Tide Brand Dossier


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Tide Brand Dossier

  1. 1. TIDE Brand Dossier Literature Review for the Brand Presented By:CONTENTS Abhishek Dujari PHASE 1 Nahid Anjum Sana Khan Sayan Mukharjee
  2. 2.  Early history of the brand and its evolution over time. Initial positioning and subsequent repositioning, if any. Advertising, sales promotion and segmentation strategy followed by the brand. Analysis of product and generic competition to the brand. Strategies adopted over time by the brand to tackle competition or prime market expansion. Distribution strategy followed by the brand. Summary regarding the future directions for the brand. Bibliography PHASE 2 HYPOTHESIS LIST OF GROUP HYPOTHESES JUSTIFICATION OF THE HYPOTHESES AS PER THE LITERATURE REVIEW THE LIST OF INFORMATION REQUIREMENTS TO BE COLLATED FROM THE RESEARCH DATA COLLECTION METHODS SAMPLING PLAN AND SAMPLING SIZE METHODS OF DATA ANALYSIS TO BE USED QUESTIONNAIRE PHASE 3 ANALYSIS OF HYPOTHESES ANALYSIS OF DATA AND INFERENCES DRAWN 2
  3. 3. EARLY HISTORY OF THE BRAND AND ITS EVOLUTION OVER TIME Tide was introduced in the year 1920 in United States of America. Prior to its debut Americansused soap flakes for their laundry which did not clean well, dulled colours and sometimes the soapleft a ring of scum around the tub. This is when Procter and Gamble saw the need to introduce aproduct that would change the way Americans washed their clothes, and after doing research for aconsiderable period of time they came up with a synthetic detergent called “TIDE”. Tide was the firstheavy duty synthetic detergent and was quoted as “The first big change in soap making in 2000years” by Neil Hosler McElroy, President of Procter and Gamble 1948-1957. Tide was new to theworld product and it was based on synthetic compounds rather than natural products. Tide was first introduced by Procter and Gamble in Canada, USA and other countries in testmarkets in the year 1946. It accomplished national distribution sometime in the year 1949. In the 3
  4. 4. late sixties and early seventies it was branded as ‘Tide XK’ , but later re branded as Tide. Although itwas initially targeted to be marketed in the hard water areas, it was later marketed throughoutAmerica. Tide reached the market in the same year as the introduction of automatic washingmachines. These two innovations saved consumer’s time and effort in doing laundry. The consumerresponse was immediate and intense. Tide gained momentum in the detergent market very fast andleft behind all the other Procter and Gamble products like Ivory Snow and also competing productslike Rinso and Gold Dust Washing Powder both of Lever Brothers in terms of sales. Today Tide is oneof the World’s oldest and most trusted detergent brands. In the year 2000 Procter and Gamble home products introduced Tide for the first time in India,which was then one of the largest selling detergents in the world. It was launched to take over HLL’sRin on the ‘outstanding whiteness’ platform. Tide has a distinct yellow and orange bull’s eye logowhich was designed by Donald Deskey, but it has been slightly modified for the products fiftiethanniversary. Tide has improved 22 times during its 21 years in the market, and Procter and Gamblestill strives for perfection. Each year, researchers duplicate the mineral content of water fromdifferent parts of United States and wash loads of laundry to test the consistency and performance.Tide is one of the major players in the global market and as far as India is concerned, it is gainingmass acceptance thereby stating its potential to lock horns with the other giant competitors. INITIAL POSITIONING AND SUBSEQUENT REPOSITIONING, IF ANYINITIAL POSITIONINGProcter and Gamble is known to produce strong brands, strong means something that is for thehigher class market segments head and shoulders and Indian market in mid 2000 was launched as apremium brand and was being used mainly by the upper segment of the market as it was highlypriced and so it could not capture a considerable portion of the market as cheaper substitutes for itwere available in the market. Tide used superior technology and created fragrance orienteddetergent powder. Tide’s USP has been its quality. It pays a lot of attention to the quality whichreaches to its customers. Tide’s low temperature wash detergent powder contains anti-redepositiontechnology which removes the toughest possible stains and also gets fully dissolved in water at thesame time. Soon Tide realised that it needs to cater to the mass and not a particular segment of themarket, so they repositioned themselves.SUBSEQUENT REPOSITIONINGAfter observing that tide was not capturing the lower segment of the market it repositioned itself byslashing down the price of the detergent. Tide also introduced detergent sachets which did notrequire any shelf space instead created it. The sachets were widely accepted by all the segments of 4
  5. 5. the market. The competition in the detergent industry was cut throat as Tide was simultaneouslycompeting with brands like Surf Excel, Surf Excel Blue, Rin. Tide, thus understood that in order tobecome the leader in the detergent industry they also have to compete with the cheaper substituteslike HUL’s Wheel and so they launched Tide Naturals in the market which has the fragrance of lemonand chandan and was priced much lower than the flagship Tide detergent. Tide also introduceddetergent bars in the upcoming years to gain more acceptances in India specifically in the ruralmarkets .So it was quite clear that by slashing down the price of their product and by introducingseveral other forms of its detergent Tide was slowly repositioning itself as a product for the commonman. 5
