Growina Without Borders: The Challenge of Market Fractionation

摘要

MARKET fractionation has been the norm in consumer products manufacturing for at least two decades. For example, in laundry cleaners, when washing machines first became standard in most households, a few soap powders shared the market. Over time, liquid soaps became available, and detergents were developed for warm water or cold water, or for different colors and fabrics. Other innovations claimed hyperallergenic properties, or natural or green credentials. Complementary prewashes and fabric softeners emerged. Detergents in concentrated forms or in reusable containers were developed to save cost and energy. Other detergents came with enhancing additives. All these different product forms now compete in the detergent marketplace to meet the increasingly complex needs of different consumers.