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CENTRAL UNIVERSITY OF JHARKHAND
CENTRE FOR BUSINESS ADMINISTRATION
PROJECT ON TIDE DETERGENT
Submitted by:
Heema kumari
IMBA, 6’th semester

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DECLARATION
I, Heema Kumari, student of IMBA, 6th semester, CUJ/I/2012/MBA/11, Centre for
Business Administration, hereby declare that I have successfully completed this project report on
tide for the academic year 2013-2015. The information incorporated in this project is true and
original to the best of my knowledge.
Thanking you.
Heema Kumari
CUJ/I/2012/MBA/11
IMBA, 6th Semester
Centre for Business Administration
Central University of Jharkhand

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ACKNOWLEDGEMENT
I Heema Kumari of IMBA 6’th semester have taken efforts in this project. However, it would
not have been possible without the kind support and help of many individuals. I would like to
extend my sincere thanks to all of them.
I am highly indebted to Mr. Taposh Ghoshal for his guidelines and constant supervision as well
as for providing necessary information regarding the project and also his support in completing
the project.
I would to express my express my gratitude towards my parent for their kind cooperation and
encouragement which helped me in completion of this project.

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INDEX
S.no Particulars Page no
1 Detergent industry in India 4
2 Product overview 6
3 Product market analysis 7
4 Marketing strategy 9
5 Marketing analysis 11
6 Key growth drivers 13
7 Segmentation 15
8 Positioning 16
9 Branding strategy adopted by the brand 18

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DETERGENT INDUSTRY IN INDIA
The detergent market in India is divided into three segments – premium, mid-range, and popular.
The premium segment comprises Ariel and Surf; the mid-range segment comprises Tide, Henko,
and Rin; and the popular segment comprises Mr White, Wheel, Nirma and Ghari. The market
share of the detergents in the premium segment is 15%, and that of the mid-range and popular
are 40% and 45% respectively.
These detergent brands are considered organized players in the industry and comprise 60% of the
total market. The remaining 40% of the market is saturated with regional and small unorganized
players.
Before 1985, Hindustan Unilever’s Surf held the number one position in the detergent market in
India. However, when Nirma Chemicals launched a detergent brand called Nirma, catering to the
middle and lower middle class customers, Surf was evicted from its number one position.
Today, Ghari is the market leader in the detergent industry, with a market share of 17.3% and
Wheel is tagging behind closely at 16.9%. Tide is at present at the third position with a market
share of 13.5% and Nirma has less than 6% market share. Ghari has always maintained
affordable pricing, which is why it has managed to become a household name in India.
The detergent industry is worth Rs 13,000 crores and industry players are constantly improving
their products to suit the changing needs of consumers. A few years back, liquid detergents were
almost unheard of; however, today, we witness more and more companies producing liquid
detergents alongside powder detergents and laundry bar soaps.
In the past, consumers in India used to wash clothes by hand but today, with the advancement of
technology, more and more people are shifting to washing machines. Hence, detergent
companies have tweaked their products to enable the washing of clothes in all types of washing
machines - top load, front loading, fully automatic, and semi automatic washing machines.

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In addition, detergent companies have started manufacturing powder detergents in packs of 20
grams, 200 grams, 500 grams, 1 kg, and 2 kg to cater to the needs of those who prefer to buy in
small packets and in bulk.
Today, consumers have a number of products to choose from, which is why companies are
constantly upgrading their products and coming up with better and innovative advertising
campaigns to increase their market share.

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PRODUCT OVERVIEW
TIDE
Procter and gamble’s tide is the world’s oldest and most trusted detergent bbrand and is the
market leader in 23 countries around the world. P&G takes pride in pronouncing that the product
is its flagship brand. Since its launching in 1946, the world’s first synthetic detergent established
its market supremacy. With its wide array of products Procter and Gamble’s Tide is the
world’s first synthetic detergent establised its market supremacy . With its wide array of
products offered such as Tide Liquid, Tide Powder, Tide with Febreze Freshness, Tide
Coldwater, Tide with touch of Downy, Tide with Bleach, Tide with Bleach Alternative, Tide HE
(High Efficiency), Tide Kick, Tide Stainbrush, Tide Buzz, and others, it continued its stability in
the market and its fifty years of commitment in helping families in their laundry needs.
Launched in India in mid-2000, Tide provides ‘Outstanding Whiteness’ on white clothes &
excellent cleaning on colored clothes as well. Tide’s Fabric Whitening Agents clean clothes
without bleaching or removing color from a garment. The Tide range in India includes
Tide(Detergent) and Tide (Bar with Whiteons). Tide Naturals was launched in India in
December 2009.

