Tide To Go PenAnindo Chatterjee

PGP30301Section - A

Manufactured by Procter & Gamble

Parent brand – Tide laundry detergent

Tide was launched in 1946

Parent Brand - Manufacturer

Tide Extensions – Pacs

Pods Plus Febreze Pods Original Pods Free & Gentle

Tide Extensions - Liquid

Plus Bleach Alternative Plus Colorguard Free & Gentle Coldwater Clean Plus Downy

Plus SportPlus Febreze

FreshnessUltra Stain

ReleaseHE Turbo Clean

Clean & Sensitive

Tide Extension – Powder

Plus Bleach Plus Downy Free Original

Tide Extensions - Stain Removers

Stain Release Boost Plus Boost Vivid To Go

Tide To Go was launched in 2005 in US Instant stain remover No water required

Home Care Industry Market Size in 2004 (A year before To Go Launch) (US) - $22.8 bn

Tide Sales - $2 bn Tide accounts for

23% of P&G Sales

Industry Overview

Home Care Industry Size

YearMarket Size ($

bn)2004 22.82005 23.42014 24.62015 24.4

% Share of Market

Fabric Care & Home Care contributed 32% to the worldwide net sales (P&G)

The US market consists of 39% of the net sales (P&G)

Company Analysis

YearRevenue ($

bn)2012 82

2013 82.6

2014 83.1P&G Yearly Revenue

ProductAn instant stain remover for

people on the runShaped in the form of a pen,

to allow ease of use

PromotionTide To Go’s online sampling

pushTide To Go T-shirts

PlaceSold in convenient stores,

grocery storesAlso available online through

retailers such as Amazon

PriceAvailable in single, 3 or 5 pack for $2.99, $6.99 and

$8.99 respectively

Brand Positioning

Initial goal was to target mothers between 25-40

It later gained popularity among young couples

(25-30) and senior couples (65+)

Tagline: If it’s gotta be clean, it’s gotta be Tide

Positioned as an Instant Stain Remover, to tidy

things in a hurry

Customer based Brand Equity

Identity

Who are you?

Meaning

What are you?

ResponseWhat about you?

RelationshipWhat about you

& me?

Stages of brand development

Branding objective at each

stage

Brand Awareness

POP & POD

Positive Reactions

Intense Loyalty

Instant stain remover, convenient packaging

For the troubled times before meetings, occasions

Career aspirations, self conscious, presentable outlook

Carry anywhere – compact size, fast results, no water

Prominent product of Tide brand, highly successful in US & European markets, high loyalty

http://www.portal.euromonitor.com/portal/analysis/tab

https://en.wikipedia.org/wiki/Procter_%26_Gamble

http://www.pginvestor.com/interactive/lookandfeel/4004124/PG_Annual_Report_2014.pdf

http://tide.com/en-us

References