  6. 6. ADVERTISING, SALES PROMOTION AND SEGMENTATION STRATEGY FOLLOWED BY THE BRANDADVERTISING Tide uses a variety of methods to reach to its target audiences. They use a combination of printmedia, television and public hoardings to inform its customers about them. Tide has recently alsostarted to use the internet to attract its customers. It has been somewhat successful to penetratethe urban and semi urban market in India. It has been able to reach a huge number of people usingthe medium of internet. One of the biggest advantages of tide deciding to advertise in the internet isthat it can actually gain the dedicated personal attention of the customer while he/she is surfing thenet. A very good part about the advertising team of tide is its ability to connect with its potentialaudience. Apart from the normal day to day advertisements, Tide also comes up with different kindsof advertisement during different seasons and festivals. During the monsoon season Tide came upwith an advertisement with a tagline “Barish mein chamakti hui safedi ho to Tide ho”. Similarly 6
  7. 7. during the summers it came up with an advertisement which had the tagline “dhoop se chamakti huiwhite ho to tide ho” Tide has created Indias Longest Clothesline which ran around the famous Necklace Road on theperimeter of the historical Hussein Sagar Lake in Andhra Pradesh to illustrate the superior value thatTide offers to its consumers.SALES PROMOTION Tide has adopted a new promotional strategy which is helping it to gain a competitive advantageover its competitors. They changed their image from a mundane stain-fighting detergent andactually focused on the relationship between a woman and her laundry. Their new promotionstrategy is to establish a bond between customers and the products they are using. This in turn willhelp them to gain customer loyalty to the product. When Tide was initially launched in India in the middle of the year 2000,it started distributing freesamples to people such that they could understand and witness the superior quality of the product,it also gave retail coupons with expiration dates which in turn encouraged the customers to respondby a certain time. It also started to give discounts on its products which ultimately resulted in morepeople trying the products.MARKET SEGMENTATIONDEFINITIONProcess of defining and sub-dividing a large homogenous market into clearly identifiable segmentshaving similar needs, wants, or demand characteristics. Its objective is to design a marketing mix thatprecisely matches the expectations of customers in the targeted segment.URBANTide had initially introduced its flagship detergent powder product as a premium product which wasinitially priced higher than its competitors. When tide was launched in India, it had already tastedsuccess in many foreign countries including USA, Canada and Morocco. So the company was of themindset that the high priced product would work here as well. But this was not to be as the demandsoon fell after the heavy introduction advertisements. A positive aspect that came out from this wasthat Tide was registered in the minds of the people as a premium brand.RURAL 7
  8. 8. Tide observed soon that its policy of being premium was not working efficiently as the consumerswere moving to rival products due to the price factor. It therefore introduced sachets and detergentbars these were priced much lower than the original tide powder. Also the advent of Tide Naturalstook place during this period which is a lot cheaper than the initially tide. It basically aimed to tap therural and semi urban markets in the country.DEMOGRAPHIC SEGMENTATIONTide targets women aged between 18 to 54 years old. Over years, Tide constantly directs itsmarketing 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 housewivesare considered to be an important part of the market segment as it is generally seen thatthe housewives are the ones who do the monthly shopping of the home products. ANALYSIS OF THE PRODUCT AND GENERIC COMPETITION TO THE BRAND Tide is the World’s Oldest & Most Trusted Detergent brand and is the Market Leader in 23Countries around the world; the original logo was designed by Donald Deskey, a famous industrialand identity designer. Tide was introduced in India in the year 2000. Tide is recognized for itsdistinctive orange-and-yellow bull’s-eye logo. It gives outstanding whiteness due to its antiredeposition global technology.Anti-redeposition Agents help keep soils from re-settling on clothesafter they have been removed during the wash itself. Tide has been slowly gaining popularity in India; it has been quite successful in the urban marketand has impressed quite a few people as the quality is better as compared to its competitors. Alsothe brand name plays a part in making up the popularity. Tide has successfully penetrated the urbanmarket and has eaten a considerable part of HUL’S market share in the detergent market. Tide also suffers from certain problems like the products distribution network is not that widespread as a result of which it has not been able to penetrate the rural market to a considerableextent. Tide has also introduced detergent bars which has been a huge success in the urban marketthe main reason for introducing the detergent bars is that Indians usually love tough and long lastingthings also most of the washer men or rather dhobis as they are called in India use detergent barsfor washing. 8
