Word: levers
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Dates: during 1960-1969
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...British battles have been waged more noisily than the fight for the nation's soap and detergent market. Warring over the $192 million-a-year business, Lever Brothers & Associates Ltd. and Procter & Gamble Ltd. have been spending some $45 million annually wooing housewives with everything from giveaway glassware and plastic daffodils to door-to-door sales calls by costumed "Fairy Snowmen." Now, under government pressure, the war-and the suds-makers-are taking on a new pitch...
...subsidiaries of U.S. and Anglo-Dutch parents, which grapple with each other in markets all over the globe, P. & G. and Lever naturally did not give in easily. The pressure to de-escalate began last August, when a Monopolies Commission study found that, though neither P. & G.'s 46% share of the market nor Lever's 44% constituted a monopoly, the expense of their competitive practices was "against the public interest." The commission recommended that they cut their promotion budgets by 40%, pass a 20% price reduction on to the consumer. The Board of Trade, taking a righteous...
Understandably, many British businessmen were outraged at the bureaucratic attack on the modern selling practices that have made P. & G. and Lever two of Britain's most profitable companies. Compared with the 11% the average manufacturer earns on his invested capital, Lever earns 16% and P. & G. earns 37%. "High-pressure marketing," said London's Observer, "is the lubricant to economic growth...
...publicly. Instead of working within organizations and through channels and by consultation, the appeal is directly to the mass public. Thus it is necessary to get the attention of the press and TV. Violation of rules and the law is one quick way of doing this. It is a lever that can be pulled to get instant attention. Advertising techniques come to the campus in the service of prophecy not profit. The student activist is the PR expert. The simplistic slogan and banner headline replace the carefully reasoned argument. The style is daring, flamboyant and egotistical. It is a revolt...
Against Apartheid. The unsolved problem for the churches is the precise way in which this economic power ought to be used as a moral lever in society. One kind of answer was recently suggested by the Protestant biweekly Christianity and Crisis. The magazine withdrew its deposit fund of slightly more than $10,000 from Manhattan's First National City Bank. The gesture of protest was taken because First National City is one of ten U.S. banks in a consortium that provides a $40 million revolving fund to the government of South Africa. In announcing the withdrawal, the editors conceded...