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TRANSCRIPT
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CONTENTS
PHASE 1
TIDE
Presented By:
Abhishek Dujari
Nahid Anjum
Sana Khan
Sayan Mukharjee
Brand DossierLiterature Review for theBrand
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Early history of the brand and its evolution overtime.
Initial positioning and subsequent repositioning, if
any. Advertising, sales promotion and segmentationstrategy followed by the brand.
Analysis of product and generic competition to thebrand.
Strategies adopted over time by the brand to tacklecompetition or prime market expansion.
Distribution strategy followed by the brand.
Summary regarding the future directions for thebrand.
Bibliography
PHASE 2
HYPOTHESIS
LIST OF GROUP HYPOTHESES
JUSTIFICATION OF THE HYPOTHESES AS PER THELITERATURE REVIEW
THE LIST OF INFORMATION REQUIREMENTS TO BECOLLATED FROM THE RESEARCH
DATA COLLECTION METHODS
SAMPLING PLAN AND SAMPLING SIZE
METHODS OF DATA ANALYSIS TO BE USED
QUESTIONNAIRE
PHASE 3
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ANALYSIS OF HYPOTHESES
ANALYSIS OF DATA AND INFERENCES DRAWN
EARLY HISTORY OF THE BRAND AND ITS
EVOLUTION OVER TIME
Tide was introduced in the year 1920 in United States of America. Prior to itsdebut Americans used soap flakes for their laundry which did not clean well, dulled
colours and sometimes the soap left a ring of scum around the tub. This is when
Procter and Gamble saw the need to introduce a product that would change the
way Americans washed their clothes, and after doing research for a considerable
period of time they came up with a synthetic detergent called TIDE. Tide wasthe first heavy duty synthetic detergent and was quoted as The first big change in
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soap making in 2000 years by Neil Hosler McElroy, President of Procter and
Gamble 1948-1957. Tide was new to the world product and it was based on
synthetic compounds rather than natural products.
Tide was first introduced by Procter and Gamble in Canada, USA and other
countries in test markets in the year 1946. It accomplished national distributionsometime in the year 1949. In the late sixties and early seventies it was branded
as Tide XK , but later re branded as Tide. Although it was initially targeted to be
marketed in the hard water areas, it was later marketed throughout America. Tide
reached the market in the same year as the introduction of automatic washing
machines. These two innovations saved consumers time and effort in doing
laundry. The consumer response was immediate and intense. Tide gained
momentum in the detergent market very fast and left behind all the other Procter
and Gamble products like Ivory Snow and also competing products like Rinso and
Gold Dust Washing Powder both of Lever Brothers in terms of sales. Today Tide is
one of the Worlds oldest and most trusted detergent brands.
In the year 2000 Procter and Gamble home products introduced Tide for the
first time in India, which was then one of the largest selling detergents in the
world. It was launched to take over HLLs Rin on the outstanding whiteness
platform. Tide has a distinctyellow and orange bulls eye logo which was designed
by Donald Deskey, but it has been slightly modified for the products fiftieth
anniversary. Tide has improved 22 times during its 21 years in the market, and
Procter and Gamble still strives for perfection. Each year, researchers duplicate the
mineral content of water from different parts of United States and wash loads of
laundry to test the consistency and performance. Tide is one of the major players
in the global market and as far as India is concerned, it is gaining mass acceptance
thereby stating its potential to lock horns with the other giant competitors.
INITIAL POSITIONING AND SUBSEQUENT
REPOSITIONING, IF ANY
INITIAL POSITIONING
Procter and Gamble is known to produce strong brands, strong means something
that is for the higher class market segments head and shoulders and Indian market
in mid 2000 was launched as a premium brand and was being used mainly by the
upper segment of the market as it was highly priced and so it could not capture a
considerable portion of the market as cheaper substitutes for it were available in
the market. Tide used superior technology and created fragrance oriented
detergent powder. Tides USP has been its quality. It pays a lot of attention to thequality which reaches to its customers. Tides low temperature wash detergent
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powder contains anti-redeposition technology which removes the toughest
possible stains and also gets fully dissolved in water at the same time. Soon Tide
realised that it needs to cater to the mass and not a particular segment of the
market, so they repositioned themselves.
SUBSEQUENT REPOSITIONING
After observing that tide was not capturing the lower segment of the market it
repositioned itself by slashing down the price of the detergent. Tide also
introduced detergent sachets which did not require any shelf space instead
created it. The sachets were widely accepted by all the segments of the market.
The competition in the detergent industry was cut throat as Tide was
simultaneously competing with brands like Surf Excel, Surf Excel Blue, Rin. Tide,
thus understood that in order to become the leader in the detergent industry they
also have to compete with the cheaper substitutes like HULs Wheel and so they
launched Tide Naturals in the market which has the fragrance of lemon and
chandan and was priced much lower than the flagship Tide detergent. Tide also
introduced detergent bars in the upcoming years to gain more acceptances in
India specifically in the rural markets .So it was quite clear that by slashing down
the price of their product and by introducing several other forms of its detergent
Tide was slowly repositioning itself as a product for the common man.