  9. 9. Tide actually has three main competitors two of them are of the parent company HUL and one ofProctor and Gamble they are Ariel, RIN and WHEEL. Tide in order to compete with WHEEL haslaunched Tide Naturals which costs much lower than the original Tide, this also carries a risk ofaffecting the sales of the original tide detergent powder. Tide has always been compared to its rivalbrand Rin both the brands has tried to prove one was superior to the other in terms of whiteness.These two brands share a cut throat level of competition which can be gauged from a recentcontroversial advertisement where one of the brands had portrayed its superiority to the otherbrand and had shown when it comes to whiteness they are the leader. Tide has been slowly andsteadily gaining popularity India especially in the metros and the urban areas it has gained wide scaleacceptance by the common man especially due its superior quality and its ability to remove virtuallyany kind of stain. There has been a problem with the distribution network of P&G as it has not been much matured.It will take some time but as of now things are not as green as compared to HUL. Also, as soon as theconcept of supply chain comes in there automatically is a picture of HUL’s distribution that creeps in.But it can be correctly said that Tide’s parent company Procter and Gamble are doing a good job andif they continue in the same way, the day will not be far when it too has a good distribution channel.GENERIC COMPETITIONLike all the products, Tide too has its share of direct and generic competitors. The following are thepossible generic competitors to Tide –SODA POWDERSoda powder is one of the biggest generic competitors to tide as there is a large segment of societywhich still uses the traditional way of washing clothes. Soda powder is famous amongst dhobis asthey use it to satisfy their customers. It is also worth mentioning that soda powder decreases the lifeof the garment used upon.LEMONLemon is a generic competition to Tide. It is actually used by a lot of people to remove tough stainsand is successful in doing so as well.BATHING SOAPBathing soap is another generic competition to Tide as people at times even use a normal bathingsoap to wash their clothes. The product called LIFEBUOY deserves special mention as this is one soapbar which is used for almost all purposes in India. 9
  10. 10. STRATEGIES ADOPTED BY THE BRAND TO TACKLE COMPETITION AND PRIME MARKET EXPANSION India is a growing market and there is a lot of scope for business as the Indian market is still in thedeveloping 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 there aredifferent products under the brand to cater to one and all. For the higher-class segment the flagshipproduct Tide is used and for the lower class segment products like Tide Naturals, Tide Bar and thesachets are available in the market. The stepping-stone in case of India was difficult for Tide as there were major companies like HULand ITC already present in the country. The startup was slow but steady. Tide was supposed to be apremium product when initially launched in India. Gradually it understood that what had workedelsewhere would not work in India as the major portion of the country is not very rich. So animportant element of marketing i.e. Price was taken care off. P&G worked on making something thatcatered to the lower market segment. Tide Naturals took birth and thus the market, which was thenbeing lead HUL’s Wheel, Nirma etc, now had a competition. So, Tide Naturals gradually startedeating up HUL’s market share and created a market for itself. 10
  11. 11. Tide has also launched small sachets that cater to the demand of all the people of the society. Thebest part about the sachets is that they are available in denomination of as low as Rs.2. So, theconsumer does not have to think a lot before parting with Rs.2. After that, it is up to the product toimpress the customer and once the product is successful in doing that, there is a new customer inthe kittyTide, in order to boost up sales in the rural area has created an icon named Sangeeta Bhabhi, aneducated and dedicated housewife. The campaign was initiated to hike sales of two of its bestproducts Tide and Head & Shoulders as a dual proposition called ‘kamyab jodi’. The highlight of themarketing strategy was to educate the potential customer with the benefits about both the brands.The strategy was initiated in more than 100 villages in central Uttar Pradesh as part of the pilot test.The parent company plans to cover up close to 5000 villages in UP as their future initiative. .PRIME MARKET EXPANSION Tide was launched as a premium product in India. So the target market was the urban area of thecountry. That was the reason why it was even priced higher than the competition initially. Graduallywhen the urban market started saturating and there was negligible growth, the company planned toexploit the rural market as there still was scope there. In the rural market there was only HUL’sWheel that had almost the total market share. Then with the advent of Tide Naturals which was acheaper product as compared to its flagship product, P&G was somewhat successful in snatchingaway a bit of market share in rural India. The future prospect of the company seems bright as well and in order to survive, the only possiblestrategy is to innovate and grow. The competition is so fierce that throughout the financial yearthere are price wars between the major players. So P&G has to be careful in planning its futurecourse of action in order to keep doing the good work they have been doing till date. COMPARISON OF TIDE WITH ITS COMPETITORS TIDE RIN SURF EXCEL SURF EXCEL BLUE 11
