Re: “P&G Goes One-to-One,” DIRECT, October I don’t understand why Procter & Gamble, the world’s largest consumer goods company, the company that invented brand management, owns and appears to operate “MoreThanaCard.com,” featuring gifts “under $25.” I’m sure you really want to send your loved ones small packages of Tide (I kid you not).
On a good day, with 1 million customers, care to guess what they’ll lose? Let’s see: On $25 they might have $10 of margin by the time the costs are properly allocated – might. I’d guess they lose $25 for each and every $25 order they fulfill.
Geoffrey D. Batrouney Executive Vice President Estee Marketing Group Inc. New Rochelle, NY
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