Download - Tide Surt Excel
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Yasser Ahmed
B.Com. (Hons. ) IIndYear
2014-15
OBJECTIVES
1. To study the consumer preference towards surf excel and tide
2. To study what are the factors aecting their choice
3. To study quantity pack consumers are using
4. To study frequency of purchasing
5. To study from how long they are using
. To study the satisfaction le!el of consumers.
RESEARCH METHODOLOGY
"esearch methodology is considered as the ner!e of the pro#ect. $ithout a
proper well%organi&ed research plan' it is impossi(le to complete the pro#ect
and reach to any conclusion. The pro#ect was (ased on the sur!ey plan. Themain o(#ecti!e of sur!ey was to collect appropriate data' which work as a
(ase for drawing conclusion and getting result.
Therefore' research methodology is the way to systematically sol!e the
research pro(lem. "esearch methodology not only talks of the methods (ut
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also logic (ehind the methods used in the context of a research study and it
explains why a particular method has (een used in the preference of the
other methods
Research design
"esearch design is important primarily (ecause of the increased complexity
in the market as well as marketing approaches a!aila(le to the researchers.
)n fact' it is the key to the e!olution of successful marketing strategies and
programmers. )t is an important tool to study (uyer*s (eha!ior' consumption
pattern' (rand loyalty' and focus market changes. + research design
speci,es the methods and procedures for conducting a particular study.
+ccording to -erlinger' "esearch /esign is a plan' conceptual structure' and
strategy of in!estigation concei!ed as to o(tain answers to research
questions and to control !ariance.
Data Collection
This report was prepared after collecting data from the retailers0 dealers and
past data was arranged from the !arious studies conducted in last few years
and !arious other records of company.
!ri"ar# Data
These data were collected (y personal inter!iew with retailers0 dealer. or
this purpose questionnaires were prepared in such that all necessary data
would (e collected.
Secondar# Data
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)nformation regarding the pro#ect' secondary data was also required. These
data were collected from !arious past studies and through internet.
SAM!LI$G METHOD
"andom ampling method
SAM!LE SI%E
5 ustomers
Research tools
uestionnaires
RESEARCH AREA
6areilly
ABO&T DETERGE$T
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Detergent is a material intended to assist cleaning. The term is sometimes
used to dierentiate (etween soap and other surfactants used for cleaning.
+s an ad#ecti!e pertaining to a su(stance' it 7or 8detersi!e89 means
8cleaning8 or 8ha!ing cleaning properties8: 8detergency8 indicates presence
or degree of cleaning property.
The term detergent (y itself is sometimes used to refer speci,cally to
clothing detergent ' as opposed to hand soap or other types of cleaning
agents.
;lain water' if used for cleaning' is a detergent. ;ro(a(ly the most widely
used detergents other than water are soaps or mixtures composed chie
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• $ater softeners to counteract the eect of 8hardness8 ions on other
ingredients
• oxidants 7oxidi&ers9 for (leaching' disinfection' and (reaking down organic
compounds
• Aon%surfactant materials that keep dirt in suspension
• @n&ymes to digest proteins' fats' or car(ohydrates in stains or to modify
fa(ric feel
• )ngredients that modify the foaming properties of the cleaning surfactants' to
either sta(ili&e or counteract foam
• )ngredients to increase or decrease the !iscosity of the solution' or to keep
other ingredients in solution' in a detergent supplied as a water solution or
gel
• )ngredients that aect aesthetic properties of the item to (e cleaned' or of
the detergent itself (efore or during use' such as optical (righteners' fa(ric
softeners' colors' perfumes' etc.
• )ngredients such as corrosion inhi(itors to counteract damage to equipment
with which the detergent is used
• )ngredients to reduce harm or produce (ene,ts to skin' when the detergent
is used (y (are hand on inanimate o(#ects or used to clean skin
• ;reser!ati!es to pre!ent spoilage of other ingredients ometimes materials
more complicated than mere mixtures of compounds are said to (e
detergent. or instance' certain foods such as celery are said to (e detergent
or detersi!e to teeth.
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TY!ES
There are se!eral factors that dictate what compositions of detergent should
(e used' including the material to (e cleaned' the apparatus to (e used' and
tolerance for and type of dirt. or instance' all of the following are used to
clean glass. The sheer range of dierent detergents that can (e used
demonstrates the importance of context in the selection of an appropriate
glass%cleaning agent>
• a chromic acid solutionBto get glass !ery clean for certain precision
demanding purposes such as analytical chemistry
• a high%foaming mixture of surfactants with low skin irritationBfor hand
washing of dishware in a sink or dishpan
• any of !arious non%foaming compositionsBfor dishware in a dishwashing
machine
• other surfactant%(ased compositionsBfor washing windows with a squeegee'
followed (y rinsing
• an ammonia%containing solutionBfor cleaning windows with no additional
dilution and no rinsing
• ethano l or methanol in windshield washer
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from saponin sand ox (ile. The detergent eects of certain synthetic
surfactants were noted in 1D13 (y +. "eychler' a 6elgian chemist. The ,rst
commercially a!aila(le detergent taking ad!antage of those o(ser!ations
was Nekal' sold in Eermany in 1D1F' to alle!iate $orld $ar ) soap shortages.
/etergents were mainly used in industry until $orld $ar )). 6y then new
de!elopments and the later con!ersion of G+ a!iation fuel plants to produce
tetrapropylene' used in household detergents' caused a fast growth of
household use' in the late 1D4s. )n the late 1Ds (iological detergents'
containing en&ymes' (etter suited to dissol!e protein stains' such as eggstains' were introduced in the G+ (y ;rocter H Eam(le.
Indian detergent "ar)et
The ,rst companies to manufacture detergents in )ndia were =II and
wastik. =II test marketed urf (etween 1D5 and 1D5J and (egan
manufacturing it from 1D5D. wastik launched /et' a white detergent
powder' in 1D5F.
6y 1D' /et had made rapid inroads in eastern )ndia. urf' a (lue detergent
powder' (ecame the national market leader with dominant positions in the
west' north and south.
)n the early 1Ds' the total !olume of detergents manufactured in )ndia
grew from around 1 tonnes to J tonnes. =II dominated the market
with a share of almost F K compared to /et?s 25K. )n 1D' another player
entered the fray. Tata Cil Lills ompany 7TCLC92 launched its detergent
powder ?Lagic?.
)n 1DF3' TCLC introduced ?Tata?s Te#? in the low%priced segment. TCLC
un!eiled another economy detergent powder called C- in 1DFF.
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http://www.icmrindia.org/CaseStudies/catalogue/Marketing1/Detergent%20Wars%20in%20India-Marketing.htm#b2%23b2http://www.icmrindia.org/CaseStudies/catalogue/Marketing1/Detergent%20Wars%20in%20India-Marketing.htm#b2%23b2
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I$DIA$ MAR*ET
• The )ndian laundry market is estimated to (e "s 5' crore in si&e
• Laking )ndia world*s third largest detergents market.
• /etergent (ars comprise 43 per cent of the total market and detergent
powders comprise the (alance 5F per cent.
=owe!er' the detergent (ar market is shrinking in )ndia
Detergent Brands
S&R( E+CEL
• Iaunched in ,-.- H ,rst in )ndian detergent powder mkt.
