BRAND: TIDE

COMPANY: P&G
Company Overview
Procter & Gamble (P&G) is an American multinational consumer goods company headquartered in
downtown Cincinnati, Ohio, USA. Its products include foods, beverages, cleaning agents and personal
care products.
In 2011, P&G recorded $82.6 billion dollars in sales. Fortune magazine ranked P&G at fifth place of the
"World's Most Admired Companies" list, which was up from sixth place in 2010. Procter & Gamble is the
only Fortune 500 Company to issue C Share common stock.
P&G Global
Since 1837, P&G has built a rich heritage of touching consumers lives with brands that makes life a little
better every day

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of
trusted, quality brands. The Company's leadership brands include Pampers, Tide, Ariel, Always,
Whisper, Pantene, Mach3, Bounty, Dawn, Fairy, Gain, Pringles, Charmin, Downy,
Lenor, Iams, Crest, Oral-B, Duracell, Olay, Head & Shoulders, Wella, Gillette, Braun,
Fusion, Ace, Febreze, and Ambi Pur. With operations in about 80 countries, P&G brands are
available in more than 180 countries worldwide.
Established Year
Head Quarter
Sales Number
Product Available Area
Category
Brands
Employee Numbers
Board chairman
CEO
Global Technical Centers
Billion US dollar Brands

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1837
Ohio, Cincinnati, USA
About $ 82,559 million ( 2011 fiscal year) CONFIRM
Over 80 countries
Skin care, Hair Care, House Care, Health Care, Oral Care, foodetc
About 300 brands
About 127,00 employees
Robert A. McDonald
Robert A. McDonald
28
24

P&G India

Established in 1964, P&G India now serves over 650 million consumers across India. Its presence pans
across the Beauty & Grooming segment, the Household Care segment as well as the Health & Well Being
segment, with trusted brands that are household names across India. These include Vicks, Ariel, Tide,
Whisper, Olay, Gillette, Ambipur, Pampers, Pantene, Oral-B, Head & Shoulders, Wella and Duracell.
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 India is committed to sustainable growth in India, and is 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.
P&G operates under three entities in India - two listed entities Procter & Gamble Hygiene and Health
Care Limited and Gillette India Limited, as well as one 100% subsidiary of the parent company in the
U.S. called Procter & Gamble Home Products.

Product Overview
Procter and Gambles Tide is the worlds oldest & most trusted
detergent brand and is the market leader in 23 countries around the
world. P&G takes pride in pronouncing that the product is its flagship
brand. Since its launching in 1946, the worlds first synthetic
detergent established its market supremacy. With its wide array of
products offered such as Tide Liquid, Tide Powder, Tide with
Febreze Freshness, Tide Coldwater, Tide with touch of Downy, Tide
with Bleach, Tide with Bleach Alternative, Tide HE (High Efficiency),
Tide Kick, Tide Stainbrush, Tide Buzz, and others, it continued its
stability in the market and its fifty years of commitment in helping
families in their laundry needs.
Launched in India in mid-2000, Tide provides Outstanding Whiteness on white clothes & excellent
cleaning on colored clothes as well. Tides Fabric Whitening Agents clean clothes without bleaching or
removing color from a garment. The Tide range in India includes Tide (Detergent) and Tide (Bar with
Whiteons). Tide Naturals was launched in India in December 2009. Packed with the benefits of lemon and
chandan, it provides great cleaning while keeping the hands soft.

GLOBAL LAUNDRY MARKET

Worldwide laundry detergent market is witnessing a significant shift towards concentrated powder and
liquid formulations. Even though liquids gain in strength, powders remain more cost-effective for
consumers, and are expected to maintain a sizeable share in the long run. Global market for laundry
products is projected to exceed US$48.5 billion by 2010, growing at a compounded annual rate of about
4% during the period 2001-2010.
Key players dominating the global laundry market include:

INDIAN LAUNDRY MARKET

60

Indian laundry market is Rs.5000 crore in size.

50

Third largest detergent market.

40

More than 10 brands available in the Indian market.

HUL lead the market with highest % of market share
i.e.38%, followed by P&G, Nirma, Ghari.
Detergent bar comprises 43% of market share and
powder enjoying the rest 57%.

30

DETERGE
NT

20

BAR

10
1
MARKET SHARE

Various consumer research shows:

Indian women plays vital role in taking decision regarding home products.
In many houses, people even use Tide bars to wash their cooking utensils
Homemakers primary concern is her familys well being
Maximum value from the products they use.
Indian Housewives believes that one of the ways she can contribute to the family is by making the
most of her budget.
Indians love tough and long lasting things in all their choices
Indians dont have predictable patterns in product usage and brand loyalty

Marketing Mix
The Marketing mix is a set of four decision variables which need to be taken before launching any new
product. These variables are also known as the 4 Ps of marketing. These four variables help the firm in
making strategic decisions necessary for the smooth running of any product / organization. These
variables are

Product: A product can be divided into three parts: the core product, the augmented product and the
tertiary product. Before deciding on the product component there are some questions which we might
need to ask ourselves.

