heema kumari / tide pt

1. TIDE OVERVIEW
Parent company: procter and Gamble
Category: home care brands
Sector: FMCG
Tagline: white hai to tide hai
USP: provides good whitening and fragrance at low
price

2. SWOT Analysis
Strength :
Good brand visibility and advertising with new ad
campaigns to keep brand top-of-the mind.
Strong parent brand ensure excellent distribution
Weakness:
Losses out on sales due to premium pricing
strategies since it operates in a segment which is
price sensitive.

3. Oppurtunity:
tap the rural market by collaborating with various
NGOs.
To increase the sales of the product in tier-3 and
tier-4 using promotion.
Threat:
Threat from existing and new players in the market.

4. Segmentation targeting and positioning
Segment: People who have fixed budget for household things like
detergents and look for economical options.
Target Group : Women ages 18 to 54 years old, middle classes .
Positioning : Product which has all the qualities required from a
detergent-quality, fragrance and low price. It provides cleanliness
keeping the hands of the washer smooth at the time .

5. MARKETING SRTATEGY
PRODUCT :
• 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.
PRICE :
It is available at a low price
PROMOTION :
tide comes up different kinds of advertisement during the different seasons and festivals.
When it was launched they started distributing free samples to the people, it also started to give
discounts on the product.
PLACE :
The product is available at big retail outlets, convenience stores and the sachets and bars
are even available at paan shops for rural people.