2. Tide for P&G...
• Tide is world’s biggest selling detrgent brand.
• It is also no.1 brand of P&G in its core
market, the US.
• No other brand in the company’s portfolio is
as important in a single territory or as
significant historically.
4. Why Tide???
• It was first launched in 1949 for US market
• In India it was launched in mid 2000
• Though Ariel which is another brand of P&G
was present with a good market share
• Ariel was a brand for European market
• They found the market for both the product
5. INITIAL POSITIONING
• Procter and Gamble is known to produce strong brands, strong
means something that is for the higher class market segments head
and shoulders and Indian market in mid 2000 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 for it
were available in the market. Tide used superior technology and
created fragrance oriented detergent powder. Tide’s USP has been
its quality. It pays 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 realised that it needs to cater to the mass and not a
particular segment of the market, so they repositioned themselves.
6. SUBSEQUENT REPOSITIONING
• After observing that 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. The competition in the detergent industry was
cut throat as Tide was simultaneously competing with brands like Surf
Excel, Surf Excel Blue, Rin. Tide, thus understood that in order to become
the leader in the detergent industry they also have to compete with the
cheaper substitutes like HUL’s Wheel and so they launched Tide Naturals
in the market which has the fragrance of lemon and chandan and was
priced much lower than the flagship Tide detergent. Tide also introduced
detergent bars in the upcoming years to gain more acceptances in India
specifically in the rural markets .So it was quite clear that by slashing 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.
7. ADVERTISING
• Company – Saatchi & Saatchi
• Ceo – Mr. Matthew Seddon
• ECD – Mr. Priti Kapur (Handles Tide)
• 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
with different kinds of advertisement during different
seasons and festivals. During the monsoon season Tide
came up with an 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”
8. Campaign
• Tide has created India's Longest Clothesline
which ran around the famous Necklace Road
on the perimeter of the historical Hussein
Sagar Lake in Andhra Pradesh to illustrate the
superior value that Tide offers to its
consumers.
