Tide Surt Excel

8/19/2019 Tide Surt Excel

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Yasser Ahmed

B.Com. (Hons. ) IIndYear

2014-15

OBJECTIVES

1. To study the consumer preference towards surf excel and tide

2. To study what are the factors aecting their choice

3. To study quantity pack consumers are using

4. To study frequency of purchasing

5. To study from how long they are using

. To study the satisfaction le!el of consumers.

RESEARCH METHODOLOGY

"esearch methodology is considered as the ner!e of the pro#ect. $ithout a

proper well%organi&ed research plan' it is impossi(le to complete the pro#ect

and reach to any conclusion. The pro#ect was (ased on the sur!ey plan. Themain o(#ecti!e of sur!ey was to collect appropriate data' which work as a

(ase for drawing conclusion and getting result.

Therefore' research methodology is the way to systematically sol!e the

research pro(lem. "esearch methodology not only talks of the methods (ut

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also logic (ehind the methods used in the context of a research study and it

explains why a particular method has (een used in the preference of the

other methods

Research design

"esearch design is important primarily (ecause of the increased complexity

in the market as well as marketing approaches a!aila(le to the researchers.

)n fact' it is the key to the e!olution of successful marketing strategies and

programmers. )t is an important tool to study (uyer*s (eha!ior' consumption

pattern' (rand loyalty' and focus market changes. + research design

speci,es the methods and procedures for conducting a particular study.

+ccording to -erlinger' "esearch /esign is a plan' conceptual structure' and

strategy of in!estigation concei!ed as to o(tain answers to research

questions and to control !ariance.

Data Collection

This report was prepared after collecting data from the retailers0 dealers and

past data was arranged from the !arious studies conducted in last few years

and !arious other records of company.

!ri"ar# Data

These data were collected (y personal inter!iew with retailers0 dealer. or

this purpose questionnaires were prepared in such that all necessary data

would (e collected.

Secondar# Data

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)nformation regarding the pro#ect' secondary data was also required. These

data were collected from !arious past studies and through internet.

SAM!LI$G METHOD

"andom ampling method

SAM!LE SI%E

5 ustomers

Research tools

uestionnaires

RESEARCH AREA

6areilly

ABO&T DETERGE$T

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Detergent is a material intended to assist cleaning. The term is sometimes

used to dierentiate (etween soap and other surfactants used for cleaning.

+s an ad#ecti!e pertaining to a su(stance' it 7or 8detersi!e89 means

8cleaning8 or 8ha!ing cleaning properties8: 8detergency8 indicates presence

or degree of cleaning property.

The term detergent (y itself is sometimes used to refer speci,cally to

clothing detergent ' as opposed to hand soap or other types of cleaning

agents.

;lain water' if used for cleaning' is a detergent. ;ro(a(ly the most widely

used detergents other than water are soaps or mixtures composed chie


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• $ater softeners to counteract the eect of 8hardness8 ions on other

ingredients

• oxidants 7oxidi&ers9 for (leaching' disinfection' and (reaking down organic

compounds

• Aon%surfactant materials that keep dirt in suspension

• @n&ymes to digest proteins' fats' or car(ohydrates in stains or to modify

fa(ric feel

• )ngredients that modify the foaming properties of the cleaning surfactants' to

either sta(ili&e or counteract foam

• )ngredients to increase or decrease the !iscosity of the solution' or to keep

other ingredients in solution' in a detergent supplied as a water solution or

gel

• )ngredients that aect aesthetic properties of the item to (e cleaned' or of

the detergent itself (efore or during use' such as optical (righteners' fa(ric

softeners' colors' perfumes' etc.

• )ngredients such as corrosion inhi(itors to counteract damage to equipment

with which the detergent is used

• )ngredients to reduce harm or produce (ene,ts to skin' when the detergent

is used (y (are hand on inanimate o(#ects or used to clean skin

• ;reser!ati!es to pre!ent spoilage of other ingredients ometimes materials

more complicated than mere mixtures of compounds are said to (e

detergent. or instance' certain foods such as celery are said to (e detergent

or detersi!e to teeth.

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TY!ES

There are se!eral factors that dictate what compositions of detergent should

(e used' including the material to (e cleaned' the apparatus to (e used' and

tolerance for and type of dirt. or instance' all of the following are used to

clean glass. The sheer range of dierent detergents that can (e used

demonstrates the importance of context in the selection of an appropriate

glass%cleaning agent>

• a chromic acid solutionBto get glass !ery clean for certain precision

demanding purposes such as analytical chemistry

• a high%foaming mixture of surfactants with low skin irritationBfor hand

washing of dishware in a sink or dishpan

• any of !arious non%foaming compositionsBfor dishware in a dishwashing

machine

• other surfactant%(ased compositionsBfor washing windows with a squeegee'

followed (y rinsing

• an ammonia%containing solutionBfor cleaning windows with no additional

dilution and no rinsing

• ethano l or methanol in windshield washer


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from saponin sand ox (ile. The detergent eects of certain synthetic

surfactants were noted in 1D13 (y +. "eychler' a 6elgian chemist. The ,rst

commercially a!aila(le detergent taking ad!antage of those o(ser!ations

was Nekal' sold in Eermany in 1D1F' to alle!iate $orld $ar ) soap shortages.

/etergents were mainly used in industry until $orld $ar )). 6y then new

de!elopments and the later con!ersion of G+ a!iation fuel plants to produce

tetrapropylene' used in household detergents' caused a fast growth of

household use' in the late 1D4s. )n the late 1Ds (iological detergents'

containing en&ymes' (etter suited to dissol!e protein stains' such as eggstains' were introduced in the G+ (y ;rocter H Eam(le.

Indian detergent "ar)et

The ,rst companies to manufacture detergents in )ndia were =II and

wastik. =II test marketed urf (etween 1D5 and 1D5J and (egan

manufacturing it from 1D5D. wastik launched /et' a white detergent

powder' in 1D5F.

6y 1D' /et had made rapid inroads in eastern )ndia. urf' a (lue detergent

powder' (ecame the national market leader with dominant positions in the

west' north and south.

)n the early 1Ds' the total !olume of detergents manufactured in )ndia

grew from around 1 tonnes to J tonnes. =II dominated the market

with a share of almost F K compared to /et?s 25K. )n 1D' another player

entered the fray. Tata Cil Lills ompany 7TCLC92 launched its detergent

powder ?Lagic?.

)n 1DF3' TCLC introduced ?Tata?s Te#? in the low%priced segment. TCLC

un!eiled another economy detergent powder called C- in 1DFF.

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http://www.icmrindia.org/CaseStudies/catalogue/Marketing1/Detergent%20Wars%20in%20India-Marketing.htm#b2%23b2http://www.icmrindia.org/CaseStudies/catalogue/Marketing1/Detergent%20Wars%20in%20India-Marketing.htm#b2%23b2


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I$DIA$ MAR*ET

• The )ndian laundry market is estimated to (e "s 5' crore in si&e

• Laking )ndia world*s third largest detergents market.

• /etergent (ars comprise 43 per cent of the total market and detergent

powders comprise the (alance 5F per cent.

=owe!er' the detergent (ar market is shrinking in )ndia

Detergent Brands

S&R( E+CEL

• Iaunched in ,-.- H ,rst in )ndian detergent powder mkt.

• )t was the ,rst ast Lo!ing onsumer Eoods 7LE9 for /etergent.

•

urf was the /rst 0rand of detergent that was ad1ertised on TV2)t is ad!ertised on more than 344 channels across the glo(e .

