Tide Philippines
De La Salle University
The Graduate School of Business
In Partial Fulfillment of
The requirements in
MARKETING MANAGEMENT
Tide Case Analysis
Submitted by:Paula de Asis Minnie TanClarisse CortezJanuary 20, 2014
Industry Highlights
Market Segments and Market Size Data
The Philippine laundry care industry can be categorized into the following: Carpet Cleaners, Fabric Softeneres, Laundry Aids, Laundry Detergents and Laundry Care. Based on July 2012 Nielsen reading and even Euromonitor, the Laundry detergent category is a 30 billion pesos industry here in the Philippines. It is dominated by powders with a share of 18.4 billion and bars with 11.3 billion.
The major industry players include ACS Chemical Industries (Pride), Peerless (Champion, Calla), Proctor and Gamble (Ariel, Bonux, Tide, Mr. Clean, Perla) Unilever (Surf, Breeze) and Wellmade (Speed, Budget, Bareta).
It is being distributed in all channels which include convenience stores, grocery, market stalls, sari sari stores, and supermarkets. Based on the November 2013 value share reading from Nielsen, bulk of the laundry business comes from Supermarket with 12% contribution. Sari sari stores comes to a close second with 9% contribution.
Surf is the market leader for total Philippines for both powders and bars. But if we drill down per area, Tide is dominating the GMA market followed by Champion and Surf. In a global-brand dominated industry, we have seen a rise in a local manufacturer known a Peerless Products Manufacturing Corporation. It is believed that they have received most attention on the powdered detergent. Champion have marketed themselves to be an honest brand (“Tapat Sa Inyo”), differentiating itself as a product with “puro” (pure) ingredients. They have also been said to be as the number one brand of choice in Metro Manila, in a 2012 survey taken by the AC Nielsen Retail Audit.
In the 2012 percent spend allocation data of Nielsen, it states that 38.7% of Filipino
The Graduate School of Business
In Partial Fulfillment of
The requirements in
MARKETING MANAGEMENT
Tide Case Analysis
Submitted by:Paula de Asis Minnie TanClarisse CortezJanuary 20, 2014
Industry Highlights
Market Segments and Market Size Data
The Philippine laundry care industry can be categorized into the following: Carpet Cleaners, Fabric Softeneres, Laundry Aids, Laundry Detergents and Laundry Care. Based on July 2012 Nielsen reading and even Euromonitor, the Laundry detergent category is a 30 billion pesos industry here in the Philippines. It is dominated by powders with a share of 18.4 billion and bars with 11.3 billion.
The major industry players include ACS Chemical Industries (Pride), Peerless (Champion, Calla), Proctor and Gamble (Ariel, Bonux, Tide, Mr. Clean, Perla) Unilever (Surf, Breeze) and Wellmade (Speed, Budget, Bareta).
It is being distributed in all channels which include convenience stores, grocery, market stalls, sari sari stores, and supermarkets. Based on the November 2013 value share reading from Nielsen, bulk of the laundry business comes from Supermarket with 12% contribution. Sari sari stores comes to a close second with 9% contribution.
Surf is the market leader for total Philippines for both powders and bars. But if we drill down per area, Tide is dominating the GMA market followed by Champion and Surf. In a global-brand dominated industry, we have seen a rise in a local manufacturer known a Peerless Products Manufacturing Corporation. It is believed that they have received most attention on the powdered detergent. Champion have marketed themselves to be an honest brand (“Tapat Sa Inyo”), differentiating itself as a product with “puro” (pure) ingredients. They have also been said to be as the number one brand of choice in Metro Manila, in a 2012 survey taken by the AC Nielsen Retail Audit.
In the 2012 percent spend allocation data of Nielsen, it states that 38.7% of Filipino