Tide naturals pgp30292 tushita suri_bm section b_individual project
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Tide naturals pgp30292 tushita suri_bm section b_individual project
- 1. CHAUNK GAYE?
- 2. NAYE JAISE WHITE HO TOH TIDE HO! Brand Extension Analysis of Tide Naturals
- 3. Pre Mid Brand Positioning Basic Concepts Brand Basics TALENT REVIEW Submission Manufacturer, Category & Brand Segmentation, 4P’s, POP, POD , Competitive Frame of Reference, Perceptual Map & Brand Laddering Continuous Improvement Incorporate Feedback Brand Elements CRITICAL PATH SCHEDULE Project Rationale Choosing the brand extension Analysis Mid Review End Review Post Mid Brand Resonance Model Brand Resonance
- 4. INTRODUCTION Category : Laundry Manufacturer : P&G Brand : Tide Brand Extension : Tide Naturals
- 5. LINE EXTENSION TIMELINE Mid 2000 Dec 2009
- 6. Laundry Category Overview An Introduction to Tide Naturals Manufacturer Background (P&G) Contents Segmentation & Targeting Competitive Frame of Reference Analysis of 4 P’s POP, Perceptual Map & POD Brand Laddering Brand Resonance Model
- 7. Laundry Category Overview An Introduction to Tide Naturals Manufacturer Background (P&G) Contents Segmentation & Targeting Competitive Frame of Reference Analysis of 4 P’s POP, Perceptual Map & POD Brand Laddering Brand Resonance Model
- 8. Ohio, US 180 Nations 5 Billion 300 Brands 224.3 Billion #36 in 20151,18,000 4 GBUs
- 9. 82 82.6 83.1 2012 2013 2014 0.7% 13.3 14.9 14 2012 2013 2014 0.6% 12% -6% P&G’s PERFORMANCE Net Sales Operating Cash Flows ($billions)
- 10. P&G’s CATEGORY WISE MARKET SHARE 2012 2013 2014 11.2% 11.2% 11.1%Beauty & Personal Care 5.6% 5.7% 5.8%Bath & Shower 5.3% 5.2% 5.1%Colour Cosmetics Fragrances 7.1% 7% 6.9%
- 11. Laundry Category Overview An Introduction to Tide Naturals Manufacturer Background (P&G) Contents Segmentation & Targeting Competitive Frame of Reference Analysis of 4 P’s POP, Perceptual Map & POD Brand Laddering Brand Resonance Model
- 13. 9.8% 11.8% 2012 12.2% 2013 2014 LAUNDRY CARE CATEGORY GROWTH 2018-19 0.3% 6.8% 92.9% Fabric Softeners Laundry Aids Laundry Detergents ₹172bn 2014
- 14. 38% 16% 11% 8% 5% 3% 2% 17% HUL Rohit Surfactants P&G Nirma Jyothy Labs Fena Reckitt Benckiser Others VALUE SHARES
- 15. Laundry Category Overview An Introduction to Tide Naturals Manufacturer Background (P&G) Contents Segmentation & Targeting Competitive Frame of Reference Analysis of 4 P’s POP, Perceptual Map & POD Brand Laddering
- 16. 7.5% 7.4% 7.4% 2012 2013 2014 BRAND’S MARKET SHARE
- 17. Line Extension in 2009 “Naye jaise white ho toh Tide ho” Introduced for India 2 &3 $4 million Media Spend in 2014 Available in 1.2 million outlets
- 18. Laundry Category Overview An Introduction to Tide Naturals Manufacturer Background (P&G) Contents Segmentation & Targeting Competitive Frame of Reference Analysis of 4 P’s POP, Perceptual Map & POD Brand Laddering Brand Resonance Model
- 19. PRODUCT PRICE PROMOTIONPLACE Only one variant, price on pack Cleans well without irritation Superior Whiteness Natural freshness & fragrance Water soluble sodium sulphate to keep hands soft
- 20. PRODUCT PRICE PROMOTIONPLACE Pack Size MRP 140 g ₹10 500 g ₹32 1 kg ₹66 Pricing Objective To maximize market share among Tier 3 consumers Pricing Strategy Value Based Pricing: Low price for high quality
- 21. PRODUCT PRICE PROMOTIONPLACE 40 Distributors 6 million outlets Wholesalers cover beyond 1.2 million stores Chains, kirana stores, pharmacy, online
- 22. PRODUCT PRICE PROMOTIONPLACE Value Promotions Volume Promotions Big Days (Republic & Independence Day) Comparative Advertising by Rin https://www.youtube.com/watch?v=msczklmNj6E
- 23. https://www.youtube.com/watch?v=SSjliwctrsQ ‘Chota daam, badi khushi’ Emphasizing price, nimbu & chandan fragrance, mildness https://www.youtube.com/watch?v=y7LZK8-s9Ks
- 25. Laundry Category Overview An Introduction to Tide Naturals Manufacturer Background (P&G) Contents Segmentation & Targeting Competitive Frame of Reference Analysis of 4 P’s POP, Perceptual Map & POD Brand Laddering Brand Resonance Model
- 26. Price Change communicated to the customer MARKET SEGMENTATION Demographic Geographic Geographic Behavioral Demographic Psychographic 1 2 3 Income Gender Age Rural & Semi-urban
- 27. MARKET TARGETING Tier 3 brand consumer Risk averse Women (housewives) 18-50 years old Price conscious Want products gentle on skin Effective cleaning with low effort
