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