1. IIM Lucknow, PGP30292
TUSHITA SURI
Analysing the Brand Positioning Strategy of Brand Extension: TIDE NATURALS
Term IV
10th June-2nd Sept, 2015
Under the guidance of

2. Pre Mid
Brand Positioning Basic Concepts
Brand
Basics
TALENT
REVIEW
Submission
Manufacturer,
Category &
Brand
Segmentation, 4P’s,
POP, POD ,
Competitive Frame of
Reference, Perceptual
Map & Brand
Laddering
Continuous
Improvement
Incorporate
Feedback
Brand
Elements
CRITICAL PATH SCHEDULE
Project
Rationale
Choosing the
brand extension
Analysis
Mid
Review
End
Review
Post Mid
TBD

3. INTRODUCTION
Category : Laundry
Manufacturer : P&G
Brand : Tide
Brand Extension : Tide Naturals

4. Laundry Category Overview
An Introduction to Tide Naturals
Manufacturer Background (P&G)
Contents
Segmentation & Targeting
Competitive Frame of Reference
Analysis of 4 P’s
POP, Perceptual Map & POD
Brand Laddering

5. Laundry Category Overview
An Introduction to Tide Naturals
Manufacturer Background (P&G)
Contents
Segmentation & Targeting
Competitive Frame of Reference
Analysis of 4 P’s
POP, Perceptual Map & POD
Brand Laddering

6. Ohio, US 180 Nations 5 Billion 300 Brands
224.3 Billion #36 in 20151,18,000 4 GBUs

7. 82
82.6
83.1
2012 2013 2014
0.7%
13.3
14.9
14
2012 2013 2014
0.6%
12%
-6%
P&G’s PERFORMANCE
Net Sales Operating Cash Flows
($billions)

8. P&G’s CATEGORY WISE MARKET SHARE
2012 2013 2014
11.2% 11.2% 11.1%Beauty & Personal Care
5.6% 5.7% 5.8%Bath & Shower
5.3% 5.2% 5.1%Colour Cosmetics
Fragrances
7.1% 7% 6.9%

9. Laundry Category Overview
An Introduction to Tide Naturals
Manufacturer Background (P&G)
Contents
Segmentation & Targeting
Competitive Frame of Reference
Analysis of 4 P’s
POP, Perceptual Map & POD
Brand Laddering

10. 172.9bn
₹
3% CAGR
HUL
9% PENETRATION

11. 9.8%
11.8%
2012
12.2%
2013
2014
LAUNDRY CARE CATEGORY GROWTH
2018-19
0.3%
6.8%
92.9%
Fabric Softeners
Laundry Aids
Laundry Detergents
₹172bn
2014

12. 38%
16%
11%
8%
5%
3%
2%
17%
HUL
Rohit Surfactants
P&G
Nirma
Jyothy Labs
Fena
Reckitt Benckiser
Others
VALUE SHARES

13. Laundry Category Overview
An Introduction to Tide Naturals
Manufacturer Background (P&G)
Contents
Segmentation & Targeting
Competitive Frame of Reference
Analysis of 4 P’s
POP, Perceptual Map & POD
Brand Laddering

14. 7.5% 7.4% 7.4%
2012 2013 2014
BRAND’S MARKET SHARE

15. Line Extension in 2009
“Naye jaise white ho toh Tide ho”
Introduced for India 2 &3
$4 million Media Spend in 2014
Available in 1.2 million outlets

16. Laundry Category Overview
An Introduction to Tide Naturals
Manufacturer Background (P&G)
Contents
Segmentation & Targeting
Competitive Frame of Reference
Analysis of 4 P’s
POP, Perceptual Map & POD
Brand Laddering

17. PRODUCT PRICE PROMOTIONPLACE
Only one variant,
price on pack
Cleans well
without
irritation
Superior
Whiteness
Natural
freshness &
fragrance
Water soluble
sodium sulphate to
keep hands soft

18. PRODUCT PRICE PROMOTIONPLACE
Pack Size MRP
140 g ₹10
400 g ₹32
1 kg ₹64
Pricing Objective
To maximize market share among Tier 3 consumers
Pricing Strategy
Value Based Pricing: Low price for high quality

