2. 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 1837
Head Quarter Ohio, Cincinnati, USA
Sales Number About $ 82,559 million ( 2011 fiscal year) CONFIRM
Product Available Area Over 80 countries
Category Skin care, Hair Care, House Care, Health Care, Oral Care, food…etc
Brands About 300 brands
Employee Numbers About 127,00 employees
Board chairman Robert A. McDonald
CEO Robert A. McDonald
Global Technical Centers 28
Billion US dollar Brands 24
Page | 2

3. P&G India
P&G is one of the largest and amongst the fastest growing consumer goods companies in India
P&G is one of the largest and amongst the fastest growing consumer goods companies in 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 Gamble’s Tide is the world’s 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 world’s 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. Tide’s 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.
Page | 3

4. GLOBAL L AUNDRY 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 L AUNDRY 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.
30 DETERGENT
 HUL lead the market with highest % of market share
i.e.38%, followed by P&G, Nirma, Ghari. 20 BAR
 Detergent bar comprises 43% of market share and 10
powder enjoying the rest 57%.
0
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
 Homemaker’s primary concern is her family’s 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 don’t have predictable patterns in product usage and brand loyalty
Page | 4

5. 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 P’s 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.
Page | 5

6. PRODUCTS
The Brand in India has launched only two types of products.
Tide (Bar with Whiteons) Tide (Detergent)
is available in is available in
75gm,125gm,200gm bars. 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.
Page | 6

7. 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
INDIA is a price sensitive market. It uses cost plus pricing strategy. Indian laundry market is classified into
premium (SURF, ARIEL), Mid price (RIN, HENKO, TIDE) and popular segments (NIRMA, WHEEL,
MR.CLEAN)
The prices charged
90GM BAR RS5
180 GM BAR RS10
200 GM BAR RS.20
500 GM BAR RS.43
1KG RS.85
2KG RS.165
3.5KG RS.260
FOR RURAL MARKET (20 GM RS.1
SACHETS)
Page | 7

8. 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
television and public hoardings to inform its customers about them.
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 . Similarly during the
Page | 8

9. 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.
Page | 9

10. 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 ³Knows 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 HUL’S market share in the detergent market.
Page | 10