P&G Squeezes Orange Juice Market
Article Abstract:
Proctor and Gamble (P&G) has successfully introduced its new product, Citrus Hill, into the orange juice market. The company rolled its product out nationally after only one year of test marketing. P&G's Citrus Hill has expanded the whole market. According to a marketing group, consumer consumption of orange juice rose after the introduction of Citrus Hill. Most market observers expect Citrus Hill to take its market share from smaller brands and private labels. Just the same, its two major competitors, Tropicana and Minute Maid, are working hard to maintain their shares of the market. Tropicana plans to more than double its advertising budget. Tropicana also claims strong consumer loyalty for its pure, premium, ready-to-serve brand. Minute Maid claims overall market dominance, with its lead in concentrated orange juice sales. Spokesmen say that Minute Maid plans to continue its dominance in the market. It is still too early to evaluate which competitors will be hurt the most.
Publication Name: Marketing & Media Decisions
Subject: Business
ISSN: 0195-4296
Year: 1984
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Cosmetics
Article Abstract:
Cosmetic sales have continued a downward trend. Pricing has affected all brand levels. The expensive brands have moved into the medium price market with their promotional efforts. Network and spot television continue to receive the majority of advertising dollars. Revlon has increased its advertising, and uses the print medium extensively. Maybelline uses radio in addition to other advertising mediums. Noxell Corporation halted advertising for Raintree. Chesebrough-Ponds' Vaseline Intensive Care holds the largest market share for hand lotions. Product extensions have been introduced. Ponds moisturizer must compete against successful Oil of Olay. Cover Girl has gained in performance dollars and units. L'Oreal was repositioned and repackaged in 1983. Mary Kay has grown tremendously over the years, and benefited from advertising on network television. This year the company is holding off on network advertising.
Publication Name: Marketing & Media Decisions
Subject: Business
ISSN: 0195-4296
Year: 1984
User Contributions:
Comment about this article or add new information about this topic:
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