Brand Placement of Gain Laundry Detergent
Gain laundry detergent has been in the market for significantly a long period of time and has been adopted and accepted throughout the U.S. as a household detergent that produces quality and acceptable results in laundry since the 1960s to the present time. Gain has undergone several rebranding exercises aimed at improving the position of the brands in the market just like other products of P&G. However, of late the Gain brand has been highlighted to be lagging behind the other competing brands that hitherto it used to beat in the market. This paper hence seeks to find out the reason for this displacement from the top performing brand in the market, and also look at the consumer behavior that could possible contribute to the decline in the performance of Gain as a brand name.
One of the factors sighted for the decline in performance of the brand is the price relative to the competition. Gain is estimated to cost .06 cents per load in the laundry machine, which is one of the lowest prices in its range, say compared to Kirkland Signature Environmentally Friendly Ultra 2X HE which costs .12 cents per load as well as the Seventh Generation Natural Powdered HE which costs .36 cents per load (Clarksville, 2015). In as much as high price may not necessarily mean good performance, the pricing strategy often needs to take care of the psychological disposition of the consumer since most consumers tend to relate high price with better performance. This is one reason why Gain is sidelined by many consumers since they misinterpret the relatively cheaper pricing to mean lower quality hence go for the competing brands that are slightly higher in price. There is need to work on the pricing strategy.
According to the consumer feedback on Amazon (2015), most of the consumers were concerned...
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