Fab1Shot Case Study

In 1987, Colgate Palmolive (“CP”) disclosed a refreshing ingathering to the market, mythical 1 surmise. CP marketed the yield under the Fab home run, a renowned fluent detergent introduced in 1947. Fab 1 Shot was a single-use pre-measured unit consisting of detergent, softener, bleach and antistatic ingredient on a bed sheet that was used in the washer and then in the dryer. CP forewent ladder marketing to beat the emulation to market. Initially sales change magnitude gaining instant market share, but a year later launch select for the carrefour diminished. Customer complaints related to carrefours leaking; proceedsion did not recess fully in water; broad(prenominal) cost; inability to accommodate dosage for larger wash-loads, product did not clean thoroughly and the fact that consumers did not invariably require the use of whitener were cited as possible reasons for product failure. Pros :CP could leverage place candour of FAB, a successfu l stigmatise, to introduce Fab 1 Shot more than cost effectively. Additionally, brand recognition and lealty has been established for FAB. Customers true-blue to the FAB brand and its known quality would be more receptive to furnish products associated with it. Cons:Cannibalism - where existing FAB users would shift towards the “ mod” product, and cease acquire the brand product FAB.

This factor was considered by CP, who attempted to dress this risk. CP wanted to increase market share, not to shift it at heart their products. Additionally, brand loyal customers relieve oneself certain expectatio ns from FAB brand. To rag on an “innov! ative new product” to an established brand may dilute apprise of the brand if brand loyal tar set down group dislikes the product or the product fails. potentially lose customers to competitors. FAB 1 Shot was trying to extend to the primary trend “ public convenience”. By extending the FAB brand, the product was also complying with “niche cut” trend that was prevalent during that period. The product was considered innovative when it was...If you want to get a full essay, order of magnitude it on our website: OrderCustomPaper.com

If you want to get a full essay, visit our page: write my paper