Glance At P&G’s Mr. Clean Expansion
Procter & Gamble Co. is banking on the muscular household cleaning icon’s brand strength to power nationwide franchising of car washes, a new business for the Cincinnati-based consumer products maker.
Why now? Coming during a recession when most people are cutting back on discretionary spending and car wash businesses are feeling the pinch, the venture’s timing raises some eyebrows. But P&G says the recession offers opportunities to build a national brand in a fragmented industry, now that real estate prices are lower and there are experienced entrepreneurs available.
More ahead: P&G is also experimenting with dry cleaning stores under the Tide laundry detergent brand and looking at other possibilities in its broad, big-name portfolio.
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