Tuesday, April 4, 2017

Procter and Gamble Grows in Services

Brands that are successful for products can sometimes be stretched into the service sector. That's what happened when P&G bought Dallas's University Laundry, a service that picks up dirty laundry and delivers clean clothes on the campus of 23 universities.

One of University Laundry's marketing appeals is the potential for built-in repeat business. Students, the target market, get accustomed to the convenience of easy drop-ff and pickup, no waiting in line for washers and dryers, no folding. Also, University Laundry has a "local" feel, taking a local name for its services on each campus. Finally, arrangements are on demand via app, although a toll-free number is available for conversations (a nod to differing consumer behavior and expectation situations).

Now the firm is part of Tide Laundry Services. Tide, a P&G detergent brand you might have heard of? P&G tried Tide laundry services a while back, shelved the idea, and brought it back in a test last year. University Laundry fits into this service pattern of wash-dry-fold and app for convenience.

P&G also operates professional laundry services on site for organizations or institutions. One of its customers is the NFL. Yes, P&G has the scale to handle laundry for football teams, under the Tide brand.

The well-known, well-respected Tide brand is certainly a good fit with this service business. But what are the long-term growth and profit possibilities?

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