• )t was the ,rst ast Lo!ing onsumer Eoods 7LE9 for /etergent.
•
urf was the /rst 0rand of detergent that was ad1ertised on TV2)t is ad!ertised on more than 344 channels across the glo(e .
• )ntroduced the conce't o5 06c)et 7ash to housewi!es who up till
now used to washing clothes with laundry soap (ars.
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• 6rand to set up a one%stop shop % called Care line % for people
seeking solutions to their !aried laundry pro(lems.
• S6r5 E8cel' launched in 1D54' is one of the oldest detergent
powders in )ndia. )nitially' the (rand was positioned on the clear
proposition of washes whitestM.
• urf @xcel underwent !arious changes in its 6rand ommunication:
from 9Lalita:i? to ;dhoondte reh :aaoge? to ;:aise 0hi daag ho<
s6r5 e8cel hai na?' and is today communicated on the platform of
;Dhaag achcha hai?.
• 2 saw a unique marketing mo!e from =II.
• "in upreme (ar is (eing migrated to urf @xcel.
• "ight from 9Lalita:i=< representati!e of the true%(lue cost%conscious
)ndian woman' till the inspiring story(oards of today' urf @xcel has
done it all and in styleN
• HLL to re1ise Surf Exce 'ricing > + change in the pricing
strategy for =II urf @xcel (rand' which dominates the "s 5'
crore detergent powder market' seems to (e on the cards.
• =II is now reworking the urf @xcel strategy (y mo!ing away from
'ositioning the 0rand on functional (ene,ts' to (uilding an
e"otional connect
!rice
Inde8
Si?e Mar)et
gro7th
TO $EAREST COM!ETITOR
&nile1er 0rand Relati1e
share
!ric
e
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;"@L)GL 15K OO urf @xcel 2.4
L)/%
;")@/
25K OO Tide 1.J
L+ K O $heel 1.4
TIDE
• Tide is the name of a popular laundry detergent in the market of
anada' the Gnited tates and other countries.
• )t is manufactured (y ;rocter H Eam(le.
• irst introduced in test marketed in 1D4 with national distri(ution
reached in 1D4D
• Tide is the $orld*s Cldest H Lost Trusted /etergent (rand and is the
Larket Ieader in 23 ountries around the world.
• The (rand regularly introduces new products and technologies to (eat
the laundry (lues
• Iaunched in )ndia in mid%2
• )t gi!es outstanding whiteness due to its anti redeposition glo(al
technology
• +nti%redeposition +gents help keep soils from re%settling on clothes
after they ha!e (een remo!ed during the wash itself
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• )t oers solution to !irtually any stain
• The (rand in )ndia (eing a relati!ely new entry has only two types of
products namely Tide detergent and Tide (ar
• Tide detergent is a!aila(le in )ndia in packs of 2 gm' 5 gm' 1 kg' 2
kg and 2 gm single use sachet.
• Tide (ar is a!aila(le in F5gm'125gm'2gm (ars.
I$TROD&CIO$
=industan Ie!er Itd*s 7=II9 popular
detergent (rand urf' which had (ecome a
generic name in the detergents market'
has migrated into urf @xcel. + hitherto premium (rand of detergent in =II*s
kitty' urf @xcel has now (een trifurcated into three speciali&ed (rands'
which include urf @xcel 6lue and urf @xcel +utomatic. )ndustry analysts
said urf @xcel will now (ecome the mother (rand' with urf @xcel 6lue
targeted at the lower%end consumer' and urf @xcel +utomatic aimed at the
high%end market and particularly for use in washing machines.
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Yasser Ahmed
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2014-15
)t is a case of repositioning of the (rand. )t will also facilitate a !alue%added
product for the high%end customer' rather than a generic (rand for the
general market.
ABO&T S&R( E+CEL
PIaunched in1D5DH ,rst in )ndian detergent powder mkt.
P)t was the ,rst ast Lo!ing onsumer Eoods 7LE9 for /etergent.
Purf was the ,rst (rand of detergent that was ad!ertised on TQ.)t is
ad!ertised on more than'3 channels across the glo(e .
P)ntroduced the concept of (ucket wash to housewi!es who up till now used
to washing clothes with laundry soap (ars.
P6rand to set up a one%stop shop R called are line% for people seeking
solutions to their !aried laundry pro(lems.
Purf @xcel' launched in 1D54' is one of the oldest detergent powders in
)ndia. )nitially the (rand was positioned on the clear proposition of washes
whitestM.
Purf @xcel underwent !arious changes in its 6rand ommunication: fromSIalita#i? to ?dhoondte reh #aaoge? to ?#aise (hi daag ho' surf excel haina?' and
is today communicated on the platform of ?/haagachchahai?.
P2 saw a unique marketing mo!e from =II.
P"in upreme (ar is (eing migrated to urf @xcel.
P"ight from SIalita#i*' representati!e of the true%(lue cost%conscious )ndian
woman' till the inspiring story(oards of today' urf @xcel has done it all and
in styleNMISSIO$
Cur mission is to add Qitality to life. $e meet e!eryday needs for nutrition'
hygiene and personal care with (rands that help people look good' feel good
and get more out of life.
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COM!A$Y STR&CT&RE
Gnile!er?s new organi&ation pro!ides single point accounta(ility and has
fewer management layers to deli!er faster decisions and faster execution.
COM!A$Y !RO(ILE @ H&L
T+ 52K C$A@/ G6)/)+" C +AEIC /GT= E)+AT+ 52K C$A@/
G6)/)+" C +AEIC /GT= E)+ATGA)I@Q@".GA)I@Q@".)A/)+
1JJJTI+"E@T LE CL;+A $)T= 1 +TC")@I+"E@T LE
CL;+A $)T= 1 +TC")@TCG=)AE 2 CGT C 3 CAGL@" .2/)T)AT +T@EC")@=CL@ +A/ ;@"CA+I+"@ ;"C/GT' CC/ +A/
6@Q@"+E@.
Product management of SURF EXCEL1. 6randing
2. Larket egmentation
3. ;ositioning and /ierentiations strategies
4. /istri(ution hannel
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tructure
trategy
P+d!ertising planning
P;ricing concept and trategies
Pales Lanagement
PLarketing "esearch
I!"IA! "E#E$%E!# &A$'E#
)ndian /etergent market > 51 crore 7U1.2 (n9.
/etergent (ar market makes up for 43K of this market
=II commands 3JK of the fa(ric wash market.
$*"+C# ,E!%#H
;"C/ GT G" @V@I> /eri!ed from SURFACTANT W. T+"T@/ 1D51%
Gnderwent tremendous change 6"+A/ G" @V@ I +T@EC")X@/ )ATC >
urf @xcel quick washurf @xcel 6lue
urf excel matic
Iiquid H /etergent
S+$ ECE, B,+E
urf excel 6lue is a color care !ariant.
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2014-15
8"ed ko red rakhne ke liye (lue8.
4g3g15gF5g5g2g % arton2g"e,ll33g % 6ucket
Ma:or !la#ers
P=GI 7(lue' uick wash' +utomatic9.
PAirma.
P;HE 7 Tide'+erial9.
