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Tide Market analysis

This document provides a market analysis of Tide detergent in India. It discusses the social, technological, economic, ecological, political/legal environments and how Tide positions itself within these. A SWOT analysis finds Tide's strengths are its market leadership, quality and reputation, while weaknesses include strong competitors. The analysis also covers Tide's target demographics, product mix, and life cycle. It evaluates Tide using frameworks like the 4Ps, Maslow's hierarchy, and the Ansoff matrix to understand how Tide markets to consumers in India.

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MARKET ANALYSIS
Subject Market Analysis on Tide detergent
SITUATIONAL ANALYSIS  Social and cultural environment:  P&G has continued to maintain momentum in its socio-cultural environment in line with its sustainability drive.  The company is working relentlessly to bring improve hygiene and better nutrition to people.  Technological environment:  Superior product propositions and technological innovations have enabled P&G to achieve market leadership in a majority of categories it is present in.  P&G consistently improvises Tide detergent products with innovations and new technologies and continues to diversify.
 Economic environment:  P&G is one of the largest and amongst the fastest growing consumer goods companies in India  Currently invested in the country via its five plants and over nine contract manufacturing sites, as well as through the 26,000 jobs it creates directly and indirectly  Ecological environment  P&G aims to continue to delight consumers with meaningful sustainable innovations that reduce the environmental impact of their products across the full product lifecycle.  Their sustainability efforts focus on Environmental Protection as well as Social responsibility to help develop the communities they operate in.
 Political and Legal Segment:  P&G uses its goodwill and experience to bargain with the government in many countries to modify their policies and regulations  P&G also uses advertisement campaign to raise awareness of national issues, gain public support and sustain favourable political-legal environments  Ethical issues:  The comparison ads of Tide and Rin
 Legal Environment:  Administration is with respect to the Legal conditions to avoid government or political interference.  Products are not environment friendly.
 Segmentation  People who have fixed budget for household things like detergents and look for economical options Tide serves as a better option and helps the consumers , one of the finest the products in convenient rates.  Target group  Women age group from 18 to 54 years old are the target audience for the product as well as the middle class category. Tide comes under the middle class target group.
 Positioning:  A product that has the all required qualities needed in the detergent, and priced well in the market, affordable to all.
DEMOGRAPHICS  Tide targets women from across 18 years to 54 years .  This is because women in this age category hold the power to make laundry decisions , also housewives are also considered an important part of the market segment as they are the ones who do the monthly shopping of home products.  Tide is affordable for any middle class family .  Tide hails from the big family of P&G , which even happens to be the company for Ariel, another detergent in competition with tide
GEOGRAPHIC
SWOT ANALYSIS  Strength  Benefit or attribute over other products in the same category  Leading market position  Lower price and good quality  Most popular and widely patronized detergent in the world and a flagship brand of P&G  Renowned by its reputation of complimenting the ever- changing people’s temperaments for fashion
 Weakness  Strong competitors  Substitute products available at the same price  Example- An in house brand i.e Ariel, also a P&G substitute, where as other substitutes such as Rin, or Surf excel. Another competition would be the price difference in which its being sold. Also the possible offers that is being offered along with the product. It can be either an extra quantity or the rates might be slashed down
 Opportunity  High potential of rural market has a lot of opportunities  Changing lifestyle of people want cheap product with good quality  Introduction of better variants by technology development and innovations  Niche target market.
 Threats  Price wars with competitors  Aggressive promotion by competitors , harming the reputation of the product and ambush marketing  Counterfeit products in the rural market  Example – similar products can compete with the brand where as an substitute can also be a possible threat, such as a bar instead the powder or a liquid soap instead the
NEED/ WANT/ DEMAND:  Need: It is state of deprivation of some basic satisfaction. eg.- food, clothing, safety, shelter.  Want: Desire for specific satisfier of need. eg.- Indians needs food – wants paneer tikka/ tandoori chicken. Americans needs food- wants hamburger/ French fries.  Demand: Want for a specific product backed up by ability and willingness to buy. eg.- Need – transportation.  Want – Car (say, Mercedes)……but able to buy only Maruti. Therefore, demand is for Maruti.  Marketers cannot create needs. Needs pre exists. Marketers can influence wants. This is done in combination with societal influencers.
VALUE/ COST/ SATISFACTION:  Decision for purchase made based on value/ cost satisfaction delivered by product/ offering.  Product fulfills/ satisfies Need/ Want.  Value is products capacity to satisfy needs/ wants as per consumer’s perception or estimation.  Each product would have a cost/ price elements attached to it. Eg. – Travel from city A to city B.  Need – to reach B ( from A)  Method/ Products- Rail, air, road, plane and waterways.  Satisfaction – Estimated in terms of time lead & travel comfort.  VALUE– Products capacity to satisfy.  COST– Price of each products.
PRODUCT MIX  Line Detergents/ household Beauty and skin care Personal care Haircare Tide Airel Abmi pure Duracell Olay Pampers Whisper Oral – B Vicks Gillette Pantene Head and shoulders Wella
WIDTH  The width of the Product mix of P&G is:  13 number of products
DEPTH Ariel Tide Ambipure Duracell Olay Oral –B Ariel Oxyblue Ariel oxyblue ultramtaic Ariel front of Mat Ariel 2in1 Tide Original Tide Bar Tide plus Naturals Tide plus jasmine and rose Tide Talcom powder Room freshner Car freshner AAA, AA, C, D, and 9-volt while Duracell Ultra AA and AAA sizes. Base Moisturizer Anti Ageing and Olay Whitening ANTI AGEING Olay Total Effects, and Olay Age Protect Whitening Olay White Radiance Olay Natural White. Base Moisturizer Olay Moisturizing Lotions and Creams. CrossAction Pro- health 7 Benefits, CrossAction Pro- health Superior Clean and Advantage Sensitive toothbrush. Oral-B’S floss range includes Ultra Floss & Essential Floss. DEPTH
Pampers Whipser Vicks Gillette Pantene Head and shoulders Pampers Active Baby, Pampers Active Baby Pants, Whisper Ultra Regular Wings,Whisper Ultra XL Wings, Whisper Ultra Heavy Flow Overnights Wings, Whisper Maxi Regular, Whisper Maxi XL Wings, Whisper Choice Regular, Whisper Choice Wings and Whisper Choice Ultra Wings. Vicks Cough drops, Vicks Vaporub, Vicks Inhaler, Vicks Vapocool, and Vicks Action 500 Extra. Gillette Vector, Gillette Mach3, Gillette Mach3 Turbo, Gillette Guard and Gillette Mach3 Turbo Sensitive and Gillette Fusion. The Shave Care range includes Gillette Fusion HydraGel, Gillette Series Sensitive Skin Foam, Gillette Series After Shave & Gillette Classic Shave Foam Sensitive Skin. - Pantene Nourished Shine, Pantene Hair Fall Control & Pantene Smooth & Silky Men Hair Retain, Complete Care for Dry Scalp, Anti Hair fall, Smooth & Silky, Cool Menthol, Clean & Balanced, Thick & Long & Silky Black.
