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Though this is targeted as a major issue throughout Canada as a whole, Quebec is one of the leaders of using cold water to do laundry based on the idea of saving energy. Other Canadians worry more about keeping their clothes in the best condition. Places like Ontario focus on stopping shrinkage and preventing colors from running. British Columbia's main objective appears to be saving on electricity whereas Maritimes is pretty evenly spread across six of the eight groups (exhibit 4). The brand's strength includes cleaning in cold water, but there is an obvious weakness in its advertising because people in the target market are not aware of the product's potential...
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