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Success of Fairy Liquid Brand

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    Fairy’s brand bubble never seems to burstIt is often said that somebody who has been trained in marketing at Proctor and Gamble can go on to successfully market anything. Proctor and Gamble operates – mainly low value consumer goods such as household detergents are among the most fiercely competitive, and building brands is key to long term profitability. Differentiating one product from another in the minds of consumers can be extremely difficult, when one packet looking very much like another and in many cases are performing similarly. An analysis of one of the company’s flagship brands – Fairy Liquid – illustrates how the company has carefully nurtured the brand, adapting to the changes in consumer preferences and maintaining consistent standards while exploiting new market opportunities.Proctor and Gamble first launched Fairy Liquid in the UK market in 1960. At that time, the market for washing up products was still in its infancy, with most consumers using solid soaps and only 17% of consumers using liquid soaps. As market leader Proctor and Gamble stood to gain most from a change in consumers’ habits. Its first task was to educate the public on the benefits of washing-up liquid. The launch of Fairy involved the distribution of 15 million trial bottles to about 85% of households in the UK.Creating early awareness and trial of the product led to Fairy gaining a market share of 27% by 1969. Strong promotional support was, and remains, a key to the brand’s success. Since its launch promotional messages have focused consistently on the mildness of the product, its long-lasting suds and proud positioning as a slightly more expensive product which is better value and worth paying the extra for. Mother and child images have been used extensively in advertising. This helps to create brand values of soft, caring, homely image. During the first 20 years of the brand’s life, product innovation had been relatively modest. However, since then and…

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    Success of Fairy Liquid Brand. (2018, Jul 09). Retrieved from

    Frequently Asked Questions

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    How good is Fairy Liquid?
    Fairy is many a shopper's go-to washing up liquid brand for a good reason. This formula claims to last 50% longer than its rivals – most testers noted that a small amount of product produced a lot of suds, but there were no instructions on how much to use.
    How long has Fairy Liquid been around?
    1950 saw the launch of Fairy Liquid by P&G. Manufactured in West Thurrock, Fairy was marketed in a white plastic bottle with green graphics and a red top.
    Is Fairy a British brand?
    Fairy is the epitome of a British heritage brand using its iconicity and history to secure a successful future. It has been a favourite in UK households for more than 100 years and the Fairy baby has become an icon in its own right.
    What company owns Fairy Liquid?
    Fairy is a British brand of washing-up liquid and dishwasher detergent owned by the American company Procter & Gamble. Fairy Liquid is traditionally green, as mentioned in the well-known advertising jingle "Now hands that do dishes can feel as soft as your face with mild green Fairy Liquid".

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