How Esso Softsoap and AOL Once Tried to Beat Competitors Essay

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Judo in Action

' The meaning of judo -- an offshoot of jujutsu -- translates to something like "the gentle or yielding way" (judoinfo.com). The founder of judo was Professor Jigoro Kano, who believed that an alternative for jujutsu should be developed so that when practiced, a person practicing judo could win a contest "without injury" to the other combatant (judoinfo.com). This paper reviews and critiques the competition between product manufacturing companies -- combatants in their own right -- that compete with their innovative products and advertising campaigns. Innovations in this paper's marketing stories are intended to help raise revenue without injury to a company's bottom line.

Innovations and Competitions

When Robert Taylor came up with Softsoap, a liquid that was designed to go head-to-head with bar soap, he knew full well that companies like Proctor & Gamble and Armour-Dial would compete with their own liquid soap products. Taylor's gamble (to spend $7 million on advertising) paid off, but his timing (an important component of judo and other martial arts) was splendid when he decided to sell Softsoap to Colgate-Palmolive for $61 million. In the same year he sold Softsoap, Armour-Dial tried another produce (Liquid Dial) which roared past Softsoap with sales totaling $200 million.

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Red Bull -- what wasn't known in 2003

The rumors surrounding Red Bull when it was first put on the market -- that it was made from bull's testicles or that it gave a fantastic high when mixed with vodka -- are actually pretty silly in hindsight. What is not silly is the fact that eleven years after this article appeared in the Harvard Business School publication, the World Health Organization (WHO) reported that the "high caffeine levels" in energy drinks can cause " ... [heart] palpitations, hypertension, vomiting, convulsions," and can lead to death from heart failure (Siddique, 2014). And because Red Bull and other energy drinks are "targeted at young people," these drinks could have a very negative impact on public health (Siddique, p. 1). A University of Michigan study reported that energy drinks can lead to "cardiovascular symptoms, sleep impairment and nervousness and nausea" (Hodgekiss, 2014).

In the "U.K. Petrol Price War" section of the article it looks like greed -- or more formally, the "Pricewatch" program -- played a role in Esso losing £200 million in potential profits. This shows the downside of using every marketing trick in the book to….....

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"How Esso Softsoap And AOL Once Tried To Beat Competitors" (2015, September 16) Retrieved June 4, 2026, from
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"How Esso Softsoap And AOL Once Tried To Beat Competitors" 16 September 2015. Web.4 June. 2026. <
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"How Esso Softsoap And AOL Once Tried To Beat Competitors", 16 September 2015, Accessed.4 June. 2026,
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