Abstract

Will Lever Bros. Lose All?
Goodman, Ralph | February 16, 1963 issue

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Recently, the testimony given in an antitrust action brought by the U.S. government against the Lever Bros. Co., the No. 2 producers of soaps and detergents in the country, and Monsanto Chemical Co., that in the soap and detergent business in the U.S. companies needs tons of advertising and promotional firepower to be in the reckoning. Lever fell behind in the suds market after World War II. The leading competitor, Procter & Gamble Co. (P & G) came out with the detergent "Tide" and then followed it with another detergent brand, "Cheer." P & G had established a dominance that no amount of counter-advertising has been able to weaken. The tactics employed by P & G show how difficult it is to dislodge a front-runner.

See Also:

DETERGENT industry; LEVER Brothers Co.; PROCTER & Gamble Co.; ADVERTISING; MARKET share; NEW products
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