![]() In 2005, P&G purchased razor king Gillette for $57 billion. Introduce a breakthrough in performance in existing categories.In P&G’s language, these are the “-er” innovations ( better, faster, cheaper). Some of the varieties featured new scents others combined Tide with other popular P&G products like Downy fabric softener. But during the 2000s, P&G increased sales of Tide significantly by introducing dozens of new varieties of the detergent. After all, the product is ubiquitous, and P&G’s flagship Tide brand has dominated the market for years. You might think that one of the most challenging innovation jobs must be to discover new paths to growth for laundry detergent in North America. ![]()
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