P=enkel )ndia 7Lir' persil' porwall'!ernel' purex9.
P"eckitt 6enckiser 7 Qarnish9.
S+$ ECE,-& A#IC
urf excel Latic Top Ioad7I+"E@ $+T@" G+AT)T9
2g1g5g
S6r5 e8cel Matic (ront Load LO (OAM !ROD&CER
2g1g5g
BA$ / ,I+I" *$& $ICE
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2014-15
The pricing strategy for urf excel ha!e always (een in accordance with its
competitors.
$ICI!% S#$A#E%Y
P ;rimary >
1. ost%plus pricing> Lark%up to the cost of the product
2. ompetiti!e ;ricing > ;rice dependent upon price of the competitors.
P econdary >
1. ustomer%egment ;ricing.
"IS#$IB+#I*! $ICI!% S#$A#E%Y
*$ EA&,E
Iist price "s. 1
+dd> /istri(utor price 75K9 "s. 15
+dd> Trade price 75K9 "s. 11.25
inal "etail price 71K9 "s. 121
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2014-15
#HE $ICE A$
lash (ack to the J*s. The irst /etergent $ar was fought in the J*s when
a small manufacturer in Eu#arat aggressi!ely marketed a detergent powder
called Airma nationally at one%,fth the price of existing (rands. The launch
changed the pro,le of the )ndian detergent industry 1st national detergent
(rand on TQ . /ierent formats of communication. ommercials through
A@TH L. hildren festi!al ales promotion through aggressi!e pricing.
&A$'E#I!% S#$A#E%IESurf @xcel is considered to (e a trusted and premium (rand (ecause of
itsuniqueassociation.Gnile!er is positioning their product in the (est of their c
ustomer satisfaction which alsodierentiate from their competitors. They are
creating en!ironment for people to ha!e a life easy chance. +s regarding the
image there is message for the peoples to a!oid on the occasions to restrict
when kids are in situation of doing something extra ordinaryM. They are also
positioning as considering the fact of trong*s competition .o they are also
focusing dierent type of facilities. Lanagement is de!eloped following
marketing strategies for upcoming year>
Ad1ertising
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Yasser Ahmed
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2014-15
)f we analy&e the commercials aired on TQ or "adio or !ia print media we will
notice that most of the communication is done (y the
help of children through tag line dirt is good. The philosophy (ehind this is
the children are the (est in
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Yasser Ahmed
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2014-15
urf @xcel is a!aila(le in dierent quantities which are as follows25g' 5sg'
115g' 5g' 1kg and 2kg.urf @xcel is planned to introduce some other
quantities in (ag in the market.
CA+SES * CHA!%ES I! "E&A!"
)ncrease in demand./ecrease in demand.onsumers income rises.onsumers income fall.;rices of su(stitute good rises.;rices of su(stitute good fall.;rices of complements fall.;rices of complements rise. Taste and preference change . P in fa!or of the commodity in against of the commodity.
S+,Y *$ #HE$*"+C#
Pupply channel >
/istri(uters.
wholesalers.
"etailers.
Pheaper price range of "s.45 to "s.2
PQery good geographical distri(ution across whole )ndia.
P6oth Gr(an and "ural market segment
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Yasser Ahmed
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2014-15
h Surf exce 3
The answer can (e found out (y taking a (rief look at
Laslow*s =ierarchy of Aeeds.
There are two (asic needs that play along like proponents.
PCne is the ocial needs 7for instance' (eing clean and
accepta(le in the society9 andPThe other need acts like a catalyst which is @go is ticneeds 7i.e.' customers
who thinks that (uying or using urf @xcel will gi!e them a higher status
compared to using other detergents9.
unctionality and urf excel
#A% ,I!ES
!RT !S "## $
AA" AAC%E %A!N
SURF EXCEL %A! NA &
!RT !S "## $
AA" AAC%E %A!N
SURF EXCEL %A! NA
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2014-15
,ACE / "IS#$IB+#I*!
=GI distri(ution network key strength 7$hich helps reach out its product
across. The length and width of the !ast country9 /irect co!erage in o!er 1
million retail Cutlets F tockiest 2O uppliers H +ssociates.
AC'A%I!%
urf @xcel' mainly Gnile!er has a new ;henomena. )t consults all 3 trade
models7Eeneral trade' Iocal modern trade' and )nternational modern trade9
while designing packaging for urf @xcel. ;ackaging should (e to create
impulsi!e desires' and it should stand out among its competitors. )t is where
;roduct de!elopment team and marketers come into action in furnishing
packaging standards for all its product ranges.
$*"+C# $A!%E
urf excel Y3g
urf excelY 2kg
urf excelY 125g
urf excelY 1kg
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2014-15
S*# *$ S+$ ECE,
S#$E!%#H (Busness o Busness
P)t nurture customer relationship to create and maintain our status as
preferred supplier Larketing
P)t is most exciting operation of its kind in the world upply chain
Pit takes real strength of intellect and character to take on the planning'
making or distri(ution of our products.
P$orld class people deli!er world class logistic. 6rand @quity )nformation
Lanagement and technology
PThis is often applying (reakthrough science on a grand scale' with speed
and with tangi(le results enough complexity and con!ention' inspiring
e!eryone to impro!e the way we do (usiness. "esearch and /e!elopment
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Pits products don*t make empty promises (ut deli!er it.
P)ndia*s largest selling detergent company.
P6rand inno!ation and reno!ation.
P"each of the product.
Pompetiti!e ad!antage.
Pupply chain H distri(ution.
EA'!ESSES
PAo en!ironment friendly as contain sodium and potassium salts of fatty
acids which are less (iodegrada(le than soap. +s compared to A)"L+ it is
less (iodegrada(le.
Pauses (iomagni,cations of water (odies which then
degenerates and depletes the aquatic resources as well as
degrades the amount of oxygen which results into loss of
aquatic (odies as well as plants.
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Yasser Ahmed
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2014-15
P;rice is high due t still not reached to mass of customers. 6ut
new marketing and sales inno!ations ha!e resulted into
greater penetration in to rural market.
PIa(our and input cost.
Pinance.
PLanaging scale.
P"aw material.
**$#+!I#IESP+s its new product G" +GTCL+T) is (ased on proprietary
technology after extensi!e research. )t reduces the time taken for
rinsing' reduces the amount of water us The laundry consumes a(out 2K of
household water so this technology will make a great impact.
PG" is coming up with a scholarship scheme like /)=+ a(hiyan which
pro!ides educational (ene,ts to lower strata of the society. This has really
helped surf to (uild corporate social image. )t creates (rand awareness.
PThe detergent market is growing (y D.2K e!ery year so G" has great
chances to increase in market shares.
PThe market penetration of A)"L+ is FFK +A/ surf is 5K (ut with
repositioning and constant inno!ation' G" is emerging as a market leader.
P)ndian market for LE is growing Z 2K
PAiche target market.
PLarket penetration
PEeographical export
#H$EA#
Pacing sti competition with ;HE* +")@I HT)/@' as +")@I is coming up with
constant inno!ati!e technique.
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2014-15
P)n ur(an )ndia consumers are now (eing exposed to and trying se!eral
categories such as mo(ile phones' leisure' dura(les etc. so downgrading
their LE products purchases.
