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Erin Moller A&D Project 12/15/2009

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 Purex is a branch from the Dial Corporation that was started in 1876,
beginning as a meat packing industry and entering the household care market in
1948. Dialǯs first cleaning product was the Dial soap that quickly became the leading
brand in America. Not until 1985 was Purex acquired by Dial. Then in 2004, the Dial
Corporation was acquired by Henkel and has created multiple new products in the
last five years. For more than 130 years, Henkel has been a leader with brands and
technologies that make people's lives better and easier. Henkel operates in three
business areas Ȃ Home Care, Personal Care, and Adhesive Technologies Ȃ and is
ranked among the Fortune Global 500 companies. Of their laundry care sector,
Purex holds a 5% share in the company (GMID).

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 Purex Complete 3-in-1 sheets were launched to the U.S. market early 2009.
The idea developed from customers wanting more simplicity in their hectic lives
and realizing the many hassles of doing laundry. Life has become more fast-paced
than ever before, and many people have been forced to overload on multi-tasking.
Many choices are available for laundry care, but Purex found a gap in innovations
and created the laundry sheets to eliminate some of the stress of household work.

Unmet needs in laundry care were also an issue explored by Purex. Many
people donǯt have time to wait and put fabric softener in the washer and may be
tired of using multiple products in order to finish their laundry. Putting all
necessary items used in laundry into one product creates simplicity and saves
consumers time by not having to wait around for the washer to go on the rinse cycle.


 

 

 

 Since the launch of the 3-in-1 sheets over a year ago, web traffic on the Purex
website has increased by 300% (Growth in a Strong Headwind). Also in the past
year Purex 3-in-1 sheets have managed to acquire the highest detergent share in
five years. Awareness of the product has grown to 67% in the market of laundry
detergent, which is very good for a new innovative product.

After 5 years in production and R&D, the 3-in-1 sheets are being backed by a
$50 million marketing campaign, focusing on convenience, value, and sustainability.
Purex Complete 3-in-1 fabric softener sheets sales totaled $2.6 million and unit sales
reached 429,280 in the 52-week period ending June 14, 2009 in supermarkets, drug
stores and mass merchandisers (Laundry Sheets Hit Shelves).

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Purex Complete 3-in-1 Laundry Sheets are a loadǯs worth of detergent,

laundry softener, and anti-static in one sheet that goes from the washing machine to
the dryer with your clothes. The detergent releases during the wash cycle, while the
softener and anti-static are heat activated and release while in the dryer. Purex
Complete sheets are a simple alternative to messy liquids that save the task of
measuring detergent. Once the original pack has run out, Purex has refill packs so
only one plastic container needs to be purchased and plastic waste is reduced. Purex
has found a way of simplifying laundry to one small sheet, making laundry easier for
everyone in the household.

Purex is so confident in this product they have created a website called DzThis
Sheet Works.dz On the website consumers can watch a video of testimonials for the
new product and can print off a $1 coupon for the purchase of the 3-in-1 Sheets.
Twitter has become a popular social networking site and Purex used this to gain
popularity of their product by creating DzTweet the Sheet.dz Consumers are taken to
the Purex Twitter page and asked to give their opinion on the new innovation.


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 The 3-in-1 Sheets are different from traditional detergents. Rather than
measuring liquid detergent for each load in the laundry, adding softener during the
rinse cycle, then a dryer sheet when clothes move to the dryer, the Sheets stay with
the load from start to finish. One Sheet is dropped in the washer with the load and
transferred with the washed items to the dryer to do all 3 jobs in one product.
Consumers are able to save money on the other unnecessary products that are
already incorporated in the Sheets along with laundry detergent. Packs are being
sold for around five dollars for 20 sheets, which may seem expensive for large loads
of laundry, but is much cheaper than buying all three separate products.