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ADVERTISING, SALES PROMOTION AND
SEGMENTATION STRATEGY FOLLOWED BY THE
BRAND
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ADVERTISING
Tide uses a variety of methods to reach to its target audiences. They use acombination of print media, television and public hoardings to inform its customers
about them. Tide has recently also started to use the internet to attract its
customers. It has been somewhat successful to penetrate the urban and semi
urban market in India. It has been able to reach a huge number of people using the
medium of internet. One of the biggest advantages of tide deciding to advertise in
the internet is that it can actually gain the dedicated personal attention of the
customer while he/she is surfing the net.
A very good part about the advertising team of tide is its ability to connect with
its potential audience. Apart from the normal day to day advertisements, Tide also
comes up with different kinds of advertisement during different seasons
and festivals. During the monsoon season Tide came up with an advertisement
with a tagline Barish mein chamakti hui safedi ho to Tide ho. Similarly during the
summers it came up with an advertisement which had the tagline dhoop se
chamakti hui white ho to tide ho
Tide has created India's Longest Clothesline which ran around the famousNecklace Road on the perimeter of the historical Hussein Sagar Lake in Andhra
Pradesh to illustrate the superior value that Tide offers to its consumers.
SALES PROMOTION
Tide has adopted a new promotional strategy which is helping it to gain acompetitive advantage over its competitors. They changed their image from a
mundane stain-fighting detergent and actually focused on the relationship
between a woman and her laundry. Their new promotion strategy is to establish a
bond between customers and the products they are using. This in turn will help
them to gain customer loyalty to the product.
When Tide was initially launched in India in the middle of the year 2000,itstarted distributing free samples to people such that they could understand andwitness the superior quality of the product, it also gave retail coupons withexpiration dates which in turn encouraged the customers to respond by a certaintime. It also started to give discounts on its products which ultimately resulted inmore people trying the products.
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MARKET SEGMENTATION
DEFINITION
Process of defining and sub-dividing a large homogenous market into clearly
identifiable segments having similar needs, wants, or demand characteristics. Itsobjective is to design a marketing mix that precisely matches the expectations ofcustomers in the targeted segment.
URBAN
Tide had initially introduced its flagship detergent powder product as a premium
product which was initially priced higher than its competitors. When tide was
launched in India, it had already tasted success in many foreign countries including
USA, Canada and Morocco. So the company was of the mindset that the high
priced product would work here as well. But this was not to be as the demand soon
fell after the heavy introduction advertisements. A positive aspect that came out
from this was that Tide was registered in the minds of the people as a premium
brand.
RURAL
Tide observed soon that its policy of being premium was not working efficiently as
the consumers were moving to rival products due to the price factor. It therefore
introduced sachets and detergent bars these were priced much lower than the
original tide powder. Also the advent of Tide Naturals took place during this period
which is a lot cheaper than the initially tide. It basically aimed to tap the rural and
semi urban markets in the country.
DEMOGRAPHIC SEGMENTATION
Tide targets women aged between 18 to 54 years old. Over years, Tide
constantly directs its marketing strategies to suit women of these ages. This
is because when it comes to laundry, women belonging to this category
hold the power to make decisions. Also, the housewives are considered to
be an important part of the market segment as it is generally seen that the
housewives are the ones who do the monthly shopping of the home
products.
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ANALYSIS OF THE PRODUCT AND GENERIC
COMPETITION TO THE BRAND
Tide is the Worlds Oldest & Most Trusted Detergent brand and is the Market
Leader in 23 Countries around the world; the original logo was designed by Donald
Deskey, a famous industrial and identity designer. Tide was introduced in India in
the year 2000. Tide is recognized for its distinctive orange-and-yellow bulls-eye
logo. It gives outstanding whiteness due to its anti redeposition global
technology.Anti-redeposition Agents help keep soils from re-settling on clothes
after they have been removed during the wash itself.
Tide has been slowly gaining popularity in India; 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 HULS market share in the detergent market.
Tide also suffers from certain problems like the products distribution network is
not that wide spread as a result of which it has not been able to penetrate the rural
market to a considerable extent. Tide has also introduced detergent bars which
has been a huge success in the urban market the main reason for introducing the
detergent bars is that Indians usually love tough and long lasting things also most
of the washer men or rather dhobis as they are called in India use detergent bars
for washing.
Tide actually has three main competitors two of them are of the parent company
HUL and one of Proctor and Gamble they are Ariel, RIN and WHEEL. Tide in order
to compete with WHEEL has launched Tide Naturals which costs much lower than
the original Tide, this also carries a risk of affecting the sales of the original tidedetergent powder. Tide has always been compared to its rival brand Rin both the
brands has tried to prove one was superior to the other in terms of whiteness.
These two brands share a cut throat level of competition which can be gauged
from a recent controversial advertisement where one of the brands had portrayed
its superiority to the other brand and had shown when it comes to whiteness they
are the leader. Tide has been slowly and steadily gaining popularity India
especially in the metros and the urban areas it has gained wide scale acceptance
by the common man especially due its superior quality and its ability to remove
virtually any kind of stain.
