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    TIDE TIDE Document Transcript

    • BRAND: TIDE COMPANY: P&GCompany OverviewProcter & Gamble (P&G) is an American multinational consumer goods company headquarteredin downtown Cincinnati, Ohio, USA. Its products include foods, beverages, cleaning agents and personalcare products.In 2011, P&G recorded $82.6 billion dollars in sales. Fortune magazine ranked P&G at fifth place of the"Worlds Most Admired Companies" list, which was up from sixth place in 2010. Procter & Gamble is theonly Fortune 500 Company to issue C Share common stock.P&G GlobalSince 1837, P&G has built a rich heritage of touching consumers’ lives with brands that makes life a littlebetter every dayP&G touches and improves the lives of about 4.4 billion people around the world with its portfolio oftrusted, quality brands. The Companys leadership brands include Pampers®, Tide®, Ariel®, Always®,Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®,Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®,Fusion®, Ace®, Febreze®, and Ambi Pur®. With operations in about 80 countries, P&G brands areavailable in more than 180 countries worldwide.Established Year 1837Head Quarter Ohio, Cincinnati, USASales Number About $ 82,559 million ( 2011 fiscal year) CONFIRMProduct Available Area Over 80 countriesCategory Skin care, Hair Care, House Care, Health Care, Oral Care, food…etcBrands About 300 brandsEmployee Numbers About 127,00 employeesBoard chairman Robert A. McDonaldCEO Robert A. McDonaldGlobal Technical Centers 28Billion US dollar Brands 24 Page | 2
    • P&G IndiaP&G is one of the largest and amongst the fastest growing consumer goods companies in IndiaP&G is one of the largest and amongst the fastest growing consumer goods companies in India.Established in 1964, P&G India now serves over 650 million consumers across India. Its presence pansacross the Beauty & Grooming segment, the Household Care segment as well as the Health & Well Beingsegment, with trusted brands that are household names across India. These include Vicks, Ariel, Tide,Whisper, Olay, Gillette, Ambipur, Pampers, Pantene, Oral-B, Head & Shoulders, Wella and Duracell.Superior product propositions and technological innovations have enabled P&G to achieve marketleadership in a majority of categories it is present in.P&G India is committed to sustainable growth in India, and is currently invested in the country via its fiveplants and over nine contract manufacturing sites, as well as through the 26,000 jobs it creates directlyand indirectly.P&G operates under three entities in India - two listed entities “Procter & Gamble Hygiene and HealthCare Limited” and ‘Gillette India Limited’, as well as one 100% subsidiary of the parent company in theU.S. called ‘Procter & Gamble Home Products’.Product OverviewProcter and Gamble’s Tide is the world’s oldest & most trusteddetergent brand and is the market leader in 23 countries around theworld. P&G takes pride in pronouncing that the product is its flagshipbrand. Since its launching in 1946, the world’s first syntheticdetergent established its market supremacy. With its wide array ofproducts offered such as Tide Liquid, Tide Powder, Tide with FebrezeFreshness, Tide Coldwater, Tide with touch of Downy, Tide withBleach, Tide with Bleach Alternative, Tide HE (High Efficiency), TideKick, Tide Stainbrush, Tide Buzz, and others, it continued its stabilityin the market and its fifty years of commitment in helping families intheir laundry needs.Launched in India in mid-2000, Tide provides ‘Outstanding Whiteness’ on white clothes & excellentcleaning on colored clothes as well. Tide’s Fabric Whitening Agents clean clothes without bleaching orremoving color from a garment. The Tide range in India includes Tide (Detergent) and Tide (Bar withWhiteons). Tide Naturals was launched in India in December 2009. Packed with the benefits of lemon andchandan, it provides great cleaning while keeping the hands soft. Page | 3
    • GLOBAL L AUNDRY MARKETWorldwide laundry detergent market is witnessing a significant shift towards concentrated powder andliquid formulations. Even though liquids gain in strength, powders remain more cost-effective forconsumers, and are expected to maintain a sizeable share in the long run. Global market for laundryproducts is projected to exceed US$48.5 billion by 2010, growing at a compounded annual rate of about4% during the period 2001-2010.Key players dominating the global laundry market include:.INDIAN L AUNDRY MARKET 60  Indian laundry market is Rs.5000 crore in size. 50  Third largest detergent market. 40  More than 10 brands available in the Indian market. 30 DETERGENT  HUL lead the market with highest % of market share i.e.38%, followed by P&G, Nirma, Ghari. 20 BAR  Detergent bar comprises 43% of market share and 10 powder enjoying the rest 57%. 0 MARKET SHAREVarious consumer research shows:  Indian women plays vital role in taking decision regarding home products.  In many houses, people even use Tide bars to wash their cooking utensils  Homemaker’s primary concern is her family’s well being  Maximum value from the products they use.  Indian Housewives believes that one of the ways she can contribute to the family is by making the most of her budget.  Indians love tough and long lasting things in all their choices  Indians don’t have predictable patterns in product usage and brand loyalty Page | 4