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Purex has been in the market for nearly a century, and many consumers have
become adopters of their cleaning products. With an unstable economy itǯs nice to
turn to a brand who has been around through the good times and bad. When times
get tough consumers like the idea of relying on something that has been a part of
their lives and reliable for a long period of time. Laundry products are something
that will always be needed, and with time comes new innovations. According to
GMID, laundry care products bring in the largest net profits for Henkel Corporation.
Creating a new form of laundry care has potential for large profitability and would
be a logical choice of innovation for the company. Giving a common product new
features and benefits can help consumers look at laundry in a whole new light.

Benefits of the 3-in-1 sheets go far beyond any of its competitors. Using one
product rather than three can substantially cut back on costs of doing laundry, as
well as ease of use. Women have been seen as the tradition person to do laundry,
but after speaking with many users of the 3-in-1, mainly among college males,
laundry has become acceptable and easy for both men and women. The ease of use
brings about the most benefit because busy people donǯt want to take the time to
measure detergent and wait for the rinse cycle to add fabric softener. Men and
women are both seeing the benefit, which may help with adoption.

Since laundry tablets are gaining popularity in the United Kingdom, Purex
has an advantage in the laundry care market because of their new innovative idea.
After being released in the U.S. market it makes sense to move into the United
Kingdom because of their openness to new ideas and short rate of adoption.

As with any new product, the company has experienced a slower rate of
adoption than other similar products like the 2x concentrated liquid detergents.
With the 2x concentrated detergents the only step consumers have to change is how
much liquid to put in the washer. The 3-in-1 Laundry Sheets provide more of a
challenge because consumers are asked to go against what they know about laundry
and adopt one product rather than three to do their laundry.

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Purex 3-in-1 Laundry Sheets are not the typical way of doing laundry. For
years, households have used measured liquid detergents for their laundry. Many
people are stuck in the traditional ways of doing household chores, which is why
liquid detergents still have an advantage over the new innovation of 3-in-1 Sheets.
When Tide with Downy was released it took time for people to get used to not
adding fabric softener during the rinse cycle, which is what we have been adapted to
do. Switching over to a sheet that will do all three steps of the laundry in one part
may take time for adoption.

Another way this may become a problem in traditional households is the

ease of use for both women and men. In very traditional households, women have
been the ones to stay at home, cook, clean, and do laundry. With every step of the
cleaning process in one sheet, men may be more subjected to doing laundry. Only
women being in charge of laundry seems sexist, but itǯs the way it has been for
decades and some people are not eager to change their ways.
 Compatibility may not be feasible with all types of clothing. The one downfall
of the product is that you get all three steps or none. Certain clothing material needs
a gentle wash in which fabric softener cannot be used, and creates a setback for the
product. For typical laundry loads, the 3-in-1 sheets are a simple solution to a
sometimes messy problem.

Simplified ways of laundry may seem untraditional, but it may be compatible

with needs for people that they havenǯt realized yet. Purex 3-in-1 Sheets make
laundry quicker and easier, and makes laundry more convenient for all members of
the family. Women who are in a hurry can get laundry done quicker by not worrying
about measuring their detergent. As with any new technology, people take time to
get used to new ideas.

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Even though the 3-in-1 Sheets are meant to be a simplified way of doing
laundry, some people may still have questions as to how they work. After reading
customer reviews I discovered the main concerns were how well the laundry
detergent releases during the wash cycle. And since the sheet is so small the clean
laundry scent may not be as noticeable as using other products. The top two strips
on the sheet are for laundry softener and anti-static, but with such small amounts
many people are questioning whether itǯs enough for the average load of laundry.

Changing from three steps to one may seem trivial to many, but it may be an
easier way of doing laundry for the younger market. Teenagers and college students
who are just beginning to do their own laundry may like the idea of having one sheet
to do the job rather than measuring their detergent, remembering the fabric
softener, and adding a dryer sheet. Complexity may not be as big of an issue for
younger generations who are looking for an easier alternative to doing laundry.

   

Through Purexǯs website, consumers can print off $1 coupons for purchase of
the 3-in-1 Sheets. If they decide they are satisfied with the product Purex has a place
on their website to register your email to get future offers on the product. Continual
incentives may help Purex gain life-long consumers who can recommend their
products to friends and family.