P"ural demands ha!e (een dampened (y three unusually poor
L+A+E@L@AT
Pheaper product eat into =GI market share.
Pompetitor trade strategy.
PGr(an consumer are shopping less.
P;roduct from it*s own sta(le
ABO&T TIDE
Tide 7Alo' Vi?ir or Ace in some countries9 is the (rand%name of a laundry
detergent manufactured (y ;rocter H Eam(le' ,rst introduced in 1D4.
Bac)gro6nd
The household chore of doing the
laundry (egan to change with the introduction of washing powders in the
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1JJs. These new laundry products originally were simply pul!eri&ed soap.
Aew cleaning%product marketing successes' such as the 1JDs introduction
of the A. -. air(ank ompany?s "old ust 'ashing Po(der 7which used a
(reakthrough hydrogenation process in its formulation9' and =udson?s
hea!ily ad!ertised product' "inso' pro!ed that there was a ready market for
(etter cleaning agents. =enkel H ie?s 8self%acti!ating8 7or self (leaching9
cleaner' ;ersil: 7introduced in 1DF9: the early synthetic detergent' 6+?s
e$+ 7introduced in 1D329: and ;rocter H Eam(le?s 1D33 totally synthetic
creation' /reft' 7marketed for use on infant%wear9 Ball indicated signi,cantad!ances in the laundry cleaning product market.
The detergent (usiness was further re!olutioni&ed with the disco!ery of the
alkyl(en&ene sulfonates' which' when com(ined with the use of chemical
8(uilders8' made machine washing with hard water possi(le. This presented
;rocter and Eam(le with the opportunity to create a product such as Tide.
Histor#
The original Tide laundry detergent was a synthetic designed speci,cally for
hea!y%duty' machine cleaning 7an ad!ance o!er the milder cleaning
capa(ilities of e$+ and /reft9. Tide was ,rst introduced in G.. test markets
in 1D4 as the world?s ,rst hea!y%duty detergent' with nation%wide
distri(ution accomplished in 1D4D. Tide claimed it was 8+merica?s $ashday
a!orite.8 +uthority was quickly gained in the G.. detergent market'
dwar,ng the sales of )!ory now: and accelerating the demise of two of itsmain competing products' "inso and Eold /ust $ashing ;owder' (oth then
Ie!er 6rothers (rands. These other (rands came in the more familiar soap%
powder and soap%
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non%ultra are dark (lue' with the exception of 8Tide ree8' which is clear. @ach
year' Tide researchers duplicate the mineral content of water from all parts
of the Gnited tates and wash 5' loads of laundry to test Tide
detergent*s consistency and performance.
)n 2' the de!elopment of Tide was designated an + Aational =istoric
hemical Iandmark in recognition of its signi,cance as the ,rst hea!y%duty
synthetic detergent.
+s of [anuary 213 Tide has more than 3K of the liquid%detergent market'
with more than twice as much in sales as the second most%popular (rand
Eain' although it costs a(out 5K more than the a!erage liquid detergent.
)n some areas' Tide has (ecome such a hot commodity item' that criminals
steal it from stores to resell. ;olice call the detergent 8liquid gold8 on the
(lack market and it?s (een known to (e traded or sold for illegal drugs.
Brand
)n a 2D sur!ey' consumers ranked Tide among the three (rands they
would (e least likely to gi!e up during the Ereat "ecession. The Tide
trademark is an easily recogni&ed' distincti!e orange%and%yellow (ulls%eye.
This original logo was designed (y /onald /eskey' an architect and famous
industrial designer. The logo was slightly modi,ed for the product?s ,ftieth
anni!ersary in 1DD' and remains in use today.
Tide was the ,rst product to (e nationally packaged using /ay%Elo colorsB
strikingly eye%catching when ,rst introduced in 1D5D.\1]
urrently' the Tide (rand is on at least six powders and liquid detergents in
the Gnited tates alone.
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The Tide 'rod6ct>line
Tide is marketed under !arious su(%(rands' such as 2x Gltra Tide.\11] )n the
late 1Ds and early 1DFs' it was (randed as Tide V- 7the V- standing for
Vtra -leaning9' (ut it was re(randed simply as Tide later.
+n addition to the Tide family' Tide oldwater was formulated to remo!e
stains while sa!ing energy (ecause it does not require hot or e!en warm
water. Tide ree was marketed as (eing en!ironmentally friendly. Tide%To%Eo
is a product packaged in a pen%like format and intended to remo!e small
stains on the spot' without further laundering.
)n ;uerto "ico and most elsewhere in Iatin +merica' the Tide formula is
marketed under the name +ce7except in @cuador and ;anama' where it is
sold under the same Tide (rand as is in current use in the G..9 )n Turkey'
Tide is (randed as +lo. )n ;oland it is sold as Qi&ir.
S'onsorshi's
The 8Tide "ide8' dri!en (y "icky "udd at ;ocono "aceway in 1DDF
Tide has also sponsored a few things like A++" stock cars' nota(ly as the
Tide "ide. /arrell $altrip dro!e the ^1F Tide he!y for =endrick Lotorsports.
The relationship lasted from 1DJF to 1DD and won the 1DJD /aytona 5
along the way. $altrip left the team to form his own team. Tide then
sponsored "icky "udd in the ^5 car after Ie!i Earrett left =endrick. "udd
dro!e for =endrick until 1DD3 when he left =endrick' also to form his own
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team and taking the Tide sponsorship. "udd ;erformance Lotorsports ran
from 1DD4 to 1DDD and won the 4th 6rickyard 4 in 1DDF. +fter "udd
(ecame winless in his ,rst time in 1F season' Tide left "udd after (eing lured
(y al!in $ell?s new team ;;) Lotorsports. The new teams num(er was the
32' which was a com(ination of the 1F' 5 and 1 added all up. cott ;ruett
was the ,rst dri!er (ut after /Aing times and no Top 1?s. "icky ra!en
took o!er in 21 and responded with a win at Lartins!ille peedway. =e
went winless in 22' (ut in 23' he won the closest race in A++" history
at /arlington "aceway in the arolina /odge /ealers 4' ru((ing with -urt6usch for laps and with a margin%of%!ictory of .2. )t is tied for the closest
,nish in up eries history. +fter no top 1?s halfway through the 24
season. ra!en left ;;) and was replaced (y 6o((y =amilton' [r. for 24 and
25. Tra!is -!apil ran for ;;) in 2 (ut with 4 /A?s. Tide left the sport
(efore it was going to sponsor one of $ell?s proposed Toyota teams in 2F.
Tide has not sponsored since' although Tide was on -e!in =ar!ick?s truck a
few times' (ut -roger was promoting the car with Tide.
!rod6ct O1er1ie7 TIDE
;rocter and Eam(le*s Tide is among the most popular and widely patroni&ed
detergents in the world. ;HE takes pride in pronouncing that the product is
its
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and its ,fty years of commitment in helping families in their laundry needs
7Tide a(ric are Aetwork' 29.
rce R 6eing the most powerful tool in marketing' price is identi,ed
following the company*s esta(lished goals and o(#ecti!es. These goals range
from enhancing the market share of the products' impro!ing the demands in
the target markets' to extending the sales at an e!en rate for one whole day'
week' month' or year. ;ricing is utili&ed in se!eral ways namely 719 to
increase unit sales so that resources of the ,rm: 729 to restrict sales' or limit
the quantities demanded per unit time:739 to make the market less attracti!e
to actual or potential competitors: and 749 to attract (uyers so that they will
(uy other items once the transaction has (egun.
