Salt? How about Soap?

Salt sales go up during winter, not because people cook more during winter lockdowns but to melt snow and prevent re-freezing. Salt has a dual purpose. How about soap?

Are you perhaps P&G Selling soap? Make sure your customers know its intended use


Entering a new market can be tricky but analyzing data is even harder.

Market characteristics and transaction characteristics can be a bases for segmentation. For soap a market characteristic segmented on usage is an ideal market to be in, if people use soap. But a blunder occurred when research was being conducted on which soap brand people preferred. The research mentions that Irish Spring is by far the best seller by results of a sample taken near the university where the study was being held. Local stores attested to Irish Spring brand soap being hard to keep on there shelfs.

This research was great news to Irish Spring, may even show how effective its marketing campaign was.

The reality is customer usage of the product was not its original intended use. In this town where the research was conducted locals were buying Irish Spring to prevent deers from browsing in there properties. Soap bars were hanging from trees and repelled deers due to the strong perfume scent Irish Spring had. Even worse the deer browsing was seasonal. Had the study been done in another season Irish Spring may have been sitting on that store shelf.

Effectiveness of Soap

On a lighter note, know what this really means?
when it rains it pours...