Purex has also created a money-back guarantee. If the consumer is not

completely satisfied with the product they can send in a rebate form along with
receipt for proof of purchase and the consumer will get 100% of their money back.
Even if consumers are not pleased with the 3-in-1 Sheets they may still value the
customer service from Purex. Adoption isnǯt only dependent on the product, but also
on the company and their services.

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Laundry is an observable task, and the easiest way to observe if the 3-in-1
Sheets work is to do a load of laundry and examine the end result. This means
consumers would have to buy the product to observe how well the product works.
Trialability doesnǯt give a chance to try the product for free like some liquid
detergents offer, so the customer may be more skeptical to buy the product to use in
their homes.

Once the consumer purchases the product the best way to observe the Sheets
is to do a load of laundry and compare the clean clothes to ones cleaned by liquid
detergents. When the consumer makes the purchase decision, after coupon
incentives and customer reviews, they can do their own form of observation and
choose whether the Sheets are worth switching to or if they need to stick to the
conventional ways of liquid detergent.

Packaging of the 3-in-1 sheets is unlike anything else on the market. The
plastic snap-close case used to hold the sheets has a sleek yet compact design that
take up minimal space in the laundry room. The packages come in bright blue or
white, making the case stand out on the store shelves. When new products are
released to the market it helps if they are put into attractive packages to capture the
attention of consumers.
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 Purex 3-in-1 sheets come in many different scents, which may be used as a
laundry freshener. Traditional dryer sheets have been used in linen storage to keep
clothes smelling fresh, so putting a 3-in-1 sheet in with storage may keep your
clothes from soaking up odors.


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Direct competitors of the 3-in-1 Laundry Sheets are the manufacturers of the
newly popular 2x concentrated detergent. These versions offer less water and
packaging, but more powerful cleaning power than regular detergents.
Concentrated detergents currently account for 97% of automatic detergent value
sales (GMID).

Proctor & Gamble is the largest player in global household care, which makes
their products the largest competitors to Purex and the Henkel Corporation. Tide is
their leading brand of detergent and offers a wide variety of laundry detergents and
stain removers. They are one of the largest laundry companies with products being
Tide To Go, Tide Stain Release, and liquid and powder forms of detergent. Along
with the other 2x concentrated detergents, Tide uses less water and more stain
fighting power in a smaller container. Their website contains tips on how to get rid
of stains in clothing as well as coupons for money off of their many products.

²


Tide products are the most similar to the 3-in-1 sheets with the added
feature of laundry softener in the detergent. Tide with a Touch of Downy offers
detergent with laundry softener in the mix. The only step they have failed to
incorporate is the anti-static needed for drying the laundry. The liquid may be the
more conventional way of doing laundry, but incorporating all three steps in one
sheet with no mess is new technology at work.


›


Another major competitor of the 3-in-1 sheets is the new Dropps Laundry
Detergent. Dropps is a new company who has created small liquid packs of laundry
that are 6x concentrated than most other detergents. Small packs containing the
detergent dissolve in the washer and are 100% biodegradable. They stand by their
cleaning power by stating their products are Dzpowerfully good: tough on dirt. easy
on your favorite clothes.dz (dropps.com). The company has the same selling point as
the 3-in-1 Sheets that they are premeasured and easier to use. Dropps are also eco-
friendly and use less water and plastic for their packaging.

The main difference between the Sheets and the Dropps is the extent of use.
Purex 3-in-1 do the washing and softening in the washer while also removing static
in the dryer, but Dropps only wash the clothes and donǯt seem to do much to soften
the laundry load. Dropps may be a good alternative to the 2x concentrated
detergents, but is still more work than using the 3-in-1 Sheets.