19. PRODUCT PRICE PROMOTIONPLACE
40
Distributors
6 million
outlets
Wholesalers
cover beyond
1.2 million
stores
Chains,
kirana stores,
pharmacy,
online

20. PRODUCT PRICE PROMOTIONPLACE
Value Promotions
Volume Promotions
Big Days (Republic & Independence Day)
Comparative Advertising by Rin
https://www.youtube.com/watch?v=msczklmNj6E

21. https://www.youtube.com/watch?v=SSjliwctrsQ
‘Chota daam, badi khushi’
Emphasizing price, nimbu
& chandan fragrance,
mildness
https://www.youtube.com/watch?v=y7LZK8-s9Ks

22. Laundry Category Overview
An Introduction to Tide Naturals
Manufacturer Background (P&G)
Contents
Segmentation & Targeting
Competitive Frame of Reference
Analysis of 4 P’s
POP, Perceptual Map & POD
Brand Laddering

23. Price Change communicated to the
customer
MARKET SEGMENTATION
Demographic
Geographic
Geographic
Behavioural
Demographic
Psychographic
1
2
3
Income
Gender
Age
Rural & Semi-urban

24. MARKET TARGETING
Tier 3
brand
consumer
Risk
averse
Women
(housewives)
18-50 years
old
Price
conscious
Want
products
gentle on
skin
Effective
cleaning
with low
effort

25. Laundry Category Overview
An Introduction to Tide Naturals
Manufacturer Background (P&G)
Contents
Segmentation & Targeting
Competitive Frame of Reference
Analysis of 4 P’s
POP, Perceptual Map & POD
Brand Laddering

26. 26
Soda Powder
Lemon
Bathing Soap
 To remove tough stains
 But an ingredient of Tide
 Traditional way
 Used by dhobis
 Lifebouy for all purposes
 Used widely
GENERIC COMPETITON
TO TIDE NATURALS

27. CONSUMER’S CONSIDERATION SET
5.9%
18.9% 17.5%
8.3%
(% Value Shares 2014)

28. Laundry Category Overview
An Introduction to Tide Naturals
Manufacturer Background (P&G)
Contents
Segmentation & Targeting
Competitive Frame of Reference
Analysis of 4 P’s
POP, Perceptual Map & POD
Brand Laddering

29. POINTS OF PARITY
Stain Removal
Overall Cleanliness
Value for money

30. PERCEPTUAL MAP OF
DETERGENTS
Mild on hands
Harsh on hands
Low freshness & fragrance High freshness & fragrance

31. POINTS OF DIFFERENCE
Superior
Whiteness
Mild on
hands due to
natural oils
Natural
freshness &
fragrance of
lemon &
sandalwood

32. Laundry Category Overview
An Introduction to Tide Naturals
Manufacturer Background (P&G)
Contents
Segmentation & Targeting
Competitive Frame of Reference
Analysis of 4 P’s
POP, Perceptual Map & POD
Brand Laddering

33. BRAND LADDERING
for Tide Naturals
VALUE
Better cleaning in a simple way
EMOTIONAL BENEFIT
Make the best choice given a limited
laundry budget
FUNCTIONAL BENEFIT
Whiteness, mildness, good
fragrance
ATTRIBUTES
Dual surfactant system, brighter
technology, derived from natural oils

34. CREDITS
SLIDE NO. REFERENCE
6
http://www.pg.com/en_US/brands/all_brands.shtml
http://www.forbes.com/companies/procter-gamble/
7 P&G Annual Reports
8 GMID Database
10-12 http://www.portal.euromonitor.com/portal/analysis/tab
14 http://www.portal.euromonitor.com/portal/analysis/tab
15
http://www.pg.com/en_US/downloads/innovation/factshe
et_Tide_Naturals.pdf
http://www.forbes.com/2010/04/12/forbes-india-pg-
unilever-soap-opera.html
17-21
http://bigbasket.com/pd/295815/tide-naturals-detergent-
powder-lemon-chandan-140-gm/?nc=as
http://marketingpractice.blogspot.in/2010/03/brand-
update-rin-vs-tide-strategy.html
file:///C:/Users/Dell/Downloads/120178896-Tide-
Naturals-Case-Study-27Dec12.pdf
27 http://www.portal.euromonitor.com/portal/analysis/tab