• )ntroduced the conce't o5 06c)et 7ash to housewi!es who up till

now used to washing clothes with laundry soap (ars.

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• 6rand to set up a one%stop shop % called Care line % for people

seeking solutions to their !aried laundry pro(lems.

• S6r5 E8cel' launched in 1D54' is one of the oldest detergent

powders in )ndia. )nitially' the (rand was positioned on the clear

proposition of washes whitestM.

• urf @xcel underwent !arious changes in its 6rand ommunication:

from 9Lalita:i? to ;dhoondte reh :aaoge? to ;:aise 0hi daag ho<

s6r5 e8cel hai na?' and is today communicated on the platform of

;Dhaag achcha hai?.

• 2 saw a unique marketing mo!e from =II.

• "in upreme (ar is (eing migrated to urf @xcel.

• "ight from 9Lalita:i=< representati!e of the true%(lue cost%conscious

)ndian woman' till the inspiring story(oards of today' urf @xcel has

done it all and in styleN

• HLL to re1ise Surf Exce 'ricing > + change in the pricing

strategy for =II urf @xcel (rand' which dominates the "s 5'

crore detergent powder market' seems to (e on the cards.

• =II is now reworking the urf @xcel strategy (y mo!ing away from

'ositioning the 0rand on functional (ene,ts' to (uilding an

e"otional connect

!rice

Inde8

Si?e Mar)et

gro7th

TO $EAREST COM!ETITOR

&nile1er 0rand Relati1e

share

!ric

e

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;"@L)GL 15K OO urf @xcel 2.4

L)/%

;")@/

25K OO Tide 1.J

L+ K O $heel 1.4

TIDE

• Tide is the name of a popular laundry detergent in the market of

anada' the Gnited tates and other countries.

• )t is manufactured (y ;rocter H Eam(le.

• irst introduced in test marketed in 1D4 with national distri(ution

reached in 1D4D

• Tide is the $orld*s Cldest H Lost Trusted /etergent (rand and is the

Larket Ieader in 23 ountries around the world.

• The (rand regularly introduces new products and technologies to (eat

the laundry (lues

• Iaunched in )ndia in mid%2

• )t gi!es outstanding whiteness due to its anti redeposition glo(al

technology

• +nti%redeposition +gents help keep soils from re%settling on clothes

after they ha!e (een remo!ed during the wash itself

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• )t oers solution to !irtually any stain

• The (rand in )ndia (eing a relati!ely new entry has only two types of

products namely Tide detergent and Tide (ar

• Tide detergent is a!aila(le in )ndia in packs of 2 gm' 5 gm' 1 kg' 2

kg and 2 gm single use sachet.

• Tide (ar is a!aila(le in F5gm'125gm'2gm (ars.

I$TROD&CIO$

=industan Ie!er Itd*s 7=II9 popular

detergent (rand urf' which had (ecome a

generic name in the detergents market'

has migrated into urf @xcel. + hitherto premium (rand of detergent in =II*s

kitty' urf @xcel has now (een trifurcated into three speciali&ed (rands'

which include urf @xcel 6lue and urf @xcel +utomatic. )ndustry analysts

said urf @xcel will now (ecome the mother (rand' with urf @xcel 6lue

targeted at the lower%end consumer' and urf @xcel +utomatic aimed at the

high%end market and particularly for use in washing machines.

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)t is a case of repositioning of the (rand. )t will also facilitate a !alue%added

product for the high%end customer' rather than a generic (rand for the

general market.

ABO&T S&R( E+CEL

PIaunched in1D5DH ,rst in )ndian detergent powder mkt.

P)t was the ,rst ast Lo!ing onsumer Eoods 7LE9 for /etergent.

Purf was the ,rst (rand of detergent that was ad!ertised on TQ.)t is

ad!ertised on more than'3 channels across the glo(e .

P)ntroduced the concept of (ucket wash to housewi!es who up till now used

to washing clothes with laundry soap (ars.

P6rand to set up a one%stop shop R called are line% for people seeking

solutions to their !aried laundry pro(lems.

Purf @xcel' launched in 1D54' is one of the oldest detergent powders in

)ndia. )nitially the (rand was positioned on the clear proposition of washes

whitestM.

Purf @xcel underwent !arious changes in its 6rand ommunication: fromSIalita#i? to ?dhoondte reh #aaoge? to ?#aise (hi daag ho' surf excel haina?' and

is today communicated on the platform of ?/haagachchahai?.

P2 saw a unique marketing mo!e from =II.

P"in upreme (ar is (eing migrated to urf @xcel.

P"ight from SIalita#i*' representati!e of the true%(lue cost%conscious )ndian

woman' till the inspiring story(oards of today' urf @xcel has done it all and

in styleNMISSIO$

Cur mission is to add Qitality to life. $e meet e!eryday needs for nutrition'

hygiene and personal care with (rands that help people look good' feel good

and get more out of life.

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COM!A$Y STR&CT&RE

Gnile!er?s new organi&ation pro!ides single point accounta(ility and has

fewer management layers to deli!er faster decisions and faster execution.

COM!A$Y !RO(ILE @ H&L

T+ 52K C$A@/ G6)/)+" C +AEIC /GT= E)+AT+ 52K C$A@/

G6)/)+" C +AEIC /GT= E)+ATGA)I@Q@".GA)I@Q@".)A/)+

1JJJTI+"E@T LE CL;+A $)T= 1 +TC")@I+"E@T LE

CL;+A $)T= 1 +TC")@TCG=)AE 2 CGT C 3 CAGL@" .2/)T)AT +T@EC")@=CL@ +A/ ;@"CA+I+"@ ;"C/GT' CC/ +A/

6@Q@"+E@.

Product management of SURF EXCEL1. 6randing

2. Larket egmentation

3. ;ositioning and /ierentiations strategies

4. /istri(ution hannel

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tructure

trategy

P+d!ertising planning

P;ricing concept and trategies

Pales Lanagement

PLarketing "esearch

I!"IA! "E#E$%E!# &A$'E#

)ndian /etergent market > 51 crore 7U1.2 (n9.

/etergent (ar market makes up for 43K of this market

=II commands 3JK of the fa(ric wash market.

$*"+C# ,E!%#H

;"C/ GT G" @V@I> /eri!ed from SURFACTANT W. T+"T@/ 1D51%

Gnderwent tremendous change 6"+A/ G" @V@ I +T@EC")X@/ )ATC >

urf @xcel quick washurf @xcel 6lue

urf excel matic

Iiquid H /etergent

S+$ ECE, B,+E

urf excel 6lue is a color care !ariant.

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8"ed ko red rakhne ke liye (lue8.

4g3g15gF5g5g2g % arton2g"e,ll33g % 6ucket

Ma:or !la#ers

P=GI 7(lue' uick wash' +utomatic9.

PAirma.

P;HE 7 Tide'+erial9.

P=enkel )ndia 7Lir' persil' porwall'!ernel' purex9.

P"eckitt 6enckiser 7 Qarnish9.

S+$ ECE,-& A#IC

urf excel Latic Top Ioad7I+"E@ $+T@" G+AT)T9

2g1g5g

S6r5 e8cel Matic (ront Load LO (OAM !ROD&CER

2g1g5g

BA$ / ,I+I" *$& $ICE

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The pricing strategy for urf excel ha!e always (een in accordance with its

competitors.

$ICI!% S#$A#E%Y

P ;rimary >

1. ost%plus pricing> Lark%up to the cost of the product

2. ompetiti!e ;ricing > ;rice dependent upon price of the competitors.

P econdary >

1. ustomer%egment ;ricing.

