“P&G Looks to Franchise Tide Dry Cleaning”
Posted by joe
This article describes a brand extension – where a brand is taken to a new product category. Tide is known for detergents — and it hopes that its reputation for cleaning carries over to the dry cleaning business. Tide has found a way to leverage one of its strengths (a well-known and well respected brand name) to take advantage of a great opportunity (strong growth in services, and lack of organized competition in dry cleaning). Check out “P&G Looks to Franchise Tide Dry Cleaning” at Bloomberg Businessweek (September 2, 2010).
What do you think of Tide’s strategy? Do you have any suggestions about its target market or marketing mix? What might be important to Tide’s success?