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 Eco-friendly products are becoming increasingly popular with everyone

trying to Dzgo green.dz Tide Pure Essentials is a new laundry detergent made with
baking soda and plant-based ingredients in an attempt to enter the market of
Dzgreendz products. The company is a major competitor since it accounts for 44% of
all detergent sales (Oligopoly Watch). Tide is following in the footsteps of specialty
brands like Method Products Inc. and Seventh Generation, which are both better for
the environment than other products of its kind. Their higher prices donǯt seem to
be an issue either. According to GMID, consumers are continuing to gravitate
towards higher-priced Dzgreendz brands. There has not been much market in the past
for Dzgreendz detergents, but with the growing nature-conscious market they have
become more dominant on the store shelves.

 
 
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 Seventh Generation Laundry Detergent is an all-natural product for washing
clothes, including sensitive formulas for babies. The brand also offers fabric softener
and softener sheets for the dryer. Each is considered all natural and good for the
environment, but each comes as a separate product. Consumers have moved
towards a new green world and are being more conscious of what they purchase,
and many people are okay with spending more money to get a more eco-friendly
product. Coupons are also available through the website, but the user must register
and get continuous emails from the company. Consumers may not be as interested
in spending more on multiple products, which still keeps Purex as the better
alternative.

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Another company competing in the world of eco-friendly detergents is

Method Laundry Detergent, distributed exclusively through Target Corporation.
Method takes up less space in the laundry room and accomplishes the same cleaning
power as other leading detergents. This product doesnǯt contain phosphates and is
biodegradable. The detergent is also triple concentrated so more loads fit into a
smaller bottle. Method also offers the $1 off coupon through their websites to
encourage people to try a new, more concentrated way of doing laundry. The only
downside to this product is, yet again, it only does one job. About.com stated their
only concern is the small amount of washing liquid being able to wash a full load of
laundry. Extra detergent may be needed to wash larger loads and get out stains.

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 As many people know, the United States economy entered a recession in

December of 2007 and is still continuing today, which is the longest lasting since the
Great Depression. Families have been watching their money today more than ever,
which means purchases as a household more than as individuals.
 In spite of the economic downturn women are still able to excel in the work
place. Today more than ever women have had a strong voice in purchasing power
because their take home pay is just as much, if not larger, than menǯs. 

Women are believed to influence at least 80% of all households spending.

The median income of women has increased by 82% over the past thirty years,
which is much larger than the 11% for men. Households have become two-income
and have given women a greater say in family expenditure. Traditionally the man
has made purchasing decisions based on what he believed was best for the family,
but as the times change women have become much more influential in spending
power.

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Price and promotion have been large determinants as to what consumers

buy in the U.S. market. Housewives specifically are targeted during commercials in
daytime television for cleaning products to buy the best cleaning products for the
best price. Home care products take more persuasion for adoption due to tradition.
Many women enjoy using the products their mothers used and tend not to stray
away from the brands theyǯve come to know and love.

Women are the dominant force in laundry detergent purchases in the U.S.
Even though more women are in the workforce than earlier years, they are expected
to be the ones to take care of the laundry and cleaning. Many women have accepted
this role, and they tend to stick with brands they know and love. Emotional
connections can be tied to the purchase of laundry detergent because women tend
to buy what their mothers and friends purchase. Home care products seem to be
one of the most difficult markets to enter into. Most women will try cleaning
products once, but adoption takes much more than just cleaning power.

Once women are persuaded into trying a new brand, itǯs hard to gain
adoption of a new brand. Women are set in their ways and donǯt tend to buy new
products theyǯre not sure are going to be here tomorrow. In todayǯs economy itǯs
nice to know something can be consistent like small household purchases. It may be
a stretch, but women may be afraid of switching to a new product in fear of change
for the whole household.

 The United Kingdom has the same buying trends as the U.S. with buying
decisions being in the hands of women for laundry detergent. The main difference
between the markets is the recent popularity of laundry tablets that have now been
introduced into the U.S. market. Now people in the U.K. have more buying decisions
than the U.S., but their views of tradition seem to be the same as the U.S.

