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A 2.3% fall in sales value for Ariel has led to the laundry brand dropping seven places to 28, and means it is no longer the UK’s second biggest laundry brand.
However, owner Procter & Gamble (P&G) shouldn't be too disappointed, as the brand which has pushed Ariel into bronze is another P&G label – Bold.
In 2006, Bold was ranked 24, with Ariel at 21, but the 2in1 laundry brand has now outstripped its sister brand and is three places ahead of Ariel at 25.
The launch of Ariel with Febreze in February 2007 was supported by a multi-million pound investment (£8.5m on Ariel with Febreze and Lenor with Febreze), and this premium product retails at around a 10% premium to other Ariel products.
Although it failed to create some spin around the Ariel brand, Ariel did report a shallower decline than in 2006, when it dropped by 5.9%.
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