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TIDE MARKETING STRATEGY

Ashish Agarwal
MHRM assignment
C.09.02
Roll No. 1
Ty. B.com A
Introduction
In 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
Mass Market
Mid – priced
Ariel- Ultramatic &
Wheel , Fena,
Spring clean Surf - Surf Excel Blue, Tide,
Nirma,Ghadi etc.
Automatic & Quick Stain Champion
wash,
SWOT Analysis
Strengths Weakness
 A product of P&G, world leader in  Poor promotional activity.
detergent segment.
 Intermittent availability.
 Epitomize stain removal, even the toughest
stain in 1st wash.  Improper pricing strategy.
 Pioneered the use of enzyme tech.  No advertisement recall value
 1st to introduce different fragrances in
detergent.

Opportunity Threats
 5700 crore detergent market.  Existing players
 A big untapped rural market.  Spurious/counterfeit products in rural
areas
 Has the potential to become the market
leader.  Aggressive price competition
Sustainable Competitive Advantage

 Brand Imprint

 Maintaining Technological Superiority

 Targeting niche market.

 CSR Initiatives

 Why TIDE When There is Tide??????


Market share
2% 18% 13%

29% 38%

P&G
HUL
Nirma
Henkel SPIC
Other

Source: Indian Soaps and Toilet Manufacturer Association


People’s Views.
Surveyed hundred people in different
locations.
Common observations were:
Poor brand recall value
No 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.
THANK YOU

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