Shine or dry? How P&G develop their product portfolio.
This is a short story about how the P&G product YES (for washing dishes) made a small switch in the message of their product and suddenly they had a completely new product that is, according to a salesman, very attractive.
So what did they do?
As we all know there is something more than washing powder in our dishwasher, it’s called “Shining”. This shining liquid has been around for decades, it’s probably as old as the washing powder it self. It’s main purpose is to prevent water from staying on the dishes, so the dishes become “shining clean” without any water stains.
Customers soon realized that this shining liquid actually made all the dishes very dry and this was very appreciated by the majority of customers. It has gone so far that when we bought our washing machine the salesman actually told me to by “shining liquid” to get dry dishes. He didn’t say anything about “making my dishes shiny”.
P&G realized this fact among their customers so they made a “new” product that they call “Shining. Extra Dry“.
The “extra dry” is something they just added (bullshit) because they knew that it was appreciated by customers. They realized that they shouldn’t emphasize on the “shining” by on the “drying” instead.
This is how P&G develop their product portfolio =)