CONSISTENCY  Air Fresheners  Laundry detergents  Batteries  Blade cartridge and razors  Shampoos and Conditioners  Personal and Beauty products for women  Inter dental products (tooth pastes and brushes)  Baby Diapers and moist towelettes  Respiratory health and therapeutic products (cough and cold products)  Sanitary napkins  Haircare
DEPTH  Detergent Powder and Bar  Tide Original  Tide Bar  Tide plus Naturals  Tide plus jasmine and rose  Tide Original  Tide Bar  Tide plus Naturals  Tide plus jasmine and rose  Tide Talcom powder
Product Life Cycle
 Above is the Product Life cycle graph. This is a constant graphical representation of a life cycle of any Product.  Introduction- During this phase when the product is actually introduced into the market, Product branding and quality level is established. Pricing may be low to penetrate the market. Distribution is selective until the consumers show interest/ acceptance towards the product. Promotion is aimed at early adopters and potential customers of the product.  Growth- As the name rightly suggests once the Product is introduced into the market, a gradual increase in the growth of the sales of the product is observed. Product quality is maintained in this stage, as well as the pricing is maintained because the company enjoys increasing demand with little competition. Distribution channel is added as demand increases, and the promotion is catered to larger demographics.  Maturity – This is the point where the product has been properly established its worth, and this the only time where the sales rise up. Product features are enhanced to differentiate with other products. Pricing may also be the reason for good sales compared to the competing products, hence the distribution becomes more intensive. promotion emphasises product differentiation,  Decline – this would be the gradual decrease in the sales of the product . Due to many reasons, the quality might degrade, or the price might shoot up or a new product might enter in the market or the consumer might would shift to other existing product. The manufacturers not maintaining the product quality or no new technique is added
PRODUCT MARKET MATRIX ANSOFF  Existing product & Existing Market = Market Penetration  Existing Product & New Market = New Market development  New Product & Existing Market = New Product Development.  New Product & New Market = Diversification
5 STEPS PROCESS OF CONSUMER BUYING BEHAVIOUR  Problem Recognition  Dirty clothes need to be hand washed as only 28% of the households have washing machine.  The aim to use the detergent is to make the clothes smell good, therefore, it is used in small quantities.  Information Search  so assumption from the case study is that, apart from television, word of mouth publicity is predominant as women in India wash clothes approximately five times a week in a public laundry which is more like a gathering place.  Evaluation of Options  Evaluation of detergent is based on the following attributes  Ability to clean and whiten the clothes with small quantity of product.  Smell of the detergent is directly proportional to softening power of the detergent and gentelness to fabric and hands.  Stain removing ability without the use of laundary soap and bleach.
 Ease with which the powder dissolves in water and absence of residue on the fabric after rinsing.  Packaging - Distinctive, simple and recognizable, easy to open and protection against humidity.  Impact of colours was the least attribute for these consumers.  Product Choice  Analyses of the exhibits in the case study reveals that Tide brand has all the required attributes and is quite popular among the indianconsumers. However, majority of them could not afford to buy Tide,  Post-Purchase Evaluation  Since, the product is not complex and is used in day today life, looking at the constraints available in the Indian region, low income consumers do not have a choice to purchase the best at low price. So, assumption is that they go by whichever detergent powder is available in the market as per their budget. Therefore, post purchase evaluation hardly plays a significant role
LEVELS IN A PRODUCT (TIDE)  Core : Clean and white clothes  Basic :Attractive orange packaging , and less expensive  Expected : Brand name will live up to the expectations of the clothes turning whiter and cleaner in a wash as compared to other brand  Augmentation: Customer care – toll free no . Feedback on social media, offers  Expected: More whiter and cleaner , more long lasting fragrance  Potential : Upgrading from powder to liquid detergents, more offers, automatic washing machine detergents.
MASLOW’S HIERARCHY  Biological and Physiological needs - air, food, drink, shelter, warmth, sex, sleep, etc.  Safety needs - protection from elements, security, order, law, limits, stability, etc.  Belongingness and Love needs - work group, family, affection, relationships, etc.  Esteem needs - self-esteem, achievement, mastery, independence, status, dominance, prestige, managerial responsibility, etc.  Self-Actualization needs - realising personal potential, self-fulfillment, seeking personal growth and peak experiences.
Perception  Selective attention: This category includes those consumers who watch Tide detergent promotions and are attentive towards the product.  Selective retention: This category includes those consumers who remember Tide Detergent and considers it to use.  Selective distortion: The consumers who are planning to try or have tried or have been using Tide detergent, get influenced by some other Brand and stops using Tide fall under this category.
B2B  Tide is a ‘B2B’ and ‘B2C’.  Tide is a Business2Business as it deals with one company to another . eg – PnG group is a company which is included as Business , its outcome product is Tide which also gets included in business  Tide is a convenient good , hence it comes under the ‘B2C’ category as it is easily available from general stores, medicals and shopping malls .
 Marketing and Demand Generation  Production  Distribution
 Type of shoppers for tide –  Housewives or mothers who do the monthly groceries for the family  Buyers are high value deal seekers  Habitual shoppers and are involved in the high involvement of their shopping  If they launch the new Tide Liquid it will need some serious promotions especially based on the AIDA .  Cross selling – as of now tide has not made any new products but the Tide softener may be a good investment for PnG India .
