Dawn solved one of life’s daily annoyances: a clogged dish soap bottle

I, like everyone else alive, hate washing dishes in the sink. According to Procter & Gamble, washing dishes is the second most hated chore behind cleaning the toilet—and during the pandemic while we eat at home more often, we’re spending up to 25 minutes a day on the task.

Click here to read the story at fastcompany.com.

Discussion Questions:

1. What is innovation?
2. Why is innovation important in marketing?
3. How might this story represent an example of innovation?
4. What is packaging?
5. How might the concept of packaging relate to marketing?
6. Who is Procter & Gamble?
7. What brands fall under the P&G umbrella?
8. Based on information from this story, how would you describe P&G’s new packaging strategy for Dawn dish soap?
9. What is market research?
10. How did research impact the new packaging for Dawn dish soap?
11. According to this news story, it took a long time to develop the new packaging. How many years of research and testing went into the development of the new bottle?
12. Why do you think P&G would invest that long into the development of new packaging?
13. Do you think P&G will release new packaging for more of its brands and products in the future? Why or why not? Be prepared to discuss your answers in class.