Judo In Action - Judo in Action by Kenneth S Corts and...

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Judo in Action by Kenneth S. Corts and Deborah Freier Softsoap Robert Taylor founded Minnetonka Corporation , 1964. It sold soaps and personal care products to department and specialty stores Developed Soap Machine , which dispensed liquid soap in a pump-oriented plastic bottle Developed Softsoap , $1.49 liquid soap and launched a $7 million advertising campaign U.S. bar soap industry (sales of $1.5 billion) had little growth or innovation for years Proctor & Gamble’s liquid soap product “Rejoice Yardley Minnetonka’s major liquid soap competitor Proctor & Gamble then launched a liquid soap product under the Ivory brand name (became 30% of liquid soap market through aggressive pricing, trade promotion, couponing, advertising) Armour-Dial launched a liquid soap under the name “Liqua 4 ” and failed Minnetonka Corporation sold Softsoap to Colgate-Palmolive for $61 million Armour-Dial launched Liquid Dial , which became the market leader at $200 million sales Red Bull Dietrich Mateschitz, CEO of Red Bull first launched it in Austria in 1987 At first, nightclubs and bards would not take the drink because they perceived it to be a diet product this forced Mateschitz to focus on traditional outlets and filling stations
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Mateschitz: “Without the old high school teacher telling his students Red Bull is
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