"IS#$IB+#I*! $ICI!% S#$A#E%Y

*$ EA&,E

Iist price "s. 1

+dd> /istri(utor price 75K9 "s. 15

+dd> Trade price 75K9 "s. 11.25

inal "etail price 71K9 "s. 121

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#HE $ICE A$

lash (ack to the J*s. The irst /etergent $ar was fought in the J*s when

a small manufacturer in Eu#arat aggressi!ely marketed a detergent powder

called Airma nationally at one%,fth the price of existing (rands. The launch

changed the pro,le of the )ndian detergent industry 1st national detergent

(rand on TQ . /ierent formats of communication. ommercials through

A@TH L. hildren festi!al ales promotion through aggressi!e pricing.

&A$'E#I!% S#$A#E%IESurf @xcel is considered to (e a trusted and premium (rand (ecause of

itsuniqueassociation.Gnile!er is positioning their product in the (est of their c

ustomer satisfaction which alsodierentiate from their competitors. They are

creating en!ironment for people to ha!e a life easy chance. +s regarding the

image there is message for the peoples to a!oid on the occasions to restrict

when kids are in situation of doing something extra ordinaryM. They are also

positioning as considering the fact of trong*s competition .o they are also

focusing dierent type of facilities. Lanagement is de!eloped following

marketing strategies for upcoming year>

Ad1ertising

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)f we analy&e the commercials aired on TQ or "adio or !ia print media we will

notice that most of the communication is done (y the

help of children through tag line dirt is good. The philosophy (ehind this is

the children are the (est in


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urf @xcel is a!aila(le in dierent quantities which are as follows25g' 5sg'

115g' 5g' 1kg and 2kg.urf @xcel is planned to introduce some other

quantities in (ag in the market.

CA+SES * CHA!%ES I! "E&A!"

)ncrease in demand./ecrease in demand.onsumers income rises.onsumers income fall.;rices of su(stitute good rises.;rices of su(stitute good fall.;rices of complements fall.;rices of complements rise. Taste and preference change . P in fa!or of the commodity in against of the commodity.

S+,Y *$ #HE$*"+C#

Pupply channel >

/istri(uters.

wholesalers.

"etailers.

Pheaper price range of "s.45 to "s.2

PQery good geographical distri(ution across whole )ndia.

P6oth Gr(an and "ural market segment

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h Surf exce 3

The answer can (e found out (y taking a (rief look at

Laslow*s =ierarchy of Aeeds.

There are two (asic needs that play along like proponents.

PCne is the ocial needs 7for instance' (eing clean and

accepta(le in the society9 andPThe other need acts like a catalyst which is @go is ticneeds 7i.e.' customers

who thinks that (uying or using urf @xcel will gi!e them a higher status

compared to using other detergents9.

unctionality and urf excel

#A% ,I!ES

!RT !S "## $

AA" AAC%E %A!N

SURF EXCEL %A! NA &

!RT !S "## $

AA" AAC%E %A!N

SURF EXCEL %A! NA

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,ACE / "IS#$IB+#I*!

=GI distri(ution network key strength 7$hich helps reach out its product

across. The length and width of the !ast country9 /irect co!erage in o!er 1

million retail Cutlets F tockiest 2O uppliers H +ssociates.

AC'A%I!%

urf @xcel' mainly Gnile!er has a new ;henomena. )t consults all 3 trade

models7Eeneral trade' Iocal modern trade' and )nternational modern trade9

while designing packaging for urf @xcel. ;ackaging should (e to create

impulsi!e desires' and it should stand out among its competitors. )t is where

;roduct de!elopment team and marketers come into action in furnishing

packaging standards for all its product ranges.

$*"+C# $A!%E

urf excel Y3g

urf excelY 2kg

urf excelY 125g

urf excelY 1kg

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S*# *$ S+$ ECE,

S#$E!%#H (Busness o Busness

P)t nurture customer relationship to create and maintain our status as

preferred supplier Larketing

P)t is most exciting operation of its kind in the world upply chain

Pit takes real strength of intellect and character to take on the planning'

making or distri(ution of our products.

P$orld class people deli!er world class logistic. 6rand @quity )nformation

Lanagement and technology

PThis is often applying (reakthrough science on a grand scale' with speed

and with tangi(le results enough complexity and con!ention' inspiring

e!eryone to impro!e the way we do (usiness. "esearch and /e!elopment

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Pits products don*t make empty promises (ut deli!er it.

P)ndia*s largest selling detergent company.

P6rand inno!ation and reno!ation.

P"each of the product.

Pompetiti!e ad!antage.

Pupply chain H distri(ution.

EA'!ESSES

PAo en!ironment friendly as contain sodium and potassium salts of fatty

acids which are less (iodegrada(le than soap. +s compared to A)"L+ it is

less (iodegrada(le.

Pauses (iomagni,cations of water (odies which then

degenerates and depletes the aquatic resources as well as

degrades the amount of oxygen which results into loss of

aquatic (odies as well as plants.

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P;rice is high due t still not reached to mass of customers. 6ut

new marketing and sales inno!ations ha!e resulted into

greater penetration in to rural market.

PIa(our and input cost.

Pinance.

PLanaging scale.

P"aw material.

**$#+!I#IESP+s its new product G" +GTCL+T) is (ased on proprietary

technology after extensi!e research. )t reduces the time taken for

rinsing' reduces the amount of water us The laundry consumes a(out 2K of

household water so this technology will make a great impact.

PG" is coming up with a scholarship scheme like /)=+ a(hiyan which

pro!ides educational (ene,ts to lower strata of the society. This has really

helped surf to (uild corporate social image. )t creates (rand awareness.

PThe detergent market is growing (y D.2K e!ery year so G" has great

chances to increase in market shares.

PThe market penetration of A)"L+ is FFK +A/ surf is 5K (ut with

repositioning and constant inno!ation' G" is emerging as a market leader.

P)ndian market for LE is growing Z 2K

PAiche target market.

PLarket penetration

PEeographical export

#H$EA#

Pacing sti competition with ;HE* +")@I HT)/@' as +")@I is coming up with

constant inno!ati!e technique.

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P)n ur(an )ndia consumers are now (eing exposed to and trying se!eral

categories such as mo(ile phones' leisure' dura(les etc. so downgrading

their LE products purchases.

P"ural demands ha!e (een dampened (y three unusually poor

L+A+E@L@AT

Pheaper product eat into =GI market share.

Pompetitor trade strategy.

PGr(an consumer are shopping less.

P;roduct from it*s own sta(le

ABO&T TIDE

Tide 7Alo' Vi?ir or Ace in some countries9 is the (rand%name of a laundry

detergent manufactured (y ;rocter H Eam(le' ,rst introduced in 1D4.

Bac)gro6nd

The household chore of doing the

laundry (egan to change with the introduction of washing powders in the

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http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Laundry_detergenthttp://en.wikipedia.org/wiki/Laundry_detergenthttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Laundry_detergenthttp://en.wikipedia.org/wiki/Laundry_detergenthttp://en.wikipedia.org/wiki/Procter_%26_Gamble


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1JJs. These new laundry products originally were simply pul!eri&ed soap.

Aew cleaning%product marketing successes' such as the 1JDs introduction

of the A. -. air(ank ompany?s "old ust 'ashing Po(der 7which used a

(reakthrough hydrogenation process in its formulation9' and =udson?s

hea!ily ad!ertised product' "inso' pro!ed that there was a ready market for

(etter cleaning agents. =enkel H ie?s 8self%acti!ating8 7or self (leaching9

cleaner' ;ersil: 7introduced in 1DF9: the early synthetic detergent' 6+?s

e$+ 7introduced in 1D329: and ;rocter H Eam(le?s 1D33 totally synthetic

creation' /reft' 7marketed for use on infant%wear9 Ball indicated signi,cantad!ances in the laundry cleaning product market.

