““shoppers were choosing on the basis of price alone – the brands were completely substitutable. To escape this death spiral, P&G decided to slash their brand portfolio and target each of the remaining brands at specific washing needs. Thus initially evolved separate brands for the washing of clothes, skin and hair, which further evolved over time into separate brands for work-clothes, delicates, colours, whites, oily skin, dry skin, sensitive skin, dry hair, oily hair, dandruff-laden hair, blonde hair, coloured hair ad infinitum.””
