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P&G Lays Out Boots Italy Plan
MILAN
Boots Laboratories has landed in Italy.
At a press conference here Tuesday, Procter & Gamble Co. sketched out its role as distributor within the Italian pharmacy channel for Boots Laboratories' treatment product range.
The Boots Laboratories range, comprising Serum 7 and Serum 7 Lift, could reach 5,000 to 6,000 pharmacy doors, according to Daniele Colabella, marketing director for P&G's professional channel in Italy. We want to hit as many [doors] as possible, he said. If there is good acceptance, we can exceed this.
Sami Kahale, president and managing director of P&G Italy, elaborated on the rollout strategy. There are 17,000 pharmacies in Italy and we...