  12. 12. TIDE NATURALS WHEEL WEIGHT PRICE(Rs) WEIGHT PRICE(Rs) 200g 10 1 kg 50 400g 20 1.5 kg 60 500g 25.5 - - DISTRIBUTION STRATEGY FOLLOWED BY THE BRAND The most important aspect of the fast moving consumer good is its distribution channelstrength. This is because the market for FMCG products is competitive and so, there are a lot ofsubstitutes present. So, in case a potential buyer wants to buy soap he/she will buy it from its nearbystore and not go far to buy it. So the understanding is to disperse the products at arm’s length and WEIGHT PRICE(RS) WEIGHT PRICE(RS) WEIGHT PRICE(RS) WEIGHT PRICE(RS) 500g 35 500g 35 500g 79 750g 83 1 kg 70 1 kg 55 1 kg 154 1.5 kg 178make it available everywhere. In the case of Tide, the distribution network of P&G comes into picture. Tide was launched in Indiain mid 2000 and it had an advantage, as P&G was already present in the country before that. So tidewas actually passed on to the already present distributors, resulting in a time saving proposition forthe product to reach its customers. P&G CEO Mr. A.G.Lafley agrees about the excellent distribution network that Hindustan UnileverLtd. has and states that the main reason has been its presence in India for about 100years. He alsosays that in order to do give HUL a run for their money, P&G will have to do something innovative asfar as the supply chain is concerned.Actual Situations As per P&G’s policy, it measures customer satisfaction in two levels. Firstly, the consumer is notsatisfied if the consumer goes to a shop to buy Tide and finds out that it is not available. So what 12
  13. 13. happens the potential consumer ends up buying a rival product. This impacts the sales in two ways.The sale has gone down and the rival product’s sale has increased. The second and the morecommon of the two is that using the product does not satisfy the consumer. This problem states thatthere is some problem in the product and some modification needs to be done. Tide has beenalmost successful in passing through both the levels but when the comparison factor comes in it lagsbehind HUL as far as the distribution channel is concerned. The bigger issue is that in case a consumer moves to another product, it becomes difficult for thebrand to re-connect with the consumer. It is almost like trying to convince the customer all overagain.P&G plans to bring new techniques and ideas for improving itssupply chain. It plans to- • Building collaborative supply chains at several levels • Ensuring that the manufacturing sites serving both global and local customers are highly responsive to changes in demand, based on real time data for the stores. HOW DISTRIBUTION CHANNEL WORKS? RETAILER SUPPLIER 13
  14. 14. REGIONAL STOCKIEST FACTORY WHOLESALER SUMMARY REGARDING THE FUTURE DIRECTIONS FOR THE BRAND Tide till now has introduced tide detergent powder, tide bars , sachets and tide naturals in Indiaand all of them have almost been quite famous in the market. Tide has plans to launch tide liquidin India, P&G has lot of expectations from the launch of tide liquid which has been quite a hit in thewest specifically in the U.S. Tide liquid has superior cleaning capacities and can even be used forwashing clothes in washing machines. Tide has a variety of products in the west but as of now tidewants to basically concentrate on its existing products in India so that they don’t lose any of theirmarket shares to its competitors. Last but not the least if tide continues to grow at this momentumthen the day is not far when tide would be a leader in the Indian detergent market. 14
  15. 15. Bibliography• P&G India Website• DNA India• acswebcontent.acs.org 15
  16. 16. • ivythesis.typepad.com• marketingpractice.blogspot.com• oppapers.com• Economic Times• Business Standard• Times of India• Wikipedia 16
  17. 17. pHASE 2 17
  18. 18. PROPOSAL FOR PRIMARY RESEARCH ON THE BRAND IN KOLKATAHYPOTHESISWhat does it mean? • Supposition or explanation (theory) that is provisionally accepted in order to interpret certain events or phenomenon, and to provide guidance for further investigation. A hypothesis may be proven correct or wrong, and must be capable of refutation. If it remains unrefuted by facts, it is said to be verified or corroborated (but never right). • A proposition assumed as a premise in an argument. • A mere assumption.LIST OF GROUP HYPOTHESES • Stain Remover – It has been successful in removing the “Toughest of the Toughest Stains”. • The new product “TIDE NATURALS” has been launched to cater to the middle and the lower income segments of the society. • Advertisement – The innovative seasonal advertising has been an effective way of promoting the brand.JUSTIFICATION OF THE HYPOTHESES AS PER THELITERATURE REVIEWHypothesis 1“Stain Remover” – As mentioned in the literature review, Tide is famous for its anti redepositiontechnology. This technology helps the product to fight all stains and remove them successfully. Also,the technology helps to keep soil and dust from re-settling on the washed clothes, thereby keeping itwhite for a longer period of time.Hypothesis 2Tide operates at a similar price point as Surf. Tide has recently launched a low priced new variant –Tide naturals. We presume that this variant is targeted at the lower segments, as a competition tobrands like Nirma and Wheel. We would like to understand if this move of Tide to reach out to alarger consumer base been successful. 18
  19. 19. Hypothesis 3“Advertisement” – Tide has come out with an innovative concept of seasonal advertisement. Thiscampaign comes out with a new advertisement almost every season and educates the consumers asto how Tide is beneficial in different seasons. For example – Tide has a different advertisementcampaign for the summers and the rainy season. The hypothesis concentrates on finding out if thisinnovative advertisement campaign, which has not been used by its competitors, has actually beensuccessful in connecting with its consumers?THE LIST OF INFORMATION REQUIREMENTS TO BE COLLATEDFROM THE RESEARCH • Has Tide actually been successful in removing the stains? We need to understand if Tide is able to deliver on its promise of being able to remove the toughest of the strains. For this we need to know what is the perception of the consumers about the product features, what features does the consumer associate with Tide? • Has the launch of Tide Naturals been able to attract the targeted segment of the market? What is the profile of the users of Tide Naturals? Is it different from that of Tide? What income group does a Tide Natural user belong to? • Do people actually know about the different advertisements that Tide comes out with? If yes, have they influenced the purchasing decision? 19
