Case Study P&G- Segments the Market Strategy The Payoff Sells multiple brands P&G generates revenues within the same product in excessive of $4 billion in category for detergents U.S. laundry detergent soaps, and other goods market alone Each brand features a Tide has 34% share of different mix of benefits powder and 24% share of and appeals to a different liquid market segments segment Combined all P&G brands Product modifications account for 75 share of appeal to different niches powder and 55% share of within certain segments liquid detergent markets O Copy rights reserved, Zou Deqiang3 3 © Copy rights reserved, Zou Deqiang Strategy • Sells multiple brands within the same product category for detergents, soaps, and other goods. • Each brand features a different mix of benefits and appeals to a different segment. • Product modifications appeal to different niches within certain segments. P & G – Segments the Market Segments the Market Case Study Case Study The Payoff • P&G generates revenues in excessive of $4 billion in U.S. laundry detergent market alone. • Tide has 34% share of powder and 24% share of liquid market segments. • Combined, all P&G brands account for 75% share of powder and 55% share of liquid detergent markets