There has been a problem with the distribution network of P&G as it has not
been much matured. It will take some time but as of now things are not as green
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as compared to HUL. Also, as soon as the concept of supply chain comes in there
automatically is a picture of HULs distribution that creeps in. But it can be
correctly said that Tides parent company Procter and Gamble are doing a good job
and if they continue in the same way, the day will not be far when it too has a
good distribution channel.
GENERIC COMPETITION
Like all the products, Tide too has its share of direct and generic competitors. The
following are the possible generic competitors to Tide
SODA POWDER
Soda powder 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. It is
also worth mentioning that soda powder decreases the life of the garment used
upon.
LEMON
Lemon is a generic competition to Tide. It is actually used by a lot of people toremove tough stains and is successful in doing so as well.
BATHING SOAP
Bathing soap is another generic competition to Tide as people at times even use a
normal bathing soap to wash their clothes. The product called LIFEBUOY deserves
special mention as this is one soap bar which is used for almost all purposes in
India.
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STRATEGIES ADOPTED BY THE BRAND TO TACKLE
COMPETITION AND PRIME MARKET EXPANSION
India is a growing market and there is a lot of scope for business as the Indianmarket is still in the developing phase. In the case of Tide, its main
competitors are products like Rin, Surf excel, Nirma, Wheel etc. Since the
usage of tide can be seen across all the segments of the market there are
different products under the brand to cater to one and all. For the higher-
class segment the flagship product Tide is used and for the lower class
segment products like Tide Naturals, Tide Bar and the sachets are available in
the market.
The stepping-stone in case of India was difficult for Tide as there were majorcompanies like HUL and ITC already present in the country. The startup was
slow but steady. Tide was supposed to be a premium product when initially
launched in India. Gradually it understood that what had worked elsewhere
would not work in India as the major portion of the country is not very rich.
So an important element of marketing i.e. Price was taken care off. P&G
worked on making something that catered to the lower market segment.
Tide Naturals took birth and thus the market, which was then being lead
HULs Wheel, Nirma etc, now had a competition. So, Tide Naturals gradually
started eating up HULs market share and created a market for itself.
Tide has also launched small sachets that cater to the demand of all the peopleof the society. The best part about the sachets is that they are available indenomination of as low as Rs.2. So, the consumer does not have to think a lotbefore parting with Rs.2. After that, it is up to the product to impress the customerand once the product is successful in doing that, there is a new customer in thekitty
Tide, in order to boost up sales in the rural area has created an icon namedSangeeta Bhabhi, an educated and dedicated housewife. The campaign wasinitiated to hike sales of two of its best products Tide and Head & Shoulders as adual proposition called kamyab jodi. The highlight of the marketing strategy wasto educate the potential customer with the benefits about both the brands. The
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strategy was initiated in more than 100 villages in central Uttar Pradesh as part ofthe pilot test. The parent company plans to cover up close to 5000 villages in UP
as their future initiative. .
PRIME MARKET EXPANSION
Tide was launched as a premium product in India. So the target market wasthe urban area of the country. That was the reason why it was even priced higherthan the competition initially. Gradually when the urban market started saturatingand there was negligible growth, the company planned to exploit the rural marketas there still was scope there. In the rural market there was only HULs Wheel thathad almost the total market share. Then with the advent of Tide Naturals whichwas a cheaper product as compared to its flagship product, P&G was somewhatsuccessful in snatching away a bit of market share in rural India.
The future prospect of the company seems bright as well and in order tosurvive, the only possible strategy is to innovate and grow. The competition is sofierce that throughout the financial year there are price wars between the majorplayers. So P&G has to be careful in planning its future course of action in order tokeep doing the good work they have been doing till date.
COMPARISON OF TIDE WITH ITS COMPETITORS
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TIDE RIN SURF EXCEL SURF EXCEL BLUE
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WEIGHT PRICE(Rs) WEIGHT PRICE(Rs)200g 10 1 kg 50400g 20 1.5 kg 60
500g 25.5 - -
DISTRIBUTION STRATEGY FOLLOWED BY THE
BRAND
The most important aspect of the fast moving consumer good is its distributionchannel strength. This is because the market for FMCG products is competitive and
so, there are a lot of substitutes present. So, in case a potential buyer wants to buy
soap he/she will buy it from its nearby store and not go far to buy it. So the
understanding is to disperse the products at arms length and make it available
everywhere.
In the case of Tide, the distribution network of P&G comes into picture. Tide was
launched in India in mid 2000 and it had an advantage, as P&G was already
present in the country before that. So tide was actually passed on to the already
present distributors, resulting in a time saving proposition for the product to reach
its customers.
P&G CEO Mr. A.G.Lafley agrees about the excellent distribution network thatHindustan Unilever Ltd. has and states that the main reason has been its presencein India for about 100years. He also says that in order to do give HUL a run fortheir money, P&G will have to do something innovative as far as the supply chain is
concerned.
