TIDE OVERVIEW

Parent company: procter and GambleCategory: home care brands Sector: FMCGTagline: white hai to tide haiUSP: provides good whitening and fragrance at low price

SWOT AnalysisStrength :

Good brand visibility and advertising with new ad campaigns to keep brand top-of-the mind.

Strong parent brand ensure excellent distributionWeakness:

Losses out on sales due to premium pricing strategies since it operates in a segment which is

price sensitive.

Oppurtunity:tap the rural market by collaborating with various

NGOs.To increase the sales of the product in tier-3 and

tier-4 using promotion.Threat:

Threat from existing and new players in the market.

Segmentation targeting and positioning

Segment: People who have fixed budget for household things like detergents and look for economical options.

Target Group : Women ages 18 to 54 years old, middle classes .

Positioning : Product which has all the qualities required from a detergent-quality, fragrance and low price. It provides cleanliness keeping the hands of the washer smooth at the time .

MARKETING SRTATEGYPRODUCT :• Categories of tide detergent are- tide liquid detergent , tide natural detergent powder- lemon & chandan, tide detergent bars, tide plus detrgent powder- talcum freshness, tide plus

• Tide detergent is available at a pack of 200 gm, 500 gm, 1 kg, 2 kg and 20 gm single use sachet.

PRICE :

It is available at a low price

PROMOTION :

tide comes up different kinds of advertisement during the different seasons and festivals.

When it was launched they started distributing free samples to the people, it also started to give discounts on the product.

PLACE :

The product is available at big retail outlets, convenience stores and the sachets and barsare even available at paan shops for rural people.