Procter & Gamble Markets Zest, Safeguard, Camay, and Lava Brands

Multiple Choice

Procter & Gamble markets Zest, Safeguard, Camay, and Lava brands of bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. Procter & Gamble uses a(n) _____ strategy.

A) brand image
B) universal selling proposal (USP)
C) inherent drama
D) positioning
E) divestment