The detergent (usiness was further re!olutioni&ed with the disco!ery of the

alkyl(en&ene sulfonates' which' when com(ined with the use of chemical

8(uilders8' made machine washing with hard water possi(le. This presented

;rocter and Eam(le with the opportunity to create a product such as Tide.

Histor#

The original Tide laundry detergent was a synthetic designed speci,cally for

hea!y%duty' machine cleaning 7an ad!ance o!er the milder cleaning

capa(ilities of e$+ and /reft9. Tide was ,rst introduced in G.. test markets

in 1D4 as the world?s ,rst hea!y%duty detergent' with nation%wide

distri(ution accomplished in 1D4D. Tide claimed it was 8+merica?s $ashday

a!orite.8 +uthority was quickly gained in the G.. detergent market'

dwar,ng the sales of )!ory now: and accelerating the demise of two of itsmain competing products' "inso and Eold /ust $ashing ;owder' (oth then

Ie!er 6rothers (rands. These other (rands came in the more familiar soap%

powder and soap%


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non%ultra are dark (lue' with the exception of 8Tide ree8' which is clear. @ach

year' Tide researchers duplicate the mineral content of water from all parts

of the Gnited tates and wash 5' loads of laundry to test Tide

detergent*s consistency and performance.

)n 2' the de!elopment of Tide was designated an + Aational =istoric

hemical Iandmark in recognition of its signi,cance as the ,rst hea!y%duty

synthetic detergent.

+s of [anuary 213 Tide has more than 3K of the liquid%detergent market'

with more than twice as much in sales as the second most%popular (rand

Eain' although it costs a(out 5K more than the a!erage liquid detergent.

)n some areas' Tide has (ecome such a hot commodity item' that criminals

steal it from stores to resell. ;olice call the detergent 8liquid gold8 on the

(lack market and it?s (een known to (e traded or sold for illegal drugs.

Brand

)n a 2D sur!ey' consumers ranked Tide among the three (rands they

would (e least likely to gi!e up during the Ereat "ecession. The Tide

trademark is an easily recogni&ed' distincti!e orange%and%yellow (ulls%eye.

This original logo was designed (y /onald /eskey' an architect and famous

industrial designer. The logo was slightly modi,ed for the product?s ,ftieth

anni!ersary in 1DD' and remains in use today.

Tide was the ,rst product to (e nationally packaged using /ay%Elo colorsB

strikingly eye%catching when ,rst introduced in 1D5D.\1]

urrently' the Tide (rand is on at least six powders and liquid detergents in

the Gnited tates alone.

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http://en.wikipedia.org/wiki/National_Historic_Chemical_Landmarkshttp://en.wikipedia.org/wiki/National_Historic_Chemical_Landmarkshttp://en.wikipedia.org/wiki/Gain_(detergent)http://en.wikipedia.org/wiki/Black_markethttp://en.wikipedia.org/wiki/Great_Recessionhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Donald_Deskeyhttp://en.wikipedia.org/wiki/Blacklight_painthttp://en.wikipedia.org/wiki/Tide_(brand)#cite_note-10http://en.wikipedia.org/wiki/National_Historic_Chemical_Landmarkshttp://en.wikipedia.org/wiki/National_Historic_Chemical_Landmarkshttp://en.wikipedia.org/wiki/Gain_(detergent)http://en.wikipedia.org/wiki/Black_markethttp://en.wikipedia.org/wiki/Great_Recessionhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Donald_Deskeyhttp://en.wikipedia.org/wiki/Blacklight_painthttp://en.wikipedia.org/wiki/Tide_(brand)#cite_note-10


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The Tide 'rod6ct>line

Tide is marketed under !arious su(%(rands' such as 2x Gltra Tide.\11] )n the

late 1Ds and early 1DFs' it was (randed as Tide V- 7the V- standing for

Vtra -leaning9' (ut it was re(randed simply as Tide later.

+n addition to the Tide family' Tide oldwater was formulated to remo!e

stains while sa!ing energy (ecause it does not require hot or e!en warm

water. Tide ree was marketed as (eing en!ironmentally friendly. Tide%To%Eo

is a product packaged in a pen%like format and intended to remo!e small

stains on the spot' without further laundering.

)n ;uerto "ico and most elsewhere in Iatin +merica' the Tide formula is

marketed under the name +ce7except in @cuador and ;anama' where it is

sold under the same Tide (rand as is in current use in the G..9 )n Turkey'

Tide is (randed as +lo. )n ;oland it is sold as Qi&ir.

S'onsorshi's

The 8Tide "ide8' dri!en (y "icky "udd at ;ocono "aceway in 1DDF

Tide has also sponsored a few things like A++" stock cars' nota(ly as the

Tide "ide. /arrell $altrip dro!e the ^1F Tide he!y for =endrick Lotorsports.

The relationship lasted from 1DJF to 1DD and won the 1DJD /aytona 5

along the way. $altrip left the team to form his own team. Tide then

sponsored "icky "udd in the ^5 car after Ie!i Earrett left =endrick. "udd

dro!e for =endrick until 1DD3 when he left =endrick' also to form his own

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http://en.wikipedia.org/wiki/Tide_(brand)#cite_note-tideofficialsite-11http://en.wikipedia.org/wiki/Puerto_Ricohttp://en.wikipedia.org/wiki/Latin_Americahttp://en.wikipedia.org/wiki/Ecuadorhttp://en.wikipedia.org/wiki/Panamahttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/wiki/Polandhttp://en.wikipedia.org/wiki/Ricky_Ruddhttp://en.wikipedia.org/wiki/Pocono_Racewayhttp://en.wikipedia.org/wiki/NASCARhttp://en.wikipedia.org/w/index.php?title=Tide_Ride&action=edit&redlink=1http://en.wikipedia.org/wiki/Darrell_Waltriphttp://en.wikipedia.org/wiki/Hendrick_Motorsportshttp://en.wikipedia.org/wiki/1989_Daytona_500http://en.wikipedia.org/wiki/Ricky_Ruddhttp://en.wikipedia.org/wiki/Levi_Garretthttp://en.wikipedia.org/wiki/Tide_(brand)#cite_note-tideofficialsite-11http://en.wikipedia.org/wiki/Puerto_Ricohttp://en.wikipedia.org/wiki/Latin_Americahttp://en.wikipedia.org/wiki/Ecuadorhttp://en.wikipedia.org/wiki/Panamahttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/wiki/Polandhttp://en.wikipedia.org/wiki/Ricky_Ruddhttp://en.wikipedia.org/wiki/Pocono_Racewayhttp://en.wikipedia.org/wiki/NASCARhttp://en.wikipedia.org/w/index.php?title=Tide_Ride&action=edit&redlink=1http://en.wikipedia.org/wiki/Darrell_Waltriphttp://en.wikipedia.org/wiki/Hendrick_Motorsportshttp://en.wikipedia.org/wiki/1989_Daytona_500http://en.wikipedia.org/wiki/Ricky_Ruddhttp://en.wikipedia.org/wiki/Levi_Garrett


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team and taking the Tide sponsorship. "udd ;erformance Lotorsports ran

from 1DD4 to 1DDD and won the 4th 6rickyard 4 in 1DDF. +fter "udd

(ecame winless in his ,rst time in 1F season' Tide left "udd after (eing lured

(y al!in $ell?s new team ;;) Lotorsports. The new teams num(er was the

32' which was a com(ination of the 1F' 5 and 1 added all up. cott ;ruett

was the ,rst dri!er (ut after /Aing times and no Top 1?s. "icky ra!en

took o!er in 21 and responded with a win at Lartins!ille peedway. =e

went winless in 22' (ut in 23' he won the closest race in A++" history

at /arlington "aceway in the arolina /odge /ealers 4' ru((ing with -urt6usch for laps and with a margin%of%!ictory of .2. )t is tied for the closest

,nish in up eries history. +fter no top 1?s halfway through the 24

season. ra!en left ;;) and was replaced (y 6o((y =amilton' [r. for 24 and

25. Tra!is -!apil ran for ;;) in 2 (ut with 4 /A?s. Tide left the sport

(efore it was going to sponsor one of $ell?s proposed Toyota teams in 2F.

