The Light Duty Liquid Detergents (Ldl) Market
I. Executive Summary
Chris Wright, associate advertising manager of Packaged Soaps and Detergents (PS&D) division at Procter and Gamble (P&G) needs to evaluate how to increase the volume of its light duty liquid (LDLs). 3 alternatives for volume growth are considered for analysis based on the market segment (price/ performance/ mildness): (1) introduction of a new brand, (2) product improvement of an existing brand and/or (3) increased marketing expenditures on existing brands. Ultimately he must make recommendations on the above. The problem facing PS&D is how to retain its dominant competitive position while at the same time increase volume share and profits.
II. Introduction
The Light Duty Liquid Detergents (LDL) Market:
For the year 1981, the total market sales for LDL have been $850 million and volume of 59 million cases. The most popular sizes are the 32 oz and 22 oz. LDLs have penetrated 90% of the US households and expected to grow to 92% by 1990 . The market is......
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Approximate Word Count: 1339
Approximate Pages: 6 (250 words per double-spaced page)
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The Light Duty Liquid Detergents (Ldl) Market
The Light Duty Liquid Detergents (Ldl) Market. I. Executive Summary Chris
Wright, associate advertising manager of Packaged Soaps ...
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