Influence of culture in the launch of Tide in India, in terms of 4P’s of

Marketing.

Akshaya Inda- 5 Leela.L.I- 6 Mohit Bansal- 29 Nikhil Yadav- 30 Ankit Sethia- 31

P&G

Procter & Gamble Co. (P&G) is an American company based in Cincinnati, Ohio that manufactures a wide range of consumer goods.

In India Proctor & Gamble has two subsidiaries:

1. P&G Hygiene and Health Care Ltd.

2. P&G Home Products Ltd.

P&G Portfolio In India

About The Brand

Tide is the name of a popular laundry detergent in the market of Canada, the United States and other countries.

It is manufactured by Procter & Gamble.

First introduced in test marketed in 1946 with national distribution reached in 1949

Tide is the World’s Oldest & Most Trusted Detergent brand and is the Market Leader in 23 Countries around the world.

The brand regularly introduces new products and technologies to beat the laundry blues

Launched in India in mid-2000

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

It offers solution to virtually any stain

UNDERSTANDING INDIAN ENVIRONMENT The Indian laundry market is

estimated to be Rs 5,000 crore in size

Making India world’s third largest detergents market.

Detergent bars comprise 43 per cent of the total market and detergent powders comprise the balance 57 per cent.

However, the detergent bar market is shrinking in India. 0

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MARKETSHARE

DETERGENT

BAR

The Indian fabric wash market consists of synthetic detergents (comprising bars, powder and liquids) and oil-based laundry soaps

Per capita consumption of detergent in India (2.7 kg pa) is lower than any other country

Laundry care forecast to grow at modest 2% CAGR from 2005 to 2010 to Rs. 72.1 billion

UNDERSTANDING INDIAN ENVIRONMENT Consumer research indicates-1. Indian women take decisions regarding home products2. In many houses, people even use Tide bars to wash their

cooking utensils3. Homemaker's primary concern is her family's well-being4. She wants maximal value from her brands5. She believes that one of the ways she can contribute to the

family is by making the most of her budget6. They use these bars for the results and the quality of wash

they get7. Indians love tough and long lasting things in all our choices8. We don't have predictable patterns in product usage and

brand loyalty

Products

The brand offers products under six differnet concepts namely-

1. Tide power detergents, 2. Tide liquid laundry detergents, 3. Tide stain release, 4. Tide to go, 5. Tide washing machine cleaner,6. Tide laundry care accessories These concepts themselves

contains several other products to serve different customer requirements.

The innovative products are designed to add value to customers

Products In India

The brand in India being a relatively new entry has only two types of products namely Tide detergent and Tide bar

Tide detergent is available in India in packs of 200 gm, 500 gm, 1 kg, 2 kg and 20 gm single use sachet.

Tide bar is available in 75gm,125gm,200gm bars.

Promotion Worldwide it exhausts benefits

of both the print and electronic media.

It uses Information Technology to derive benefits of many new advertising opportunities

It is engaging consumers to its site which is regularly monitored and updated

It gives consumers a chance to post their comments, recommendations and other feedbacks

This is done mainly for product improvements

The product variations are neatly classified, ensuring easy navigability.

Promotion In India

The campaigns have a desi touch and are well executed.

TV and radio advertising are important channels to promote Tide which involves a good opening punch line

Advertisements have a good recall value.

Promotion In India Other creative promotional

techniques used:

1. Advertising starring Shekhar Suman, ‘White Stripe’ Campaign and the ‘Bagbhan’ Commercial have help made Tide a household name.

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

Distribution

Elements of distribution channel include the packaging, storage facilities, transportation, and the members of the channel itself (producers, brokers, retailers and households.

It is always relevant to choose a channel pattern that is suitable for the target market needs.

In developed countries like Canada where women are working, selling directly on the Internet and through various salespeople is the best choice.

Other distribution channels such as supermarkets, convenience stores are also used.

Distribution In India

In India, the company uses the traditional way to reach customers.

Tide being a product that serve to satisfy the immediate need of people must always be available in both retail stores and wholesalers’ stores.

Tide detergent is manufactured by a Kochi based third-party.

The product is available at kirana stores, big retail outlets, convenience stores.

Wholesaler Regional

Stockiest

Factory

How Distribution Channel Works?

Retailer Supplier

Price Price of the products are charged in a different manner in

comparison to India. The products are charged according to the number of washes it

offers. The products don't have a whole number as a packing size. Pricing is not based on the quantity of the product but the

number of washes it offers For example; 30 loads, 1.4 kg 40 loads, 1.9 kg 60 loads, 3 kg 80 loads, 3.9 kg 120 loads, 5.8 kg 150 loads, 7.3 kg

Prices In India India is a price sensitive market. It uses cost plus pricing strategy When entering countries for the first time, it is easiest to develop a price

based on the most accurate available information, internal cost figures. The laundry market is classified into premium (Surf, Ariel), mid price

(Rin, Henko, Tide) and popular segments (Nirma, Wheel, Mr. Clean) . The price charged for products low in order to gain market share Rs. 5 for a 75gm bar Rs. 8.50 for a 125gm bar Rs. 13 for a 200gm. bar Rs. 35 for a 500 gm Rs. 70 for a 1 kg Rs. 140 for a 2 kg Rs. 280 for a 4 kg 20 gm single use packets costs only Rs. 10. This is basically meant for

the rural markets.

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