We had a look where Fairy was positioned in relationship to rival products by looking at its physical position on the shop shelf. Fairy Liquid appears to be the top washing-up liquid being positioned above all the other liquids. Unlike clothes washing products it seems that washing-up liquid is a market where there isn't as much competition, the other liquids on display are Daisy, Morning Fresh and as it is a Tesoc's shop, a lot of Tesoc's own brand variations. One of the Tesco's own brands is in the simple white bottle which Fairy used to use, and are bringing out for its 50 year celebration, however its low position on the shelf and its 55p price tag would suggest it is of course nowhere near as popular as the traditional fairy bottle. This would suggest that the bottle shape isn't what is making people buy a product but the brand.
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| Fairy non-bio on the shelf at Tescos |
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| All the different variations of Fairy Liquid on the shelf at Tescos |
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