  20. 20. DATA COLLECTION METHODSThe following are the data collecting techniques that will be used in the project – • Face to Face Interaction The users of some of the products are considered to be from the lower class of the society and so the only means of communicating with them would be a direct interaction with them. • Telephonic Interaction This method has been taken into consideration to get in touch with a larger audience in a short span of time. • Web Based Survey The users of the flagship product Tide have traditionally been the higher segment of the market. So they are considered to be tech savvy and thus this method of survey is being used. • Sample Survey Under this method of survey, a target population is selected, to whom the relevant questions are asked and thus, the required information is collected.SAMPLING PLAN AND SAMPLING SIZE Sampling Plan The sampling plan would be to survey the sample size on the following basis – 1) Sex – In India there is still a considerable section of society where the male gender does most of the household shopping. On the other hand the females are influenced by the advertisements and thus end up buying what they buy. 2) Income Group – By sampling people from different income groups, we will come to know as to which income group end up buying the detergent. Tide was initially considered to be a premium detergent i.e. for the higher income level of the society. This will also help in finding out if the new variant i.e. Tide Naturals which was launched to capture the middle and the lower income segment, has been successful in doing so. Sample Size 20
  21. 21. It has to be understood that the brand is a part of the FMCG sector and is used by a large number ofpeople. Therefore, going for a census survey is not possible. The group thus takes a sample size of70, which will be distributed amongst all the above-mentioned segments. Such a samplesize will beappropriate to understand whether the hypotheses taken into consideration by the group arejustified or not.METHODS OF DATA ANALYSIS TO BE USED The following are the methods that are to be used for the purpose of data analysis for theproject – • Pie-charts • Bar graphs • Doughnut graphs • Tabular representations • Standard Deviation • Discriminant Analysis 21
  22. 22. QUESTIONNAIRE1) Which detergent are you currently using? a) Tide b) Tide Naturals c) Rin d) Surf e) Wheel f) Ariel g) Others (Please specify).........2 ) If you are currently using Tide do you think that the detergent has been successful in removingstains? a) Yes b) no 3) Which detergent were you previously using? a) Tide b) Tide Naturals c) Rin d) Surf e) Wheel f) Ariel g) Others (Please specify)......... 22
  23. 23. 4) Given below are some attributes of a detergent powder/bar. Please rate the importance of these attributes in helping you decide on the brand (please rate 5 if it is very important, 4 if it is important,3 if you are indifferent, 2 if it is unimportant and 1 if it is very unimportant). a) Price is affordable b) Removes strains c) Fragrance is good d) Easily available in shops e) Soft on Skin f) Good performance for hard water g) Does not damage the clothes h) Good for white clothes5) Given below are some attributes of a detergent powder and some of the leading detergent brands. Please rate the performance of each of the brands on the given attributes. (Please rate 5 for the brand with the most superior performance and rate 1 for the brand with the most inferior performance. You may give the same rating to two brands, if you feel their performance is equal on a certain parameter). Rin Tide Surf Wheel Nirma Tide NaturalAriel i) Price is affordable j) Removes strains better k) Fragrance is good l) Easily available in shops m) Soft on Skin n) Good for hard water o) Does not damage the clothes p) Good for white clothes 23
  24. 24. 6) Have you seen the advertisement for Tide? a) Yes b) No c) I don’t remember (If the answer is Yes, please move to Q No 7)7) Have you observed that Tide’s advertisements are timed to suit the season/ occasion? a) Yes b) No8) Given below are some taglines used in detergent advertisements. Which of the following can you recollect? ( kindly tick mark all options you can recollect) a) Mehnat se azadi b) Dho dala c) Nayi jaisi white ho to tide ho d) Bijli giri e) Barish mein chamakti hui white ho to tide ho f) Daag acche hai 24
  25. 25. 9) Given below is a statement. Please give your agreement with the statement“Advertisements do have an influence on the purchase decision of the detergent” a) Strongly agree b) Agree c) Indifferent d) Disagree e) Strongly disagree10) Name-11) Age a) 20 to 30 b) 30 to 40 c) 40 and above12) Gender a) Male b) Female13) Monthly household income a) Less than Rs. 5000 b) Between Rs. 5001 to 10,000 c) Between Rs. 10001 to 20,000 d) Above Rs. 20,001 (The Question implies only to the people having a monthly household income of <10,000) 14. Which detergent are you presently using? a) Tide Natural 25
  26. 26. b)Wheelc) Nirmad) Others................. 26
  27. 27. PHASE 3 27
