He says that "for some marketers, the creation of almost unlimited customer choice represents a threat, particularly when choice becomes supports new competitors. The example of Tide vs Procter & Gamble shows that when customers have more choices, those choices can become a threat to the marketer. For example, Tide served the entire market before Procter&Gambel introduced a variety of Tide such as: "Unscented Tide and Liquid Tide in 1984, Tide with Bleach in 1988, and the concentrated Ultra Tide in 1990." Procter&Gambel's different choices have become a threat to Tide because they only have one product to compete with Peocter&Gambel. Therefore, Tide company needs to move to knowledge-based marketing because Tide needs to understand its competitors first and finds that the customer needs to adjust this.