Laundry detergent(low involvement consumer product)

In 1837 Games Gamble & William Procter joined forces to make company

Almost leading 300 brands

According to 2012 company report P&G sales $84 billion

Profits US $10.56 billion (125,000 employee)

CEO is Robert A MacdonaldP&G head quarter (Cincinnati Ohio USA

History of Procter & Gamble

Uniliver

Johnson &

johsan

Kimberrg –Clark

corporation

Product of P&G In 1946 introduce in us markets Heavy synthetic detergent In 1949 national wide distribution

accomplish Ivory snow , Rinso & gold dust

washing powder (lever brother) White powder bead. Orange tinted liquid foam1984.

HISTORY OF TIDE competito

r

Tide Positioning By comparison before and after cleaning adds

They focus in functional advertising. Consumer saw tide as arrogant self-absorbed

Tide have although large market share but stagnant for several years

Needed a new message for the brand.

Recapture the hearts and minds of female customers

P&G marketing executives and Saatchi & Saatchi two weeks consumers immersion

North Carolina ,Kansas city & Charlotte How as they worked , shopped To sat in on discussions to hear women talk about what important to them.

Women are very emotion about their clothes/fabrics P&G & Saatchi & Saatchi develop emotional mix ads

rather then focus on functional

o Satin of ice cream easily remove by tide

o Mother playing with their child in white slacks no tension about stains because tide have solution of stains

‘’ Your clothes can outlast your craving ‘’

And give slogan

Increase of market share reach at 44%

“TIDE KNOWs FABRICS BEST”

Save energy

& time

Tide Free & Gentle is dye and

perfume-free. And it removes more residue

from dirt, food, and stains .

Specially design for sports apparel, fight against sports stains

Tide vivid white bright

Get white whites and

bright brights

Tide plus downy

Clean you can see softness you can feel

For a brilliant clean every

time

PRODUCT LINE

P&G really Create and capturing customers value with low involvement consumer product .. P&G not only made product they solve the problem of consumers and building relationship with them

conclusion