Marketing: The Great White Hope

Despite the proliferation of coin-operated laundries, nine out of ten U.S. housewives still do their wash at home. To brighten, if not lighten, their washday loads, they buy more than $1 billion a year worth of bleaches and bluing agents, starches and softeners, disinfectants and detergents. Now the home laundry market is churning with a new line of stain removers called enzyme pre-soaks. Competition in presoaks has locked two giant soapmakers—Procter & Gamble and Colgate-Palmolive—in a classic marketing battle. It has elevated their rival products, P. & G.'s Biz and Colgate's Axion, to the status of household words.

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