IntroductionThis report on Swash forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how market leader P&G has embraced changing market forces in the laundry market with the launch of a non traditional product, Swash, in order to grow its market share and avoid obsolescence.Reasons to Purchase*Gain insight into the methods used by important industry players to give them a competitive edge*Identify specific areas for operational improvements*Capitalize on the knowledge of experienced companies when entering a new niche or market

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Swash laundry products: innovation beyond traditional laundry care
Published on February 2009
Report Summary
Introduction
This report on Swash forms part of Datamonitor's case studies series, which explores business practices across a variety of
disciplines and business sectors. It looks at how market leader P&G has embraced changing market forces in the laundry market with
the launch of a non traditional product, Swash, in order to grow its market share and avoid obsolescence.
Reasons to Purchase
*Gain insight into the methods used by important industry players to give them a competitive edge
*Identify specific areas for operational improvements
*Capitalize on the knowledge of experienced companies when entering a new niche or market
Table of Content
DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
Growth in the laundry care market is low with downward pressure on prices 3
Innovation in the household care market has been largely incremental 4
Leading laundry care producers compete against each other and private labels 4
Swash laundry care products seek to break from established market norms 5
Swash offers a new and compelling consumer proposition 5
Swash' s packaging is designed to convey premium qualities, while standing out from competitors 6
Swash has a potentially vast target audience 7
Marketing for Swash is innovative and seeks younger adult consumer groups 8
The development of Swash suggests a future focused strategy at P&G 8
The concentration of traditional style detergents will change or face obsolescence 9
Water shortages and metering will affect the laundry care market 10
Conclusions 12
APPENDIX 14
Case study series 14
Methodology 14
Secondary sources 14
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Further reading 14
Ask the analyst 15
Datamonitor consulting 15
Disclaimer 15
List of Tables
Table 1: Company share of the laundry care market, by value, Global*, 2003-2007 2
Table 2: Laundry care market value (US$ m) by country, Global, 2003-2013 3
Table 3: Laundry care market value (%) by retail channel, US, 2003-2007 5
List of Figures
Figure 1: The packaging for Swash products is both visible and restrained 7
Figure 2: The Swash store aims the brand directly at students 8
Figure 3: Numerous forces will direct the future of the laundry care market 9
Figure 4: The container principle shows larger packages can be more space efficient 10
Figure 5: Consumer Survey 2008: Stated importance of reducing water while doing laundry to reduce costs, by country, Global, 2008
11
Figure 6: Consumer Survey 2008: Stated importance of reducing water while doing laundry to reduce environmental impact, by
country, Global, 2008 12
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