With an eye on the fastgrowing detergent market, TOMCO were interested in launching a new detergent washing tablet in a slot where it had not yet been represented. Its agency surveyed the washing products market to study the positioning of the competitive brands and the advertising approaches used by them. A smallscale research shed light on consumer usage patterns. The marketing objectives and the possible positioning concepts are discussed in this case. The importance of an identifiable/recognizable/established brand name is debated.