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WEIGHTPRICE(R
S)WEIGHT
PRICE(RS)
WEIGHTPRICE(R
S)WEIGHT
PRICE(RS)
500g 35 500g 35 500g 79 750g 83
1 kg 70 1 kg 55 1 kg 154 1.5 kg 178
TIDE NATURALS WHEEL
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Actual Situations
As per P&Gs policy, it measures customer satisfaction in two levels. Firstly, the
consumer is not satisfied if the consumer goes to a shop to buy Tide and finds out
that it is not available. So what happens the potential consumer ends up buying a
rival product. This impacts the sales in two ways. The sale has gone down and therival products sale has increased. The second and the more common of the two is
that using the product does not satisfy the consumer. This problem states that
there is some problem in the product and some modification needs to be done.
Tide has been almost successful in passing through both the levels but when the
comparison factor comes in it lags behind HUL as far as the
distribution channel is concerned.
The bigger issue is that in case a consumer moves
to another product, it becomes difficult for the
brand to re-connect with the consumer. It is almost like trying to convince the
customer all over again.
P&G plans to bring new techniques and ideas for improving its supply chain. It
plans to-
Building collaborative supply chains at several levels
Ensuring that the manufacturing sites serving both global and localcustomers are highly responsive to changes in demand, based on real timedata for the stores.
HOW DISTRIBUTION CHANNEL WORKS?
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SUPPLIERRETAILER
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SUMMARY REGARDING THE FUTURE DIRECTIONS
FOR THE BRAND Tide till now has introduced tide detergent powder, tide bars , sachets and tidenaturals in India and all of them have almost been quite famous in the market.
Tide has plans to launch tide liquid in India, P&G has lot of expectations from
the launch of tide liquid which has been quite a hit in the west specifically in the
U.S. Tide liquid has superior cleaning capacities and can even be used for washing
clothes in washing machines. Tide has a variety of products in the west but as of
now tide wants to basically concentrate on its existing products in India so that
they dont lose any of their market shares to its competitors. Last but not the least
if tide continues to grow at this momentum then the day is not far when tide would
be a leader in the Indian detergent market.
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FACTORYREGIONAL STOCKIESTWHOLESALER
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Bibliography
P&G India Website
DNA India
acswebcontent.acs.org
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ivythesis.typepad.com
marketingpractice.blogspot.com
oppapers.com
Economic Times
Business Standard
Times of India
Wikipedia
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pHASE 2
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PROPOSAL FOR PRIMARY RESEARCH ON THE
BRAND IN KOLKATA
HYPOTHESIS
What does it mean?
Supposition or explanation (theory) that is provisionally accepted in order tointerpret certain events or phenomenon, and to provideguidance for furtherinvestigation. A hypothesis may be proven correct or wrong, and must becapable ofrefutation. If it remains unrefuted by facts, it is said to be verifiedor corroborated (but never 'right').
A proposition assumed as a premise in an argument.
A mere assumption.
LIST OF GROUP HYPOTHESES
Stain Remover Ithas been successful in removing the Toughest of theToughest Stains.
The new product TIDE NATURALS has been launched to cater to themiddle and the lower income segments of the society.
Advertisement The innovative seasonal advertising has been aneffective way of promoting the brand.
JUSTIFICATION OF THE HYPOTHESES AS PER THE LITERATURE
REVIEW
Hypothesis 1
Stain Remover As mentioned in the literature review, Tide is famous for its
anti redeposition technology. This technology helps the product to fight all stains
and remove them successfully. Also, the technology helps to keep soil and dust
from re-settling on the washed clothes, thereby keeping it white for a longer period
of time.
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Hypothesis 2
Tide operates at a similar price point as Surf. Tide has recently launched a low
priced new variant Tide naturals. We presume that this variant is targeted
at the lower segments, as a competition to brands like Nirma and Wheel. We
would like to understand if this move of Tide to reach out to a largerconsumer base been successful.
Hypothesis 3
Advertisement Tide has come out with an innovative concept of seasonal
advertisement. This campaign comes out with a new advertisement almost
every season and educates the consumers as to how Tide is beneficial in
different seasons. For example Tide has a different advertisement
campaign for the summers and the rainy season. The hypothesis
concentrates on finding out if this innovative advertisement campaign,
which has not been used by its competitors, has actually been successful
in connecting with its consumers?
THE LIST OF INFORMATION REQUIREMENTS TO BE COLLATED FROM
THE RESEARCH
Has Tide actually been successful in removing the stains? We need tounderstand if Tide is able to deliver on its promise of being able to removethe toughest of the strains. For this we need to know what is the perceptionof the consumers about the product features, what features does theconsumer associate with Tide?
Has the launch of Tide Naturals been able to attract the targeted segment of
the market? What is the profile of the users of Tide Naturals? Is it differentfrom that of Tide? What income group does a Tide Natural user belong to?
Do people actually know about the different advertisements that Tide comesout with? If yes, have they influenced the purchasing decision?
