This paper will make a comparison between two competing brands Tide and Gain which have strong presence in the local market of USA. Each brand of P&G is affected by globalization which also includes Tide & Gain. The marketing programs are different and both brands have different price levels depending on the consumer demand. The price levels range from super premium for top selling products to lower priced products that offer basic advantages only. Tide and Gain are available in majority of retail stores of USA. Tide has international presence while Gain is served only in the local market of USA. Thus, the prices of Tide vary according to the high and low concentration of global market. Tide and Gain has competitive relationship with other detergent brands of P&G. Proctor & Gamble (P&G) is recognized as one of the leading multinational organizations dealing with consumer products in various segments from beauty to house-keeping. It is an Ohio based company headquartered in USA. The parent company is engaged with the marketing of above 300 brands which include beauty products like shampoo, soaps and household products like detergent, toothpaste etc. P&G has strong market share in the segment comprising of detergent and laundry products. Under detergent category, P&G has six sub-brands which operate in the local market of USA. Around 99% customers use minimum of one P&G brand regularly. Hence, it can be stated that P&G does not focus on one brand. Rather, it emphasizes on many brands under the detergent segment. The reason is that customers’ motives for purchasing detergent brands are different and P&G incorporates different functions for their brands. In one brand, bleaching might be the main priority where in other brands cleaning might be the chief priority. Thus, though parent company is same but Tide and Gain both have their unique identities (Pearson Education, 2011). Segmentation Market includes customers and they differ in several ways for example needs, resources, locations, buying activities, and
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