Tide Pods were a revolution when they launched in 2012 and have since spawned a new look for many detergent and soaps as pods took over the laundry room. But what’s next? Could P&G top the Tide Pod craze? Perhaps. And the answer may be in producing a new product line without using a key ingredient – water.
The innovative products are not in the old soap and detergent forms; instead, they come in small swatches that look like fabric, but foam when water is added during washing and cleaning. The new product form substantially reduces the size and weight of detergents, making them lighter and smaller to package, ship, and store. There are eight types: hand soap, face wash, body wash, shampoo, conditioner, laundry detergent, surface cleaner, and toilet cleaner.
Think about it. Instead of carrying home (or shipping) a gallon of detergent that can weight upwards of eight pounds, the new product can be carried home in a small box that weighs ounces, and is packaged in biodegradable boxes. This new size would allow P&G to sell direct to consumers. Pricing is higher than standard products though. A box of 60 body wash swatches are $19, while laundry detergent costs $29 for 30 swatches (compared to 81-pack of Tide Pods at $19).
One remaining topic is how to brand and name the new product line. It is currently being called EC30. P&G is still considering whether to create a new brand, or use another well-known P&G product name.
What is your opinion of the new product line?
Group Activities and Discussion Questions:
- Discuss the importance of clearly defining a target market.
- Show the IndieGoGo campaign that P&G used for proof of concept: https://www.indiegogo.com/projects/ds3-next-generation-cleaning-for-body-and-home#/
- A video of the product can be found at https://youtu.be/ToPjozrz6ME
- The product can also be found on Web site: https://ds3clean.com/
- For this product, what is the target market? Include demographics, psychographics, behaviors, values, attitudes, etc. (Note: Can the product be sold to organizations also?)
- Based on the target market profile, what makes this product unique for these customers?
- Poll students: How should P&G brand/name the new product line?
Source: Terlep, S. (22 April 2019). Forget Tide Pods. P&G bets water-free soap ‘swatches’ are the future. Wall Street Journal.