Today' ;HE pricing of Tide detergent soap pro!es to (e an eecti!e
means not only to attract consumers (ut also to lessen the market appeal of
its competitors. These had (een the case in )ndia' where ;HE had launched
the 2%5K discounts for (oth +riel and Tide. +s a result' (uying Tide has(ecome an economic%wise option for the larger masses. The prime purpose
was to lure more consumers to try the product. $ith the slashed price'
!olumes of Tide sales ha!e surged tremendously triggering.
roduc-Ser6ce *7ern8 R ;roduct%ser!ice oering' on the hand
in!ol!es the oerings that can (e manipulated. These include the features or
attri(utes 7actual or percei!ed9' images' warranties' after%sales ser!ice'
training for the customers' deli!ery' installation of the product' and
responsi(ility for the product at the end of its producti!e life.
Tide*s usefulness expires as soon as the laundry is ,nished' (ut this is
not to suggest that ;HE will not (e held lia(le after its use. +s in the usual
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trend nowadays' pro!iding a somewhat feed(ack mechanism is indeed
useful. +lthough' this has long (een reali&ed (y the ;HE that*s why in e!ery
sachet0package of Tide one would notice phrases like if you ha!e
comments0 suggestions_M =owe!er' only few of the modern consumers
know of this right. Gsually' they are contented with using the products' and
no longer care less with how much the company would appreciate their eort
to gi!e them a ring or write them. ;HE should reinforce the message to its
consumers with their TQ0radio0net ads so that the consumers would know of
their rights. )n return' the company would (e a(le to know directly forcostumers how they feel a(out the products' what they think of it' what
recommendations they can pro!ide etc.
TideM as a (rand name is an excellent choice. )t passes on the
messages of supremacy and toughness. Tide has (een renowned (y its
reputation of complimenting the e!er%changing people*s temperaments for
fashion. $hen' white fa(ric has (een the o!erwhelming o(session' Tide with
whitening power has (een introduced. Iikewise' when (right colors reigned'
;HE led the campaign for Tide extra actionM speciali&ing on (right%colored
clothes.
romoon R )n 1DDD' ;rocter and Eam(le spends nearly U5.5 (illion
on glo(al ad!ertising making it one of the world*s (iggest ad!ertisers.
;rocter and Eam(le exhausts the (ene,ts of (oth the print and electronic
media worldwide.
Today' the existence of )nternet and the continued re!olution in the
world of )nformation Technology are certainly positi!e signs for the
(lossoming of many new ad!ertising opportunities. or instance' pop%up ads
and email ads ha!e started to in!ade the )nternet. imilarly' TQ and radio
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ad!ertising are also important channels to further promote Tide. Gsually'
eecti!e tele!ision and radio ad!ertising in!ol!es a good opening punch line'
presentation of the competitor*s product and its weakness' testimony of
experts or renowned personalities0authorities' and in some cases' use of
famous mo!ie actors and actress also helps.
+ thorough consideration has (een gi!en to the content of the site.
ontent*s (readth' depth' manner of presentation' and timeliness are what
primarily holds the attention of !isitors. The more engaging is the site' the
greater the possi(ility that the consumers will act positi!ely to the ads.
Iastly' it is !ery !ital indeed to retain the site in order to engage site*s
!isitors. To do this' the site must always (e monitored and updated. )t must
also pro!ide !enue where !isitors could gi!e their comments'
recommendations' and other feed(acks to the site or the product so that
impro!ements may (e incorporated accordingly.
@ecti!e promotion of the product through ad!ertising in !ariousmedia maintains the superior standing of the product in the wide detergent
marketplace.
ace9"sr:uon R
Tide (eing a product that ser!e to satisfy the immediate nee of people
is always a!aila(le in (oth retail stores and wholesalers* stores.
Cn the one hand' packaging the product in!ol!ed the following
considerations: packaging must 719 facilitate storage and handling of the
product' 729 protect Tide for extreme temperature or moisture' 739 protect
Tide from (eing deformed or damaged' 749 to pro!ide quantity' source
7(rand9' and the concerned party to (e called in times of any trou(le with the
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products occur and' 759 isolate appropriate purchase quantities. olors of the
packaging materials 7sachets and the like9 must (e (right colors to instantly
capture the attention of the consumers. )t does matter' too if the words are
clearly comprehensi(le for the consumers. Cn the one hand' it is a minus
factor when the words written in the packaging materials are of dierent
language. This implies that the company is not in communionM with the
consumers since it further indicates that the target consumers are of
someplace else.
Leanwhile' storing Tide must (e done complimenting the
en!ironmental rules of the place where it is to (e stored. or eecti!e
handling of the storage costs ;HE must inform its stakeholders'
manufacturers and (rokers a(out the !arious storage risks. These could
range from ,res' theft' or loss of market demand. There is also a need to
further rationali&e the supply chain management. ;HE may opt to
operationally implements the #ust%in%time management of products. The
process may in!ol!e (uilding of sound communication channels with the
consumers' manufacturers' (rokers' and other stakeholders 7Ehosal and
6artlett' 1DDJ9.
)n s6""ar#' the marketing strategy for ;HE to promote Tide
detergent laundry soap consists was founded on the considerations of
!arious marketing mix 74;s9. ;ricing decisions was done considering the
demographic and socio%economic attri(utes of its target market. ;roduct%ser!ice oerings included a sound feed(ack mechanism. Cn the one hand'
;HE focused on net ad!ertising for Tide and its related products. Iastly'
decisions on place0distri(ution were shared (y !arious stakeholders R
manufacturers' retailers' (roker' and the customers. Thus' the international
marketing superiority of Tide is irre!oca(le.
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SOT Anal#sis
+ scan of the internal and external en!ironment is an important part of
strategic planning process. S*# (S ; Sren8hs< ; ea=nesses< * ;
*>>orunes< # ; #hreas) is a tool used for auditing an organi&ation and
its en!ironment. "ole of $CT is to take the information from the
en!ironmental scan and separate it into external and internal issues. Cnce
this is completed' $CT determines if the information indicates something
that will assist the organi&ation in accomplishing its o(#ecti!es or if itindicates an o(stacle that must (e o!ercome or minimi&ed to achie!e
desired results.
@n!ironmental can0 `)nternal
+nalysis
@xternal
+nalysis0 ` 0 `
trengths $ea
knesses
Cpportunities
Threats
$CT Latrix
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S*# Anass rame?or=
Sren8hs- )nternal to the unit: are a unit s resources and capa(ilities that
can (e used as a (asis for de!eloping a competiti!e ad!antage: strengths
should (e realistic and not modest.
E4amples$ good reputation among customers* resources* assets* people* $
e4perience* kno(ledge* data* capa+ilities* marketing5 )ualit-* location*
accreditations
ea=nesses- )nternal force that could ser!e as a (arrier to maintain orachie!e a competiti!e ad!antage: a limitation' fault or defect of the unit:
weaknesses should (e truthful so that they may (e o!ercome as quickly as
possi(le.
