tide detergent ... explaining how the company create the product according the consumer need and how company build a strong relation ship with customers

2. Laundry detergent
(low involvement consumer product)


3. In 1837 Games Gamble & William Procter joined
forces to make company
Almost leading 300 brands
According to 2012 company report P&G sales $84
billion
Profits US $10.56 billion (125,000 employee)
CEO is Robert A Macdonald
P&G head quarter (Cincinnati Ohio USA

5. 
 Product of P&G
 In 1946 introduce in us markets
 Heavy synthetic detergent
 In 1949 national wide distribution
accomplish
 Ivory snow , Rinso & gold dust
washing powder (lever brother)
 White powder bead.
 Orange tinted liquid foam1984.
competitor

6.  Tide Positioning
By comparison before and after cleaning adds
 They focus in functional advertising.
 Consumer saw tide as arrogant self-absorbed

7.  Tide have although large market share but stagnant for
several years
 Needed a new message for the brand.
 Recapture the hearts and minds of female customers
 P&G marketing executives and Saatchi & Saatchi two weeks
consumers immersion
 North Carolina ,Kansas city & Charlotte
 How as they worked , shopped
 To sat in on discussions to hear women talk about what important to them.

8.  Women are very emotion about their clothes/fabrics
 P&G & Saatchi & Saatchi develop emotional mix ads rather
then focus on functional

o Satin of ice cream easily remove by tide
o Mother playing with their child in white slacks no tension
about stains because tide have solution of stains
‘’ Your clothes can outlast your craving ‘’

9. And give slogan
 Increase of market share reach at 44%

10. PRODUCT LINE
Save energy
&
time
Tide vivid white
bright
Get white whites
and bright brights
Tide Free & Gentle is
dye and perfume-free.
And it removes more
residue from dirt, food,
and stains .
Tide plus downy
Clean you can see
softness you can
feel
Specially design for sports
apparel, fight against
sports stains
For a brilliant
clean every time

11. conclusion

P&G really Create and capturing customers value
with low involvement consumer product ..
P&G not only made product they solve the problem of
consumers and building relationship with them