Word: soaps
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Dates: during 1950-1959
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...buys one, P. & G. will be happy. It makes them all. Now the nation's largest soapmaker, P. & G. manages to sell 119 bars, boxes, bottles and cans of its products every second of every day, every day of the year. Its share of the U.S. soap market has risen from 30% in 1925 to 40% in 1951. While Lever Bros., the No. 2 soapmaker, and Colgate-Palmolive-Peet Co., No. 3, napped, P. & G. took 69% of the detergent market...
...businessman fears a recession and the threat of much tougher competition, P. & G. is a prime example of i) how to sell goods despite recessions, and 2) how bitter competition both inside and outside a company can make it grow. Although P. & G.'s practice of letting Ivory Soap dispute the claims of detergent Tide makes little sense to many other businessmen, P. & G.'s McElroy thinks that it is the only way to keep his soap salesmen on their toes. He is never happier than when all of his products are busy fighting each other for sales...
Though P. & G. still turns out some 500 million bars of Ivory Soap a year-enough to give everyone in the world four baths-Tide was soon revolutionizing the washday habits of the U.S., and the tide of revolution began to sweep soap flakes and granules on .to the back shelves. Among the hardest hit was P. & G.'s own Oxydol, long a top national seller with the devoted followers of Ma Perkins. Distressed at their falling sales, Oxydol men scurried to the P. & G. research people who had caused all the havoc by their development of Tide. Could...
Tide continued to grow so fast that last year Neil McElroy supplied it with some more competition. He brought out Cheer, another detergent, which settled into second place (third: Colgate's Fab). Opening the Door. The revolution that P. & G. fathered not only gave its old-fashioned soaps new competition, it opened the door to competition for the whole soap industry from the chemical makers, who supplied many of the raw materials for the detergents. Monsanto, backed by huge research funds, introduced All, persuaded washing-machine makers to hand it out to their customers. General Aniline brought out Glim...
Bright Young Men. For all his high-powered selling methods, the nation's No. 1 soap salesman is no backslapping glad-hander in the tradition of the American drummer. At 48, Neil McElroy, a towering 6 ft. 4 in., given to conservative clothes, is a methodical man, with a quick smile and the unruffled air of a winning poker player. His wavy hair is greying, his blue eyes sharp. He keeps his 210 Ibs. in trim shape with plenty of tennis...