Word: levers
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...bathtub, "Anchors aweigh," when Lever Brothers offered to pay him double what the Navy paid, I nagged for his dress sword with gold braid, and cringed because Mother, new caps on all her teeth, was born anew at forty. With seamanlike celerity, Father left the Navy, and deeded Mother his property...
...Hall 3 1 1 M'nch'r 2 0 0 Peters 4 0 0 Totals 30 4 5 B.U. ab r h Fontas 4 0 2 Mortimer 3 0 0 Wood 4 0 1 Neild 4 0 0 Thornton 3 1 1 Lever'ne 3 0 0 Fenton 3 0 0 Olmare 1 0 0 McBride 1 0 0 St'p'ch 3 0 0 Mara 0 0 0 Totals...
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...
...bitter negotiations, was not impressed by the companies' argument that massive promotion was necessary for high-volume sales, which, in turn, permit low-cost mass production and spending for research. The board's president, Douglas Jay, threatened mandatory across-the-board price reductions. Lord Cole, Chairman of Lever's parent, Unilever, vowed to fight against that possibility "by all legal means...
Extra Value. When the compromise agreement finally came, the companies lost no time getting their low-priced, low-promotion suds to the market. P. & G. slapped "Extra Value" labels on its Tide detergent, and Oxydol soap powder dutifully cut its prices by 20%. Lever followed with its Square Deal Surf, also selling for 20% less than the old stuff. Early reports had British housewives snapping up the cut-price products by the armload...