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DATA COLLECTION METHODS
The following are the data collecting techniques that will be used in the project
Face to Face Interaction
The users of some of the products are considered to be from the lower class
of the society and so the only means of communicating with them would be
a direct interaction with them.
Telephonic Interaction
This method has been taken into consideration to get in touch with a larger
audience in a short span of time.
Web Based Survey
The users of the flagship product Tide have traditionally been the higher
segment of the market. So they are considered to be tech savvy and thus this
method of survey is being used.
Sample Survey
Under this method of survey, a target population is selected, to whom the
relevant questions are asked and thus, the required information is collected.
SAMPLING PLAN AND SAMPLING SIZE
Sampling Plan
The sampling plan would be to survey the sample size on the following basis
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1) Sex In India there is still a considerable section of society where the male
gender does most of the household shopping. On the other hand the females
are influenced by the advertisements and thus end up buying what they buy.
2) Income Group By sampling people from different income groups, we will
come to know as to which income group end up buying the detergent. Tidewas initially considered to be a premium detergent i.e. for the higher income
level of the society. This will also help in finding out if the new variant i.e.
Tide Naturals which was launched to capture the middle and the lower
income segment, has been successful in doing so.
Sample Size
It has to be understood that the brand is a part of the FMCG sector and is used by
a large number of people. Therefore, going for a census survey is not possible.
The group thus takes a sample size of70, which will be distributed amongst all theabove-mentioned segments. Such a samplesize will be appropriate to understand
whether the hypotheses taken into consideration by the group are justified or not.
METHODS OF DATA ANALYSIS TO BE USED
The following are the methods that are to be used for the purpose of data
analysis for the project
Pie-charts
Bar graphs
Doughnut graphs
Tabular representations
Standard Deviation
Discriminant Analysis
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QUESTIONNAIRE
1) Which detergent are you currently using?
a) Tide
b) Tide Naturals
c) Rin
d) Surf
e) Wheel
f) Ariel
g) Others (Please specify).........
2 ) If you are currently using Tide do you think that the detergent has been
successful in removing stains?
a) Yes
b) no
3) Which detergent were you previously using?
a) Tide
b) Tide Naturals
c) Rin
d) Surf
e) Wheel
f) Ariel
g) Others (Please specify).........
4) Given below are some attributes of a detergent powder/bar. Please rate the
importance of these attributes in helping you decide on the brand (please
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rate 5 if it is very important, 4 if it is important,3 if you are indifferent, 2 if it
is unimportant and 1 if it is very unimportant).
a) Price is affordable
b) Removes strains
c) Fragrance is good
d) Easily available in shops
e) Soft on Skin
f) Good performance for hard water
g) Does not damage the clothes
h) Good for white clothes
5) Given below are some attributes of a detergent powder and some of the
leading detergent brands. Please rate the performance of each of the brands
on the given attributes. (Please rate 5 for the brand with the most superiorperformance and rate 1 for the brand with the most inferior performance.
You may give the same rating to two brands, if you feel their performance is
equal on a certain parameter).
Rin Tide Surf WheelNirma Tide Natural
Ariel
i) Price is affordable
j) Removes strains better
k) Fragrance is good
l) Easily available in shops
m) Soft on Skin
n) Good for hard water
o) Does not damage the clothes
p) Good for white clothes
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6) Have you seen the advertisement for Tide?
a) Yes
b) No
c) I dont remember
(If the answer is Yes, please move to Q No 7)
7) Have you observed that Tides advertisements are timed to suit the season/
occasion?
a) Yes
b) No
8) Given below are some taglines used in detergent advertisements. Which of
the following can you recollect? ( kindly tick mark all options you can
recollect)
a) Mehnat se azadi
b) Dho dala
c) Nayi jaisi white ho to tide ho
d) Bijli giri
e) Barish mein chamakti hui white ho to tide ho
f) Daag acche hai
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9) Given below is a statement. Please give your agreement with the statement
Advertisements do have an influence on the purchase decision of the
detergent
a) Strongly agree
b) Agree
c) Indifferent
d) Disagree
e) Strongly disagree
10)Name-
11)Age
a) 20 to 30
b) 30 to 40
c) 40 and above
12)Gender
a) Male
b) Female
13)Monthly household income
a) Less than Rs. 5000
b) Between Rs. 5001 to 10,000
c) Between Rs. 10001 to 20,000
d) Above Rs. 20,001
(The Question implies only to the people having a monthly household income of
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b)Wheel
c) Nirma
d) Others.................
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PHASE3
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HYPOTHESES
The following are the three hypotheses those were chosen to be analysed
Hypothesis 1
Stain Remover As mentioned in the literature review, Tide is famous for its
anti redeposition technology. This technology helps the product to fight all stains
and remove them successfully. Also, the technology helps to keep soil and dust
from re-settling on the washed clothes, thereby keeping it white for a longer period
of time.
