P&G launches budget-minded online venture

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Procter & Gamble Co. on June 14 launches a test of MoreThanACard.com, its second business-to-consumer interactive venture following last year's launch of customized beauty-care retailer Reflect.com. According to Craig Wynett, general manager-corporate new ventures new business development group, MoreThanACard aims to tap the $30 billion under-$25 gift market by selling themed gift packages of P&G and non-P&G products for new baby, new house, new job, new pet or other special occasions. P&G will be watching its own budget with the launch, too, following two consecutive quarters of earnings disappointments. MoreThanACard won't get media advertising for now, though it's being promoted to employees and shareholders.

Copyright June 2000, Crain Communications Inc.

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