TIDE MARKETING STRATEGY

Ashish AgarwalMHRM assignmentC.09.02Roll No. 1Ty. B.com A

IntroductionIn 2001, Procter & Gamble India launched Tide

detergent.

Compact Detergent

The Enzyme Technology

Smart Eyes “ Tide lage aadha de safedi jyaada”

Superior cleaning in a choice of fragrances

The Umbrella Of P&G

Tide FRONT-O-MATE

Tide FRESH CLEAN

Tide SPRING CLEAN

Tide ULTRAMATIC

TIDE

Segmentation of Detergent market in India

Segmentation Of Detergent

Powder Market

Premium

Ariel- Ultramatic & Spring clean Surf -Automatic & Quick

wash,

Mid – priced

Surf Excel Blue, Tide, Stain Champion

Mass Market

Wheel , Fena, Nirma,Ghadi etc.

SWOT Analysis Strengths A product of P&G, world leader in

detergent segment. Epitomize stain removal, even the toughest

stain in 1st wash. Pioneered the use of enzyme tech. 1st to introduce different fragrances in

detergent.

Weakness Poor promotional activity. Intermittent availability. Improper pricing strategy. No advertisement recall value

Opportunity 5700 crore detergent market. A big untapped rural market. Has the potential to become the market

leader.

Threats Existing players Spurious/counterfeit products in rural

areas Aggressive price competition

Brand Imprint

Maintaining Technological Superiority

Targeting niche market.

CSR Initiatives

Why TIDE When There is Tide??????

Sustainable Competitive Advantage

Market share

13%

38%29%

2% 18%

P&GHULNirmaHenkel SPICOther

Source: Indian Soaps and Toilet Manufacturer Association

People’s Views.Surveyed hundred people in different

locations.Common observations were:Poor brand recall valueNo promotional gifts.Unattractive packaging.Unavailability.

New Face of Tide

Tide SILK: specially for silk and delicate clothes.

Tide SMART: for woolen clothes and blazers.Tide INSTANT: for removing stain

immediately.Tide BAR: dissolution bar specially for washing

machines.

Recommendations

• Better punch line so that it has good brand recall value like :

Tide KI DHULAI,DILO KO PAAS LAYI• Association with popular people.• Implementation of Four Ps.• STPD• Maintaining strong supply chain, besides providing

better incentives to the distributors.• Promotional offers.

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