P&G 3c Analysis

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Procter and Gamble’s Tide to Go

This past August, Procter and gamble introduced their latest item; the Tide to Go Mini. Due to the Tide to Go’s success and the popular demand of and even more portable applicator, Tide showed that it values its customer’s input and developed this new product.

In 1946, Procter and Gamble (P&G) introduced Tide as a heavy-duty laundry detergent. This product was the culmination of research started in the 1920s to develop an effective household detergent. The extended program was due to P&G’s dominance in the household market and history in the soap making industry. James Gamble started his career as a soap maker and later joined forces with his brother-in-law, William Procter, in 1837. While once competitors, they joined together and made what is now the 14th largest company in the U.S. in terms of profit.

P&G currently has 23 different brands that generate over a billion dollars in sales annually, but they’re not stopping there. Growth continues for P&G as they constantly introduce new products and research the wants and needs of their consumers. One of the most recent additions to their Tide brand is the Tide to Go, which was introduced in 2005. This product removes stains that commonly occur on the go such as: coffee, ketchup, barbeque sauce and soda to name a few. Although the original Tide to Go was thought to be compact enough, consumers wanted something more portable. Responding to these needs, Tide to Go Mini was introduced nearly a month ago in August 2008. The product has now been shrunk to lipstick size.

Although this product may benefit anyone, P&G has focused their attention and resources on certain groups. The target segments for Tide to go are mothers, families with kids and business professionals. This product is competitively priced, at $6.87 for a three count package. The primary appeal is to the mid to high income level households. The development of the Tide to Go Mini is a...
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