On Thursday, May 28, 2009, in a presentation to financial analysts, the CEO of P&G announced a break from tradition. It would release Tide Basics, a value-oriented version of its leading Tide detergent. P&G holds the leading market share position in more than 40 consumer-good categories; most of its brands are premium, not value, brands. Just one year later, P&G announced that Tide Basics would be pulled from the market. What research might P&G have done prior to the introduction of Tide Basics to have avoided this error?
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