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
60
estimated to be Rs 5,000
crore in size
50
 Making India world’s third
largest detergents market. 40
 Detergent bars comprise 43
DETERG
per cent of the total market 30
ENT
and detergent powders BAR
comprise the balance 57 per 20
cent.
10
 However, the detergent bar
market is shrinking in India. 0
MARKET
SHARE
 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 products
2. In many houses, people even use Tide bars to wash their
cooking utensils
3. Homemaker's primary concern is her family's well-being
4. She wants maximal value from her brands
5. She believes that one of the ways she can contribute to the
family is by making the most of her budget
6. They use these bars for the results and the quality of wash
they get
7. Indians love tough and long lasting things in all our choices
8. 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.
 How Distribution Channel Works?

Retailer Supplier

Wholesaler Regional Factory

Stockiest
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.
Thank You