E4amples$ gaps in capa+ilities* 6nancial* deadlines* morale* disad/antages*
gaps in capa+ilities* lack of competiti/e strength7
*>>orunes- +ny fa!ora(le situation present now or in the future in the
external en!ironment.
E4amples$ unful6lled customer needs* arri/al of ne( technologies* loosening
of regulations* glo+al in8uences* economic +oom* demographic shift
#hreas- @xternal forces that could inhi(it the maintenance or attainment
of a competiti!e ad!antage or any unfa!ora(le situation in the external
en!ironment that is potentially damaging now or in the future.
E4amples$ shifts in consumer tastes* ne( regulations* political or legislati/e
e9ects* en/ironmental e9ects* ne( technolog-* loss of ke- sta9* economic
do(nturn* demographic shifts* competitor intent5 market demands5
sustaining internal capa+ilit-5 insurmounta+le (eaknesses5 6nancial +acking
ST! A$ALYSIS O( TIDE
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;rocter H Eam(le 7;HE9 is in #ust such a situation. $hen the "s F5%crore
company introduced Tide in )ndia' it was meant to accentuate the fortunes of
the company*s detergent (usiness in the )ndian market. +fter all' Tide is
;HE*s (est (et glo(ally' accounting for 1 per cent of the multinational*s U
35 (illion glo(al turno!er: it is also the world*s largest%selling detergent
(rand.
=owe!er' three years after its entry into )ndia' there is little to pro!e that
Tide has made that desired splash for ;HE. +ccording to retail audit house'
Tide has grown marginally from .1 per cent !olume share in 2 7it was
launched in Lay 29 to .F per cent at present. ;HE*s older (rand in the)ndian market' +riel 7launched in 1DD19' is also suering. +riel*s !olume
share has dipped from 2. per cent in 1DDJ to 1.5 per cent currently. $orse
still' ;HE*s total !olume share in the detergents market has dipped from 2.
per cent in 1DDJ to 2.2 per cent currently. 6ut still ;HE launched another
premium detergent in a market where its super%premium (rand was already
present' risking canni(ali&ation (y the new entrant.
+n excerpt from ;hilip -otler*s :arketing :anagement$ The :illennium
Edition 7;rentice =all: 29 throws some light on ;HE*s glo0al strateg#
with respect to its detergents> ;HE will enter a market containing a large
entrenched competitor. )nstead of launching a "e>too product or a single%
segment product' it introduces a succession of products aimed at dierent
segments. @ach entry creates a loyal following and takes some (usiness
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away from the ma#or competitor. oon the ma#or competitor is surrounded'
its re!enues are weakened and it is too late to launch new (rands in outlying
segments. ;HE in a moment of triumph then launches a (rand against the
ma#or (rand.M )n the )ndian market' howe!er' this glo(al template quite
didn*t work. True' ;HE managed to pre%empt ad!ersary =industan Ie!er
Iimited 7=II9 to some extent (y launching a premium (rand ,rst in the
)ndian market ,rst in 1DD1.
Thus' ;HE saw the route to expansion in )ndian detergents market through its
safest (et (y far' Tide. 6ut (y the time Tide was launched in 2' the lather
was su(sidi&ing the premium detergents market. )n 1DDD%2 themsel!es'
the premium market shrank (y 2F.D per cent 7in !olume terms9. +nalysts are
of the !iew that ;HE
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;HE did attempt to correct its mistake> in +ugust 21 it made Tide cheaper
(y "s 35. $ith the market price down to "s J5 per kg' it could address the
consumer seg"ent that couldn*t aord +riel. +ccording to analysts' ;HE*s
strategy for Tide increasingly started to focus on the !alue%for%money
consumer and this could represent the company*s strongest eort so far to
gra( !olumes in )ndia. ertainly' !olume share crawled up. +ccording to "ahul
Lalhotra' country marketing manager' ;HE' the Tide (usiness has tripled post
the price reduction. 6ut it*s not #ust the pricing strategy that helped Tide rise
up.
+nother factor' after the price game' that worked in fa!our of the detergentwas the whitenessM proposition 7+riel has always (een promoted on the
cleanlinessM platform9. +nd ,nally' what helped Tide gain momentum is the
communication channels it chose to reach to its target audience' which was
dierent from that of +riel.
)n the case of Tide' though' ;HE focused on the traditional )ndian housewife
7the ideal core target for any detergent (rand9 from the (eginning. ays -amal6asu' executi!e !ice president' aatchi H aatchi 7ad agency for +riel9' The
mid%priced detergent segment is (allooning in )ndian at present' eating into
the shares of (oth low and top%end segments. The price drop has only arrested
the shrinkage of this segment.
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$hile media (uyers say the game show is connecting with Tide*s audience'
the market dynamics pose a dierent challenge.Tide*s unique pricing could act
as an ad!antage (ecause it is a con!enient price point for a premium'
internationalM (rand in order to ena(le customers to downgrade from costlier
(rands. 6ut what if Tide washes away +riel*s franchiseb
Tide quickly spilled o!er the (oundaries that company strategists had drawn
for the product and ripped through ;HE?s core markets.
+ powerful clean that won?t wear out your clothesM. Tide ;owder gets to the
(ottom of dirt and stains to help keep your whites white and your colors
(right. or great stain
remo!al in any temperature' uick /issol!ing Tide is formulated to
immediately start dissol!ing B e!en in cold water and a super%solu(le
detergent means !irtually residue%free clothesN Loisture%resistant cartons B
with Loisture Euard ;rotection and nap%Iock Iids B mean less
clumping so your powder stays fresh and free%
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ALL !ROD&CTS O( TIDE
Tide Gltra tain "elease
Iearn Lore
6uy Aow
Tide imply lean H resh Iaundry /etergent
Iearn Lore
6uy Aow
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http://www.tide.com/en-US/product/tide-ultra-stain-release.jspx%22http://www.tide.com/en-US/product/tide-ultra-stain-release.jspx#buyhttp://www.tide.com/en-US/product/tide-simply-clean-fresh.jspx%22http://www.tide.com/en-US/product/tide-simply-clean-fresh.jspx#buyhttp://www.tide.com/en-US/product/tide-ultra-stain-release.jspx%22http://www.tide.com/en-US/product/tide-ultra-stain-release.jspx#buyhttp://www.tide.com/en-US/product/tide-simply-clean-fresh.jspx%22http://www.tide.com/en-US/product/tide-simply-clean-fresh.jspx#buy
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Tide To Eo )nstant tain "emo!er
Iearn Lore6uy Aow
Tide 6oost e(re&e port /uo ;acs
Iearn Lore
6uy Aow
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Tide 6oost ree /uo ;acs
Iearn Lore
6uy Aow
Gltra Tide =@ plus /owny
Iearn Lore
6uy Aow
Gltra Tide for oldwater
Iearn Lore
6uy Aow
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Gltra Tide plus e(re&e
Iearn Lore
6uy Aow
Gltra Tide ree
Iearn Lore
6uy Aow
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Iearn Lore
6uy Aow
Tide plus 6leach +lternati!e
Iearn Lore
6uy Aow
Gltra Tide
Iearn Lore
6uy Aow
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http://www.tide.com/en-US/product/tide-free-he.jspxhttp://www.tide.com/en-US/product/tide-free-he.jspx?tab=buynowhttp://www.tide.com/en-US/product/tide-plus-bleach-alternative-powder.jspxhttp://www.tide.com/en-US/product/tide-plus-bleach-alternative-powder.jspx?tab=buynowhttp://www.tide.com/en-US/product/ultra-tide-powder.jspxhttp://www.tide.com/en-US/product/ultra-tide-powder.jspx?tab=buynowhttp://www.tide.com/en-US/product/tide-free-he.jspxhttp://www.tide.com/en-US/product/tide-free-he.jspx?tab=buynowhttp://www.tide.com/en-US/product/tide-plus-bleach-alternative-powder.jspxhttp://www.tide.com/en-US/product/tide-plus-bleach-alternative-powder.jspx?tab=buynowhttp://www.tide.com/en-US/product/ultra-tide-powder.jspxhttp://www.tide.com/en-US/product/ultra-tide-powder.jspx?tab=buynow
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Tide $ashing Lachine leaner
lean clothes start with a clean washer.
