When Proctor & Gamble adds new laundry detergents to reach different market segments, the company has created flanker brands.

Question

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Flanker brands are created by adding new products to reach different market segments while leveraging the success of an existing brand. Proctor & Gamble is known for utilizing this strategy for their laundry detergents by introducing new products under their Tide brand, such as Tide Pods or Tide Free & Gentle, to appeal to specific consumer preferences and needs.

When Proctor & Gamble Adds New Laundry Detergents to Reach