  28. 28. HYPOTHESESThe following are the three hypotheses those were chosen to be analysed –Hypothesis 1“Stain Remover” – As mentioned in the literature review, Tide is famous for its anti redepositiontechnology. This technology helps the product to fight all stains and remove them successfully. Also,the technology helps to keep soil and dust from re-settling on the washed clothes, thereby keeping itwhite for a longer period of time.Hypothesis 2Tide operates at a similar price point as Surf. Tide has recently launched a low priced new variant –Tide naturals. We presume that this variant is targeted at the lower segments, as a competition tobrands like Nirma and Wheel. We would like to understand if this move of Tide to reach out to alarger consumer base been successful.Hypothesis 3“Advertisement” – Tide has come out with an innovative concept of seasonal advertisement. Thiscampaign comes out with a new advertisement almost every season and educates the consumers asto how Tide is beneficial in different seasons. For example – Tide has a different advertisementcampaign for the summers and the rainy season. The hypothesis concentrates on finding out if thisinnovative advertisement campaign, which has not been used by its competitors, has actually beensuccessful in connecting with its consumers? 28
  29. 29. ANALYSIS OF DATA AND INFERENCES DRAWNANALYSIS OF HYPOTHESIS 1 In this hypothesis we try to find out if Tide has been successful as a Stain Remover product for washing clothes. For the analysis of this hypothesis we take the help of Question 4 primarily and also Question 6 & 7 to some extent. The discriminant analysis would also be taken up for analysis for finding out the results to the hypothesis. From Question 6 we come to know the importance of the stain remover attribute for the consumers and how it influences the consumers. Out of the total sample size of 70, the attribute of stain remover in a detergent is very important to 10 and 25 of them feel it is important. So, it can be understood from here that the users want a detergent to remove the tough stains. 50% of the people feel the attribute to be important. The question of “which detergent are you currently using?” was raised to the people surveyed. The group was successful in surveying 70 people across different horizons. From the responses got, it was found that 17 out of 70 people use Tide. This amounts to almost 25% of the population. The following Bar Graph depicts the responses of all the 70 people surveyed – 29
  30. 30. We see from the above graph that Surf and Tide have the largest market share but theanalysis has to be whether Tide users are satisfied with it, or in other words “has Tide beensuccessful in becoming a detergent for removing stain. For getting an answer to therequiresd question, the group went ahead to ask the 17 Tide users if they think that thedetergent has been successful in removing stains? The question was a direct question andthe answers involved were a YES or a NO. The following graph answers the question – 30
  31. 31. Out of the 17 people surveyed, 11 said YES and the remaining 6 said NO.This analysis implies that almost 65% of the Tide users agree that Tide has been successful inremoving stains. Therefore, the analysis proves that Tide has been successful in becoming adetergent that removes stains. Hence Hypothesis 1 proved. 31
  32. 32. ANALYSIS OF HYPOTHESIS 2 We find out from Question 3 that one seventh of the people surveyed use Tide Naturals i.e. 10 out of 70. It is also important to note here that Question 5 shows that only 5 people were using the detergent previously. So there has been a considerable increase in the number of Tide Natural’s users. The point of analysis here is to find out if Tide Naturals has been able to eat up Wheel’s and Nirma’s market share. If yes, by what margin? A comparison with the monthly income also needs to be done here as the hypothesis is to find out if Tide Naturals has catered the lower income group of the society. For analysing this hypothesis, we take the help of the responses got in Question 1,2,3 & 5 primarily and also the 11th question of monthly household income. For the purpose of analysis, people with income less than Rs.10,000 are being considered as people who form the lower income segment of the society. From the survey we find that 43% of the sample size, form the lower income group. This is being depicted through the following graph – 32
  33. 33. It is also important to understand here that the remaining 57% of the sample size are the people who use Tide, Surf and Ariel. 43% => 30 out of 70 people Taking a cue from Question 12, we observe that only 6 out of the 30 people who form the low income group use tide naturals. On the contrary, 6 and 13 people use wheel and nirma respectively. Therefore, 19% of the low income class use tide naturals. Though 19% is a big figure but when compared with wheel’s 19% and nirma’s 40%, the figure seems nowhere. The graph below depicts the break up of the different detergents used by the lower income segment of the society –By the above analysis we see that though Tide Naturals has been able to make its presence felt in themarket, it has not been able to eat up the market share of Wheel and Nirma. Therefore the question- whether Tide Naturals has been able to capture the targeted market or not is now answered. Theanswer is NO and thus we conclude that Hypothesis 2 is not proved. 33
  34. 34. ANALYSIS OF HYPOTHESIS 3 The third and the last hypothesis is relating to the advertisement campaign that P&G uses for Tide. The campaign is innovative and is not used by any other detergent brand in the country. Tide comes up with a new advertisement during the important Indian festivals and also during the different seasons. The hypothesis is to check if this advertisement campaign has created any impact on the consumers and motivated them to purchase the detergent powder over the other brands present in the market. For the analysis of this hypothesis, we will take into consideration the findings from Questions 8, 9, 10 and 11. In question 8, we surveyed through a direct question if the person filling up the survey has seen any advertisement for Tide? The question is one of the most important as the further procedure totally depends upon it. Of the 70 people surveyed, 41 responded positively whereas 22 said they have not seen an advertisement for Tide. The remaining 7 didn’t remember if they had seen the advertisement. The graphical representation is as follows – 34