TOWS STRENGTH WEAKNESS TOWS -Leading manufacturer & marketer of consumer product -P&G does business in more than 16 countries -P&G strongly committed to a brand management approach -Spends a lot in R&D -Weak balance sheet, highly leverage 73.3% and low liquidity ratio -Lack of product variety of green products Business ethics, lack of women leadership in the executive board OPPORTUNITIES SO WO -80% of world population from developing countries -Increasing number of population in developing countries -Growing/stable economy in developing countries -Growing trend of consumer product in larger consumption -Growing trend of beauty product & care usage -Aggressive promotional mix of beauty products to India & South east Asia -Increase distribution channel to retail store store/wholesalers/Supermarkets -Introduce P&G latest product variety -Enhance customer loyalty relationship through its personal care/service centre/call centre -Develop a new beauty product using natural ingredients to create green product variety -Prioritize recruitment on women, for equal gender working environment THREATS ST WT -Economic & political disruptions -Rising commodity prices -Price competition -Media fragmentation -Pricing to match competitor by repackaging/package deal for house hold/ family care product -Reduce inefficient and ineffective workforce -Minimize cost on R&D in order to be financially stable in recession - Cost-effective control system to increase efficiency & profit and to generate more cash inflows.
POSITIONING  Indian detergent industry is estimated to be around Rs5000 crore and is dominated by the marketing giant HLL. P& G although was in the Indian market for a long time was not a serious player in the detergent market. But when the Indian market opened up and the economy began to prosper, P&G could not resist entering the Indian marketing a big way. As always MNCs are too proud of their brands that they want a premium from the consumers. Here also ,Tide was launched as a premium brand and as usual got a luke warm response from the value conscious Indian consumers. P&G had to settle with a miniscule 8 % of the detergent market.  Then came 2003 and the price war started and now there is no premium brands in the detergent market in India. The price war enabled P&G to popularize the brand and increase the penetration. Although HLL and P&G did not increase their market share because of the price cut, the overall market size increased because the regional players lost their share to these giants.  P&G had a serious problem after the price cut because there was a chance of cannibalizing between Ariel and Tide because there was no significant differentiation between the two brands.  Now 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 its whitening power against HLL's Rin which has the same positioning.
LINE PRICING  Tide has many products under its name, its only in India that tide has yet to launch many of its products  The products that Tide India offers are Tide (detergent) , Tide (bar with whieons) and Tide Naturals  Tide in India is not launching anything new this year or so
RETAIL GRAVITY MODEL  Gravity model is a theory about the structure of market areas  The model states that the volume of purchases by consumers and the frequency of trips to the outlets are a function of the size of the store and the distance between the store and the origin of the shopping trip  This depends on consumer consumption and the mood of the buyers and their habits.
TYPE OF SHOPPERS FOR TIDE  Tide is brought by housewives or mothers who do the monthly groceries for the family .Such buyers are high value deal seekers , habitual shoppers and are involved in the high involvement of their shopping .  If they launch the new Tide Iiquid it will need some serious promotions especially based on the AIDA.  Cross selling – as of now tide has not made any new products but the tide softner may be a good investment for PnG India .
PRICING APPROACHES  The Three Cs  Cost-based  Customer-based  Competition-based  Knowing your COSTS allows you to determine whether your pricing will allow you to stay in business.  Understanding your potential Customers lets you assess whether anyone will buy this product at that price (and location etc..)  Considering your Competitors indicates whether your business will actually attract customers  While you need take all three into account, generally ONE of them should become your primary pricing guide
 How to Implement Need to identify and consider ALL Costs – Fixed costs include … and will be there whether or not you produce – Variable costs include… and will only be paid… – Depreciation – often neglected because it is not a cash cost – Opportunity costs reflect the cost of using something such as your own labor or land. Even if you don’t pay cash you need to recognize what you are giving up…  Cost-based Pricing: How to Implement Set prices based on these costs Relatively simple strategy once you have the data– you simply mark up the cost  Cost-based Approach Works Best: When you have a special relationship with your customer. This means you know: – There is a demand – You won’t be pushed aside for another supplier Often price for the long run in these sorts of relationships. That is, you don’t necessarily price for the maximum for this single sale
7 O’S OF MARKETING  Occupants: Who contribute the market  Object: Cost efficient, good quality, easy and quick stain removal Detergent powder, bar and Liquid.  Objective:  To establish a premium product at a premium price in the Indian detergents market.  2. To play for the leadership position in the industry for Tide and make Tide the leading detergent in India  Organization: Retail outlets, Supermarkets, Online stores, stakeholders and consumers  Operations: Cash, Credit cards and Debit cards  Occasion: Regular basis  Outlet: Retail shops, authorized dealers, super markets, online stores
PRICING  Pricing is one of the four elements of the marketing mix, along with product, place and promotion. Pricing strategy is important for companies who wish to achieve success by finding the price point where they can maximize sales and profits. Companies may use a variety of pricing strategies, depending on their own unique marketing goals and objectives.  Premium Pricing  Premium pricing strategy establishes a price higher than the competitors. It's a strategy that can be effectively used when there is something unique about the product or when the product is first to market and the business has a distinct competitive advantage. Premium pricing can be a good strategy for companies entering the market with a new market and hoping to maximize revenue during the early stages of the product life cycle.  Penetration Pricing  A penetration pricing strategy is designed to capture market share by entering the market with a low price relative to the competition to attract buyers. The idea is that the business will be able to raise awareness and get people to try the product. Even though penetration pricing may initially create a loss for the company, the hope is that it will help to generate word-of-mouth and create awareness amid a crowded market category.
 TARGET MARKETS Target market will be located within the lifestyle areas of Cosmopolitan centers and Affluent Suburban Spreads. These areas have high index numbers but still low compared to Tide’s tope target markets. Targeting these markets will be greater for the masses and getting the word out to a wide variety of consumers. This is a huge location of living for our target audiences.  TARGET AUDIENCES  Young singles  Purchasers, decision-makers, and influencers.  Between 18 and 25 years of age.  This audience is another brand switcher and still in college or out of college just figuring out who they are and what they want to do for the rest of their lives. Their social life is extremely important and so is their image. They are fun, active, and enjoy socializing. This group was picked based on the index numbers showing that they use their fair share of Tide To-Go but there is room for improvement. Tide’s core competitors are all low in index numbers for singles. This is an opportunity for Tide to swoop in and be ahead of the game with this target audience. The opportunity to target transitional and senior singles is huge. After targeting the young singles there has to be a movement upwards for Tide. All marketing plans start young. This is a great way to implement what we have to offer and it will trickle into later years for these consumers. The marketing tactics will target campaigns to young singles, however the campaign can and will bring in the other singles interest as well as other demographics.