    • Marketing MixThe Marketing mix is a set of four decision variables which need to be taken before launching any newproduct. These variables are also known as the 4 P’s of marketing. These four variables help the firm inmaking strategic decisions necessary for the smooth running of any product / organization. Thesevariables areProduct: A product can be divided into three parts: the core product, the augmented product and thetertiary product. Before deciding on the product component there are some questions which we mightneed to ask ourselves.  What product are we selling?  What would be the quality of we product?  Which features are different from the market?  What is the USP of the product?  Whether the product will be branded as sub brand or completely new?  What are the secondary products which can be sold along with primary (Warranty, services)Price: Pricing of a product depends on a lot of different variables and hence it is constantly updated.Major consideration in pricing is the costing of the product, the advertising and marketing expenses, anyprice fluctuations in the market, distribution costs etc.Place: Place refers to the distribution channel of a product. The place where the product is distributeddepends on the product and pricing decisions, as well as any STP decisions taken by a firm.Promotions: Promotions in the marketing mix includes the complete integrated marketingcommunications which in turn includes ATL and BTL advertising as well as sales promotions. Promotionsare dependent a lot on the product and pricing decision. Page | 5
    • PRODUCTS The Brand in India has launched only two types of products.Tide (Bar with Whiteons) Tide (Detergent) is available in is available in75gm,125gm,200gm bars. packs of 200 gm, 500 gm, 1 kg, 2 kg and 20 gm single use sachet. In USA the product offers itself under five different types: These entire items contain several other products to serve different needs of customers. Innovative products are designed to add value to customers People prefer liquid than powder. Page | 6
    • PRICEIn US prices of Tide is charged in different manner as compared to India. The products are charged to thenumber of washes it offers.FOR EXAMPLE; 30 LOADS 1.4 KG $11 40 LOADS 1.9 KG $14.90 60 LOADS 3 KG $22 80 LOADS 3.9 KG $28.8 120 LOADS 5.8 KG $43.2 150 LOADS 7.3 KG $55.5INDIA is a price sensitive market. It uses cost plus pricing strategy. Indian laundry market is classified intopremium (SURF, ARIEL), Mid price (RIN, HENKO, TIDE) and popular segments (NIRMA, WHEEL,MR.CLEAN)The prices charged90GM BAR RS5180 GM BAR RS10200 GM BAR RS.20500 GM BAR RS.431KG RS.852KG RS.1653.5KG RS.260FOR RURAL MARKET (20 GM RS.1SACHETS) Page | 7
    • PROMOTIONIn USA Tide exhausts benefits of both the print and electronic media along with various campaigns.It uses Information Technology to derive benefits of many new advertising opportunities and is engaging consumers to its site which is regularly monitored and updated.The product variations are neatly classified, ensuring easy navigabilityTide uses a variety of methods to reach to its target audiences. Theytelevision and public hoardings to inform its customers about them.In India the campaigns have a “desi” touch and are well executed. Now Tide has found its formula, the same global positioning as a Detergent that cleans perfectly. So using whiteness ( safedi) as a base Tide has now unleashed the campaign.TV and radio advertising are important channels to promoteTide which involves a good opening punch line.During the monsoon season Tide came up with ana . Similarly during the Page | 8
    • PlaceElements of distribution channel include the packaging, storage facilities, transportation, and themembers of the channel itself (producers, brokers, retailers and households)It is always relevant to choose a channel pattern that is suitable for the target market needs.In US the target population is women and those exposed to internet, selling directly on the Internet andthrough various salespeople is the best choice.Other distribution channels such as supermarkets, convenience stores are also usedIn India, the company uses the traditional way to reach customers.Tide being a consumer product that serves to satisfy the immediate need of people must always beavailable in both retail stores and wholesalers’ stores.The product is available at kirana stores, big retail outlets, convenience stores and the sachets and barsare even available at paan shops for rural people. Page | 9
    • ConclusionIn US marketing mix seems to be very effective. They are the number one laundry detergent and it isdifficult for other brands to gain market share. This is due to the excellence of the brand, the quality oftheir products, the appealing packages, the convincing advertisements, and the competitive pricing. All ofthese points allow Procter & Gamble to market and sell a product that consumers are willing to buy at ahigher price than other products.Since the days Tide first started the original slogan Washday Miracle´ was created because theadvertisers were confident that Tide`s performance was truly superior.´ Today, Tide still believes in thisoriginal statement and armed with its new slogan ³Knows Fabrics Best,´In India Tide has been slowly gaining popularity, it has been quite successful in the urban market andhas impressed quite a few people as the quality is better as compared to its competitors. Also the brandname plays a part in making up the popularity. Tide has successfully penetrated the urban market andhas eaten a considerable part of HUL’S market share in the detergent market. Page | 10