Boston Consulting Group Matrix of Procter & Gamble’s Tide Detergent

Topics: Marketing, Strategic management, Laundry detergent Pages: 3 (794 words) Published: November 17, 2013

Boston Consulting Group Matrix of Procter & Gamble’s Tide Detergent

The Boston Consulting Group (BCG) Matrix allows Procter & Gamble (P&G) to comprehend how consumers perceive Tide Detergent based on market growth and market share. P&G can utilize this information to determine if they should increase or reduce investments for their strategic business unit (SBU), Tide. This paper will discuss the relationship of Positioning, Market Share, and Marketing Research in the BCG matrix suggesting that P&G should continue investing in Tide as a star product.

Positioning for Tide
Tide is best categorized as a star in the BCG matrix for several reasons. Most importantly, Tide is associated with high quality by consumers through the creation of a consistent aroma, softness and feeling of clothing. The bottles, logo, and scents of Tide are widely recognized and used as a household name. Tide is a product used regularly by a large quantity of consumers to complete necessary household chores. “In a 2009 survey, Tide ranked in the top three brand names that consumers at all income levels were least likely to give up regardless of the recession, alongside Kraft and Coca-Cola.” (Paynter, B., 2013) There is room for continued innovation with the advent of new types of cloth washing machines (e.g., high efficiency (HE) units) and materials used in the manufacturing of clothing. Therefore, Tide will continue to remain at the maturity stage with continued investment.

Market Share for Tide
The average American, before the introduction of liquid detergent, owned less then ten outfits due to the difficulty in hand washing. Tide is about cleaning clothes with less hassle and helping them last longer without a negative impact to the environment. “Executives at Procter & Gamble began tinkering with compounds called surfactants that penetrate dirt and unbond it from a garment while keeping a spot on a shirt elbow from resettling on the leg of a pant.”...

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Tanner, J., Raymond, M. & Schuster, C. (2010). Principles of marketing (1st ed.). Irvington, NY: Flatworld Knowledge.
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