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alter a half-year trial. Spray starches being tested now, such as Pillsbury's Tidy House and General Foods' Satina, may find it rough to secure a foothold in the field. Both are using tv heavily. Satina is testmarketing in five cities, including Providence, Portland, and Grand Rapids with total ad expenditures reportedly in tv. The word is "no comment" on how the starch is doing.
Who's winning? Observers believe that the field is reaching its peak of competition now. Conservative estimates are that there are about 10 national and over 50 regional brands out. With this vast number of aerosols being marketed to housewives, the great amount of money to compete effectively on tv, and the radical price slashing to increase sales, there are certain to be a lot of casualties. Many feel that the consumers are going to start picking their winners and force out a good portion of the numbers appearing now.
The big three in the field are reported to be Easy-On, A. E. Staley's Sta-Flo, and Corn Products' Niagara, in that order. Easy-On is far out, with a 20 to 25% share of the market. Staley's product holds almost 15 to 20%, and recently-introduced Niagara garners 15%. Niagara is said to have made a big hit on entry, but fallen off in recent months.
Simon i/' Reddi-Starch has also been a top national competitor, but again, observers tell sponsor that it's wounded in the fight.
Lestoil is trying hard to hold its near 10% share of market.
Barcelone's Jet spray starch, one of the first on the market, reportedly started out small, grew big nationally, and has now dropped to a back seat position.
"This is probably the most volatile business in the grocery field," said one businessman. "A lot of big guys are moving in and it may be two years before it settles down."
Importance to tv. The rapid rise of spray starch as an important product is another example of how competitive new product categories — in this case a new packaging innovation for a new product — con
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The big three still on shaky ground Ahead in the increasing spray March competition are Boyle-Midway's Easy-On, A. E. Staley's Sta-Flo, and Corn Products' Niagara. Others fight for position
The big advertising push is on convenience
Convenience and smooth ironing are the two points emphasized in commercials.
The case of making a touch-up is shown by Faultless. Product is strong in South
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