Brand Extension
RELATED READING: CONSUMER PRICING STRATEGY  Economy Pricing  Economy pricing is a familiar pricing strategy for organizations that include Wal- Mart, whose brand is based on this strategy. Aldi, a food store, is another example of economy pricing strategy. Companies take a very basic, low-cost approach to marketing--nothing fancy, just the bare minimum to keep prices low and attract a specific segment of the market that is very price sensitive.  Price Skimming  Businesses that have a significant competitive advantage can enter the market with a price skimming strategy designed to gain maximum revenue advantage before other competitors begin offering similar products or product alternatives.  Psychological Pricing  Psychological pricing strategy is commonly used by marketers in the prices they establish for their products. For instance, 99rupee is psychologically "less" in the minds of consumers than 100rupees. It's a minor distinction that can make a big difference
 A reference price is a strategy where a particular good or service being sold is made to look more attractive in terms of price by placing it next to a more expensive alternative. Here, the price of the expensive alternative serves as a reference price for the good to be sold.  Pricing objectives or goals give direction to the whole pricing process. Determining what your objectives are is the first step in pricing. When deciding on pricing objectives you must consider:  the overall financial, marketing, and strategic objectives of the company;  the objectives of your product or brand;  consumer price elasticity and price points; and  the resources you have available.
BUYER EXPECTATIONS  Tide should fulfill the basic need of washing of the clothes easy and quick.  It promises to retain its odour throughout the day  Fair pricing; Should be cost efficient  Safe for the clothes and helps in keeping hands soft  It is branded  Variety of products  Easy availability  Different from the competitor products
DUAL DISTRIBUTIONS  Direct Distribution: Online stores of P&G  Indirect Distribution: Retail shops, authorized dealers, super markets, e commerce websites
BUYER CATEGORY  Laundry needs with variety of products  Clean white clothes without bleaching or removing colour from a garment
Push and pull marketing strategies  Promotional strategies to get your product or service to market can be roughly divided into two separate camps.  Push strategy  A push promotional strategy involves taking the product directly to the customer via whatever means, ensuring the customer is aware of your brand at the point of purchase.  "Taking the product to the customer"  Examples of push tactics Trade show promotions to encourage retailer demand Direct selling to customers in showrooms or face to face Negotiation with retailers to stock your product Efficient supply chain allowing retailers an efficient supply Packaging design to encourage purchase Point of sale displays  Pull strategy  A pull strategy involves motivating customers to seek out your brand in an active process.  "Getting the customer to come to you"
 Examples of pull tactics:  Advertising and mass media promotion  Word of mouth referrals  Customer relationship management  Sales promotions and discounts
PUSH STRATEGY  The term 'push strategy' describes the work a manufacturer of a product needs to perform to get the product to the customer. This may involve setting up distribution channels and persuading middle men and retailers to stock your product. The push technique can work particularly well for lower value items such as fast moving consumer goods (FMCGs), when customers are standing at the shelf ready to drop an item into their baskets and are ready to make their decision on the spot. This term now broadly encompasses most direct promotional techniques such as encouraging retailers to stock your product, designing point of sale materials or even selling face to face. New businesses often adopt a push strategy for their products in order to generate exposure and a retail channel. Once your brand has been established, this can be integrated with a pull strategy.
PULL STRATEGY  'Pull strategy' refers to the customer actively seeking out your product and retailers placing orders for stock due to direct consumer demand. A pull strategy requires a highly visible brand which can be developed through mass media advertising or similar tactics. If customers want a product, the retailers will stock it - supply and demand in its purest form, and this is the basis of a pull strategy. Create the demand, and the supply channels will almost look after themselves.
 Upselling - Downy softener and Tide laundry detergent, products distributed by Procter & Gamble, are pictured on sale at a Ralphs grocery store in Pasadena, California January 21, 2014.Downy softener and Tide laundry detergent, products distributed by Procter & Gamble, are pictured on sale at a Ralphs grocery store in Pasadena, California January 21, 2014. Procter & Gamble Co (PG.N), the world's largest household products maker, said it could sell about half of its brands in the next two years and cut jobs to revive sales growth and save costs, sending its shares up as much as 4.3 percent. The maker of Gillette razors and Tide detergent said it would consider selling about 90 to 100 brands whose sales have been declining for the past three years.P&G said the 70 to 80 "core" brands it will focus on accounted for 90 percent of sales and more than 95 percent of profit over the past three years. Twenty-three of the brands have sales of between $1 billion and $10 billion. "Less will be much more," Chief Executive A.G. Lafley said. P&G did not name the brands it planned to sell, keep or discontinue, but Lafley told Reuters the company's family, feminine and baby care business would lose fewer brands than its other four businesses. The business, which houses brands such as Pampers diapers and Always sanitary napkins, is P&G's fastest-growing and was the company's second-biggest revenue contributor in the year ended June 30.P&G's top 80 brands had sales of about $84.1 billion in 2013 while the other roughly 100 brands had sales of just $2.4 billion, according to Sanford Bernstein analyst Ali Dibadj. The company might be more likely to sell laundry brands Fab and Trojan, Perma Sharp shaving blades and Fekkai hair products among others, Dibadj wrote in a note. P&G could potentially keep its Gillette, Tide, Pantene, Oral B, Olay and Old Spice brands, he wrote.P&G said it would have fewer but larger distribution centers in North America and would focus on strengthening its presence in emerging markets, or what Lafley called the company's "engines of growth".Lafley told Reuters he expects the moves to result in fewer job cuts than the near 10,000 the company cut in 2002. SLUGGISH SALES
 P&G's revenue growth has been sluggish, with sales missing Wall Street's estimates in nine of the last 13 quarters.The company says it has been hurt by "choppy" growth in developed markets, tough competition and a strengthening U.S. dollar.P&G has sought to cut expenses by streamlining management, reducing costs and cutting jobs under a five-year, $10 billion restructuring plan announced in 2012. P&G's organic sales, which excludes divestitures and acquisitions, rose 2 percent in the fourth quarter, but currency losses wiped out the gains. Net sales fell 1 percent to $20.16 billion, missing the average analyst estimate.P&G said it expected fiscal 2015 organic sales to rise by a low- to mid-single digit percentage and core earnings to rise by a mid-single digit. A 7 percent fall in operating expenses in the quarter helped P&G post a core profit of 95 cents per share, beating the average analyst estimate of 91 cents. "PG's earnings quality is below its potential," BMO Capital Markets analysts wrote in a note.P&G's shares were up 3.5 percent at $80.03 in early afternoon trading on Friday.
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Tide Market analysis

  • 1.
  • 2.
  • 3.
