American Intercontinental University
Unit 4 Individual Project
MKTG 205 – Principles of Marketing
This paper is a marketing plan for Tide laundry detergent. It will start out introducing Tide giving a brief description of the situation analysis, marketing strategy. It will give an overview of the product and service and strategies to consider. What Tide’s pricing strategy they use and talk about their distribution channels. This paper will give an overview of integrated marketing communications. Explain what their promotion mix strategy is and what promotional tools they use for advertising. .
The Marketing Program for Tide
The manufacturing company for Tide has learned how to market this great product, by having many loyal consumers. They are a very innovative company always coming out with something new to keep the consumers interest. They are good at knowing what their consumers want and delivering on that. They listen to their consumers and everyone works together to make their consumers happy. Definition of Marketing
The definition of marketing that I gathered from the resources that I used is that marketing is everything you do to get your product or service in front of potential customers and make them want your product or service. This all determines how the product or service is distributed as far as pricing, packaging and place and how you promote the product or service Introduction of Product/Service
The product that will be discussed is Tide laundry detergent, the company was founded in 1946. They have been dedicated to helping families care for their clothes for over 60 years. (Proctor & Gamble 2011) Their manufacturing company is Proctor and Gamble and they make a lot of different products anything from household care and health and beauty products. They are good at marketing Tide, they make sure that they research and find out what the consumer needs and wants. They seem to know who they should market their products to. They have various types of detergents that will accommodate any consumer. They are good at Listening to what the consumers want. They also have teamed up with the Red Cross and offer and give aide whenever there is a disaster in an area. They do this by actually doing peoples laundry for free for them. I would also say that this is a good way to market their products and their name. They have managed to stay competitive all these years by offering many different products. Situation Analysis -- Marketing Environment Forces Impacting Product/Service The three marketing environment forces for Tide laundry detergent are: Are the chemicals that are in Tide safe for its consumers? Will the use of chemicals effect consumers from purchasing their detergent? Is their packaging environmentally conscious? Are they safe for landfills? Lastly are their competitors doing anything to try to win away Tide’s customers? Although the synthetic surfactants wash clothes cleaner than soap there has been some controversy on how safe they are for their consumers. The ingredients in Tide or any detergent are never really revealed the bottle list synthetic surfactants which are slow to biodegrade in the environment and have been implicated in chronic health problems. One study shows that they stimulate the growth of breast cancer cells and feminize male fish. They say that Tide is safe and claim that it may cause gastrointestinal irritation if ingested and mild eye and skin irritation for prolonged use. (2005) Also another environmental concern is the use of PVC, a packaging material that is widely used for packaging consumer goods for many years, but has also caused controversy regarding its disposal to household solid waste incinerators, and its compatibility with plastics recycling. As a result, Proctor and Gamble began looking for new ways to package their products. They expect to be free of using any PVC within the next few years....
References: AIU Online. (2011). MKTG205-1103A-210: Unit 3: Marketing Principles. [Multimedia
presentation] Retrieved from AIU Online Virtual Campus
Kerin, R., Hartley, S., Rudelius, W., (2011) Marketing, 10th Edition (online version) Retrieved from http://mycampus.aiu-online.com, Chap 1-3
Kerin, R., Hartley, S., Rudelius, W., (2011) Marketing, 10th Edition (online version)
Retrieved 8/10/ 2011 from http://mycampus.aiu-online.com, Chap 13, 14
(2011) Tide Laundry Detergent Retrieved by http://www.tide.com/en-US/productLanding.jspx
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