Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

How P&G Led Also-Ran To Sweet Smell of Success

Gain laundry detergent became one of Procter & Gamble’s billion-dollar
brands–there are 22 of them–this past fiscal year by taking the unusual tactic
of going after a narrow audience. Just 16% of users account for 88% of sales
volume, P&G says.

The low-priced laundry detergent–launched in
1969–had grown a small following among cost-conscious consumers in the South,
but failed to build nationwide appeal. P&G’s research showed that scent was
a particularly important factor in Hispanic households, so in 1981, it decided
to give Gain one more chance by repositioning it as a heavily fragrant
detergent.

~A

How P&G Led Also-Ran To Sweet Smell of Success – WSJ.com
Gain was nearly a loss for Procter & Gamble.

The low-priced laundry detergent, launched in 1969, had grown a small following among cost-conscious consumers in the South but failed to build nationwide appeal. With sales dwindling, in 1981 P&G decided to give Gain one more chance by repositioning it as a heavily fragrant detergent.

Touting scent, instead of cleaning performance, was a departure from the long-held formula of laundry marketing. But P&G’s research showed that scent was a particularly important factor in Hispanic households, and it believed a fragrant detergent would draw the growing Hispanic population in the U.S. Emphasizing fragrance also allowed P&G to differentiate Gain from its other laundry brands, including Tide, Cheer and Era — marketed, respectively, for superior cleaning, color protection and stain fighting.

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Filed under: African American, Consumer, Fragrance, Hispanics, laundry

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