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Ashish Agarwal
MHRM assignment
C.09.02
Roll No. 1
Ty. B.com A
Introduction
In 2001, Procter & Gamble India launched
Tide detergent.
Compact Detergent
Tide ULTRAMATIC
TIDE
Segmentation of Detergent market in
India
Segmentation Of
Detergent
Powder Market
Premium
Mass Market
Mid – priced
Ariel- Ultramatic &
Wheel , Fena,
Spring clean Surf - Surf Excel Blue, Tide,
Nirma,Ghadi etc.
Automatic & Quick Stain Champion
wash,
SWOT Analysis
Strengths Weakness
A product of P&G, world leader in Poor promotional activity.
detergent segment.
Intermittent availability.
Epitomize stain removal, even the toughest
stain in 1st wash. Improper pricing strategy.
Pioneered the use of enzyme tech. No advertisement recall value
1st to introduce different fragrances in
detergent.
Opportunity Threats
5700 crore detergent market. Existing players
A big untapped rural market. Spurious/counterfeit products in rural
areas
Has the potential to become the market
leader. Aggressive price competition
Sustainable Competitive Advantage
Brand Imprint
CSR Initiatives
29% 38%
P&G
HUL
Nirma
Henkel SPIC
Other