3. MISSION
The Company’s goal is to win consumers for
its products by virtue of the products’
quality and value, and not by creating
unfair disadvantage for its competitors.
5. CUSTOMER RELATIONSHIP
For any company, long term customer relationship is
important to enhance the product sale
P&G also built customer relationship to enhance the sale
of its products especially Tide
6. HISTORY
Tide revolutionized the industry about 60 years ago
as the 1st detergent to use synthetic compounds
For decades, Tide’s marketers have positioned the
brand with hard-hitting ads showing before and after
cleaning comparisons
Marketers realized that competitors can copy product
benefits but they can’t copy how consumer feel about
a brand
7. NEW STRATEGY
Marketing team went into two week consumer immersion
They sat in on discussions to hear women talk about what’s
important to their lives
“We got to an incredibly deep and personal level, we
wanted to understand the role of laundry in their life”
(Tide Marketing Executive)
They prepared an hour-long play titled “Pieces of Her”
8. LEARNING FROM CUSTOMER IMMERSION
From the customer immersion, marketers learned that,
although Tide and laundry aren’t the most important things
in customer’s lives, women are very emotional about their
clothing
9. NEW ADVERTISEMENT
After the customer immersion, P&G and Saatchi
developed an award winning advertising campaign, built
around the theme
“Tide knows fabrics best”
P&G brand captured 43%
share after the “Tide knows
Fabrics best” campaign
10. CONCLUSION
P&G does create value for customers by solving their
problems. In return, customer’s reward P&G with
their brand loyalty buying dollars