Tide has not sponsored since' although Tide was on -e!in =ar!ick?s truck a

few times' (ut -roger was promoting the car with Tide.

!rod6ct O1er1ie7 TIDE

;rocter and Eam(le*s Tide is among the most popular and widely patroni&ed

detergents in the world. ;HE takes pride in pronouncing that the product is

its


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and its ,fty years of commitment in helping families in their laundry needs

7Tide a(ric are Aetwork' 29.

rce R 6eing the most powerful tool in marketing' price is identi,ed

following the company*s esta(lished goals and o(#ecti!es. These goals range

from enhancing the market share of the products' impro!ing the demands in

the target markets' to extending the sales at an e!en rate for one whole day'

week' month' or year. ;ricing is utili&ed in se!eral ways namely 719 to

increase unit sales so that resources of the ,rm: 729 to restrict sales' or limit

the quantities demanded per unit time:739 to make the market less attracti!e

to actual or potential competitors: and 749 to attract (uyers so that they will

(uy other items once the transaction has (egun.

Today' ;HE pricing of Tide detergent soap pro!es to (e an eecti!e

means not only to attract consumers (ut also to lessen the market appeal of

its competitors. These had (een the case in )ndia' where ;HE had launched

the 2%5K discounts for (oth +riel and Tide. +s a result' (uying Tide has(ecome an economic%wise option for the larger masses. The prime purpose

was to lure more consumers to try the product. $ith the slashed price'

!olumes of Tide sales ha!e surged tremendously triggering.

roduc-Ser6ce *7ern8 R ;roduct%ser!ice oering' on the hand

in!ol!es the oerings that can (e manipulated. These include the features or

attri(utes 7actual or percei!ed9' images' warranties' after%sales ser!ice'

training for the customers' deli!ery' installation of the product' and

responsi(ility for the product at the end of its producti!e life.

Tide*s usefulness expires as soon as the laundry is ,nished' (ut this is

not to suggest that ;HE will not (e held lia(le after its use. +s in the usual

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trend nowadays' pro!iding a somewhat feed(ack mechanism is indeed

useful. +lthough' this has long (een reali&ed (y the ;HE that*s why in e!ery

sachet0package of Tide one would notice phrases like if you ha!e

comments0 suggestions_M =owe!er' only few of the modern consumers

know of this right. Gsually' they are contented with using the products' and

no longer care less with how much the company would appreciate their eort

to gi!e them a ring or write them. ;HE should reinforce the message to its

consumers with their TQ0radio0net ads so that the consumers would know of

their rights. )n return' the company would (e a(le to know directly forcostumers how they feel a(out the products' what they think of it' what

recommendations they can pro!ide etc.

TideM as a (rand name is an excellent choice. )t passes on the

messages of supremacy and toughness. Tide has (een renowned (y its

reputation of complimenting the e!er%changing people*s temperaments for

fashion. $hen' white fa(ric has (een the o!erwhelming o(session' Tide with

whitening power has (een introduced. Iikewise' when (right colors reigned'

;HE led the campaign for Tide extra actionM speciali&ing on (right%colored

clothes.

romoon R )n 1DDD' ;rocter and Eam(le spends nearly U5.5 (illion

on glo(al ad!ertising making it one of the world*s (iggest ad!ertisers.

;rocter and Eam(le exhausts the (ene,ts of (oth the print and electronic

media worldwide.

Today' the existence of )nternet and the continued re!olution in the

world of )nformation Technology are certainly positi!e signs for the

(lossoming of many new ad!ertising opportunities. or instance' pop%up ads

and email ads ha!e started to in!ade the )nternet. imilarly' TQ and radio

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ad!ertising are also important channels to further promote Tide. Gsually'

eecti!e tele!ision and radio ad!ertising in!ol!es a good opening punch line'

presentation of the competitor*s product and its weakness' testimony of

experts or renowned personalities0authorities' and in some cases' use of

famous mo!ie actors and actress also helps.

+ thorough consideration has (een gi!en to the content of the site.

ontent*s (readth' depth' manner of presentation' and timeliness are what

primarily holds the attention of !isitors. The more engaging is the site' the

greater the possi(ility that the consumers will act positi!ely to the ads.

Iastly' it is !ery !ital indeed to retain the site in order to engage site*s

!isitors. To do this' the site must always (e monitored and updated. )t must

also pro!ide !enue where !isitors could gi!e their comments'

recommendations' and other feed(acks to the site or the product so that

impro!ements may (e incorporated accordingly.

@ecti!e promotion of the product through ad!ertising in !ariousmedia maintains the superior standing of the product in the wide detergent

marketplace.

ace9"sr:uon R

Tide (eing a product that ser!e to satisfy the immediate nee of people

is always a!aila(le in (oth retail stores and wholesalers* stores.

Cn the one hand' packaging the product in!ol!ed the following

considerations: packaging must 719 facilitate storage and handling of the

product' 729 protect Tide for extreme temperature or moisture' 739 protect

Tide from (eing deformed or damaged' 749 to pro!ide quantity' source

7(rand9' and the concerned party to (e called in times of any trou(le with the

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products occur and' 759 isolate appropriate purchase quantities. olors of the

packaging materials 7sachets and the like9 must (e (right colors to instantly

capture the attention of the consumers. )t does matter' too if the words are

clearly comprehensi(le for the consumers. Cn the one hand' it is a minus

factor when the words written in the packaging materials are of dierent

language. This implies that the company is not in communionM with the

consumers since it further indicates that the target consumers are of

someplace else.

Leanwhile' storing Tide must (e done complimenting the

en!ironmental rules of the place where it is to (e stored. or eecti!e

handling of the storage costs ;HE must inform its stakeholders'

manufacturers and (rokers a(out the !arious storage risks. These could

range from ,res' theft' or loss of market demand. There is also a need to

further rationali&e the supply chain management. ;HE may opt to

operationally implements the #ust%in%time management of products. The

process may in!ol!e (uilding of sound communication channels with the

consumers' manufacturers' (rokers' and other stakeholders 7Ehosal and

6artlett' 1DDJ9.

)n s6""ar#' the marketing strategy for ;HE to promote Tide

detergent laundry soap consists was founded on the considerations of

!arious marketing mix 74;s9. ;ricing decisions was done considering the

demographic and socio%economic attri(utes of its target market. ;roduct%ser!ice oerings included a sound feed(ack mechanism. Cn the one hand'

;HE focused on net ad!ertising for Tide and its related products. Iastly'

decisions on place0distri(ution were shared (y !arious stakeholders R

manufacturers' retailers' (roker' and the customers. Thus' the international

marketing superiority of Tide is irre!oca(le.