Iearn Lore6uy Aow
Tide $ashing Lachine leaner
Iearn Lore
6uy Aow
Tide 6oost Criginal /uo ;acs
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Iearn Lore
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Tide 6oost Qi!id $hite O 6right ;acs
Iearn Lore
6uy Aow
Tide oldwater lean
Iearn Lore
6uy Aow
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Tide =@ with +cti%Iift
Iearn Lore
6uy Aow
Tide ;lus + Touch of /owny
Iearn Lore
6uy Aow
Tide ree
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Iearn Lore
6uy Aow
Tide ;lus e(re&e reshness
LITERAT&RE REVIE
ARTICLE>,
Ho7 H&L s6cceeded in 0rea)ing thro6gh the cl6tter 7ith ;S6r5 E8cel;
ca"'aign
"ahul achitanand' @T 6ureau +ug J' 212' 2.4+L )T
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2014-15
Lalita;i ma- not ha/e appro/ed of the
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Yasser Ahmed
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2014-15
"ather than engage in a !iolent slushfest' urf ?s latest ad opted for the high
road' ha!ing mud%caked #uniors rushing to em(race their tormentors
7o(!iously in pristine whites9' only for them to 8The latest campaign is a
continuation of the same philosophy and (rings the !alue of righteousness.
The !alue of righteousness communicates the need to ha!e the courage to
stand up for what is right.8
The campaign works (ecause (rand managers at urf @xcel are con,dent
enough of their product to pro#ect' indirectly in this case' of its dirt%(usting
qualities. reed up from this onerous task' they ha!e since 25' when the
,rst of this series aired' taken an uncon!entional route.
8$e ha!e worked with a set of human !alues' including forgi!eness' with a
sack race' and empathy' with a mud%soaked young student mimicking his
fa!ourite teacher?s dog that has #ust died'8 says +run )yer' national creati!e
director with Iowe Iintas.
8These are the !alues that parents 7a key constituent for urf9 like to see in
their children.8 )n an area of 240F tele!ision and !iolence all around' the
latest (adappan campaign also drags !iewers (ack to a simpler time of
playing outdoors and frolicking with friends. /espite (eing a se!en year old
campaign in essence' )yer thinks this has the legs to run for a while longer.
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ARTICLE>
Dr# cleaner trades on 7ell>)no7n detergent
+ugust 2' 2136y -risty -ennedy' pecial to the Tri(une
)f you lea!e your car to go inside the new Tide /ry leaners in southwest
Aaper!ille' you?ll notice a clean scent' an opening in the wall re!ealing the
operations of the (usiness' and a large orange dry cleaning machine that
resem(les a (ox of Tide detergent.
)t?s all (y design.
$ith a history dating to 1D4' the new dry cleaning (usiness (anks on the
Tide (rand that consumers ha!e trusted for years to make doing the laundry
a little easier' said [e $ampler' @C of +gile ;ursuits ranchising )nc.' a
su(sidiary of ;rocter H Eam(le. )n 2J' noting that consumers generally
were not happy with their dry cleaners' the company decided to launch a
test site in -ansas ity. ince then' 1J stores ha!e opened in 1 states with
plans to open as many as 1 more in the next year.
8)t?s an UJ (illion (usiness where consumers are not satis,ed'8 $ampler said.
8$e thought perhaps the Tide (rand can extend into that space.8 The (rand?s
promise that clothes stay looking newer longer holds true for the dry
cleaning ser!ice as well.
)n [uly' "a# ;atel opened )llinois? ,rst Tide /ry leaners at 2D4 howplace
/ri!e in Aaper!ille. ;atel' who with his father owns /unkin /onuts' [ersey
Like?s u(s and $ing H "ings franchises in the area' plans to e!entually
open two other Tide /ry leaners in other parts of Aaper!ille. =e has another
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dry cleaning store in the works in Elen @llyn and e!entually hopes to ha!e
a(out a do&en dry cleaning stores in the hicago area.
8There will ne!er (e a (igger name in clothing care'8 ;atel said. 8)t seemed
to (e a no%(rainer to get in!ol!ed in this.8
The Tide dry cleaning (usiness is all a(out customer con!enience and
ser!ice. ustomers don?t ha!e to lea!e their cars. )n Aaper!ille' they pull up
into a co!ered dri!e%thru (ay and a !alet comes out to pick up or (ring out
the dry cleaning.
8)t works great for moms (ecause they don?t ha!e to get out of the car'8
;atel said.
The store is open Londay through riday from F a.m. to F p.m.' aturday
from J a.m. to p.m. and unday from 1 a.m. to 3 p.m. )f those times don?t
work' pickups and drop%os can (e made 24 hours a day' using drop (oxes
and lockers with customer codes. ame%day ser!ice is a!aila(le e!ery day
(ut unday. hirts cost U1.F5 and comforters of any si&e cost U2 to clean.
+t the Tide /ry leaner planned for Elen @llyn' a 8!ending%machine8%style
pickup option will (e oered. ustomers punch in a code and the dry
cleaning rack will mo!e the appropriate clothes to the pickup area. 8)t?s like a
"ed(ox for clothes'8 ;atel said.
+lso' (roken (uttons are automatically replaced and special ser!ices like
white' color and (lack restoration' alterations' leather cleaning and wedding
dress preser!ation are a!aila(le.
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8)f you ha!e a faded (lack%collared shirt or a dress' we can dye that (ack to
(lack where it looks almost new'8 $ampler said. ustomers also can request
unscented dry cleaning and laundering.
DATA A$ALYSIS I$TER!RETATIO$
1. /o you use detergent powderb
es Ao
5
1K
es Ao
Inter'retation
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+ll of the consumers are using detergent powder.
2. $hich (rand comes in your mind when you think of detergent
powderb
urf%excel 32
Tide 15
+ny other 3
4K
3K
K
urf%excel Tide +ny other
Inter'retation
urf%excel is the most popular detergent powder rather than Tide detergent
powder.
