Every business needs a marketing strategy; however, creating one from scratch is easier said than done. That might explain why some companies cut corners on strategic planning and treat marketing like a cost center that eats investment to produce collateral, instead of a revenue driver that connects business with consumers and takes responsibility for growth. P&G markets six different laundry detergent brands in the United States, which compete with each other on supermarket shelves. Then, P&G further segments each brand to serve even narrower niches. This marketing strategy is known as