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PRODCT MARKET ANAYSIS
1. Market Share
2. SWOT ANALYSIS
Strength:
1. Lower price and good quality
2. Most popular and widely patronized detergent in the world and a flagship brand of
P&G.
3. Leading marketing position

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Weakness:
1. Substitute product available at the same price.
2. Strong competitors
Opportunity:
1. High potential of rural market has a lot of opportunities
2. Changing lifestyle of people want cheap product with good quality
3. Introduction of better variants by technology development and innovations.
4. Niche target market
Threats:
1. Price wars with competitors
2. Aggressive promotion by competitors, harming the reputation of the product and
ambush marketing
3. Counterfeit products in the rural market
BCG MATRIX
Tide is best categorized as a star in the BCG matrix for several reasons. Most
importantly, Tide is associated with quality by consumers through the creation of a
consistent aroma, softness and feeling of clothing . the packets, logo and scents of tide are
widely recognized and used as a household name. tide is a product used regularly by a
large quantity of consumers to complete necessary household chores. Tide will remain at
the maturity stage with continued investment.

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MARKETING STRATEGY
1. MARKETING MIX
PRODUCT: In the case of the tide, various varieties such as a free and a clear
version were created to meet the more specific needs of certain allergy sensitive
members of its tarket market.
• Categories of tide detergent are- tide liquid detergent , tide natural detergent powder-
lemon & chandan, tide detergent bars, tide plus detrgent powder- talcum freshness,
tide plus.
• Tide detergent is available at a pack of 200 gm, 500 gm, 1 kg, 2 kg and 20 gm
single use sachet.

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PLACE: knowledge of a target market helps a company to determine the best place
for a product to be sold. This is more than simply choosing the right store for
distribution, it is also the study of where the products should be placed in the store
itself .
The product is available at big retail outlets, convenience stores and the sachets and
bars are even available at paan shops for rural people.
PROMOTION:
Advertising- a very good part about the advertising team of tide is its ability to
connect with its potential audience. Apart from the normal day to day
advertisements. tide also comes up different kinds of advertisement during the
different seasons and festivals. During the monsoon season tide came up with
advertisement with a tagline “ Barish mein chamakti hui safedi ho to tide ho”.
Similarly during the summers it came up with an advertisement which had the
tagline “ dhoop se chamakti hui white ho to tide ho”.
Sales promotion-When tide was launched in india in the middle of the year 2000, it
started distributing free samples to the people, it also started to give discounts on the
products which ultimately resulted in more people trying the product.
PRICE: It is available at a low price

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MARKET ANALYSIS
 MARKET POTENTIAL
1. COMPETITORS OF TIDE DETERGENT IN THE MARKET
 Nirma
 Rin
 Surf excel
 Ghari detergent
 Active Wheel
 Sandesh
2. Product differentiation of tide detergentis done to differentiate
from from its competitors on the basis of following factors:
 Price is affordable
 Removes stains
 Fragrance is good
 Easily available in shops
 Good for white clothes
 Innovational advertisement campaign started up by tide as been a hit.

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3. PERPECTUAL MAPPING OF DIFFERENT
BRANDS IN INDIA

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KEY GROWTH DRIVERS
 Distribution strategy:
The most important aspect of the fast moving consumable goods is its
distribution channel strength. This is because the markets for FMCG
products are competitive and so, there are a lot of substitute present. so,
in case a potential buyer wants to buy detergent will buy it from its
nearby store and not go far to buy it. So, the understanding is to disperse
the products at arm’s length and make it available everywhere.
In case of tide, the distribution network of P&G comes into picture. Tide
was launched in India in mid 2000 and it had an advantage, as P&G was
already present in the country before that. So Tide was actually passed on
to the already present distributors, resulting in saving preposition for the
product to reach its customers.
 Positioning strategy
whiteness (safedi) as a base:
Status of competitors: 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 highlighting the
whitening power against HLL,s Rin which has the same positioning.

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Through the new strategy Tide aims to capture the safedi segment while
ariel will fight surf in color segment.
 Limited laundry budget:
Tide has many detergents categories available on the market, each with different
prices which appeal to different target markets .
for example:
Tide Naturals targets lower-income Indian consumers who suffer hand irritation
as the result of using less-expensive, lower quality detergent powders:
• For rural consumers the key barrier to upgrading their detergent is a limited
laundry budget. Consumers in this segment are looking for an affordable
product that provides superior whiteness, mildness on hands and a good
fragrance, which other existing lower-end products currently don’t offer.
 Technology used :
 While other Indian “value” detergent brands contain calcium carbonate and
other insoluble cheap fillers that can be abrasive on fabric and hands during
the handwash process, Tide Naturals uses water-soluble sodium sulphate that
helps provide the additional benefit of keeping your hands soft.
 Tide Naturals delivers a strong product cleaning and whitening performance
via a dual surfactant system and brightener technology.
• Tide Naturals contains a surfactant derived from Natural Palm and Coconut
oil as well as several natural oils, such as Cedarwood Oil and Patchouli Oil, to
provide the natural-like freshness or fragrance of Lemon and Sandalwood.

