| Laundry is, after all, just laundry.
Except when it’s not. And Procter & Gamble Co. recently realized that Tide,
its segment-dominating cash cow, despite adding three share points in the past
year for a total 42% of the category, was in jeopardy of slipping into mere
commodity status. That’s when consumers buy on price and habit, which can spell
the end of brand growth. The problem. Tide for the past four years had only advertised mundane stain-fighting messages. Such creative indifference hardly did justice to an iconic brand so cool that Kevin Roberts, CEO of Tide agency Saatchi & Saatchi, wrote in his book, Love marks. The Future Beyond Brands. "I saw Neil Young in a recording studio wearing a sleeveless T-shirt with a Tide logo, and it just screamed possibilities." So, in an attempt to cultivate Tide’s inner "love ma A. is no longer a dominating cash cow of P&G B. has seen the end of brand growth C. was in danger of becoming an ordinary commodity D. lost its appeal to consumers buy on price and habit [单项选择]SUCCESSFUL MARKETING
After all, you plan to make money by selling a product or a service or both. The reasons people will want to buy from you should give you a clue as to the inherent drama in your product or service. (0). In Mother Nature breakfast cereal, it is the high concentration of vitamins and minerals.
Always remember that people buy benefits, not features. People do not buy shampoo; people buy great-looking or clean or manageable hair. (8) Mothers of young kids do not buy cereal they buy nutrition, though many buy anything at all they can get their kids to eat—anything. So find the major benefit of your offering and write it down. It should come directly from the inherently dramatic feature. (9).
There is a world of difference between honesty and believability. You can be 100 percent honest (as you should be) and people still may not believe you. You must go beyond honesty, beyond the barrier that advertising has erected by its tendency toward exaggeration, an
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