- 28. Laundry Category Overview An Introduction to Tide Naturals Manufacturer Background (P&G) Contents Segmentation & Targeting Competitive Frame of Reference Analysis of 4 P’s POP, Perceptual Map & POD Brand Laddering Brand Resonance Model
- 29. 29 Soda Powder Lemon Bathing Soap To remove tough stains But an ingredient of Tide Traditional way Used by dhobis Lifebouy for all purposes Used widely GENERIC COMPETITON TO TIDE NATURALS
- 30. CONSUMER’S CONSIDERATION SET 5.9% 18.9% 17.5% 8.3% (% Value Shares 2014)
- 32. PRODUCT PRICE PROMOTIONPLACE Freshness & Fragrance Mildness of hands Product Variants
- 33. PRODUCT PRICE PROMOTIONPLACE 1 kg 500g 140g ₹76 ₹38 NA ₹10 ₹31 ₹66
- 36. Comparison Basis Tide Naturals Rin Product Packaging Appearance Price 500 g: ₹ 31 500 g: ₹ 38 Brand Forms Available in powder form for washing clothes with hand only Advertising • Focus on whiteness through natural ingredients • Mainly television advertising showing common people • Power of lighting • Focus on it being water soluble • Celebrity Advertising: Lara Dutta & Kajol (Ab agla ghar aapka) Consumer Perception • Price • Fragrance • Harshness on hands • Price • Fragrance • Harshness on hands COMPARISON SUMMARY Powder (hand wash and washing machine), Liquid & Bar 1 2 3 4 Ratings Key (where 1 is low) 5
- 37. Laundry Category Overview An Introduction to Tide Naturals Manufacturer Background (P&G) Contents Segmentation & Targeting Competitive Frame of Reference Analysis of 4 P’s POP, Perceptual Map & POD Brand Laddering Brand Resonance Model
- 38. POINTS OF PARITY Stain Removal Overall Cleanliness Value for money
- 39. PERCEPTUAL MAP OF DETERGENTS Mild on hands Harsh on hands Low freshness & fragrance High freshness & fragrance
- 40. POINTS OF DIFFERENCE Superior Whiteness Mild on hands due to natural oils Natural freshness & fragrance of lemon & sandalwood
- 41. Laundry Category Overview An Introduction to Tide Naturals Manufacturer Background (P&G) Contents Segmentation & Targeting Competitive Frame of Reference Analysis of 4 P’s POP, Perceptual Map & POD Brand Laddering Brand Resonance Model
- 42. BRAND LADDERING for Tide Naturals VALUE Better cleaning in a simple way EMOTIONAL BENEFIT Make the best choice given a limited laundry budget FUNCTIONAL BENEFIT Whiteness, mildness, good fragrance ATTRIBUTES Dual surfactant system, brighter technology, derived from natural oils
- 43. Laundry Category Overview An Introduction to Tide Naturals Manufacturer Background (P&G) Contents Segmentation & Targeting Competitive Frame of Reference Analysis of 4 P’s POP, Perceptual Map & POD Brand Laddering Brand Resonance Model
- 46. PERFORMANCE Parameter Presence Rationale Primary Ingredients Eliminates dirt & stain Product reliability Consistently has met expectations of consumers Style & Design Leaves natural aroma Price Inexpensive as compared to other detergents
- 47. IMAGERY User Profiles Purchase & Usage Situations Middle & lower class women of the age 18-50 years Department Stores & Online groceries
- 50. RESONANCE Intensity & Activity yet to be established Develop commercials to connect brand with powerful emotions Design online campaigns centered around relevant societal issues
- 51. SUMMARY Manufacturer Background Laundry category overview Introduction to line extension: Tide Naturals Analysis of 4 P’s Segmentation and Targeting Competitive Frame of Reference Comparative Analysis with Rin (major competitior) POP, Perceptual Map and POD Brand Laddering Brand Resonance Model
- 52. CREDITS SLIDE NO. REFERENCE 6 http://www.pg.com/en_US/brands/all_brands.shtml http://www.forbes.com/companies/procter-gamble/ 7 P&G Annual Reports 8 GMID Database 10-12 http://www.portal.euromonitor.com/portal/analysis/tab 14 http://www.portal.euromonitor.com/portal/analysis/tab 15 http://www.pg.com/en_US/downloads/innovation/factshe et_Tide_Naturals.pdf http://www.forbes.com/2010/04/12/forbes-india-pg- unilever-soap-opera.html 17-21 http://bigbasket.com/pd/295815/tide-naturals-detergent- powder-lemon-chandan-140-gm/?nc=as http://marketingpractice.blogspot.in/2010/03/brand- update-rin-vs-tide-strategy.html file:///C:/Users/Dell/Downloads/120178896-Tide- Naturals-Case-Study-27Dec12.pdf 27 http://www.portal.euromonitor.com/portal/analysis/tab
- 53. IIM Lucknow, PGP30292 TUSHITA SURI Brand Management Analysing the Brand Positioning Strategy of Brand Extension: TIDE NATURALS Term IV 10th June-2nd Sept, 2015 Under the guidance of