Another 25% is usesd in the food and beverage industries, and pharmaceutical and personal care products making up 10% of the market. The rest is: chemical manufactureing, 9%, cleansers and detergentsm 8%; water treatment, 7%, and: miscellaneous uses comprising the remainder (Graff 2000).

Because of its diverse uses, sodium bicarbonat has experienced stable, steady growth year after year, usually I the 3 to4% range according to Curt Siverling, sales and marketing director for specialty products at FMC. While Siverling expected this performance to continue, it is notable that Church & Dwight's performance was many times that in terms of earnings (21%, as noted above), although their net sales increase was only 1%, also noted above.

Brand equity

Any brand that has remained virtually unchanged in the American marketplace for 148 years would have to be considered one that enjoys extraordinary customer loyalty. Weisz demonstrated Arm & Hammer's brand loyalty when...
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