hat use cold water washing has increased from 14% in 1981 to 17% in 1986.On average, Canadians kept 1.3 laundry detergents in their homes. This means one-third of buyers purchase more than one detergent. BRAND IMAGES BY REGION (1986)Image Measure (-5 to 5 points)NationalMaritimesQuebecOntarioMan/SasAlbertaB.CArctic PowerCleaning and removing dirt1.42.02.50.80.41.01.2Removing tough stains1.11.61.90.70.30.70.9Being a good value for the price1.11.42.60.30.20.50.9Cleaning well in cold water1.62.12.81.00.41.21.3 ABC Cleaning and removing dirt1.01.90.50.91.21.21.6Removing tough stains0.51.10.00.60.70.70.9Being a good value for the price1.52.40.81.51.71.72.1Cleaning well in cold water0.61.00.10.70.70.70.7SunlightCleaning and removing dirt2.01.91.82.41.91.61.6Removing tough stains1.61.61.51.91.41.21.2Being a good value for the price2.01.71.92.41.81.71.5Cleaning well in cold water1.41.11.51.71.21.10.7 TideCleaning and removing dirt3.43.73.23.63.53.33.2Removing tough stains3.03.12.83.33.02.72.7Being a good value for the price3.13.13.33.12.83.02.4Cleaning well in cold water2.42.32.62.52.42.31.9Competitive AnalysisCPCs competitors consist of two large consumer packaged goods companies: Procter and Gamble--with annual sales exceeding $1 billion, and Lever Detergents--with annual sales in excess of $400 million. Both are subsidiaries of multi-national firms. Each firm has talented and experience marketers, but they compete in a low-growth market where increased sales could be achieved only by taking market share from competitive brands.While Tide and Arctic Power are equivalent brands in terms of cleaning power, Tide outsold Arctic Power by a 5 to 1 ratio in 1986. The market share for Tide has remained level (at approximately 34%) during the same time Arctic Power has enjoyed a market share increase from 4% to 6.5%. Due to Tide's dominance in the detergent market, it will play an important role in any major change in Arctic Power's strategy.Strengt...