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MARKET SEGMENTATION
 DEMOGRAPHIC SEGMENTATION :
AGE AND GENDER: Tides targets women aged between 18 to 54 years old
. over the years, tide constantly directs its marketing strategies to suit women
of these ages. This is because when it comes to laundry, women belonging to
this category hold the power to make decisions. Also, the housewives are
considered to be an important part of the market segment as it is generally
seen that the housewives are the ones who do the monthly shopping of the
products.
INCOME: Low income group use tide naturals
 GEOGRAPHICAL SEGMENTATION:
RURAL: tide observed soon that its policy of being premium was not
working efficiently as the consumers were moving to rival products due to the
price factors. It therefore introduced sachets and detergents bars . these were
priced much lower than the original tide powder. Also the advent of tide
naturals took place during this period which is a lot cheaper than the initial
tide. It basically aimed to tap the rural and semi urban markets in the country.
 INCOME GROUP: tide naturals which were to lunch to capture the middle
and the lower income segment.

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POSITIONING
Initial positioning
Procter and Gamble is known to produce strong brands, strong means something that is for the
higher class market segments. In mid 2000 tide was launched as a premium brand and was being
used mainly by the upper segment of the market as it was highly priced and so it could not
capture a considerable portion of the market as cheaper substitutes were available in the market,
Tide used superior technology and created fragrance oriented detergent powder. Tide USP has
been its quality. It plays a lot of attention to the quality which reaches to its customers. Tide’s
low temperature wash detergent powder contains anti-redeposition technology which removes
the toughest possible stains and also gets fully dissolved in water at the same time. Soon Tide
realized that it needs to cater to the mass and not a particular segment of the market, so they
repositioned themselves.
Subisequent repositioning
After observing that the tide was not capturing the lower segment of the market it repositioned
itself by slashing down the price of the detergent. Tide also introduced detergent sachets which
did not require any shelf space instead created it. The sachets were widely accepted by all the
segments of the market. Tide was simultaneously competing with brands like Surf Excel,Rin.
Tide thus understood that in order to become the leader in the detergent industry they have also
to compete with the cheaper substitute like HUL’s wheel and so they launched tide naturals in
the market which as has the fragrance of lemon and chandan and was priced much lower than the

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flagship of tide detergent. Tide also introduced detergent bars in the upcoming years to gain
more acceptance in India ,

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specifically in the rural markets. So it was clear that by splashing down the price of their product
and by introducing several other forms of its detergent. Tide was slowly repositioning itself as a
product for the common man.

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BRANDING STRATEGIES ADOPTED BY
THE BRAND
India is growing market and there is a lot of scope for business as the Indian market is still in the
developing phase. In the case of Tide, its main competitors are products like Rin, Surf Excel,
Nirma, Wheel etc. since the usage of Tide can be seen across all the segments of the market
share are differentiated products under the brand to cater one and all. for the higher segment the
flagship tide is used and for the lower class segment products like tide naturals, tide bar and
sachets are available in the market.
The stepping stone in case of India was difficult for tide as there were major companies like
HUL and ITC already present in the country. The start-up was slow but steady. Tide was
supposed to be a premium product when initially launched n India. Gradually it gradually it
understood that what had worked elsewhere would not work in India as the major portion of the
country is not very rich. so and important element of marketing i.e, price was taken care off.
P&G worked on making something that catered to the lowered segment . Tide Naturals took
birth and thus the market, which was then being lead HUL’s Wheel, Nirma etc, now had a
competition. so gradually started eating up HUL’s market share and created a market for itself.
Tide has also launched small sachets that cater to the demand of all the people of the society. The
best part about the sachets is that they are available in the denomination of as low as rs 2. So the
consumer does not have to think a before parting with Rs. 2. In order to boost up sales in the
rural area has created an icon named sangeeta bhabhi, an educated and dedicated housewife. The
campaign was initiated to hike sales of two of its best products Tide and Head & Shoulders as a
dual proposition called “kamyab Jodi”. the highlight of the marketing strategy was to educate the
potential customer with the benefits about both the brands. The strategy was initiated in more
than 100 villages in the central Utter Pradesh as part of the pilot test.

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CONCLUSION
 By the Detailed study on the product and market of Tide it was able to get a clear picture
of the past and present of the products and was able to get in to the assumptions about the
future of the product.
 The Brand “Tide” has been sold successfully and has created a good demand all the
time.
 It is also holding a good place in the detergent market with a share of around 13.50 %.
 As like for all other products Tide is also facing a tight competition in the toothpaste
Market.
 Since the competition is too strong the company has to keep on watching market closely
for avoiding any sudden collapse for the product.
 Finally, it should note that the company may have to face lot of threats in coming years
like political threats, legislation threats ongoing economic crisis, changing life style of the
people etc. If the company is able to overcome all the threats and can prepare themselves
for facing the problems in advance it can achieve a good growth for “TIDE”.