In Brandchannel’s post, the blog suggests that Tide is killing the laundry detergent industry with the introduction of its innovative product, Tide Pods. The blog states that when the product hit the market, competitors saw a 2% decrease in laundry detergent sales in just 12 months. I agree with the possibility of Tide Pods eventually driving laundry detergents into distinction due to the products many benefits, making for a more convenient and hassle free laundry wash.
The Tide Pod brings far more benefits to consumers than conventional detergents. In each Tide Pod, the pre-measured amounts of detergent prevent customers from overusing or even spilling the product by accident. This allows customers to extend their product purchase cycle. Furthermore, the pods are timesavers as customers are able to simply pop one into the washing machine without going through the hassle of measuring how much detergent to use. Lastly, Tide Pods can be brought anywhere with its portable size, eliminating the hassle of lugging around a huge bottle of detergent. It’s no wonder customers are switching quickly to Tide Pods.
With this innovation, there is no doubt that Tide will suffer cannibalization as the sale for its laundry detergent products will be hugely affected. However, it seems that by being the first to innovate a pouch detergent, Tide has been successful in gaining market share in this category and has further strengthened its brand by being positioned as an innovator that understands its customer needs.
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