"Explain why P & G has changed its promotions strategy for Tide, describe the changes and analyze how doing so might help P & G to develop a competitive advantage." Note that though there are three elements requested in the task above, the majority weighting, (66%), in grading your answer will be placed on the section underlined. In answering this case aim to demonstrate your learning not only of the materials from MOD04, but also those from MOD01-03. Ensure that you repeat the case question in full and verbatim on the title page of your submission. Excluding your title and reference pages, your paper should be no more than three pages long. Please submit your case for grading by the end of this module. Begin your analysis by reading the following sources: • Byrnes, N.; Berner, R.; Zellner, W.; and Symonds, W. C. (2005, Feb. 14) Branding: Five New Lessons: The P & G purchase of Gillette shows that innovation is key, and marketing is more diffuse and personal. Business Week. Retrieved from Proquest database, May 30, 2008 . • Berner, R. (2006, May 01) Detergent Can Be So Much More: P & G''s new ads strive to "stake out the emotional high ground.'' Business Week. Retrieved from Proquest database, May 30, 2008 . • Berner, R. (2006, May 29) I Sold It Through The Grapevine: Not even small talk is sacred anymore. P & G has enlisted a stealth army of 600,000 moms who chat up its products, Business Week. Retrieved from Proquest database, May 30, 2008 . The Background Info page provides information you will find useful in writing your paper.