Dear juvenis-ga,
Companies are keen to launch products in a blaze of publicity, but
reluctant to publicise failures. As a result I have been unable to
find little information on this. However, it would seem that there was
insufficient consumer demand for the product and it was withdrawn from
the shelves.
The Daily Mirror reported in March 9, 2002 that the home dry-cleaning
system of Persil?s called Revive was withdrawn from sale. ?..despite a
pounds 6.5million launch, the product hasn't attracted enough
customers and will be taken off shop shelves by the end of the month.?
A spokesman of the company was reported to state that most customers
preferred taking their clothes to the dry cleaners.
(accessed through my library)
It is reported that Procter and Gamble had $100m flops which included Dryel,
?...The company also refocused investment on core brands, instead of
searching for growth in new categories that nobody appeared to be
interested in: $100m flops included Dryel, a product allowing
consumers to dry clean at home...?
Guardian October 27, 2005
http://media.guardian.co.uk/site/story/0,14173,1601561,00.html?gusrc=rss
ACDOCO launched a first home dry cleaning kit in 1998 but there is now
no mention of the product on their web site.
http://www.acdo.co.uk/
http://www.highbeam.com/doc/1G1:65300973/Letters%7eR%7e(Brief+Article).html
The section header in this marker research report hints that the
product was unsuccessful.
?Threat from home dry cleaning kit unrealised?.
The report costs £995.
http://reports.mintel.com/sinatra/reports/index/&letter=4/display/id=4265&anchor=a4265
I hope this answers your question. If it does not, or the answer is
unclear, then please ask for clarification of this research before
rating the answer. I shall respond to the clarification request as
soon as I receive it.
Thank you
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