P&G Concludes Tide Basic Testing, But Future Plans Unclear

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June 30, 2010

After testing the product in limited markets for nearly a year, Procter & Gamble said it is reviewing results to determine next steps for Tide Basic, a lower-cost version of Tide laundry detergent for budget-conscious shoppers.

Priced 20 percent less than regular Tide, Tide Basic is one way P&G hopes to position Tide against the incursion of lower-priced stores brands and less expensive competitors.

P&G’s new Basic lines also include Bounty paper towels and Charmin toilet paper, which have had good sales results, spokeswoman Lauren Thaman told the Associated Press.

In a separate move to reduce pricing, P&G relauched Cheer as an economy brand, reducing the retail price by 13 percent.

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• CPGs Hope New Products Will Jump Start Sales
• Procter & Gamble Tests Online Store to Counter Retailer Assortment Cuts
• Procter & Gamble Responds with Exclusive Brands

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