    SITUATIONAL ANALYSIS  Socialand cultural environment:  P&G has continued to maintain momentum in its socio-cultural environment in line with its sustainability drive.  The company is working relentlessly to bring improve hygiene and better nutrition to people.  Technological environment:  Superior product propositions and technological innovations have enabled P&G to achieve market leadership in a majority of categories it is present in.  P&G consistently improvises Tide detergent products with innovations and new technologies and continues to diversify.
  • 4.
     Economic environment: P&G is one of the largest and amongst the fastest growing consumer goods companies in India  Currently invested in the country via its five plants and over nine contract manufacturing sites, as well as through the 26,000 jobs it creates directly and indirectly  Ecological environment  P&G aims to continue to delight consumers with meaningful sustainable innovations that reduce the environmental impact of their products across the full product lifecycle.  Their sustainability efforts focus on Environmental Protection as well as Social responsibility to help develop the communities they operate in.
  • 5.
     Political andLegal Segment:  P&G uses its goodwill and experience to bargain with the government in many countries to modify their policies and regulations  P&G also uses advertisement campaign to raise awareness of national issues, gain public support and sustain favourable political-legal environments  Ethical issues:  The comparison ads of Tide and Rin
  • 6.
     Legal Environment: Administration is with respect to the Legal conditions to avoid government or political interference.  Products are not environment friendly.
  • 7.
     Segmentation  Peoplewho have fixed budget for household things like detergents and look for economical options Tide serves as a better option and helps the consumers , one of the finest the products in convenient rates.  Target group  Women age group from 18 to 54 years old are the target audience for the product as well as the middle class category. Tide comes under the middle class target group.
  • 8.
     Positioning:  Aproduct that has the all required qualities needed in the detergent, and priced well in the market, affordable to all.
  • 9.
    DEMOGRAPHICS  Tide targetswomen from across 18 years to 54 years .  This is because women in this age category hold the power to make laundry decisions , also housewives are also considered an important part of the market segment as they are the ones who do the monthly shopping of home products.  Tide is affordable for any middle class family .  Tide hails from the big family of P&G , which even happens to be the company for Ariel, another detergent in competition with tide
  • 10.
  • 14.
    SWOT ANALYSIS  Strength Benefit or attribute over other products in the same category  Leading market position  Lower price and good quality  Most popular and widely patronized detergent in the world and a flagship brand of P&G  Renowned by its reputation of complimenting the ever- changing people’s temperaments for fashion
  • 15.
     Weakness  Strongcompetitors  Substitute products available at the same price  Example- An in house brand i.e Ariel, also a P&G substitute, where as other substitutes such as Rin, or Surf excel. Another competition would be the price difference in which its being sold. Also the possible offers that is being offered along with the product. It can be either an extra quantity or the rates might be slashed down
  • 16.
     Opportunity  Highpotential of rural market has a lot of opportunities  Changing lifestyle of people want cheap product with good quality  Introduction of better variants by technology development and innovations  Niche target market.
  • 17.
     Threats  Pricewars with competitors  Aggressive promotion by competitors , harming the reputation of the product and ambush marketing  Counterfeit products in the rural market  Example – similar products can compete with the brand where as an substitute can also be a possible threat, such as a bar instead the powder or a liquid soap instead the
  • 18.
    NEED/ WANT/ DEMAND: Need: It is state of deprivation of some basic satisfaction. eg.- food, clothing, safety, shelter.  Want: Desire for specific satisfier of need. eg.- Indians needs food – wants paneer tikka/ tandoori chicken. Americans needs food- wants hamburger/ French fries.  Demand: Want for a specific product backed up by ability and willingness to buy. eg.- Need – transportation.  Want – Car (say, Mercedes)……but able to buy only Maruti. Therefore, demand is for Maruti.  Marketers cannot create needs. Needs pre exists. Marketers can influence wants. This is done in combination with societal influencers.
  • 19.
    VALUE/ COST/ SATISFACTION: Decision for purchase made based on value/ cost satisfaction delivered by product/ offering.  Product fulfills/ satisfies Need/ Want.  Value is products capacity to satisfy needs/ wants as per consumer’s perception or estimation.  Each product would have a cost/ price elements attached to it. Eg. – Travel from city A to city B.  Need – to reach B ( from A)  Method/ Products- Rail, air, road, plane and waterways.  Satisfaction – Estimated in terms of time lead & travel comfort.  VALUE– Products capacity to satisfy.  COST– Price of each products.
  • 20.
    PRODUCT MIX  Line Detergents/ household Beautyand skin care Personal care Haircare Tide Airel Abmi pure Duracell Olay Pampers Whisper Oral – B Vicks Gillette Pantene Head and shoulders Wella
  • 21.
    WIDTH  The widthof the Product mix of P&G is:  13 number of products
  • 22.
    DEPTH Ariel Tide AmbipureDuracell Olay Oral –B Ariel Oxyblue Ariel oxyblue ultramtaic Ariel front of Mat Ariel 2in1 Tide Original Tide Bar Tide plus Naturals Tide plus jasmine and rose Tide Talcom powder Room freshner Car freshner AAA, AA, C, D, and 9-volt while Duracell Ultra AA and AAA sizes. Base Moisturizer Anti Ageing and Olay Whitening ANTI AGEING Olay Total Effects, and Olay Age Protect Whitening Olay White Radiance Olay Natural White. Base Moisturizer Olay Moisturizing Lotions and Creams. CrossAction Pro- health 7 Benefits, CrossAction Pro- health Superior Clean and Advantage Sensitive toothbrush. Oral-B’S floss range includes Ultra Floss & Essential Floss. DEPTH
  • 23.
    Pampers Whipser VicksGillette Pantene Head and shoulders Pampers Active Baby, Pampers Active Baby Pants, Whisper Ultra Regular Wings,Whisper Ultra XL Wings, Whisper Ultra Heavy Flow Overnights Wings, Whisper Maxi Regular, Whisper Maxi XL Wings, Whisper Choice Regular, Whisper Choice Wings and Whisper Choice Ultra Wings. Vicks Cough drops, Vicks Vaporub, Vicks Inhaler, Vicks Vapocool, and Vicks Action 500 Extra. Gillette Vector, Gillette Mach3, Gillette Mach3 Turbo, Gillette Guard and Gillette Mach3 Turbo Sensitive and Gillette Fusion. The Shave Care range includes Gillette Fusion HydraGel, Gillette Series Sensitive Skin Foam, Gillette Series After Shave & Gillette Classic Shave Foam Sensitive Skin. - Pantene Nourished Shine, Pantene Hair Fall Control & Pantene Smooth & Silky Men Hair Retain, Complete Care for Dry Scalp, Anti Hair fall, Smooth & Silky, Cool Menthol, Clean & Balanced, Thick & Long & Silky Black.
