must consider possible barriers to Purell’s entrance into Indian markets. These barriers include: Recommendation Extensive research provides evidence that marketing Purell Instant Hand Sanitizer in India would be mutually beneficial to GOJO Industries and the people of India. Report Overview Statement of Purpose The purpose of this report is to recommend marketing GOJO Industries’ product, Purell Instant Hand Sanitizer, in India. Penetrating the Indian market would be mutually beneficial for both GOJO and India. Product Purell Instant Hand Sanitizer is a portable supplement to routine hand washing. Although 80 percent of disease is spread by contact with the hands, Purell kills 99.9 percent of most common germs. Therefore, Purell is and effective tool that promotes proper health and prevents the spread of disease. In 1997, GOJO Industries, a privately owned company, introduced its hand sanitizer for retail sale. Since then, the hand sanitizer industry has exploded in the US to and industry worth $400 million per year. Many public competitors such as Dial and Colgate have

Bibliography: “Company Background.” Online. GOJO Industries, Inc. Available: http://www.gojo.com/history.html. March 20, 1999.