Ariel Stain Remover: First Time

Procter & Gamble wanted to promote the launch of its Ariel Stain Remover but faced difficulties as the German and UK market for stain removers was dominated by Reckitt Benckiser, which had more than 50% market share.

Ariel Stain Remover: First Time

HEIMAT, Berlin

In 2009, the German and UK markets for stain removers were dominated by Reckitt Benckiser with a market share of more than 50%. Ariel, in contrast, started from zero.

Launching a product into the FMCG market is notoriously difficult: markets are crowded, spending is heavy, competition is fierce and the grip of the supermarket chains continuously intensifying.

And while newcomer products might attract people to try them out once or twice, their news-value sooner or later vanishes. Less and less people are buying the product after a while. In short: in the FMCG...

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