Essay: MARKETING Name of the Student University Introduction The product selected for essay is the famous Tide detergent brand. Tide is a Procter & Gamble (P&G) product which is sold in United States (US) and has strong opportunities of sale in foreign markets also…
The essay elaborates the marketing mix of Tide along with the target market. Tide has adopted many marketing strategies in order to keep their market share. Few of the strategies are discussed in the essay. Not only in US the brand has captured other market too by its products and has been successfully penetrating more areas which are not yet tapped by the brand. Tide has tapped foreign market like India (Loudon, 2002). Tide has targeted their customers and positioned the products in such a way that they have made their products a unique one among the mass. Tide has also faced with environmental issues in foreign markets which have been discussed in the section. Product Overview Tide detergent powder is a well known brand in the detergent industry which was first introduced in 1946. It is the market leader in 23 countries worldwide. Tide is regarded as P & G’s flagship brand. It was first introduced in US market as the synthetic detergent for heavy-duty and machine cleaning. Tide has initially started with white powdered bead but later it has included orange tinged liquid form in 1984. Today both the non-ultra and ultra products are dark blue in color with an exception of the product Tide Free which is clear in color. Tide had introduced a large array of products such as Tide Liquid, Tide with Febreze Freshness, Tide Powder, Tide Coldwater and many more. All the products that fall under the brand umbrella “Tide” has the four main utilities such as: 1. Convenient to use and have reasonable price to target the lower income class. 2. Washing at normal temperature (both hand and machine wash). 3. It saves water and also time. 4. Removes stubborn strains, protects color and leaves fresh smell even after the cloth is dry. Target market of Tide in US and India Tide brand first test marketed its products in the US market to see the reaction among the users of the product (Kotler, 2012).When the result came positive they were encouraged to make the product more aware among the mass so that they start using their new brand. Through many marketing strategies they penetrated the market and made a significant in the laundry market. The company has made extensive consumer research and then they have come to the following conclusions: 1. Women take the main decision of choosing any brand of home products. 2. The lower income group use bars of detergent to wash their utensils. 3. Women want their family’s well being and thus they want the maximum value out of the brand. 4. Women are quite price sensitive customers. They want products which are reasonable in price and also give satisfaction after using it. 5. Every household want to use such detergents which are long lasting and does not erode away in few uses. They even want detergent bars which are tough so that they not melt fast and are wasted. Thus from the above conclusions it can be said that Tide’s main target customers are the women group. Tide has always tried to contribute to the households to its maximum by providing them with the detergent powders which will make their cloths smooth and clean. Tide in US has targeted the women group as well as the lower income group. Women in US are basically working and thus they prefer to use a detergent which will be quickly effecting and is free from hassle. They do not have much time to wash the same cloth a many times if the dirt is not cleaned in first wash. Thus they require a reliable detergent powder which will do its work perfectly. Tide fulfills the need of these women by ...
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