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SOT Anal#sis

+ scan of the internal and external en!ironment is an important part of

strategic planning process. S*# (S ; Sren8hs< ; ea=nesses< * ;

*>>orunes< # ; #hreas) is a tool used for auditing an organi&ation and

its en!ironment. "ole of $CT is to take the information from the

en!ironmental scan and separate it into external and internal issues. Cnce

this is completed' $CT determines if the information indicates something

that will assist the organi&ation in accomplishing its o(#ecti!es or if itindicates an o(stacle that must (e o!ercome or minimi&ed to achie!e

desired results.

@n!ironmental can0 `)nternal

+nalysis

@xternal

+nalysis0 ` 0 `

trengths $ea

knesses

Cpportunities

Threats

$CT Latrix

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S*# Anass rame?or=

Sren8hs- )nternal to the unit: are a unit s resources and capa(ilities that

can (e used as a (asis for de!eloping a competiti!e ad!antage: strengths

should (e realistic and not modest.

E4amples$ good reputation among customers* resources* assets* people* $

e4perience* kno(ledge* data* capa+ilities* marketing5 )ualit-* location*

accreditations

ea=nesses- )nternal force that could ser!e as a (arrier to maintain orachie!e a competiti!e ad!antage: a limitation' fault or defect of the unit:

weaknesses should (e truthful so that they may (e o!ercome as quickly as

possi(le.

E4amples$ gaps in capa+ilities* 6nancial* deadlines* morale* disad/antages*

gaps in capa+ilities* lack of competiti/e strength7

*>>orunes- +ny fa!ora(le situation present now or in the future in the

external en!ironment.

E4amples$ unful6lled customer needs* arri/al of ne( technologies* loosening

of regulations* glo+al in8uences* economic +oom* demographic shift

#hreas- @xternal forces that could inhi(it the maintenance or attainment

of a competiti!e ad!antage or any unfa!ora(le situation in the external

en!ironment that is potentially damaging now or in the future.

E4amples$ shifts in consumer tastes* ne( regulations* political or legislati/e

e9ects* en/ironmental e9ects* ne( technolog-* loss of ke- sta9* economic

do(nturn* demographic shifts* competitor intent5 market demands5

sustaining internal capa+ilit-5 insurmounta+le (eaknesses5 6nancial +acking

ST! A$ALYSIS O( TIDE

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;rocter H Eam(le 7;HE9 is in #ust such a situation. $hen the "s F5%crore

company introduced Tide in )ndia' it was meant to accentuate the fortunes of

the company*s detergent (usiness in the )ndian market. +fter all' Tide is

;HE*s (est (et glo(ally' accounting for 1 per cent of the multinational*s U

35 (illion glo(al turno!er: it is also the world*s largest%selling detergent

(rand.

=owe!er' three years after its entry into )ndia' there is little to pro!e that

Tide has made that desired splash for ;HE. +ccording to retail audit house'

Tide has grown marginally from .1 per cent !olume share in 2 7it was

launched in Lay 29 to .F per cent at present. ;HE*s older (rand in the)ndian market' +riel 7launched in 1DD19' is also suering. +riel*s !olume

share has dipped from 2. per cent in 1DDJ to 1.5 per cent currently. $orse

still' ;HE*s total !olume share in the detergents market has dipped from 2.

per cent in 1DDJ to 2.2 per cent currently. 6ut still ;HE launched another

premium detergent in a market where its super%premium (rand was already

present' risking canni(ali&ation (y the new entrant.

+n excerpt from ;hilip -otler*s :arketing :anagement$ The :illennium

Edition 7;rentice =all: 29 throws some light on ;HE*s glo0al strateg#

with respect to its detergents> ;HE will enter a market containing a large

entrenched competitor. )nstead of launching a "e>too product or a single%

segment product' it introduces a succession of products aimed at dierent

segments. @ach entry creates a loyal following and takes some (usiness

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away from the ma#or competitor. oon the ma#or competitor is surrounded'

its re!enues are weakened and it is too late to launch new (rands in outlying

segments. ;HE in a moment of triumph then launches a (rand against the

ma#or (rand.M )n the )ndian market' howe!er' this glo(al template quite

didn*t work. True' ;HE managed to pre%empt ad!ersary =industan Ie!er

Iimited 7=II9 to some extent (y launching a premium (rand ,rst in the

)ndian market ,rst in 1DD1.

Thus' ;HE saw the route to expansion in )ndian detergents market through its

safest (et (y far' Tide. 6ut (y the time Tide was launched in 2' the lather

was su(sidi&ing the premium detergents market. )n 1DDD%2 themsel!es'

the premium market shrank (y 2F.D per cent 7in !olume terms9. +nalysts are

of the !iew that ;HE


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;HE did attempt to correct its mistake> in +ugust 21 it made Tide cheaper

(y "s 35. $ith the market price down to "s J5 per kg' it could address the

consumer seg"ent that couldn*t aord +riel. +ccording to analysts' ;HE*s

strategy for Tide increasingly started to focus on the !alue%for%money

consumer and this could represent the company*s strongest eort so far to

gra( !olumes in )ndia. ertainly' !olume share crawled up. +ccording to "ahul

Lalhotra' country marketing manager' ;HE' the Tide (usiness has tripled post

the price reduction. 6ut it*s not #ust the pricing strategy that helped Tide rise

up.

+nother factor' after the price game' that worked in fa!our of the detergentwas the whitenessM proposition 7+riel has always (een promoted on the

cleanlinessM platform9. +nd ,nally' what helped Tide gain momentum is the

communication channels it chose to reach to its target audience' which was

dierent from that of +riel.

)n the case of Tide' though' ;HE focused on the traditional )ndian housewife

7the ideal core target for any detergent (rand9 from the (eginning. ays -amal6asu' executi!e !ice president' aatchi H aatchi 7ad agency for +riel9' The

mid%priced detergent segment is (allooning in )ndian at present' eating into

the shares of (oth low and top%end segments. The price drop has only arrested

the shrinkage of this segment.

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$hile media (uyers say the game show is connecting with Tide*s audience'

the market dynamics pose a dierent challenge.Tide*s unique pricing could act

as an ad!antage (ecause it is a con!enient price point for a premium'

internationalM (rand in order to ena(le customers to downgrade from costlier

(rands. 6ut what if Tide washes away +riel*s franchiseb

Tide quickly spilled o!er the (oundaries that company strategists had drawn

for the product and ripped through ;HE?s core markets.

+ powerful clean that won?t wear out your clothesM. Tide ;owder gets to the

(ottom of dirt and stains to help keep your whites white and your colors

(right. or great stain

remo!al in any temperature' uick /issol!ing Tide is formulated to

immediately start dissol!ing B e!en in cold water and a super%solu(le

detergent means !irtually residue%free clothesN Loisture%resistant cartons B

with Loisture Euard ;rotection and nap%Iock Iids B mean less

clumping so your powder stays fresh and free%


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ALL !ROD&CTS O( TIDE

Tide Gltra tain "elease

Iearn Lore

6uy Aow

Tide imply lean H resh Iaundry /etergent

Iearn Lore

6uy Aow

40 | P a g e

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Tide To Eo )nstant tain "emo!er

