With the product, packaging,and advertising strategy carefully worked out, P&G launched Joy throughout Japan in March 1996. The product almost immediately gained a 10 percent market share. Within three months the product's share had increased to 15 percent ,and by year-end it was close to 18 percent. Because of strong demand,P&G was also able to raise prices as were the retailers that stocked the product,all of which translate into fatter margins for the tetaile and helped consolidate Joy's position.