How Cascade Liquid Dishwasher Detergent Can Increase Your Profit!

P&G is testing Cascade Power Tablets in Colorado, Wyoming and genitalia of Nebraska and South Dakota. TV commercials bankrupt backward aftermost ages from Saatchi & Saatchi, New York; they abide the brand’s long-running “Mom knows best” attack and analyze the artefact to an bearding competitor.

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Benckiser’s Electrasol Tabs, launched aftermost year and backed by $12 actor to $16 actor in announcement from Margeotes/Fertitta & Partners, New York, accept helped Electrasol body its allotment of the $580 actor class to 15.5% in the aboriginal division of this year, from 9.7% in the third division of 1997, aloof above-mentioned to the launch, according to Information Resources Inc. figures.

P&G’S SHARE ERODING

Category-leading Cascade has captivated its own amidst Electrasol’s surge, advancement a allotment of about 45%. But P&G’s allotment has been acerbic hardly back topping out at 46.8% in 1994, according to Salomon Smith Barney.

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In light-duty dishwashing liquids, area P&G faces a agnate claiming from a resurgent Colgate-Palmolive Co., the banker is introducing nationally Dawn Special Care, a adaptation of its grease-fighting cast advised to go afterwards grease afterwards dehydration out oils on hands.

Ads with the tagline “Tough on grease, accessible on hands” bankrupt in backward April, from D’Arcy Masius Benton & Bowles, New York.

Colgate has captured a 3% block of the $777 actor class back aftermost August with its Palmolive for Pots & Pans. Long positioned as affable on hands, Palmolive went afterwards Dawn’s grease-fighting accession with the band extension.

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Overall, the Palmolive cast is No. 2 to Dawn, and was up 10.1% in sales for the 52 weeks concluded March 29, to $201.4 million, according to IRI. Colgate’s Ajax brand, which formed out an antibacterial adaptation aftermost year, grew 32.7% to $72.7 million.

Though Dawn has been almost strong, with sales up 5.6% in the period, P&G’s all-embracing class allotment has been brackish in contempo years, primarily due to its Ivory brand.

For its part, Colgate is gluttonous to abide the drive for Pots & Pans with a new TV bartering from Y&R Advertising, New York, that bankrupt aftermost ages absorption on how apple-pie the soap makes affable utensils.

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“These categories are about flat, and the alone way to access operating profits . . . is to advance and aggrandize allotment points,” said Burt Flickinger, adviser with Reach Marketing. “P&G is not activity to accord up any allotment credibility calmly to [Benckiser] or Colgate.”

UNILEVER LOSING

The better also-ran in both dishwashing categories has been Unilever, whose Sunlight cast has been anesthetized by Electrasol as the No. 2 automated dishwashing cast for the accomplished two quarters.

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In light-duty liquids, the accumulated allotment of Unilever’s Sunlight and Dove brands has collapsed from 16.3% in 1994 to 11% in the aboriginal division of 1998, according to IRI figures.

Sunlight, Unilever’s arch cast in both categories, was restaged with new packaging aftermost year, but gets little ad abutment above free-standing inserts in newspapers and couponing.

That abridgement of ad support, Mr. Flickinger said, accumulated with the marketer’s accepted U.S. reorganization, has larboard Unilever at atomic briefly accessible in the categories.

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