  • 24.
    CONSISTENCY  Air Fresheners Laundry detergents  Batteries  Blade cartridge and razors  Shampoos and Conditioners  Personal and Beauty products for women  Inter dental products (tooth pastes and brushes)  Baby Diapers and moist towelettes  Respiratory health and therapeutic products (cough and cold products)  Sanitary napkins  Haircare
  • 25.
    DEPTH  Detergent Powderand Bar  Tide Original  Tide Bar  Tide plus Naturals  Tide plus jasmine and rose  Tide Original  Tide Bar  Tide plus Naturals  Tide plus jasmine and rose  Tide Talcom powder
  • 28.
  • 29.
     Above isthe Product Life cycle graph. This is a constant graphical representation of a life cycle of any Product.  Introduction- During this phase when the product is actually introduced into the market, Product branding and quality level is established. Pricing may be low to penetrate the market. Distribution is selective until the consumers show interest/ acceptance towards the product. Promotion is aimed at early adopters and potential customers of the product.  Growth- As the name rightly suggests once the Product is introduced into the market, a gradual increase in the growth of the sales of the product is observed. Product quality is maintained in this stage, as well as the pricing is maintained because the company enjoys increasing demand with little competition. Distribution channel is added as demand increases, and the promotion is catered to larger demographics.  Maturity – This is the point where the product has been properly established its worth, and this the only time where the sales rise up. Product features are enhanced to differentiate with other products. Pricing may also be the reason for good sales compared to the competing products, hence the distribution becomes more intensive. promotion emphasises product differentiation,  Decline – this would be the gradual decrease in the sales of the product . Due to many reasons, the quality might degrade, or the price might shoot up or a new product might enter in the market or the consumer might would shift to other existing product. The manufacturers not maintaining the product quality or no new technique is added
  • 30.
    PRODUCT MARKET MATRIXANSOFF  Existing product & Existing Market = Market Penetration  Existing Product & New Market = New Market development  New Product & Existing Market = New Product Development.  New Product & New Market = Diversification
  • 31.
    5 STEPS PROCESSOF CONSUMER BUYING BEHAVIOUR  Problem Recognition  Dirty clothes need to be hand washed as only 28% of the households have washing machine.  The aim to use the detergent is to make the clothes smell good, therefore, it is used in small quantities.  Information Search  so assumption from the case study is that, apart from television, word of mouth publicity is predominant as women in India wash clothes approximately five times a week in a public laundry which is more like a gathering place.  Evaluation of Options  Evaluation of detergent is based on the following attributes  Ability to clean and whiten the clothes with small quantity of product.  Smell of the detergent is directly proportional to softening power of the detergent and gentelness to fabric and hands.  Stain removing ability without the use of laundary soap and bleach.
  • 32.
     Ease withwhich the powder dissolves in water and absence of residue on the fabric after rinsing.  Packaging - Distinctive, simple and recognizable, easy to open and protection against humidity.  Impact of colours was the least attribute for these consumers.  Product Choice  Analyses of the exhibits in the case study reveals that Tide brand has all the required attributes and is quite popular among the indianconsumers. However, majority of them could not afford to buy Tide,  Post-Purchase Evaluation  Since, the product is not complex and is used in day today life, looking at the constraints available in the Indian region, low income consumers do not have a choice to purchase the best at low price. So, assumption is that they go by whichever detergent powder is available in the market as per their budget. Therefore, post purchase evaluation hardly plays a significant role
  • 33.
    LEVELS IN APRODUCT (TIDE)  Core : Clean and white clothes  Basic :Attractive orange packaging , and less expensive  Expected : Brand name will live up to the expectations of the clothes turning whiter and cleaner in a wash as compared to other brand  Augmentation: Customer care – toll free no . Feedback on social media, offers  Expected: More whiter and cleaner , more long lasting fragrance  Potential : Upgrading from powder to liquid detergents, more offers, automatic washing machine detergents.
  • 35.
    MASLOW’S HIERARCHY  Biologicaland Physiological needs - air, food, drink, shelter, warmth, sex, sleep, etc.  Safety needs - protection from elements, security, order, law, limits, stability, etc.  Belongingness and Love needs - work group, family, affection, relationships, etc.  Esteem needs - self-esteem, achievement, mastery, independence, status, dominance, prestige, managerial responsibility, etc.  Self-Actualization needs - realising personal potential, self-fulfillment, seeking personal growth and peak experiences.
  • 36.
    Perception  Selective attention:This category includes those consumers who watch Tide detergent promotions and are attentive towards the product.  Selective retention: This category includes those consumers who remember Tide Detergent and considers it to use.  Selective distortion: The consumers who are planning to try or have tried or have been using Tide detergent, get influenced by some other Brand and stops using Tide fall under this category.
  • 37.
    B2B  Tide isa ‘B2B’ and ‘B2C’.  Tide is a Business2Business as it deals with one company to another . eg – PnG group is a company which is included as Business , its outcome product is Tide which also gets included in business  Tide is a convenient good , hence it comes under the ‘B2C’ category as it is easily available from general stores, medicals and shopping malls .
  • 38.
     Marketing andDemand Generation  Production  Distribution
  • 39.
     Type ofshoppers for tide –  Housewives or mothers who do the monthly groceries for the family  Buyers are high value deal seekers  Habitual shoppers and are involved in the high involvement of their shopping  If they launch the new Tide Liquid it will need some serious promotions especially based on the AIDA .  Cross selling – as of now tide has not made any new products but the Tide softener may be a good investment for PnG India .
  • 40.
