1. In May 2008, the Procter & Gamble (P&G) North America Oral Care group was considering the launch of a new Crest Whitestrips line, Advanced Seal. The product improves on existing at-home tooth enamel whitening treatments, providing better adhesion to the teeth and thus better whitening results. The group is concerned about the willingness of customers to adopt the new line and the effect the new line will have on existing P&G whitening products.
2. What is the situation at P&G, and what is the company's motivation for the Advanced Seal launch?
3. Does the project appear economically viable? Why or why not?
4. What appealing is the policy proposal?
5. What are the key value drivers of the Advanced Seal investment?
6. What would it recommend Roman for the Advanced Seal investment of P&G?