Tide Dry Cleaners?

31 Mar , 2010  

P&G is one of the world’s top marketing companies. So P&G’s focus on expanding into services such as Tide Dry Cleaners and Mr. Clean Car Washes is worth a bit of discussion. Is this the future for consumer brands?

You can see the logic behind the move. Perhaps most importantly, it opens an enormous growth area. In a mature economy like the U.S. growth is hard to come by in many categories. There just isn’t a lot of growth happening in the world of household cleaners these days. Expanding into services, however, opens up almost limitless opportunities. Why not Mr. Clean home cleaners, or Mr. Clean carpet cleaners?

In addition, by embracing services P&G is able to deliver a richer brand experience. Using Mr. Clean at home isn’t a stimulating experience. Visiting a Mr. Clean Car Wash, however, could be something very special.

But this isn’t exactly a lay-up. 

One issue is that running a service business is quite different from running a product business. The skills are different and the basic business model is different.

Another challenge is that if the service experience isn’t top notch, the service could actually weaken the brand. Tide won’t be enhanced when all the buttons are broken, or a shirt goes missing. A consumer won’t have fond feelings for Mr. Clean if the antenna breaks off the car. The franchising approach, while an obvious move from a financial perspective, will make consistently delivering great service a greater challenge. Managing a franchise organization is not easy.

Finally, it isn’t clear how much value some of these brands add. How much better is Tide Dry Cleaners than some other dry cleaners? Many service businesses have low barriers to entry, lots of competition and low differentiation. It just isn’t a pleasant world.

It is worth exploring opportunities in services, of course. But I suspect P&G won’t find it an easy road to riches.

2 Responses

  1. There are a lot pro dry cleaners accessible but so, which should you opt for? In case you are worried about the kind of goods applied to your garments things along with prefer to steer clear of tough toxins, you can use dry cleaners that works by using eco friendly goods. For the security of your things, make sure that the firm is actually accredited and even bonded. If your dry cleaner got a reputation for providing clients with excellence in clean-up solutions along with a competitive selling price, you’ll have the comfort understanding that you’re obtaining the very best deal probable. `

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  2. There are number of laundry and Dry cleaning service providers are available in London, some doing job good some excellent and some not but if you looking for good Laundry and dry cleaning specialist in your local area then you have to Check here.

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