Tide

By – Nitesh Jaiswal304128

Tide for P&G...

• Tide is world’s biggest selling detrgent brand.• It is also no.1 brand of P&G in its core market,

the US.• No other brand in the company’s portfolio is

as important in a single territory or as significant historically.

Why Tide

• Tide Means :-• Flow-Stream (noun)• Drift (Verb)• Lahar (Hindi)

Why Tide???

• It was first launched in 1949 for US market• In India it was launched in mid 2000• Though Ariel which is another brand of P&G

was present with a good market share• Ariel was a brand for European market• They found the market for both the product

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. Tide’s USP has been its quality. It pays a lot of attention to the quality which reaches to its customers. Tide’s low temperature wash detergent 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 HUL’s 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.

ADVERTISING

• Company – Saatchi & Saatchi• Ceo – Mr. Matthew Seddon• ECD – Mr. Priti Kapur (Handles Tide)• 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”

Campaign

• Tide has created India's Longest Clothesline which ran around the famous Necklace Road on the perimeter of the historical Hussein Sagar Lake in Andhra Pradesh to illustrate the superior value that Tide offers to its consumers.

Amazing film for Tide! Indian advertising at its best. - YouTube.FLV

ARIEL ad love can't be problem - YouTube.MP4

Very Funny Tide Ad - YouTube.FLV