  35. 35. The graph depicts that the advertisements have been seen by majority of the populationwith 59% responding positively. Having got the required information, the questionaire wentahead and asked the respondent who said yes the next question which was if they hadobserved that Tide’s advertisement are timed to suit the season/occasion. Out of the 41people who said yes for the previous question, 29 agreed to have observed the strategyfollowed by Tide where as the remaining 12 replied negetively. Almost 71%(29 out of 41) ofthe targeted audience noticing the seasonal/occasional advertisements established the factthat the initiative being taken up by Tide to innovate its advertisement campaihn has atleast reached the audience. The same is represented in the form of a graph – 35
  36. 36. Having understood that the advertisement is stricking at the correct place, the nextimportant question was to see if the advertisements are influencing the watchers. Forfinding this the following question was raised to the respondents – “Do advertisements havean influence on your purchase decision of the detergent?” The response received is beingshown with the help of the graph below –The answer was skewed towards the positive side as most of the respondents agreed thattheir buying decision is indeed influenced by the advertisements aired on television. 19 outof the 70 respondents strongly agreed to the statement there by meaning that theadvertisements strongly effects their buying decisions. To add to this, 34 added on byagreeing to the statement.Just to add on to the point in a more convincing manner, a further question was asked to therespondents. In this question, there was a list of taglines of all the different detergentbrands given to the respondent and the respondent had to tick the taglines which he/shehad heard about. The following were the taglines given – a) Mehnat se azadi b) Dho dala 36
  37. 37. c) Nayi jaisi white ho to tide ho d) Bijli giri e) Barish mein chamakti hui white ho to tide ho f) Daag acche haiThe responses are depicted by the help of the following graph –By the bar graph it can be observed that the tagline for Tide i.e. “Nayi jaisi white ho to tideho” and “Barish me chamakti hui white ho to tide ho” have been heard by quiet a fewpeople. This analysis further strengthens the fact that the innovational advertisementcampaign started up by tide has been a hit. It therefore can be induced that this would haveboosted the turnover of the detergent. 37
  38. 38. The chain of questions thus proves the fact that the seasonal/occasional advertisementsstarted up by Tide has indeed created a difference, ultimately resulting in the hypothesisbeing proved. DISCRIMINANT ANALYSIS Discriminant analysis is a technique for analysing data when the criterion or dependent variable is categorical and the predictor or independent variables are interval in nature. For example, the dependent variable may be the choice of a brand of personal computer (brand A, B or C) and the independent variables may be ratings of attributes of PCs on a 7 point Likert scale. The analysis takes the help of a discriminant function which involves linear combinations of the following form: D = bo + b1X1 + b2X2 + b3X3 + ........ + bkXk Where, D = diccriminant score b’s = discriminant coefficient or weight X’s = predictor or independent variable Question 7 of the survey was used to do a discriminant analysis. Software StatistiXL has been used for doing the discriminant analysis through Microsoft Excel. The analysis has been done here in order to take care of the high amount of data that was collected during the survey. The analysis helps in evaluating the accuracy of the classification of all the different brands of detergent and the various attributes attached to each one of them. The requirement of Hypothesis 1 is being taken care off with this. The required data is attached in the excel sheet. The findings of the analysis are as follows – 38
  39. 39. Details of the analysis Discriminant Analysis Results for: Factor Range = Sheet3!$C$1:$C$491 Variable Range = Sheet3!$D$1:$K$491 Descriptive Statistics Std Factor Variable Mean Dev. Std Err N Ariel Price is affordable 3.371 0.935 0.112 70 Ariel Removes strains 3.929 0.953 0.114 70 Ariel Fragrance is good 3.771 0.995 0.119 70 Ariel Easily available in shops 3.829 1.049 0.125 70 Ariel Soft on Skin 3.814 0.982 0.117 70 Good performance for hard Ariel water 3.686 0.941 0.112 70 Ariel Does not damage the clothes 3.857 1.011 0.121 70 39
  40. 40. Ariel Good for white clothes 3.900 1.118 0.134 70Nirma Price is affordable 4.143 1.183 0.141 70Nirma Removes strains 2.557 0.895 0.107 70Nirma Fragrance is good 2.386 0.839 0.100 70Nirma Easily available in shops 3.257 1.212 0.145 70Nirma Soft on Skin 2.600 0.954 0.114 70 Good performance for hardNirma water 2.471 0.974 0.116 70Nirma Does not damage the clothes 2.943 1.075 0.129 70Nirma Good for white clothes 2.600 0.999 0.119 70Rin Price is affordable 3.929 0.840 0.100 70Rin Removes strains 3.471 0.863 0.103 70Rin Fragrance is good 2.829 0.947 0.113 70Rin Easily available in shops 4.114 0.956 0.114 70Rin Soft on Skin 2.957 0.824 0.099 70 Good performance for hardRin water 3.171 0.900 0.108 70Rin Does not damage the clothes 3.400 0.875 0.105 70Rin Good for white clothes 3.357 0.979 0.117 70Surf Price is affordable 3.443 1.002 0.120 70Surf Removes strains 4.143 0.982 0.117 70Surf Fragrance is good 3.671 0.959 0.115 70Surf Easily available in shops 4.286 0.819 0.098 70Surf Soft on Skin 3.786 0.899 0.107 70 Good performance for hardSurf water 3.714 0.950 0.114 70Surf Does not damage the clothes 3.986 1.014 0.121 70Surf Good for white clothes 4.086 0.897 0.107 70Tide Price is affordable 3.857 0.804 0.096 70Tide Removes strains 3.629 0.765 0.091 70Tide Fragrance is good 3.586 0.771 0.092 70Tide Easily available in shops 3.814 0.906 0.108 70Tide Soft on Skin 3.286 0.801 0.096 70 Good performance for hardTide water 3.329 0.793 0.095 70Tide Does not damage the clothes 3.657 0.961 0.115 70Tide Good for white clothes 3.857 0.937 0.112 70TideNaturals Price is affordable 3.886 0.894 0.107 70TideNaturals Removes strains 3.171 0.900 0.108 70TideNaturals Fragrance is good 3.429 0.941 0.113 70TideNaturals Easily available in shops 3.286 0.903 0.108 70TideNaturals Soft on Skin 3.014 1.028 0.123 70Tide Good performance for hard 3.029 1.007 0.120 70 40
