He says that "for some marketers, the creation of almost unlimited customer choice represents a threat, particularly when choice is accompanied from new competitors". The example of Tide versus Procter & Gamble shows that when customers have more choices, these choices could become a threat to the marketer. For example, Tide served the entire market before Procter & Gambel introduced Tide varieties such as: “Unscented Tide and Liquid Tide in 1984, Tide with Bleach in 1988, and Ultra Tide concentrate 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 must move into a knowledge base marketing because Tide must first understand its competitors and find the customer's need to adapt it