Iearn Lore6uy Aow

Tide 6oost e(re&e port /uo ;acs

Iearn Lore

6uy Aow

41 | P a g e

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Tide 6oost ree /uo ;acs

Iearn Lore

6uy Aow

Gltra Tide =@ plus /owny

Iearn Lore

6uy Aow

Gltra Tide for oldwater

Iearn Lore

6uy Aow

42 | P a g e

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Gltra Tide plus e(re&e

Iearn Lore

6uy Aow

Gltra Tide ree

Iearn Lore

6uy Aow

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Iearn Lore

6uy Aow

Tide plus 6leach +lternati!e

Iearn Lore

6uy Aow

Gltra Tide

Iearn Lore

6uy Aow

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http://www.tide.com/en-US/product/tide-free-he.jspxhttp://www.tide.com/en-US/product/tide-free-he.jspx?tab=buynowhttp://www.tide.com/en-US/product/tide-plus-bleach-alternative-powder.jspxhttp://www.tide.com/en-US/product/tide-plus-bleach-alternative-powder.jspx?tab=buynowhttp://www.tide.com/en-US/product/ultra-tide-powder.jspxhttp://www.tide.com/en-US/product/ultra-tide-powder.jspx?tab=buynowhttp://www.tide.com/en-US/product/tide-free-he.jspxhttp://www.tide.com/en-US/product/tide-free-he.jspx?tab=buynowhttp://www.tide.com/en-US/product/tide-plus-bleach-alternative-powder.jspxhttp://www.tide.com/en-US/product/tide-plus-bleach-alternative-powder.jspx?tab=buynowhttp://www.tide.com/en-US/product/ultra-tide-powder.jspxhttp://www.tide.com/en-US/product/ultra-tide-powder.jspx?tab=buynow


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Tide $ashing Lachine leaner

lean clothes start with a clean washer.

Iearn Lore6uy Aow

Tide $ashing Lachine leaner

Iearn Lore

6uy Aow

Tide 6oost Criginal /uo ;acs

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Yasser Ahmed


2014-15

Iearn Lore

6uy Aow

Tide 6oost Qi!id $hite O 6right ;acs

Iearn Lore

6uy Aow

Tide oldwater lean

Iearn Lore

6uy Aow

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Yasser Ahmed


2014-15

Tide =@ with +cti%Iift

Iearn Lore

6uy Aow

Tide ;lus + Touch of /owny

Iearn Lore

6uy Aow

Tide ree

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Iearn Lore

6uy Aow

Tide ;lus e(re&e reshness

LITERAT&RE REVIE

ARTICLE>,

Ho7 H&L s6cceeded in 0rea)ing thro6gh the cl6tter 7ith ;S6r5 E8cel;

ca"'aign

"ahul achitanand' @T 6ureau +ug J' 212' 2.4+L )T

49 | P a g e

http://www.tide.com/en-US/product/tide-free.jspxhttp://www.tide.com/en-US/product/tide-free.jspx?tab=buynowhttp://www.tide.com/en-US/product/tide-free.jspxhttp://www.tide.com/en-US/product/tide-free.jspx?tab=buynow


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Yasser Ahmed


2014-15

Lalita;i ma- not ha/e appro/ed of the


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Yasser Ahmed


2014-15

"ather than engage in a !iolent slushfest' urf ?s latest ad opted for the high

road' ha!ing mud%caked #uniors rushing to em(race their tormentors

7o(!iously in pristine whites9' only for them to 8The latest campaign is a

continuation of the same philosophy and (rings the !alue of righteousness.

The !alue of righteousness communicates the need to ha!e the courage to

stand up for what is right.8

The campaign works (ecause (rand managers at urf @xcel are con,dent

enough of their product to pro#ect' indirectly in this case' of its dirt%(usting

qualities. reed up from this onerous task' they ha!e since 25' when the

,rst of this series aired' taken an uncon!entional route.

8$e ha!e worked with a set of human !alues' including forgi!eness' with a

sack race' and empathy' with a mud%soaked young student mimicking his

fa!ourite teacher?s dog that has #ust died'8 says +run )yer' national creati!e

director with Iowe Iintas.

8These are the !alues that parents 7a key constituent for urf9 like to see in

their children.8 )n an area of 240F tele!ision and !iolence all around' the

latest (adappan campaign also drags !iewers (ack to a simpler time of

playing outdoors and frolicking with friends. /espite (eing a se!en year old

campaign in essence' )yer thinks this has the legs to run for a while longer.

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http://economictimes.indiatimes.com/topic/brand%20managershttp://economictimes.indiatimes.com/topic/brand%20managers


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ARTICLE>

Dr# cleaner trades on 7ell>)no7n detergent

+ugust 2' 2136y -risty -ennedy' pecial to the Tri(une

)f you lea!e your car to go inside the new Tide /ry leaners in southwest

Aaper!ille' you?ll notice a clean scent' an opening in the wall re!ealing the

operations of the (usiness' and a large orange dry cleaning machine that

resem(les a (ox of Tide detergent.

)t?s all (y design.

$ith a history dating to 1D4' the new dry cleaning (usiness (anks on the

Tide (rand that consumers ha!e trusted for years to make doing the laundry

a little easier' said [e $ampler' @C of +gile ;ursuits ranchising )nc.' a

su(sidiary of ;rocter H Eam(le. )n 2J' noting that consumers generally

were not happy with their dry cleaners' the company decided to launch a

test site in -ansas ity. ince then' 1J stores ha!e opened in 1 states with

plans to open as many as 1 more in the next year.

8)t?s an UJ (illion (usiness where consumers are not satis,ed'8 $ampler said.

8$e thought perhaps the Tide (rand can extend into that space.8 The (rand?s

promise that clothes stay looking newer longer holds true for the dry

cleaning ser!ice as well.

)n [uly' "a# ;atel opened )llinois? ,rst Tide /ry leaners at 2D4 howplace

/ri!e in Aaper!ille. ;atel' who with his father owns /unkin /onuts' [ersey

Like?s u(s and $ing H "ings franchises in the area' plans to e!entually

open two other Tide /ry leaners in other parts of Aaper!ille. =e has another

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dry cleaning store in the works in Elen @llyn and e!entually hopes to ha!e

a(out a do&en dry cleaning stores in the hicago area.

8There will ne!er (e a (igger name in clothing care'8 ;atel said. 8)t seemed

to (e a no%(rainer to get in!ol!ed in this.8

The Tide dry cleaning (usiness is all a(out customer con!enience and

ser!ice. ustomers don?t ha!e to lea!e their cars. )n Aaper!ille' they pull up

into a co!ered dri!e%thru (ay and a !alet comes out to pick up or (ring out

the dry cleaning.

8)t works great for moms (ecause they don?t ha!e to get out of the car'8

;atel said.

The store is open Londay through riday from F a.m. to F p.m.' aturday

from J a.m. to p.m. and unday from 1 a.m. to 3 p.m. )f those times don?t

work' pickups and drop%os can (e made 24 hours a day' using drop (oxes

and lockers with customer codes. ame%day ser!ice is a!aila(le e!ery day

(ut unday. hirts cost U1.F5 and comforters of any si&e cost U2 to clean.

+t the Tide /ry leaner planned for Elen @llyn' a 8!ending%machine8%style

pickup option will (e oered. ustomers punch in a code and the dry

cleaning rack will mo!e the appropriate clothes to the pickup area. 8)t?s like a

"ed(ox for clothes'8 ;atel said.

+lso' (roken (uttons are automatically replaced and special ser!ices like

white' color and (lack restoration' alterations' leather cleaning and wedding

dress preser!ation are a!aila(le.

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8)f you ha!e a faded (lack%collared shirt or a dress' we can dye that (ack to

(lack where it looks almost new'8 $ampler said. ustomers also can request

unscented dry cleaning and laundering.

DATA A$ALYSIS I$TER!RETATIO$

1. /o you use detergent powderb

es Ao

5

1K

es Ao

Inter'retation

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+ll of the consumers are using detergent powder.