What product are we selling?

What would be the quality of we product?

Which features are different from the market?

What is the USP of the product?

Whether the product will be branded as sub brand or completely new?

What are the secondary products which can be sold along with primary (Warranty, services)

Price: Pricing of a product depends on a lot of different variables and hence it is constantly updated.
Major consideration in pricing is the costing of the product, the advertising and marketing expenses, any
price fluctuations in the market, distribution costs etc.

Place: Place refers to the distribution channel of a product. The place where the product is distributed
depends on the product and pricing decisions, as well as any STP decisions taken by a firm.

Promotions: Promotions in the marketing mix includes the complete integrated marketing
communications which in turn includes ATL and BTL advertising as well as sales promotions. Promotions
are dependent a lot on the product and pricing decision.

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PRODUCTS
The Brand in India has launched only two types of products.

Tide (Bar with Whiteons)

is available in
75gm,125gm,200gm bars.

Tide (Detergent)
is available in
packs of 200 gm, 500 gm, 1 kg,
2 kg and 20 gm single use sachet.

In USA the product offers itself under five different types:

These entire items contain several

other products to serve different
needs of customers.
Innovative products are designed
to add value to customers
People prefer liquid than powder.

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PRICE
In US prices of Tide is charged in different manner as compared to India. The products are charged to the
number of washes it offers.
FOR EXAMPLE;
30 LOADS

1.4 KG

$11

40 LOADS

1.9 KG

$14.90

60 LOADS

3 KG

$22

80 LOADS

3.9 KG

$28.8

120 LOADS

5.8 KG

$43.2

150 LOADS

7.3 KG

$55.5

Indian laundry market is classified into

INDIA is a price sensitive market. It uses cost plus pricing strategy. popular segments (NIRMA, WHEEL,
premium (SURF, ARIEL), Mid price (RIN, HENKO, TIDE) and
MR.CLEAN)
The prices charged

90GM BAR
180 GM BAR
200 GM BAR
500 GM BAR
1KG
2KG
3.5KG
FOR RURAL
SACHETS)

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RS5
RS10
RS.20
RS.43
RS.85
RS.165

MARKET

(20

GM

RS.260
RS.1

PROMOTION
In USA Tide exhausts benefits of both the print and electronic media along with various campaigns.

It uses Information Technology to derive benefits of many new advertising opportunities and is engaging
consumers to its site which is regularly monitored and updated.The product variations are neatly
classified, ensuring easy navigability

Tide uses a variety of methods to reach to its target audiences. They

about them.

television and public hoardings to inform its customers

In India the campaigns have a desi touch and are well executed.

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.

TV and radio advertising are important channels to promote

Tide which involves a good opening punch line.

During the monsoon season Tide came up with an

a
the

. Similarly during

Page | 8

Place
Elements of distribution channel include the packaging, storage facilities, transportation, and the
members of the channel itself (producers, brokers, retailers and households)
It is always relevant to choose a channel pattern that is suitable for the target market needs.
In US the target population is women and those exposed to internet, selling directly on the Internet and
through various salespeople is the best choice.
Other distribution channels such as supermarkets, convenience stores are also used

In India, the company uses the traditional way to reach customers.

Tide being a consumer product that serves to satisfy the immediate need of people must always be
available in both retail stores and wholesalers stores.
The product is available at kirana stores, big retail outlets, convenience stores and the sachets and bars
are even available at paan shops for rural people.

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Conclusion
In US marketing mix seems to be very effective. They are the number one laundry detergent and it is
difficult for other brands to gain market share. This is due to the excellence of the brand, the quality of
their products, the appealing packages, the convincing advertisements, and the competitive pricing. All of
these points allow Procter & Gamble to market and sell a product that consumers are willing to buy at a
higher price than other products.
Since the days Tide first started the original slogan Washday Miracle was created because the
advertisers were confident that Tide`s performance was truly superior. Today, Tide still believes in this
original statement and armed with its new slogan Knows Fabrics Best,

In India Tide has been slowly gaining popularity, it has been quite successful in the urban market and has
impressed quite a few people as the quality is better as compared to its competitors. Also the brand name
plays a part in making up the popularity. Tide has successfully penetrated the urban market and has
eaten a considerable part of HULS market share in the detergent market.

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