Proctor and Gamble's Gain detergent marketing strategy analysis

Proctor and Gamble's Gain Laundry Detergent

Today, major manufacturers of consumer goods such as laundry detergent are faced with some tough choices when it comes to marketing their various brands. In fact, the promotion of one cheaper brand of detergent to a target market may well diminish sales of another more expensive brand manufactured by the same provider unless careful thought is given to the four Ps and the effectiveness of any marketing initiative monitored to ensure it is accomplishing what is intended. This paper provides a discussion of these issues as they apply to Proctor and Gamble's Gain brand laundry detergent, including a background on the brand as well as a marketing application and analysis. A summary of the research and important findings are presented in the conclusion.

Background on the Brand

Gain detergent is manufactured and marketed by the Procter & Gamble Company's Household Care global business unit (GBU) (Proctor & Gamble, 2008). This GBU also markets other laundry care product brands such as Tide, Ariel, Dawn, and Downy (Proctor & Gamble). Today, Proctor & Gamble is promoting an entire range of alternatives using the Gain brand as a launch pad, including liquid detergents, liquid fabric softeners and dryer sheets. If fact, as shown in Table 1 below, the company lists the following Gain-related products on its Web site.

Table 1.

Gain-related laundry products.

Product

Company description

Gain "Original Fresh"

The same great scent you fell in love with. This Original Fresh scent miracle inspired many Gain scents over the years without changing its appeal. Ahhh. You can always count on Gain!

Gain "Fresh Awakenings"

Who needs that morning cup of Joe when you've got Fresh Awakenings beckoning you from the closet, drawers, hamper or sheets. it's the great scent you'll wake up to enjoy.

Gain "Island Fresh"

Your passport to the tropics - without the huge lines, lost luggage and turbulence. Why travel when we've got the freshness of palm trees and sunshine all bottled up?

Gain "Outdoor Sunshine"

Release the hounds on your tough laundry jobs with this bright and shiny Gain. It packs that extra punch for whites with a gust of the great outdoors.

2X Ultra Gain

Ultra Gain HE is 2X concentrated just like the other Ultra Gain products and is specially formulated for High-Efficiency machines. All other Ultra Gain products are not recommended for High-Efficiency machines

Source: Ultra Gain (2008) at http://www.gainlaundry.com/static/products.asp.

Conclusion

The research showed that Gain detergent is manufactured and marketed by Proctor & Gamble. The research also showed that this company manufactures and markets a number of other detergent and laundry care brands that could easily erode the market for Gain unless careful attention is given to what target market is involved and what this target market is looking for in a laundry detergent. Given the company's success with this brand over the years, it is reasonable to conclude that the marketers at P&G have done their homework and know what this particular target markets wants in laundry care products.