Marketing Strategy: Tide Detergent
Marketing Strategy for Procter & Gamble’s
Tide® Liquid Laundry Detergent Measure Trigger
Paul Lane
Marketing 1001
Professor Norman Hansen
February 20, 2010
Abstract
Procter & Gamble (P&G) and its competitors package laundry detergents in various sizes and packaging alternatives. Tide® liquid laundry detergent is available in sizes ranging from 40 ounces (25 loads) to 150 ounces (96 loads). Current packaging requires lifting and pouring from bottles weighing over nine pounds into a small measuring cup. The intent of this marketing strategy is to identify feasibility of an alternative dispensing system for the largest size containers of Tide® liquid laundry detergent.
Marketing Strategy for Procter & Gamble’s
Tide® Liquid Laundry Detergent Measure Trigger
Business Mission Statement:
We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.
(Procter & Gamble, 2010)
Tide® is one brand in P&G’s Household Care business unit. Total net sales for this business unit totaled $37.3 billion during 2009 and 20% global market share (2010a, b).
Objective:
The purpose of this initiative is to increase consumer ease-of-use and perceived value to increase sales volume. Our objective is to increase sales by 20% during the first 12 months for Tide® liquid laundry detergent in 150 ounce bottles following launch of the Measure Trigger dispenser. In addition to gaining market share from our competitors we expect sales to shift from smaller bottles to the larger bottle, both of which will offset any manufacturing constraints and the higher cost dispenser.
SWOT Analysis: P&G’s greatest strengths are,
Tide® Liquid Laundry Detergent Measure Trigger
Paul Lane
Marketing 1001
Professor Norman Hansen
February 20, 2010
Abstract
Procter & Gamble (P&G) and its competitors package laundry detergents in various sizes and packaging alternatives. Tide® liquid laundry detergent is available in sizes ranging from 40 ounces (25 loads) to 150 ounces (96 loads). Current packaging requires lifting and pouring from bottles weighing over nine pounds into a small measuring cup. The intent of this marketing strategy is to identify feasibility of an alternative dispensing system for the largest size containers of Tide® liquid laundry detergent.
Marketing Strategy for Procter & Gamble’s
Tide® Liquid Laundry Detergent Measure Trigger
Business Mission Statement:
We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.
(Procter & Gamble, 2010)
Tide® is one brand in P&G’s Household Care business unit. Total net sales for this business unit totaled $37.3 billion during 2009 and 20% global market share (2010a, b).
Objective:
The purpose of this initiative is to increase consumer ease-of-use and perceived value to increase sales volume. Our objective is to increase sales by 20% during the first 12 months for Tide® liquid laundry detergent in 150 ounce bottles following launch of the Measure Trigger dispenser. In addition to gaining market share from our competitors we expect sales to shift from smaller bottles to the larger bottle, both of which will offset any manufacturing constraints and the higher cost dispenser.
SWOT Analysis: P&G’s greatest strengths are,
References: Procter & Gamble. (2010). The Power of Purpose. Retrieved from http://www.pg.com/en_US/company/purpose_people/index.shtml Procter & Gamble. (2010a). P&G at a Glance. Retrieved from http://www.pg.com/en_US/investors/p_g_at_a_glance.shtml Procter & Gamble. (2010b). Company Strategy. Retrieved from http://www.pg.com/en_US/investors/company_strategy.shtml Procter & Gamble (2010c). Core Strengths. Retrieved from http://www.pg.com/en_US/company/core_strengths.shtml