¶ … laundry detergent was first introduced in the market in 1969 and marketed as a powerful stain-fighting detergent. The brand was later rebranded to focus on the smell that was associated with the detergent and the "fresh scent." The brand is owned by Procter and Gamble (P&G) and represents one of their top ten largest brands. Since the early history of the detergent, the product mix has eventually expanded to include more related products such as fabric softeners and scent boosters among others. The brands current core competency is focused upon the scent that the products have and less about the cleaning power of the detergent. Most detergent does at least an adequate job cleaning clothes in today's market place so detergent brands have to differentiate themselves in other ways. By focusing on the scent, Gain has steadily built a loyal customer base over the years. Today's formulas boost that the freshness and the scent can last over two weeks and combines "sniff-tastic" elements (Procter and Gamble, N.d.).
Tide represents Gain's biggest competitor in the industry. The Tide brand controlled almost a quarter of total U.S. liquid laundry detergent sales in 2013, which amounted to revenue of approximately USD 1.26 billion; however sales declined over five percent compared to the prior fiscal year (Statista, N.d.). Yet the sales...
However, Gain is the number two brand in the U.S. And Procter & Gamble was the leading liquid laundry detergent vendor in the United States in 2013, controlling nearly 60% of the USD 5.3 billion market (through the sales of its 8 total brands) (Statista, N.d.).
Figure 1 - Industry Players (Statista, N.d.)
Market Segmentation & Benefits
P&G owns several different brands in the laundry detergent market (Tide, Cheer, Bold, Gain, Era, Oxydol, Dreft, and Ivory Snow). To keep the brands from having a counterproductive relationship with each other through competition of its own products, P&G must successfully segment the market based on the benefits that the products offer (Marketers Magazine, 2010)
Gains segmentation is based all upon the scent that the product produces and the amount of time that the scent lasts. Gain's segmentation is focused solely on the scent and how long the fresh-scent lasts for clothes that are washed in the detergent. The consumer benefits that the brand fulfills is the experience of having their laundry smell refreshing and clean. By contrast, other brands focus more on quality issues such as keeping colors from fading or getting the brightest whites.
Product -- Gain is a mid-priced mid-quality laundry detergent that is differentiated by its scent and the lasting experience of its "freshness."…
LAUNDRY DETERGENT 91 OZ. Gain Laundry Detergent is one of the most successful products of Procter and Gamble. In the year 2007, the product became the 23rd multibillion dollar product by P&G. P&G has always been an institution in product development and its wide variety of laundry detergents have all been able to capture significant market share due to distinct positioning. Tide is specifically targeted at stain removal, Gain has
RIN Detergent Lever's marketing planning and implementation from 1984 to 1988 was ad hoc at best. The company essentially marketed RIN by trial and error, relying on a number of assumptions rather than consumer research. When the company launched RIN it supported the product with a strong advertising campaign, but did not support the choice of pricing, package size and advertising with research. As a result, the thunder and lightning campaign
(Security Guards and Gaming Surveillance Officers) Thus there is a lot of increase in demands from channel members and the possibility if that there is a demand from them to provide them with lower priced products. Even existing marketing companies like Scott Paper Company are facing this problem. There are wholesaler sponsored voluntary chains, and retailer cooperatives which are likely to put pressure on a new manufacturer. (the Environment
Bibliography Amos Web Dictionary, Gloss arama, Merger, http://www.amosweb.com/cgi-bin/awb_nav.pl?s=gls&c=dsp&k=merger, last accessed on February 28, 2007 Wikipedia, the Free Online Encyclopedia, Mergers and acquisitions, Due Diligence, Procter&Gamble, http://en.wikipedia.org/,last accessed on February 28, 2007 CNN Money, Results of Weekly Pole, 2005, Chris Isidore, P&G to buy Gillette for $57B, CNN Money, January 28, 2005, http://money.cnn.com, last accessed on February 28, 2007 Procter&Gamble buys Gillette to Form the World's Biggest Consumer Products Group, FinFacts Ireland, Business&Finance Portal, January
The strategy outlines clearly the ethical position of the organization in relation to interactions between consumers and various stakeholders. This is essential in the enhancement of service and products provisions. The organization focuses on the adherence to the law through development and implementation this marketing strategy. This enhances effectiveness and efficiency of the legal interaction between consumers, shareholders, and stakeholders. The organization also pledges to take quality care of
Instead, these revenues may be invested in their question mark business units, which include their international expansion of these same industries into the Western economies. Ansoff Matrix: Using the Ansoff Matrix one can see the alternative corporate growth strategies Kao may consider. Kao is seeking market development into Western markets with existing products. They are also seeking diversification into these new markets with new products that fit the unique needs of