    TOWS STRENGTH WEAKNESS TOWS -Leading manufacturer& marketer of consumer product -P&G does business in more than 16 countries -P&G strongly committed to a brand management approach -Spends a lot in R&D -Weak balance sheet, highly leverage 73.3% and low liquidity ratio -Lack of product variety of green products Business ethics, lack of women leadership in the executive board OPPORTUNITIES SO WO -80% of world population from developing countries -Increasing number of population in developing countries -Growing/stable economy in developing countries -Growing trend of consumer product in larger consumption -Growing trend of beauty product & care usage -Aggressive promotional mix of beauty products to India & South east Asia -Increase distribution channel to retail store store/wholesalers/Supermarkets -Introduce P&G latest product variety -Enhance customer loyalty relationship through its personal care/service centre/call centre -Develop a new beauty product using natural ingredients to create green product variety -Prioritize recruitment on women, for equal gender working environment THREATS ST WT -Economic & political disruptions -Rising commodity prices -Price competition -Media fragmentation -Pricing to match competitor by repackaging/package deal for house hold/ family care product -Reduce inefficient and ineffective workforce -Minimize cost on R&D in order to be financially stable in recession - Cost-effective control system to increase efficiency & profit and to generate more cash inflows.
  • 41.
    POSITIONING  Indian detergentindustry is estimated to be around Rs5000 crore and is dominated by the marketing giant HLL. P& G although was in the Indian market for a long time was not a serious player in the detergent market. But when the Indian market opened up and the economy began to prosper, P&G could not resist entering the Indian marketing a big way. As always MNCs are too proud of their brands that they want a premium from the consumers. Here also ,Tide was launched as a premium brand and as usual got a luke warm response from the value conscious Indian consumers. P&G had to settle with a miniscule 8 % of the detergent market.  Then came 2003 and the price war started and now there is no premium brands in the detergent market in India. The price war enabled P&G to popularize the brand and increase the penetration. Although HLL and P&G did not increase their market share because of the price cut, the overall market size increased because the regional players lost their share to these giants.  P&G had a serious problem after the price cut because there was a chance of cannibalizing between Ariel and Tide because there was no significant differentiation between the two brands.  Now 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 its whitening power against HLL's Rin which has the same positioning.
  • 43.
    LINE PRICING  Tidehas many products under its name, its only in India that tide has yet to launch many of its products  The products that Tide India offers are Tide (detergent) , Tide (bar with whieons) and Tide Naturals  Tide in India is not launching anything new this year or so
  • 44.
    RETAIL GRAVITY MODEL Gravity model is a theory about the structure of market areas  The model states that the volume of purchases by consumers and the frequency of trips to the outlets are a function of the size of the store and the distance between the store and the origin of the shopping trip  This depends on consumer consumption and the mood of the buyers and their habits.
  • 45.
    TYPE OF SHOPPERSFOR TIDE  Tide is brought by housewives or mothers who do the monthly groceries for the family .Such buyers are high value deal seekers , habitual shoppers and are involved in the high involvement of their shopping .  If they launch the new Tide Iiquid it will need some serious promotions especially based on the AIDA.  Cross selling – as of now tide has not made any new products but the tide softner may be a good investment for PnG India .
  • 46.
    PRICING APPROACHES  TheThree Cs  Cost-based  Customer-based  Competition-based  Knowing your COSTS allows you to determine whether your pricing will allow you to stay in business.  Understanding your potential Customers lets you assess whether anyone will buy this product at that price (and location etc..)  Considering your Competitors indicates whether your business will actually attract customers  While you need take all three into account, generally ONE of them should become your primary pricing guide
  • 47.
     How toImplement Need to identify and consider ALL Costs – Fixed costs include … and will be there whether or not you produce – Variable costs include… and will only be paid… – Depreciation – often neglected because it is not a cash cost – Opportunity costs reflect the cost of using something such as your own labor or land. Even if you don’t pay cash you need to recognize what you are giving up…  Cost-based Pricing: How to Implement Set prices based on these costs Relatively simple strategy once you have the data– you simply mark up the cost  Cost-based Approach Works Best: When you have a special relationship with your customer. This means you know: – There is a demand – You won’t be pushed aside for another supplier Often price for the long run in these sorts of relationships. That is, you don’t necessarily price for the maximum for this single sale
  • 48.
    7 O’S OFMARKETING  Occupants: Who contribute the market  Object: Cost efficient, good quality, easy and quick stain removal Detergent powder, bar and Liquid.  Objective:  To establish a premium product at a premium price in the Indian detergents market.  2. To play for the leadership position in the industry for Tide and make Tide the leading detergent in India  Organization: Retail outlets, Supermarkets, Online stores, stakeholders and consumers  Operations: Cash, Credit cards and Debit cards  Occasion: Regular basis  Outlet: Retail shops, authorized dealers, super markets, online stores
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    PRICING  Pricing isone of the four elements of the marketing mix, along with product, place and promotion. Pricing strategy is important for companies who wish to achieve success by finding the price point where they can maximize sales and profits. Companies may use a variety of pricing strategies, depending on their own unique marketing goals and objectives.  Premium Pricing  Premium pricing strategy establishes a price higher than the competitors. It's a strategy that can be effectively used when there is something unique about the product or when the product is first to market and the business has a distinct competitive advantage. Premium pricing can be a good strategy for companies entering the market with a new market and hoping to maximize revenue during the early stages of the product life cycle.  Penetration Pricing  A penetration pricing strategy is designed to capture market share by entering the market with a low price relative to the competition to attract buyers. The idea is that the business will be able to raise awareness and get people to try the product. Even though penetration pricing may initially create a loss for the company, the hope is that it will help to generate word-of-mouth and create awareness amid a crowded market category.
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     TARGET MARKETSTarget market will be located within the lifestyle areas of Cosmopolitan centers and Affluent Suburban Spreads. These areas have high index numbers but still low compared to Tide’s tope target markets. Targeting these markets will be greater for the masses and getting the word out to a wide variety of consumers. This is a huge location of living for our target audiences.  TARGET AUDIENCES  Young singles  Purchasers, decision-makers, and influencers.  Between 18 and 25 years of age.  This audience is another brand switcher and still in college or out of college just figuring out who they are and what they want to do for the rest of their lives. Their social life is extremely important and so is their image. They are fun, active, and enjoy socializing. This group was picked based on the index numbers showing that they use their fair share of Tide To-Go but there is room for improvement. Tide’s core competitors are all low in index numbers for singles. This is an opportunity for Tide to swoop in and be ahead of the game with this target audience. The opportunity to target transitional and senior singles is huge. After targeting the young singles there has to be a movement upwards for Tide. All marketing plans start young. This is a great way to implement what we have to offer and it will trickle into later years for these consumers. The marketing tactics will target campaigns to young singles, however the campaign can and will bring in the other singles interest as well as other demographics.