After reading many blogs on laundry care and the preferred brands among
women in the U.K., many women contend they have found a brand they like and
stayed with it for over five years. Once women find a detergent they love itǯs hard to
change their minds. The U.K. doesnǯt seem to have as much emphasis on tradition,
but they seem more open to innovation when it comes to laundry products.

Since women are the majority of the market for laundry detergent, they are
the ones who need persuasion into buying different brands. Women in the U.K. may
be more open to new decisions and looking into other products than women in the
United States. The confirmation stage may be where women go astray. Even though
consumers are more open in the U.K. they are still consistent with their brands of
laundry detergent. With the tough economic times itǯs hard to see women changing
their minds away from something they know to be consistent.



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 Both the U.S. and United Kingdom markets are part of an individual society in
which consumers make their own individual decisions as to what they want to buy.
Most people donǯt evaluate their purchases on industry research, but through
evaluation of their peers who have previously adopted a similar product, usually
within a certain brand. Once the consumer finds a laundry brand they like, and have
family or friends to back up their positive feelings toward the brand, it is hard to
change their ideas to influence adoption of new brands.


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 Interpersonal communication channels occur through the company website

www.purex.com/thissheetworks. As soon as customers enter the website a video
plays showing a woman doing laundry care free and exclaiming Dzthis sheet works!dz
The company does play on words and makes Dzsheetdz seem like an inappropriate
word by bleeping it out, even though she only said sheet.

Social networking sites have also been a key component in marketing to new
adopters of laundry products. Facebook has a Purex fan page in which consumers
can join and find out about new products and find additional product coupons.
Twitter also has a Purex page that allows users to be followers and Dztweetdz on their
wall about their likes and dislikes of the many Purex products, including the 3-in-1
sheets.

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 Mass media channels are the most effective in creating knowledge of

innovations. Online advertising has been the main form of promotion for the 3-in-1
sheets, and Purex has recently moved into TV commercials. Print ads are also used,
mainly for the purpose of coupons for $1 off a new pack of sheets or a refill pack.

Through the website customers are able to see product characteristics, watch
testimonials from current users, and locate stores in which to buy the 3-in-1 sheets.
On www.ThisSheetWorks.com customers can print a coupon for additional
discounts to their cost of laundry. Multiple media outlets have been explored by
Purex to ensure market penetration to all target market participants.

Since the 3-in-1 sheets are relatively new to the market, Purex has yet to fully
move into the TV advertisements. The only commercial played on TV is the same ad
shown on the This Sheet Works website. Currently Purex is trying to market the
product to a younger generation of Millennials who are more apt to use the Internet,
and are slowly working their way into more traditional media.

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 Purchase of laundry detergent in both markets tends to follow homophily

because of opinions being a strong factor in adoption. If youǯre mother began using
Purex 3-in-1 sheets, you would be more likely to use the sheets because of similar
views and trust within family. Younger generations are more apt to use new
innovative products, but also have a sense of tradition in what kind of laundry
detergent to use. Among families, detergent choices tend to fall within the same
brand and it has been this way for years.

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 When it comes to buying laundry detergent, mothers seem to be the opinion

leaders as to what brand will be bought among the young adult audience. If a brand
has been in their family for years, and itǯs what you grew up with, you are more
likely to buy the product for its brand name than for the product itself. Positive
experiences such as folding laundry at home when you were a kid, or even the smell
of clean laundry when walking into the house, may trigger repeat purchases of a
brand like Purex because consumers will equate it with naivety of childhood.

Change agents in the market of laundry care come from the voice of family
and friends. Since mothers and authority figures have such strong influence over
brand adoption, if they switch brands itǯs likely their family members will follow
suit.

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 Awareness of the new 3-in-1 sheets has reached 67% of the market of
women between the ages of 18-30. Since the website launch nearly a year ago, web
traffic is up 300%. Purex has proven the value of 3-in-1 sheets rather than using
three different detergents, which is a comfort for consumers in this economy.
Simplification of the laundry process has also caused a high rate of adoption within
the first year of sales because consumers have less and less time to complete simple
tasks and are forced to multitask. Purex Complete 3-in-1 sheets have given people
more time in the day to do more important tasks than worry about measuring
laundry detergent.

