Proctor & Gamble Tide Marketing Strategy

3. MINDS BEHIND THE GIANT
WILLIAM PROCTER JAMES GAMBLE

4. FACTFILE
Established Year 1837
Head Quarter Ohio, Cincinnati, USA
Sales Number $ 82,559 million
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

5. HEADQUATER
P&G General office & world headquarter,
- Cincinnati, Ohio, USA

6. DRIVEN BY VISION
Be, and be recognized as, the
best consumer products and
services company in the
world.

7. MISSION
The Company’s goal is to win consumers for
its products by virtue of the products’ quality
and value, and not by creating unfair
disadvantage for its competitors.

8. MOTTO
“ touching consumer’s Lives with
brands that make life a little better
every day ”

9. CONSUMER ORIENTED BRAND

10. CONSUMER CONCERN
CONSUMER CONCERN P&G TO THE RESCUE
Ageing Olay
Child Care Pampers
Energy Saving Tide Cold Water
Packaged Food Pringles Potato Chips

11. GLOBAL BRANDS

12. P&G GLOBAL
1. Fortune 500 :-
 Ranked #5 among the “Global Most Admired Companies”
 Consistent #1 ranking within industry on “Most Admired” list for 26 of
27 total years and for 14 years in a row
2. National Association for Female Executives:
 Recognized by the National Association for Female Executives as one of
the Top 50 Companies for Executive Women

13. P&G GLOBAL
3. Diversity Inc:
 Ranked #25 among the Top 50 Companies for Diversity
 Ranked #9 on the Top Companies for Recruitment and
Retention
4. Bloomberg Business week:
 Ranked #25 among the “World’s Most Innovative Companies”
Companies”
5. Business Today:
 Business Today has rated P&G amongst the most
preferred companies by management students across
across India

14. P&G INDIA

15. P&G INDIA
A. Infrastructure and Facility Manager Association:
 P&G Mumbai GO awarded “Annual Excellence Award for
Award for Best Effort toward Power Conservation” during
during the Future Workplace Conference, for consistent
consistent efforts resulting in overall 27% reduction of
energy consumption
B. Readers Digest:
 Silver Award for Corporate Social Responsibility Programs
Programs by Readers Digest, 2008

16. MARKETING POLICIES
 Respect in the Marketplace
1. Product Safety
2. Fair Dealing with Suppliers and
Customers
3. Confidentiality and Consumer Privacy
4. Communicating with the Media

17. MARKETING POLICIES
“Do more less with less and get more.”
o P&G Internally
I. 9000 researchers
II. 150 technologies
III. 40 communities of practice

18. SUSTAINABILITY IN INDIA
 OVERVIEW
 ENVIROMENTAL SUSTAINABILITY
 SOCIAL RESPONSIBILITY

19. SOCIAL RESPONSIBILTY
P&G’s Live, Learn and Thrive has improved life for more than 300 million
children.

20. PHILANTROPHY PROGRAM IN INDIA
Padhega India,
Tabhi Toh Badhega India

21. PILLARS OF P&G INDIA
BRAND RANK #
ARIEL 20
DURACELL 40
GILETTE 16
HEAD & SHOULDERS 89
OLAY 19
ORAL-B 66
PAMPERS 29
PANTENE 7
TIDE 41
VICKS 98

22. TIDE

23. WHY ?

24. TIDE- OVERVIEW
Product Overview
i. Launched in India in mid-2000, Tide provides
‘Outstanding Whiteness’ on white clothes &
excellent cleaning on coloured clothes as well.
ii. Tide’s Fabric Whitening Agents clean clothes
without bleaching or removing colour from a
garment.
iii. The Tide range in India includes Tide (Detergent)
and Tide (Bar with Whitens).
iv. Tide Naturals was launched in India in December
2009. Packed with the benefits of lemon and

25. MARKET RESEARCH
INDIAN LAUNDRY MARKET
 Indian laundry market is Rs.5000 crore in size.
 Third largest detergent market.
 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%.

26. CONSUMER RESEARCH
 Various consumer research shows :
 Indian women plays vital role in taking decision
regarding home products.
 Homemaker’s primary concern is her family’s
well being
 Maximum value from the products they use.
 Indians love tough and long lasting things in all
their choices

27. PRICING STRATEGY
PRICING
PREMIUM Ariel, Surf
MID-PRICE Rin, Henko
POPULAR
SEGMENT
Nirma, Wheel

28. 4P’S OF MARKETING
 PRODUCTS
 PRICE
 PLACE
 PROMOTION

29. PRODUCT
PRODUCT
DETERGENT POWDER
BAR

30. PRICE TABLE
PRODUCT 500GMS 1KG 2KG 4KG 6KG
TIDE PLUS
46 90 166 341 474
TIDE JASMINE &
ROSE
41 91.50 183 337 506
TIDE NIMBU
CHANDAN
25 52 NA NA NA
TIDE TALCUM
POWDER
46 92 184 387 460

31. PLACE
In India, the company uses the
traditional way to reach
customer :
FACTORY
DISTRIBUTOR
WHOLESELLER
RETAILER

32. PROMOTION
ATL BTL TTL

33. PROMOTION

34. E-MARKETING

35. PROMOTION WAR
Direct attack of HUL ON P&G CLAIM
 Rin gives better whiteness
then tide
 Ad released on 26th
February ,2010- Friday

36. FINANCIAL STATEMENT OF P&G
( AMOUNT IN MILLIONS )
2012 2011 2010 2009 2008
Net Sales $83,680 $82,559 $78,938 $76,694 $79,257
Operating Income 13,292 15,818 16,021 15,374 15,979
Net Earnings 10,756 11,797 12,736 13,436 12,075
Net Earnings Margin from
Continuing Operations 11.1% 14.3% 13.9% 13.9% 14.2%
Diluted Net Earnings per
Common Share 3.66 3.93 4.11 4.26 3.64
Dividends Per Common Share 2.14 1.97 1.80 1.64 1.45

37. MARKET SHARE
17.30%
16.90%
13.50%
6%
6%
40.30%
Market share
Ghari
Wheel
Tide
Ariel
Nirma
HUL

38. STRONG COMPETITOR
UPPER CLASS
MIDDLE CLASS
LOWER CLASS

39. COMPETITIVE ADVANTAGE
a) P&G have long standing reputation of having
family of product, having excellent quality
b) Intensive research to determine their target
market and type of product would best fit their
need
c) P&G have product for both the market segment,
economic and Luxury.

40. SWOC ANALYSIS
STRENGTHS
• 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
WEAKNESSES
• Strong competitors
• Substitute products available
at the same price
• Increased promotional
spending to keep healthy
sales

41. SWOC ANALYSIS
OPPORTUNITIES
 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
CHALLENGES
 Price wars with competitors
 Aggressive promotion by
competitors , harming the
reputation of the product and
ambush marketing
 Counterfeit products in the
rural market

42. THANKYOU
 PRATIKHA SALVI
 SONAL JOSHI
 RIDDHI SHAH
 SUSHMITA DAS
 SANCHIT GANGAR