This presentation consists of Tide Detergent Market Analysis. It have bcg matrix , ge matrix, swot analysis, Segmentation, & porters five model

1. Market Analysis
BRAND: TIDE
COMPANY: P&G
Presented By :-
27. Pratibha
28. Naina
29. Nabeel
30. Shubham Morgaonkar
31. Ravleen

2. Company Overview
• Procter & Gamble (P&G) is an American multinational
consumer goods company headquartered in downtown
Cincinnati, Ohio, USA.
• Its products include foods, beverages, cleaning gents
and personal care products.
• P&G, is the world’s largest consumer goods company.
P&G was founded in 1837.
• They sells their products in over 180 countries.
• Since 1837, P&G has built a rich heritage of touching
consumers’ lives with brands that makes life a little
better every day.

3. P&G India
• Established in 1964, P&G India now serves over 650
million consumers across India.
• P&G operates under two listed entities in India -
“Procter & Gamble Hygiene and Health Care
Limited” and ‘Gillette India Limited’.
• P&G India is committed to sustainable growth in India,
and is currently invested in the country via its five plants
and over nine contract manufacturing sites.

5. GLOBAL LAUNDRY
MARKET
• Worldwide laundry detergent market is witnessing a
significant shift towards concentrated powder and liquid
formulations.
• Indian laundry market is Rs.2,20,000 crore in size.
• Third largest detergent market.
• More than 10 brands available in the Indian market.
• Detergent bar comprises 43% of market share and powder
enjoying the rest 57%.
• Global market for laundry products is projected to exceed US
$150 billion by 2018, & will reach US $202.4 billion by 2025

6. GLOBAL LAUNDRY
MARKET
38
118
3
5
2
17
16
Sales
HUL
P&G
NIRMA
FENA
JYOTHI LABS
Reckitt Benckiser
Rohit Surfactants
Others
HUL lead the market with highest % of market share
i.e.38%, followed by P&G, Nirma, Ghadi.

8. Introduction

9. Marketing Mix

10. Consumer research
shows:
• Indian women plays vital role in taking decision regarding
home products.
• In many houses, people even use Tide bars to wash their
cooking utensils.
• Homemaker’s primary concern is her family’s well being.
• Maximum value from the products they use.
• Indian Housewives believes that one of the ways she can
contribute to the family is by making the most of her budget.
• Indians love tough and long lasting things in all their choices.
• Indians don’t have predictable patterns in product usage and
brand loyalty.

11. Product
Cleans well
without irritation
Superior
whiteness
Keeps hands
soft
Gives
freshness &
fragrance

12. Price

13. Place

14. Promotion
• Taglines used by tide :-
1. Chaunk Gaye ??
2.Lage dusron ke mukable sirf Adha
Nikale jiddi mail de safidi jyada
3.White plus ho to Tide ho
4.Tide de adhi mehnat main puri safai
Shandar white ho to tide ho
5.Kuch na mile sasta mahengayi mar gai
Naya tide plus lage dusro ke mukable bas adha
6.De safai kadak rakhe hath naram

15. Segmentation
• People who have fixed budget for household things like
detergents and look for economical options Tide serves as a
better option and helps the consumers, one of the finest the
products in convenient rates.
Target group
Women age group from 18 to 54 years old are the target
audience for the product as well as the middle class
category. Tide comes under the middle class target group.
Positioning
A product that has the all required qualities needed in the
detergent, and priced well in the market, affordable to all.

17. Points of Parity

18. Points of Difference
• Superior Whiteness
• Mild on hands
• Washes more in less Quantity
• Available with different varieties

19. SWOT ANALYSIS
Strength
• Benefit or attribute over other products in the same
category
• Leading market position
• Lower price and good quality
• Most popular and widely patronized detergent in the
world and a flagship brand of P&G
• Renowned by its reputation of complimenting the ever-
changing people’s temperaments for fashion

20. SWOT ANALYSIS
Weakness
• Strong competitors
• Substitute products available at the same price
• Example-An in house brand i.e. Ariel, also a P&G
substitute, where as other substitutes such as Rin,
or Surf excel. Another competition would be the
price difference in which its being sold. Also the
possible offers that is being offered along with the
product. It can be either an extra quantity or the
rates might be slashed down

21. SWOT ANALYSIS
Opportunity
• High potential of rural market has a lot of
opportunities
• Changing lifestyle of people want cheap product
with good quality
• Introduction of better variants by technology
development and innovations
• Niche target market.

22. SWOT ANALYSIS
Threats
• Price wars with competitors
• Aggressive promotion by competitors , harming the
reputation of the product and ambush marketing
• Counterfeit products in the rural market
• Example –similar products can compete with the
brand where as an substitute can also be a
possible threat, such as a bar instead the powder or
a liquid soap instead the

31. BCG MATRIX
HIGH
HIGH
LOW
LOW
STAR PRODUCTS
Arial
Tide
Duracell
Ambipure
Oral -B
Cash Cow Products
Olay
Gillette
Whisper , Pampers
Head & Shoulders
Pantene
Vicks
Question mark
Products
Crest
Swiffer
Safeguard
Doggy product
Clairal shampoo
Femine always
Relative Position (market share)
BusinessGrowthRate

32. GE Matrix
Business Unit Strength
High Medium Low
IndustryAttraction
High
Medium
Low
Tide Powder Tide BleachTide HE Liq.
Tide SportTide Pac'sTide Oxi
Tide Stain
Removal
Tide Downy
Tide Boost
Vivid