*Branding and Marketing

Strategies

 Founded on October 31, 1837 by William Procter and

James Gamble, P&G has headquarter in Cincinnati, Ohio, USA.

P&G Nearly 300 brands in more than 160 countries

around the globe.

It has 22 global brands with sales of over $ 1 billion. P&G has a worldwide workforce of 1,26,000
employees.

It has around 140 plants and 25 R&D centres across

the globe.

 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.

The company currently has five plants and over nine

contract manufacturing sites in the country.

In 2012, P&G recorded $83.68 billion dollars in sales.

 Tide is a popular laundry detergent brand marketed in

Canada, United States, India and many other countries.

Manufactured by Procter & Gamble, Tide is the

worlds oldest & most trusted detergent brand and is the market leader in 23 countries around the world.

The original Tide laundry detergent was a synthetic

designed specifically for heavy-duty, machine cleaning.

In some regions, Tide has became such a hot

commodity item, that criminals steal it from stores to resell.

 Tide was introduced in India in mid 2000. Tide had initially introduced its flagship detergent
powder product as a premium product which was initially priced higher than its competitors.

This caused demand to fall down but also created an

image of Tide as a premium product among Indian consumers.

It therefore introduced sachets and detergent bars

which were priced much lower than the original Tide powder.

Later they introduced Tide Naturals during this

period which is a lot cheaper than the initially Tide in order to tap semi-urban and rural markets.

 It has also launched two more variants viz. Tide with

Dirt Magnets and Tide+.

It is marketing and advertising portfolio is handled by

Leo Burnett India which is a subsidiary of Leo Burnett Worldwide.

There main focus is to highlight innovations in

products, target women of different age groups and capture rural and semi urban market in India.

Tide has also introduced small Rs. 10 sachets of Tide and Tide Naturals as well Tide for Washing Machine usage to cover all most each and every segment of consumers in India.

Product Tide Detergent Powder Tide Detergent Bar Tide Naturals Detergent Powder

PLC Stage Renewal/Extension Renewal/Extension Growth

Tide Plus
Tide with Dirt Magnet

Growth
Growth

Tide for Washing Machines

Introduction

Products
Tide Detergent Powder Pouches & Sachets Tide Detergent Bar Tide Naturals Powder Pouches & Sachets Tide Plus Pouches & Sachets Tide for Washing Machines

Prices
Value for money products Different variants in all price ranges Five Rupee Bars as well as Ten Rupees Sachets available

Places
Urban Markets Semi-urban Markets Rural Markets

Promotions
Television Commercial Store and Counter Promotions Print and Magazine

 Strengths:
Diversified brand portfolio Research and Development Global Operation Strong Distribution Network

Weakness:
Online media & Leadership Dependency Missing Opportunity Weakness in beauty care division

 Opportunities:
Diversification Capitalizing on online media Growth in Indian FMCG market Environment concern

Threats:
Competitions (HUL) New Product Innovations Government Regulations

 Premium Segment: Surf and Ariel are competing with

Tide in premium segment.

Mid Segment: Rin and Henko are competing with

Tide in this segment.

Lower Price Segment: Nirma, Wheel, Ujala, and many

other competition products are available in this segment which directly compete with Tide in India.

 Soda Powder: It is one of the biggest generic

competitors to tide as there is a large segment of society which still uses the traditional way of washing clothes. Soda powder is famous amongst dhobis as they use it to satisfy their customers.

Lemon: Lemon is a generic competition to Tide. It is

actually used by a lot of people to remove tough stains and is successful in doing so as well.

Common Utility Soaps: Common Utility Soaps are

another generic competition to Tide as people in some segments at times even use them for bathing as well as to wash their clothes.

 Ranked #3 as the Employer of Choice across the

targeted campuses in a survey conducted by AC Nielsen

Best US Company operating in India under the FMCG

Sector by the Indo-American Chamber of Commerce (IACC)s 7th Corporate Excellence Awards

Business Today has rated P&G amongst the most

preferred companies by management students across India.

Procter & Gamble is ranked #1 on Ad Ages Leading

National Advertisers list with offices in 80 countries worldwide.

 In international markets Tide has a very effective

marketing mix. It has been able to position itself as brand providing innovative and quality products along with appealing packaging and convincing advertisements.

These points allow Procter and Gamble to market

their products to consumers willing to buy their product at a price higher than competition.

In India Tide is gaining popularity appealing urban as

well as rural consumer base by providing better quality products than competition at effective price point.

Tide has successfully captured major urban market

segment eating into considerable share of competition - Hindustan Unilever.