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Article: Brand new ideas or money for old rope?: Manufacturers argue that new products and relaunches benefit consumers, as innovations mean improved quality and performance. Is this actually the case or are they a ruse to get consumers to spend more?
- Article from:
- Marketing Week
- Article date:
- November 1, 2001
- Author:
CopyrightCOPYRIGHT 2001 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Innovation provides the key to stimulating the detergent and toilet tissue markets, which as basic purchases would otherwise be dependent on price-led promotions to capture consumers' attention. But while new product ideas undoubtedly benefit manufacturers, it's not clear if the same can be said for consumers.
The detergent market has seen a flurry of activity as the major household goods players Procter & Gamble and Unilever battle to take control of the market. Unilever took the initiative with the launch of detergent tablets three years ago, which was then followed by the introduction of capsules on the market earlier this year. Now the sector looks set to be ...