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Procter and Gamble’s overall goals are to: maximize profit though developing leading products and brands. For a new product Procter and Gamble aims to become profitable as quickly as possible while building long-term brand equity. In order to meet their overall goals, it is very important to select a marketing strategy that will work best in launching the L-20. With the niche strategy, firms concentrate on selling to a small market. An advantage to using this marketing strategy is costs can be kept low due to savings made by specialization. The costs of using this strategy will be $13.3 million lower than mass marketing the first year and $13.6 million lower the second year for fixed manufacturing expenses and advertising and $8.25 million lower the first year and $9 million dollars lower the second year for consumer and trade promotions. Smaller firms generally use this strategy in order to concentrate on establishing a strong image and position within the niche. A disadvantage to using this strategy is larger multinational firms, such as Procter and Gamble, who are not interested in the low sales volume yielded by a small segment, usually ignore niche markets. Mass marketing is basically the opposite of nich