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 Of the one hundred million women in the United States, about 30 million are
in the age group of 18-30. Growth of the population is nearing 1%, with the segment
of women making up about 0.25%. Income doesnǯt seem to be a large barrier since
laundry detergent, for the most part, is a normative purchase that doesnǯt require as
much research as other more expensive products.

Fifty one percent of the United Kingdom population consists of women, and about
seven million women fall into the age group of 18-30. Population stands at 0.3%
growth, with the growth among the segment only being around 0.125%. As with the
United States, income is not a large determining factor of purchase because of the
relatively low cost of laundry care and demand being consistent.

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Purex 3-in-1 Complete Laundry Sheets simplify the process of doing laundry,
and are cheaper than buying multiple laundry products. Refill packs are also
available to cut back on plastic waste that ends up in landfills. With the newly
popular Dzgoing greendz sweeping the nation (and the world), Purex is making a large
effort to cut back on water usage from detergent and sustainability of their product.
When consumers buy a package of the 3-in-1 Laundry Sheets they are also
donating money to less fortunate families as a part of 
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. The
Purex website helps to connect with the charities, along with giving laundry tips and
links to their current promotions. Actress Angie Harmon has also lended a hand to
the 3-in-1 cause, and gives the brand a more prestige image because not many
laundry detergent have celebrity endorsers.

Liquid detergents have been switching to 2x concentrated formulas to use

less water for detergent and less plastic for packaging, but the 3-in-1 Sheets are the
purest form of concentration; a capful of detergent is saved every time a 3-in-1
Sheet is used. The refill packaging also contains 43% less packaging than other
detergent containers, which is keeping all that extra plastic from ending up in
landfills. Along with the product being environmentally friendly, it has also helped
with delivery CO2 emissions. With less water and packaging to transport, CO2
emissions during delivery have decreased by 67%. Purex has made it a priority to be
safer for the environment to help influence others to live a green life.



  



 Any women over the age of 18 seem to be the main market for laundry
detergent, and the main segment I would like to focus on is 18-30 who is a younger
audience and may be more influential than the women who are used to a certain
brand above the age of 30.


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In the United States, norms surrounding women who stay at home to cook
and clean has not entirely disappeared. The part that has changed is womenǯs
influence on purchase decisions in the house. Women are still the majority of
parents who stay at home and take care of the family, along with making over ¾
purchasing decisions for the family. Marketers of cleaning products have taken
advantage of this by placing multiple ads on daytime TV to entice housewives to try
something new that can give their home a new level of clean.

Another norm affecting purchases of laundry detergent is brand image. Using

a brand such as Tide or Cheer can mean a higher social status than the brand
Suavitel that is priced lower and doesnǯt take up as much room on the store shelves.
Status is a big deal for people today, especially young women, and norms of wanting
to fit in with the status quo can have large purchasing implications for what brand
to grab off the shelf.

 Norms for laundry in the U.K. seem to have the same emphasis on brand
image as in the United States. Brands and cleanliness is highly related with status.
Women seem to be more open to trying new brands in the U.K. because they have
fewer options than Americans do. When it comes to how laundry is done, the United
Kingdom seems to have the same norms as the United States. Loads per week
seemed to be the same in both countries, falling between 5-6 loads each week. This
of course can change depending on the number of children or people in the
household.

Adoption rate overall may be lower, but there seems to be more openness to
using new innovative products than here in the U.S. because of the lack of social
norms of housewives. Purex has not yet entered the United Kingdom, but since
women are more open to trying new products over there I believe the 3-in-1 sheets
would be successful with the new market.