  41. 41. Naturals water Tide Naturals Does not damage the clothes 3.271 0.977 0.117 70 Tide Naturals Good for white clothes 3.214 1.115 0.133 70 Wheel Price is affordable 3.971 1.116 0.133 70 Wheel Removes strains 2.714 0.819 0.098 70 Wheel Fragrance is good 2.714 1.009 0.121 70 Wheel Easily available in shops 3.371 1.079 0.129 70 Wheel Soft on Skin 2.729 1.020 0.122 70 Good performance for hard Wheel water 2.757 0.924 0.110 70 Wheel Does not damage the clothes 3.029 1.063 0.127 70 Wheel Good for white clothes 2.686 0.956 0.114 70Pooled Covariance Matrix Price is Easily Soft Good Does not Good for affordabl Removes Fragrance available on performance damage the white e strains is good in shops Skin for hard water clothes clothesPrice is -0.00affordable 0.953 0.011 0.038 0.196 1 -0.051 0.061 0.038Removesstrains 0.011 0.784 0.346 0.119 0.288 0.339 0.321 0.375Fragrance isgood 0.038 0.346 0.859 0.165 0.350 0.303 0.367 0.401Easilyavailable inshops 0.196 0.119 0.165 0.994 0.234 0.145 0.161 0.206Soft on Skin -0.001 0.288 0.350 0.234 0.872 0.418 0.420 0.386Goodperformancefor hard water -0.051 0.339 0.303 0.145 0.418 0.863 0.361 0.476Does notdamage theclothes 0.061 0.321 0.367 0.161 0.420 0.361 0.997 0.459Good forwhite clothes 0.038 0.375 0.401 0.206 0.386 0.476 0.459 1.006 Tolerances of Included Variables Variable Tolerance Price is affordable 0.944 Removes strains 0.705 Fragrance is good 0.688 Easily available in shops 0.883 Soft on Skin 0.634 Good performance for hard water 0.616 Does not damage the clothes 0.671 Good for white clothes 0.600 41
  42. 42. Unstandardised Discriminant Function Coefficients Function Function Function Function Function Function Variable 1 2 3 4 5 6Price is affordable -0.394 0.009 -0.464 0.106 -0.194 0.143Removes strains 0.553 -0.409 -0.064 -0.115 -1.094 -0.319Fragrance is good 0.197 0.977 -0.378 -0.484 0.289 -0.474Easily available in shops 0.278 -0.677 -0.096 -0.300 0.510 -0.388Soft on Skin 0.148 0.241 0.861 0.627 -0.075 -0.054Good performance for hardwater 0.036 -0.050 0.134 -0.919 0.173 0.942Does not damage the clothes -0.010 -0.184 0.113 0.232 0.394 -0.231Good for white clothes 0.276 -0.028 -0.640 0.798 0.141 0.470Standardised Discriminant Function Coefficients Function Function Function Function Function Function Variable 1 2 3 4 5 6Price is affordable -0.385 0.009 -0.453 0.103 -0.189 0.139Removes strains 0.490 -0.362 -0.057 -0.102 -0.968 -0.282Fragrance is good 0.183 0.905 -0.351 -0.448 0.268 -0.439Easily available in shops 0.277 -0.675 -0.096 -0.299 0.508 -0.386Soft on Skin 0.138 0.225 0.804 0.586 -0.070 -0.050Good performance for hardwater 0.034 -0.047 0.124 -0.854 0.161 0.875Does not damage the clothes -0.010 -0.184 0.112 0.232 0.394 -0.230Good for white clothes 0.277 -0.028 -0.642 0.800 0.142 0.471 From the graph given above, we find out that Tide is highly concentrated on the attributes of – a) Soft on skin b) Good for white clothes c) Removes stains d) Easily available in shops This concentration around such attributes implies that the detergent is doing good in these aspects. As far as the other aspects of good fragrance, good performance for hard water, price is affordable and does not damage clothes, the detergent lags behind its competitors. For the purpose of Hypothesis 1 we study the standard deviation for the second attribute i.e. Removes Stains. it is observed that the S.D of Tide i.e. 0.765 is the lowest among all. This goes to show that the stability is high in the case of Tide when compared to the other detergent brands present for analysis. 42
  43. 43. SUMMARY OF FINDINGS AND THE “NET TAKE AWAY”.The project was divided into three phases, where in the 1st phase dealt with finding out the start ofthe product Tide. We studied the history of the brand, the various strategies followed to tacklecompetition and even about its distribution system. We came to know that Tide is a very famousbrand around the world and is very successful in cleaning clothes. We concentrated on Tide in Indiarather than taking the whole sphere.In the 2nd phase, we prepared for a survey to be conducted in Kolkata. With the help of the findingsof the 1st phase we constructed 3 hypothesis. In order to find out the validity of the mentionedhypotheses, we made a questionaire which was the groups main weapon to peep inside theconsemer’s mind and get the facts out which were relevant and necessary for the analysis of thehypothesis.In the 3rd phase we were ready with the survey made to 70 people which was our sample size. By thissurvey we analysed all the three hypotheses and found out whether they were proved or not. Wemade use of the technology intensively by depicting the findings in 3D graphs and also using the toolof discriminant analysis.Net Take AwayThe most important take away from the whole exercise was the amount of knowledge enhancementthat happened during the entire project. The group as a whole came to know quiet a few thingsabout P&G’s most productive brand Tide.We also came to know, through the 3rd hypothesis that people are influenced by what they see.Tide’s innovative marketing strategy proved the above mentioned point.Last but not the least there is a concensus among all the group members that they were exposed toa prolonged group activity for the 1st time and the experience was enriching. 43
  44. 44. 44