3. $hich factor is more important for youb
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uality 15
;rice 2;ackaging Juantity F
3K
4K
1K
14K
uality ;rice ;ackaging uantity
Inter'retation>;rice is the most important factor which in
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2014-15
3K
24K
3K
1K
5 gm 2 gm 1 kg achet
Inter'retation
Lost of the consumer (uys 1kg pack H 5 gm pack of detergent powder
followed (y 2 gm and sachet. This shows that consumers do (uy detergent
in large packs.
5. =ow frequently do you (uy a detergent powderb
Lonthly 25$eekly 15/aily Jan*t say 2
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5K
3K
1K4K
Lonthly $eekly /aily an*t say
Inter'retation>
5K of consumer (uys detergent powder on monthly' 3K said weekly' 1K
said daily H others said can*t say.
. an a good ad!ertisement in
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2014-15
JK
2K
es Ao
Inter'retation
+ good ad!ertisement de,nitely aects (uying decision of consumer (y
creating an image a(out the product. +s it helps in positioning in the mind of
the consumers.
F. $hich promotional acti!ities aects you the most to (uy detergent
powderb
+d!ertisement 1J
Cers and schemes 2/isplay J
+ny other 4
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3K
4K
1K
JK
+d!ertisement Cers and schemes
/isplay +ny other
Inter'retation
onsumers are conscious of oer and scheme and look for extra (ene,t in
the product after that ad!ertisement aects the most. Therefore the
company should concentrate on oer and schemes.
J. =a!e you seen any promotional campaign of urf @xcel H Tideb
es Ao32 1J
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4K
3K
es Ao
Inter'retation
rom the a(o!e graph it is clear that many detergent users ha!e seen
promotional campaign of urf @xcel. Therefore company should conduct
campaigns to create awareness a(out tide (rand.
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D. +re you satis,ed with staining action of urf @xcel detergent
powderb
atis,ed 2Qery satis,ed 15Aeutral 1/issatis,ed 5
4K
3K
2K
1K
atis,ed Qery satis,ed Aeutral /issatis,ed
Inter'retation
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Lost of the consumers are satis,ed with the staining action of urf @xcel
detergent powder and !eery few are there who are dissstis,ed. this shows
the good quality a(out the product.
1.+re you satis,ed with staining action of Tide detergent powderb
atis,ed 12
Qery satis,ed JAeutral 15/issatis,ed 15
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24K
1K
3K
3K
atis,ed Qery satis,ed Aeutral /issatis,ed
Inter'retation
Lost of the consumers are dissatis,ed or neutral with the staining action of
tide detergent powder and !ery few are there who are satis,ed.
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,,2 Does this detergent har" to #o6r hand so5tness2
es 15Ao 3
an*t say 5
3K
K
1K
es Ao an*t say
Inter'retation 34F 'eo'les said this detergent har" to o6r hand
so5tness< 4F said no ,4F said can=t sa#2
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12. )f you get extra (ene,t and oer in other (rand would you like to switch
o!erb
es 3Ao 15
an*t say 5
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K
3K
1K
es Ao an*t say
Inter'retation
Lany consumers say that they will switch to other (rand if they will get extra
(ene,t in some other (rand.
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(I$DI$GS
+fter doing this research and collection of data there were some ,nding
which can (e communicated to the organisation so that they can make new
policies and strategies.
19 onsumers today are !ery selecti!e' they de,nitely look for quality in the
products which they are purchasing.
29 onsumer after purchasing the product and using it do e!aluation the
!alue they get from the product 7(ene,t upon cost9
39 onsumers are satis,ed with the quality and staining action of urf @xcel
detergent powder.
49 onsumer are also looking extra (ene,ts in the product.
59 onsumers are not (uying large packs instead they are (uying small
quantities.
9 onsumer can switch to some other (rand if they ,nd some extra (ene,t
in some other (rand.
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CO$CL&SIO$
+fter completing my pro#ect and collecting !ital information and facts ) came
to the following conclusion.
1. onsumers look for quality while purchasing a particular (rand.
The second important parameter is price as the consumers look
for economy.
2. urf% excel is the most popular (rand among the detergent
powder followed (y tide detergent.
3. ompany is not conducting any promotional campaign to make
consumers aware a(out product 7Tide9.
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4. onsumers are looking (etter oer and schemes which the
company and looking for extra (ene,t in the product.
5. Lost of the consumers are satis,ed with the staining action of
urf @xcel detergent powder.
. Cers and schemes are the most important promotional
acti!ities which aect consumer (uying (eha!ior followed (y thead!ertisement 7 surf excel is good in (oth of them9
F. Lost of the consumers go for 1 kelogram and 5gm Tide
detergent powder. tudents are generally purchasing sachet for
short term use.
J. onsumers can switch to some other (rand if they are not
getting quality and extra (ene,ts in the products.
S&GGESTIO$ A$D RECOMME$DATIO$
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19 ompany should focus on ad!ertisement as it makes consumer aware
a(out the product.
29 ompany should gi!e more schemes and oers to the consumers.
39 ompany should do more promotional campaigns.
49 ompany should regularly do market research to know the changingneeds and demands of consumers. This will also help in (etter
understanding of consumer (eha!iour.
59 ompany should try to retain the customers (y creating loyalty among
the existing customers as (rand switching is !ery common today.
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6)6I)CE"+;=
RE(RE$CE BOO*S
Conce'ts o5 Mar)eting
;hilip kotler' Larketing Lanagement' 11th edition' prentice hall of
)ndia ;!t Itd.
;hilip kotler H +rmstrong' ;rinciples of Larketing' Dth @dition' ;earson
@ducation ;!t. Itd.
E.. 6eri' Larketing "esearch 3rd edition' Lc Lilan )ndia Itd.
.". -othari' "esearch Lethodology.
e0sites
www. ;E.com
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A$$E+&RE
+ES#I*!!AI$E *$ C*!S+&E$S
#o sud he consumer >reference o?ards Surf Exce /
#de
Aame> ______________________..
Cccupation>___________________
ontact no>_______________________.
+ddress>
1. /o you use /etergent ;owderb
7a9 es 7(9 Ao
2. $hich (rand comes ,rst in your mind when you think of detergent
powderb
7a9 urf @xcel 7(9 Tide
7e9 +ny Cther
3. $hich factor is more important for youb
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7a9 ;rice 7(9 quality
7c9;ackaging 7d9 quantity
4. $hile purchasing a detergent powder' what quantity do you
usually go forb
7a9 achet 7(9 2 gm
7c9 5 gm 7d9 1 kg
5. =ow frequently do you (uy a detergent powderb
7a9 /aily 7(9 $eekly
7c9 Lonthly 7d9 early
. an a good ad!ertisement in
-
8/19/2019 Tide Surt Excel
75/75
Yasser Ahmed
B.Com. (Hons. ) IIndYear
2014-15
7c9 Aeutral 7d9 dissatis,ed
1. +re you satis,ed with staining action of Tide detergent
powderb
7a9 atis,ed 7(9 !ery satis,ed
7c9 Aeutral 7d9 dissatis,ed
11. /oes this detergent harm to your hand softness.
7a9 es 7(9 Ao
7c9 an*t say
12. )f you get extra (ene,t and oer in other (rand 7other than Tide9 would
you like to switch o!erb
7a9 es 7(9 Ao
7c9 an*t say