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P&G launches budget-minded online venture

Published on .

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

Copyright June 2000, Crain Communications Inc.

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