Hypothesis 2
Tide operates at a similar price point as Surf. Tide has recently launched a low
priced new variant Tide naturals. We presume that this variant is targeted
at the lower segments, as a competition to brands like Nirma and Wheel. We
would like to understand if this move of Tide to reach out to a larger
consumer base been successful.
Hypothesis 3
Advertisement Tide has come out with an innovative concept of seasonaladvertisement. This campaign comes out with a new advertisement almost
every season and educates the consumers as to how Tide is beneficial in
different seasons. For example Tide has a different advertisement
campaign for the summers and the rainy season. The hypothesis
concentrates on finding out if this innovative advertisement campaign,
which has not been used by its competitors, has actually been successful
in connecting with its consumers?
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ANALYSIS OF DATA AND INFERENCES DRAWN
ANALYSIS OF HYPOTHESIS 1
In this hypothesis we try to find out if Tide has been successful as a Stain
Remover product for washing clothes. For the analysis of this hypothesiswe take the help of Question 4 primarily and also Question 6 & 7 to some
extent. The discriminant analysis would also be taken up for analysis for
finding out the results to the hypothesis.
From Question 6 we come to know the importance of the stain remover
attribute for the consumers and how it influences the consumers. Out of the
total sample size of 70, the attribute of stain remover in a detergent is very
important to 10 and 25 of them feel it is important. So, it can be understood
from here that the users want a detergent to remove the tough stains. 50%
of the people feel the attribute to be important.
The question of which detergent are you currently using? was raised to
the people surveyed. The group was successful in surveying 70 people
across different horizons. From the responses got, it was found that 17 out
of 70 people use Tide. This amounts to almost 25% of the population. The
following Bar Graph depicts the responses of all the 70 people surveyed
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We see from the above graph that Surf and Tide have the largest
market share but the analysis has to be whether Tide users are satisfied
with it, or in other words has Tide been successful in becoming a detergent
for removing stain. For getting an answer to the requiresd question, the
group went ahead to ask the 17 Tide users if they think that the detergent
has been successful in removing stains? The question was a direct question
and the answers involved were aYES or a NO. The following graph answersthe question
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Out of the 17 people surveyed, 11 said YES and the remaining 6 said NO.
This analysis implies that almost 65% of the Tide users agree that Tide has
been successful in removing stains. Therefore, the analysis proves that Tide
has been successful in becoming a detergent that removes stains. Hence
Hypothesis 1 proved.
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ANALYSIS OF HYPOTHESIS 2
We find out from Question 3 that one seventh of the people surveyed use
Tide Naturals i.e. 10 out of 70. It is also important to note here that Question
5 shows that only 5 people were using the detergent previously. So there
has been a considerable increase in the number of Tide Naturals users.
The point of analysis here is to find out if Tide Naturals has been able to eat
up Wheels and Nirmas market share. If yes, by what margin?
A comparison with the monthly income also needs to be done here as the
hypothesis is to find out if Tide Naturals has catered the lower income group
of the society.
For analysing this hypothesis, we take the help of the responses got in
Question 1,2,3 & 5 primarily and also the 11th question of monthly
household income.
For the purpose of analysis, people with income less than Rs.10,000 are
being considered as people who form the lower income segment of the
society. From the survey we find that 43% of the sample size, form the
lower income group. This is being depicted through the following graph
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It is also important to understand here that the remaining 57% of the
sample size are the people who use Tide, Surf and Ariel.
43% => 30 out of 70 people
Taking a cue from Question 12, we observe that only 6 out of the 30 people
who form the low income group use tide naturals. On the contrary, 6 and 13
people use wheel and nirma respectively. Therefore, 19% of the low income
class use tide naturals. Though 19% is a big figure but when compared with
wheels 19% and nirmas 40%, the figure seems nowhere. The graph below
depicts the break up of the different detergents used by the lower income
segment of the society
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By the above analysis we see that though Tide Naturals has been able to make its
presence felt in the market, it has not been able to eat up the market share of
Wheel and Nirma. Therefore the question - whether Tide Naturals has been able to
capture the targeted market or not is now answered. The answer is NO and thus
we conclude that Hypothesis 2 is not proved.
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The graph depicts that the advertisements have been seen by majority ofthe population with 59% responding positively. Having got the required
information, the questionaire went ahead and asked the respondent who
said yes the next question which was if they had observed that Tides
advertisement are timed to suit the season/occasion. Out of the 41 people
who said yes for the previous question, 29 agreed to have observed the
strategy followed by Tide where as the remaining 12 replied negetively.
Almost 71%(29 out of 41) of the targeted audience noticing the
seasonal/occasional advertisements established the fact that the initiative
being taken up by Tide to innovate its advertisement campaihn has at leastreached the audience. The same is represented in the form of a graph
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Having understood that the advertisement is stricking at the correct place,
the next important question was to see if the advertisements are
influencing the watchers. For finding this the following question was raised
to the respondents Do advertisements have an influence on your
purchase decision of the detergent? The response received is being shown
with the help of the graph below
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The responses are depicted by the help of the following graph
By the bar graph it can be observed that the tagline for Tide i.e. Nayi jaisi
white ho to tide ho and Barish me chamakti hui white ho to tide ho have
been heard by quiet a few people. This analysis further strengthens the fact
that the innovational advertisement campaign started up by tide has been a
hit. It therefore can be induced that this would have boosted the turnover ofthe detergent.