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    RELATED READING: CONSUMERPRICING STRATEGY  Economy Pricing  Economy pricing is a familiar pricing strategy for organizations that include Wal- Mart, whose brand is based on this strategy. Aldi, a food store, is another example of economy pricing strategy. Companies take a very basic, low-cost approach to marketing--nothing fancy, just the bare minimum to keep prices low and attract a specific segment of the market that is very price sensitive.  Price Skimming  Businesses that have a significant competitive advantage can enter the market with a price skimming strategy designed to gain maximum revenue advantage before other competitors begin offering similar products or product alternatives.  Psychological Pricing  Psychological pricing strategy is commonly used by marketers in the prices they establish for their products. For instance, 99rupee is psychologically "less" in the minds of consumers than 100rupees. It's a minor distinction that can make a big difference
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     A referenceprice is a strategy where a particular good or service being sold is made to look more attractive in terms of price by placing it next to a more expensive alternative. Here, the price of the expensive alternative serves as a reference price for the good to be sold.  Pricing objectives or goals give direction to the whole pricing process. Determining what your objectives are is the first step in pricing. When deciding on pricing objectives you must consider:  the overall financial, marketing, and strategic objectives of the company;  the objectives of your product or brand;  consumer price elasticity and price points; and  the resources you have available.
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    BUYER EXPECTATIONS  Tideshould fulfill the basic need of washing of the clothes easy and quick.  It promises to retain its odour throughout the day  Fair pricing; Should be cost efficient  Safe for the clothes and helps in keeping hands soft  It is branded  Variety of products  Easy availability  Different from the competitor products
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    DUAL DISTRIBUTIONS  DirectDistribution: Online stores of P&G  Indirect Distribution: Retail shops, authorized dealers, super markets, e commerce websites
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    BUYER CATEGORY  Laundryneeds with variety of products  Clean white clothes without bleaching or removing colour from a garment
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    Push and pullmarketing strategies  Promotional strategies to get your product or service to market can be roughly divided into two separate camps.  Push strategy  A push promotional strategy involves taking the product directly to the customer via whatever means, ensuring the customer is aware of your brand at the point of purchase.  "Taking the product to the customer"  Examples of push tactics Trade show promotions to encourage retailer demand Direct selling to customers in showrooms or face to face Negotiation with retailers to stock your product Efficient supply chain allowing retailers an efficient supply Packaging design to encourage purchase Point of sale displays  Pull strategy  A pull strategy involves motivating customers to seek out your brand in an active process.  "Getting the customer to come to you"
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     Examples ofpull tactics:  Advertising and mass media promotion  Word of mouth referrals  Customer relationship management  Sales promotions and discounts
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    PUSH STRATEGY  Theterm 'push strategy' describes the work a manufacturer of a product needs to perform to get the product to the customer. This may involve setting up distribution channels and persuading middle men and retailers to stock your product. The push technique can work particularly well for lower value items such as fast moving consumer goods (FMCGs), when customers are standing at the shelf ready to drop an item into their baskets and are ready to make their decision on the spot. This term now broadly encompasses most direct promotional techniques such as encouraging retailers to stock your product, designing point of sale materials or even selling face to face. New businesses often adopt a push strategy for their products in order to generate exposure and a retail channel. Once your brand has been established, this can be integrated with a pull strategy.
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    PULL STRATEGY  'Pullstrategy' refers to the customer actively seeking out your product and retailers placing orders for stock due to direct consumer demand. A pull strategy requires a highly visible brand which can be developed through mass media advertising or similar tactics. If customers want a product, the retailers will stock it - supply and demand in its purest form, and this is the basis of a pull strategy. Create the demand, and the supply channels will almost look after themselves.
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     Upselling -Downy softener and Tide laundry detergent, products distributed by Procter & Gamble, are pictured on sale at a Ralphs grocery store in Pasadena, California January 21, 2014.Downy softener and Tide laundry detergent, products distributed by Procter & Gamble, are pictured on sale at a Ralphs grocery store in Pasadena, California January 21, 2014. Procter & Gamble Co (PG.N), the world's largest household products maker, said it could sell about half of its brands in the next two years and cut jobs to revive sales growth and save costs, sending its shares up as much as 4.3 percent. The maker of Gillette razors and Tide detergent said it would consider selling about 90 to 100 brands whose sales have been declining for the past three years.P&G said the 70 to 80 "core" brands it will focus on accounted for 90 percent of sales and more than 95 percent of profit over the past three years. Twenty-three of the brands have sales of between $1 billion and $10 billion. "Less will be much more," Chief Executive A.G. Lafley said. P&G did not name the brands it planned to sell, keep or discontinue, but Lafley told Reuters the company's family, feminine and baby care business would lose fewer brands than its other four businesses. The business, which houses brands such as Pampers diapers and Always sanitary napkins, is P&G's fastest-growing and was the company's second-biggest revenue contributor in the year ended June 30.P&G's top 80 brands had sales of about $84.1 billion in 2013 while the other roughly 100 brands had sales of just $2.4 billion, according to Sanford Bernstein analyst Ali Dibadj. The company might be more likely to sell laundry brands Fab and Trojan, Perma Sharp shaving blades and Fekkai hair products among others, Dibadj wrote in a note. P&G could potentially keep its Gillette, Tide, Pantene, Oral B, Olay and Old Spice brands, he wrote.P&G said it would have fewer but larger distribution centers in North America and would focus on strengthening its presence in emerging markets, or what Lafley called the company's "engines of growth".Lafley told Reuters he expects the moves to result in fewer job cuts than the near 10,000 the company cut in 2002. SLUGGISH SALES
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     P&G's revenuegrowth has been sluggish, with sales missing Wall Street's estimates in nine of the last 13 quarters.The company says it has been hurt by "choppy" growth in developed markets, tough competition and a strengthening U.S. dollar.P&G has sought to cut expenses by streamlining management, reducing costs and cutting jobs under a five-year, $10 billion restructuring plan announced in 2012. P&G's organic sales, which excludes divestitures and acquisitions, rose 2 percent in the fourth quarter, but currency losses wiped out the gains. Net sales fell 1 percent to $20.16 billion, missing the average analyst estimate.P&G said it expected fiscal 2015 organic sales to rise by a low- to mid-single digit percentage and core earnings to rise by a mid-single digit. A 7 percent fall in operating expenses in the quarter helped P&G post a core profit of 95 cents per share, beating the average analyst estimate of 91 cents. "PG's earnings quality is below its potential," BMO Capital Markets analysts wrote in a note.P&G's shares were up 3.5 percent at $80.03 in early afternoon trading on Friday.
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