Report: Procter & Gamble to sell bargain version of Tide

Procter & Gamble (PG) plans to test selling a lower-priced version of Tide, according to reports.

The new detergent from P&G would be aimed at taking market share from bargain brands such as Arm & Hammer (CHD).

The strategy has been broached before by the company, but dismissed as a dangerous tactic due to the risk that loyal Tide buyers would trade down.

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Comments (2)
  • Matthew Brown
    , contributor
    Comments (1061) | Send Message
    From a brand value perspective, they should not put the tide name on it.
    4 Sep 2013, 07:27 AM Reply Like
  • NelsonUltrasoundInfusion
    , contributor
    Comment (1) | Send Message
    There is a reason why P&G has Cheer and Era and Gain (and shelved titles like Solo) on the shelf -- to do the dirty work and preserve the brand integrity of market leaders. This is fundamentally abdication of the essence of BRAND management: don't trade down on the strength of your market leader. What's next? A Crest that fights most cavities? Olay that moistens most skin types? Cascade that gets most food off plates?
    4 Sep 2013, 09:00 AM Reply Like
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