The chain of questions thus proves the fact that the seasonal/occasional
advertisements started up by Tide has indeed created a difference,
ultimately resulting in the hypothesis being proved.
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DISCRIMINANT ANALYSIS
Discriminant analysis is a technique for analysing data when the criterion or
dependent variable is categorical and the predictor or independent variablesare interval in nature. For example, the dependent variable may be the choiceof a brand of personal computer (brand A, B or C) and the independentvariables may be ratings of attributes of PCs on a 7 point Likert scale.
The analysis takes the help of a discriminant function which involves linearcombinations of the following form:
D = bo + b1X1 + b2X2 + b3X3 + ........ + bkXkWhere,D = diccriminant scorebs = discriminant coefficient or weightXs = predictor or independent variable
Question 7 of the survey was used to do a discriminant analysis. SoftwareStatistiXL has been used for doing the discriminant analysis through Microsoft Excel. The
analysis has been done here in order to take care of the high amount of data that was collected
during the survey. The analysis helps in evaluating the accuracy of the classification of all the
different brands of detergent and the various attributes attached to each one of them. The
requirement of Hypothesis 1 is being taken care off with this.The required data is attachedin the excel sheet. The findings of the analysis are as follows
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ArielGood performance forhard water
3.686
0.941 0.112 70
ArielDoes not damage theclothes
3.857
1.011 0.121 70
Ariel Good for white clothes3.90
01.11
8 0.134 70
Nirma Price is affordable4.14
31.18
3 0.141 70
Nirma Removes strains2.55
70.89
5 0.107 70
Nirma Fragrance is good2.38
60.83
9 0.100 70
Nirma Easily available in shops3.25
71.21
2 0.145 70
Nirma Soft on Skin2.60
00.95
4 0.114 70
Nirma
Good performance for
hard water
2.47
1
0.97
4 0.116 70
NirmaDoes not damage theclothes
2.943
1.075 0.129 70
Nirma Good for white clothes2.60
00.99
9 0.119 70
Rin Price is affordable3.92
90.84
0 0.100 70
Rin Removes strains3.47
10.86
3 0.103 70
Rin Fragrance is good2.82
90.94
7 0.113 70
Rin Easily available in shops4.11
40.95
6 0.114 70
Rin Soft on Skin2.95
70.82
4 0.099 70
RinGood performance forhard water
3.171
0.900 0.108 70
RinDoes not damage theclothes
3.400
0.875 0.105 70
Rin Good for white clothes3.35
70.97
9 0.117 70
Surf Price is affordable3.44
31.00
2 0.120 70
Surf Removes strains4.14
30.98
2 0.117 70
Surf Fragrance is good3.67
10.95
9 0.115 70
Surf Easily available in shops4.28
60.81
9 0.098 70
Surf Soft on Skin3.78
60.89
9 0.107 70
SurfGood performance forhard water
3.714
0.950 0.114 70
SurfDoes not damage theclothes
3.986
1.014 0.121 70
Surf Good for white clothes4.08
60.89
7 0.107 70
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Tide Price is affordable3.85
70.80
4 0.096 70
Tide Removes strains3.62
90.76
5 0.091 70
Tide Fragrance is good3.58
60.77
1 0.092 70
Tide Easily available in shops3.81
40.90
6 0.108 70
Tide Soft on Skin3.28
60.80
1 0.096 70
TideGood performance forhard water
3.329
0.793 0.095 70
TideDoes not damage theclothes
3.657
0.961 0.115 70
Tide Good for white clothes3.85
70.93
7 0.112 70Tide
Naturals Price is affordable
3.88
6
0.89
4 0.107 70TideNaturals Removes strains
3.171
0.900 0.108 70
TideNaturals Fragrance is good
3.429
0.941 0.113 70
TideNaturals Easily available in shops
3.286
0.903 0.108 70
TideNaturals Soft on Skin
3.014
1.028 0.123 70
TideNaturals
Good performance forhard water
3.029
1.007 0.120 70
TideNaturals
Does not damage theclothes
3.271
0.977 0.117 70
TideNaturals Good for white clothes
3.214
1.115 0.133 70
Wheel Price is affordable3.97
11.11
6 0.133 70
Wheel Removes strains2.71
40.81
9 0.098 70
Wheel Fragrance is good2.71
41.00
9 0.121 70
Wheel Easily available in shops3.37
11.07
9 0.129 70
Wheel Soft on Skin2.72
91.02
0 0.122 70
WheelGood performance forhard water
2.757
0.924 0.110 70
WheelDoes not damage theclothes
3.029
1.063 0.127 70
Wheel Good for white clothes2.68
60.95
6 0.114 70
Pooled Covariance Matrix
Price isaffordable
Removesstrains
Fragrance isgood
Easily
available inshops
SoftonSkin
Good
performance for hardwater
Does not
damagetheclothes
Good
forwhiteclothes
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Price isaffordable 0.953 0.011 0.038 0.196
-0.00
1 -0.051 0.061 0.038Removesstrains 0.011 0.784 0.346 0.119
0.288 0.339 0.321 0.375
