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Domestic question


George Aar
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Well I hit it right with the Costco brand, it's "Ultra laundry detergent." Yes! Detergent right on the package. Indelibly labeled.

I think that the answer to George's dilema is product awareness.

The manufacturers of "All" and "Tide" and "Cheer" want you to go to the store looking for "Tide" or "Cheer" or "All" -- not "laundry detergent." Because "laundry detergent" can be found cheaper in the generic or house brand.

But if you are sent to the store for "All" or "Tide" or "Cheer" the decision and cost comparison is for different size of product only -- In other words if you are looking for "Tide" then no matter what "Cheer" or the house brand of laundry detergent costs, it is not in the same category -- only "Tide" will do if "Tide" is on your shopping list.

Example that comes to mind is my parent's generation advertising coup of "Kleenex." Kleenex became the item -- not facial tissues, and so other facial tissue products were a [cheap] imitation of the real thing, "Kleenex." Just the other day, without thinking too much about it, I asked Fred to pick up some Kleenex.

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