As everyone knows, using laundry detergent is annoying and tiring, as you always search for the correct amount of detergent to pour in for your cloths. Statistically we pour more than what we need, and that contributes to the detergent companies’ profit. Tide has released a new solution- Tide Pod.
In an external blog by Dale Buss, he suggests that the Tide Pod is killing the laundry detergent industry. I agree with that, since when the product hit the market, competitors saw a 2% decrease in laundry detergent sales in just 12 months. From what is going on, Pods have attracted many consumers due to its convenience.
The Tide Pod brought a lot of benefits to consumers compared to the traditional detergents. In each Pod, there is a pre-measured amount of detergent in each package, so people won’t overuse the amount of detergent, consequently that is better for the environment. Not only that, it is impossible to spill anything from the pod, compared to the original liquid/ solid detergents. Another benefit would be that the pod is extremely easy to use; a consumer only has to throw the pod with the laundry and turn the switch on. The pods are very portable as well, their size is small and people can carry few if they needed to do laundry elsewhere, compared to a big and heavy bottle.
This great innovation took “eight years, 450 product sketches, 6,000 consumer tests and hundreds of millions of dollars” and it has shown its benefits to consumers. This product will definitely cause consumers move from traditional detergents to Tide Pod, which will generate much profit for P&G, and other companies will lose market share due to this greatly positioned and advertised product.
other sources: http://www.bizjournals.com/cincinnati/blog/2013/03/tide-pods-are-hurting-some-but-not-pg.html