Fragranceis good 0.038 0.346 0.859 0.165
0.350 0.303 0.367 0.401
Easilyavailable inshops 0.196 0.119 0.165 0.994
0.234 0.145 0.161 0.206
Soft on Skin -0.001 0.288 0.350 0.2340.87
2 0.418 0.420 0.386Goodperformance for hardwater -0.051 0.339 0.303 0.145
0.418 0.863 0.361 0.476
Does not
damage theclothes 0.061 0.321 0.367 0.161
0.420 0.361 0.997 0.459
Good forwhiteclothes 0.038 0.375 0.401 0.206
0.386 0.476 0.459 1.006
Tolerances of IncludedVariables
VariableToleran
ce
Price is affordable 0.944
Removes strains 0.705Fragrance is good 0.688
Easily available in shops 0.883
Soft on Skin 0.634Good performance forhard water 0.616Does not damage theclothes 0.671
Good for white clothes 0.600
Unstandardised Discriminant Function Coefficients Variable
Function 1
Function 2
Function 3
Function 4
Function 5
Function 6
Price is affordable -0.394 0.009 -0.464 0.106 -0.194 0.143
Removes strains 0.553 -0.409 -0.064 -0.115 -1.094 -0.319
Fragrance is good 0.197 0.977 -0.378 -0.484 0.289 -0.474
Easily available in shops 0.278 -0.677 -0.096 -0.300 0.510 -0.388
Soft on Skin 0.148 0.241 0.861 0.627 -0.075 -0.054Good performance forhard water 0.036 -0.050 0.134 -0.919 0.173 0.942Does not damage the
clothes -0.010 -0.184 0.113 0.232 0.394 -0.231Good for white clothes 0.276 -0.028 -0.640 0.798 0.141 0.470
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Standardised Discriminant Function Coefficients
VariableFunction 1
Function 2
Function 3
Function 4
Function 5
Function 6
Price is affordable -0.385 0.009 -0.453 0.103 -0.189 0.139
Removes strains 0.490 -0.362 -0.057 -0.102 -0.968 -0.282Fragrance is good 0.183 0.905 -0.351 -0.448 0.268 -0.439
Easily available in shops 0.277 -0.675 -0.096 -0.299 0.508 -0.386
Soft on Skin 0.138 0.225 0.804 0.586 -0.070 -0.050Good performance forhard water 0.034 -0.047 0.124 -0.854 0.161 0.875Does not damage theclothes -0.010 -0.184 0.112 0.232 0.394 -0.230
Good for white clothes 0.277 -0.028 -0.642 0.800 0.142 0.471
From the graph given above, we find out that Tide is highly concentrated on theattributes of
a) Soft on skinb) Good for white clothesc) Removes stainsd) Easily available in shops
This concentration around such attributes implies that the detergent isdoing good in these aspects. As far as the other aspects of goodfragrance, good performance for hard water, price is affordable and doesnot damage clothes, the detergent lags behind its competitors.For the purpose of Hypothesis 1 we study the standard deviation for the
second attribute i.e. Removes Stains. it is observed that the S.D ofTide i.e. 0.765 is the lowest among all. This goes to show that thestability is high in the case of Tide when compared to the otherdetergent brands present for analysis.
SUMMARY OF FINDINGS AND THE NET TAKEAWAY.
The project was divided into three phases, where in the 1st phase dealt with finding
out the start of the product Tide. We studied the history of the brand, the variousstrategies followed to tackle competition and even about its distribution system.
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We came to know that Tide is a very famous brand around the world and is very
successful in cleaning clothes. We concentrated on Tide in India rather than
taking the whole sphere.
In the 2nd phase, we prepared for a survey to be conducted in Kolkata. With the
help of the findings of the 1st
phase we constructed 3 hypothesis. In order to findout the validity of the mentioned hypotheses, we made a questionaire which was
the groups main weapon to peep inside the consemers mind and get the facts out
which were relevant and necessary for the analysis of the hypothesis.
In the 3rd phase we were ready with the survey made to 70 people which was our
sample size. By this survey we analysed all the three hypotheses and found out
whether they were proved or not. We made use of the technology intensively by
depicting the findings in 3D graphs and also using the tool of discriminant analysis.
Net Take Away
The most important take away from the whole exercise was the amount of
knowledge enhancementthat happened during the entire project. The group as a
whole came to know quiet a few things about P&Gs most productive brand Tide.
We also came to know, through the 3rd hypothesis thatpeople are influenced by
what they see. Tides innovative marketing strategy proved the above mentioned
point.
Last but not the least there is a concensus among all the group members that they
were exposed to aprolonged group activityfor the 1st time and the experience was
enriching.