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 Purex Complete 3-in-1 laundry sheets will be marketed as a simple way of

doing laundry for the person on the go. Laundry has been traditionally seen as the
womanǯs job, but with the 3-in-1 sheets anyone can do laundry. Having
premeasured laundry sheets that stay with the clothes throughout the wash and dry
cycle will eliminate the mess of measuring detergent.

 


Buying all three products (detergent, softener, and dryer sheets) can be
expensive-anywhere from $10 to $15 for one purchase. With the 3-in-1 sheets,
consumers will get all factors of laundry in one sheet for a price right around $6 for
24 loads of laundry. Once detergent is measured and used, consumers can actually
get more loads out of the three products, but with a higher price tag. The main factor
influencing consumers to spend their money on the 3-in-1 sheets is the simplicity
that isnǯt available through liquid detergents.  


 

 Purex has launched the DzThis Sheet Worksdz campaign that makes an effort to
show consumers how the sheet works, and gives them access to customer
testimonials through their worldwide website to gain insight into the new
innovative product. As consumers become more time deprived, they are looking for
products that simplify their busy lives. Purex explains how their product differs
from anything else on the market in order to gain consumer interest in their new
innovation. Once customers become aware and interested in the product, the
website offers coupons and a store locator to pick up the product and try it in your
own home.




 Purex Complete 3-in-1 laundry sheets are currently on the shelves in

drugstores such as Walgreens, along with Target and Wal-Mart. Since they are
considered detergent, softener, and dryer sheets they can be found in the laundry
care aisle between the large liquid detergents and the dryer sheets. Placement of the
sheets may be a difficult decision because consumers may see them as dryer sheets
because of their shape. As long as Purex continues their marketing tactics,
consumers should have an easy time distinguishing between the two.


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c Positive outcomes will come from adoption of the 3-in-1 sheets because of
more time in a personǯs day to do more important things than laundry. Hundreds of
people have already seen the benefits of adopting this new innovation, and its only
time before other brands begin replicating this idea with their own detergents. Tide
has become a close competitor to Purex and would most likely be the next entrant
into the market of 3-in-1 laundry sheets.
 Ease of use will be the largest direct reason for adoption. Men, women, and
even children will be able to toss in a load of laundry without worrying if their
measurement is off or if they need to wait around for the rinse cycle. Simplified
laundry may seem as a benefit to women because they are the ones who have
traditionally taken care of laundry, but in reality all people in the market will be
positively affected by the new innovation, and will increase the rate of adoption in
both the United States and the United Kingdom.


c

Aguirre, Sarah. DzMethod Laundry Detergent.dz About.com. 18 October 2009.

http://housekeeping.about.com/od/productreviews/gr/methodlaundry.htm

Bucklin, Randolph. DzBrand Choice, Purchase Incidence, and Segmentation: An

Integrated Marketing Approach.dz Journal of Marketing Research. Google Scholar. 9
November 2009.

Byron, Ellen. DzPurex Tackles Tough Market, Using New Spin.dz The Wall Street
Journal. 28 April 2009.
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Laundry Care Industry. Global Market Information Database. 20 October 2009.

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tml?cat=6

Wong, Elaine. DzTaking a Swiss Army Knife to the Competition.dz BrandWeek.

DzBritish Life and Culture.dz Woodlands School. http://www.woodlands-

junior.kent.sch.uk/customs/questions/multiculture.html

DzDropps.dz Dropps.com. 20 October 2009. <http://www.dropps.com/>

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DzPurex Complete 3-in-1 Laundry Sheets-Free if Not Satisfied.dz MySavings.com. 18

October 2009. <http://www.mysavings.com/free-samples/Purex-Complete-3in1-
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DzPurex Complete 3-in-1 Laundry Sheets Hit Shelves.dz Nonwovens Industry. June
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DzThis Sheet Works-Purex Complete 3-in-1 Laundry Sheets.dz 2009 The Dial
Corporation, A Henkel Company. 18 October 2009.
<http://www.purex.com/thissheetworks/>
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8 November 2009.
http://uk.answers.yahoo.com/question/index?qid=20090826151054AAOPpUQ

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