2. $hich (rand comes in your mind when you think of detergent

powderb

urf%excel 32

Tide 15

+ny other 3

4K

3K

K

urf%excel Tide +ny other

Inter'retation

urf%excel is the most popular detergent powder rather than Tide detergent

powder.

3. $hich factor is more important for youb

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uality 15

;rice 2;ackaging Juantity F

3K

4K

1K

14K

uality ;rice ;ackaging uantity

Inter'retation>;rice is the most important factor which in


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Yasser Ahmed


2014-15

3K

24K

3K

1K

5 gm 2 gm 1 kg achet

Inter'retation

Lost of the consumer (uys 1kg pack H 5 gm pack of detergent powder

followed (y 2 gm and sachet. This shows that consumers do (uy detergent

in large packs.

5. =ow frequently do you (uy a detergent powderb

Lonthly 25$eekly 15/aily Jan*t say 2

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5K

3K

1K4K

Lonthly $eekly /aily an*t say

Inter'retation>

5K of consumer (uys detergent powder on monthly' 3K said weekly' 1K

said daily H others said can*t say.

. an a good ad!ertisement in


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Yasser Ahmed


2014-15

JK

2K

es Ao

Inter'retation

+ good ad!ertisement de,nitely aects (uying decision of consumer (y

creating an image a(out the product. +s it helps in positioning in the mind of

the consumers.

F. $hich promotional acti!ities aects you the most to (uy detergent

powderb

+d!ertisement 1J

Cers and schemes 2/isplay J

+ny other 4

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3K

4K

1K

JK

+d!ertisement Cers and schemes

/isplay +ny other

Inter'retation

onsumers are conscious of oer and scheme and look for extra (ene,t in

the product after that ad!ertisement aects the most. Therefore the

company should concentrate on oer and schemes.

J. =a!e you seen any promotional campaign of urf @xcel H Tideb

es Ao32 1J

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4K

3K

es Ao

Inter'retation

rom the a(o!e graph it is clear that many detergent users ha!e seen

promotional campaign of urf @xcel. Therefore company should conduct

campaigns to create awareness a(out tide (rand.

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D. +re you satis,ed with staining action of urf @xcel detergent

powderb

atis,ed 2Qery satis,ed 15Aeutral 1/issatis,ed 5

4K

3K

2K

1K

atis,ed Qery satis,ed Aeutral /issatis,ed

Inter'retation

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Lost of the consumers are satis,ed with the staining action of urf @xcel

detergent powder and !eery few are there who are dissstis,ed. this shows

the good quality a(out the product.

1.+re you satis,ed with staining action of Tide detergent powderb

atis,ed 12

Qery satis,ed JAeutral 15/issatis,ed 15

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24K

1K

3K

3K

atis,ed Qery satis,ed Aeutral /issatis,ed

Inter'retation

Lost of the consumers are dissatis,ed or neutral with the staining action of

tide detergent powder and !ery few are there who are satis,ed.

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,,2 Does this detergent har" to #o6r hand so5tness2

es 15Ao 3

an*t say 5

3K

K

1K

es Ao an*t say

Inter'retation 34F 'eo'les said this detergent har" to o6r hand

so5tness< 4F said no ,4F said can=t sa#2

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12. )f you get extra (ene,t and oer in other (rand would you like to switch

o!erb

es 3Ao 15

an*t say 5

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K

3K

1K

es Ao an*t say

Inter'retation

Lany consumers say that they will switch to other (rand if they will get extra

(ene,t in some other (rand.

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(I$DI$GS

+fter doing this research and collection of data there were some ,nding

which can (e communicated to the organisation so that they can make new

policies and strategies.

19 onsumers today are !ery selecti!e' they de,nitely look for quality in the

products which they are purchasing.

29 onsumer after purchasing the product and using it do e!aluation the

!alue they get from the product 7(ene,t upon cost9

39 onsumers are satis,ed with the quality and staining action of urf @xcel

detergent powder.

49 onsumer are also looking extra (ene,ts in the product.

59 onsumers are not (uying large packs instead they are (uying small

quantities.

9 onsumer can switch to some other (rand if they ,nd some extra (ene,t

in some other (rand.

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CO$CL&SIO$

+fter completing my pro#ect and collecting !ital information and facts ) came

to the following conclusion.

1. onsumers look for quality while purchasing a particular (rand.

The second important parameter is price as the consumers look

for economy.

2. urf% excel is the most popular (rand among the detergent

powder followed (y tide detergent.

3. ompany is not conducting any promotional campaign to make

consumers aware a(out product 7Tide9.

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4. onsumers are looking (etter oer and schemes which the

company and looking for extra (ene,t in the product.

5. Lost of the consumers are satis,ed with the staining action of

urf @xcel detergent powder.

. Cers and schemes are the most important promotional

acti!ities which aect consumer (uying (eha!ior followed (y thead!ertisement 7 surf excel is good in (oth of them9

F. Lost of the consumers go for 1 kelogram and 5gm Tide

detergent powder. tudents are generally purchasing sachet for

short term use.

J. onsumers can switch to some other (rand if they are not

getting quality and extra (ene,ts in the products.

S&GGESTIO$ A$D RECOMME$DATIO$

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19 ompany should focus on ad!ertisement as it makes consumer aware

a(out the product.

29 ompany should gi!e more schemes and oers to the consumers.

39 ompany should do more promotional campaigns.

49 ompany should regularly do market research to know the changingneeds and demands of consumers. This will also help in (etter

understanding of consumer (eha!iour.

59 ompany should try to retain the customers (y creating loyalty among

the existing customers as (rand switching is !ery common today.

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6)6I)CE"+;=

RE(RE$CE BOO*S

Conce'ts o5 Mar)eting

;hilip kotler' Larketing Lanagement' 11th edition' prentice hall of

)ndia ;!t Itd.

;hilip kotler H +rmstrong' ;rinciples of Larketing' Dth @dition' ;earson

@ducation ;!t. Itd.

E.. 6eri' Larketing "esearch 3rd edition' Lc Lilan )ndia Itd.

.". -othari' "esearch Lethodology.

e0sites

www. ;E.com

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A$$E+&RE

+ES#I*!!AI$E *$ C*!S+&E$S

#o sud he consumer >reference o?ards Surf Exce /

#de

Aame> ______________________..

Cccupation>___________________

ontact no>_______________________.

+ddress>

1. /o you use /etergent ;owderb

7a9 es 7(9 Ao

2. $hich (rand comes ,rst in your mind when you think of detergent

powderb

7a9 urf @xcel 7(9 Tide

7e9 +ny Cther

3. $hich factor is more important for youb

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7a9 ;rice 7(9 quality

7c9;ackaging 7d9 quantity

4. $hile purchasing a detergent powder' what quantity do you

usually go forb

7a9 achet 7(9 2 gm

7c9 5 gm 7d9 1 kg

5. =ow frequently do you (uy a detergent powderb

7a9 /aily 7(9 $eekly

7c9 Lonthly 7d9 early

. an a good ad!ertisement in


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2014-15

7c9 Aeutral 7d9 dissatis,ed

1. +re you satis,ed with staining action of Tide detergent

powderb

7a9 atis,ed 7(9 !ery satis,ed

7c9 Aeutral 7d9 dissatis,ed

11. /oes this detergent harm to your hand softness.

7a9 es 7(9 Ao

7c9 an*t say

12. )f you get extra (ene,t and oer in other (rand 7other than Tide9 would

you like to switch o!erb

7a9 es 7(9 Ao

7c9 an*t say

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