This presentation shows how this both brand comes under same company (P&G) but communicate differently with people

1. P&G Products
Presented By:
Bhavin Agrawal (02)
Nikita Balar (04)
Malvi Bhatt (08)
Ishani Dave (14)
Nitin Madhavi (28)
Kushal Mehta (31)

2. • American multinational consumer goods company
• Home Care brands - detergents
– Premium Priced Product : Ariel
• Market Share: 6%
• Maintains Technological Superiority Impression
• Quality Conscious consumers
– Mid Priced Product: Tide
• Market Share: 13.5%
• Outstanding whiteness
• Price Conscious consumers
http://www.indiafoodbrief.com/index.php/from-the-editors-desk/130690-the-big-suds

3. Detergent Forms

4. Segmentation
•Demographic:
Gender: Female
Age: 25-35 years, 36-45 years, 46-55 years
Upper class, Upper Middle class
•Occupations: self-employed, skilled
workers
•Psychographic:
Culture-oriented, Sports-oriented
•Behavioral:
Benefits: Quality, Service, Speed
User Status: Regular User, Potential User,
Non-user
Demographic:
Gender: Female
Age: 18-28 years, 29-39 years, 39-49
years, 50-55 years
Middle class
•Occupations: Self-employed, skilled
workers, Unskilled workers
•Psychographic:
Culture-oriented, Outdoor-oriented
Behavioral:
Benefits: Speed, Whiteness
User Status: First-time user, Regular user,
Non user

5. Target Market
•General Consumers having frequent
stain problem on cloths
•Quality Conscious consumers
•Washing Machine Users
•Female
Age: 25 to 50 years
•General Consumers who are concerned
with the whiteness of the cloths only
•Price Conscious consumers
•Female
Age: 18 to 54 years

6. Positioning
• Removes tough stains
• Superior technology
• Importance to quality
• Outstanding whiteness
• Low Price

7. SWOT
Analysis

8. SWOT
Strength
- World leader in detergent segment
Quality detergent
– can remove the toughest stains
- 1st to introduce fragrances in the
market
Weakness
- Higher price
- Strong competitors
Opportunity Threat
- Big untapped rural market
- Can use its brand imprint in the
minds of people to increase its
customer base
- Various lower priced products
available in the market
- Counterfeit products in rural areas

9. SWOT
Strength
- Benefit or attribute over other
products in the same category
- Leading market position
- Lower price and good quality
Weakness
- Substitute products available
- Strong competitors
Opportunity Threat
- High potential of rural market has a
lot of opportunities
- Changing lifestyle of people want
cheap product with good quality
- Price wars with competitors
- Counterfeit products in rural areas

10. Competitors

11. Packaging

12. Change In Packaging Of Tide

13. 500gm -48rs
1kg - 96rs
2kg - 192rs
4kg - 382rs
6kg - 568rs
150 gm - 10rs
750 gm - 39rs
1kg - 64rs
500gm - 43rs
1kg - 85rs
2kg - 192rs
4kg - 382rs
6kg - 568rs

14. Change In Packaging Of Ariel

15. 500gm – 94rs
1kg – 185rs
2kg – 369rs
1kg -105rs
2kg - 205rs
500gm -94rs
1kg - 195rs
2kg - 388rs
1kg - 160rs
2 kg - 369rs

16. Pricing
P&G uses following pricing strategies
• Competitive pricing
• Product line pricing
• Optional feature pricing

17. Competitive Pricing
• Setting a price in comparison with
competitors.
• A firm has three options and these are to price
lower, price the same or price higher

18. Product Line Pricing
• Pricing different products within the same
product range at different price points.

19. Optional Feature Pricing
• Offer Optional features and services along
with main product

20. Appeal

21. Emotional Appeal
This commercial advertisement
of Tide does the Emotional
Appeal. In this we see that tide
shows that the Tide it gives
better whiteness with less
efforts to be done.
The line “Behtarin Khushboo,
aur Hatho Ki Narmai” and
“Mrs. Ke Mulayam Hatho ko
Dekho” shows that husabnd
cares for her wife and wife
gives whitness to her husband’s
cloth.

22. Social Appeal
This commercial of Ariel does the Social Appeal regarding the Respect of
the women that they are not made to do only household work.
Present era they are working hand-in-hand with the man. So, man must
also help to do her work.

23. Repositioning

24. Repositioning
• Superior technology and created fragrance oriented
detergent powder
• Lot of attention to cleanliness, freshness
• After observing that tide was not capturing the lower
segment of the market it repositioned itself by slashing
down the price of the detergent.
• Also introduced detergent sachets
• Introduced detergent bars to gain more acceptances in
India specifically in the rural markets

26. Distribution

27. Distribution Strategy
• The most important aspect of the fast moving
consumer good is its distribution channel strength.
This is because the market for FMCG products is
competitive and so, there are a lot of substitutes
present.
• Tide was actually passed on to the already present
distributors, resulting in a time saving proposition for
the product to reach its customers.

28. • P&G CEO Mr. A.G. Lafley agrees about the excellent distribution
network that Hindustan Unilever Ltd. has and states that the main
reason has been its presence in India for about 100years.
• He also says that in order to do give HUL a run for their money, P&G
will have to do something innovative as far as the supply chain is
concerned. Actual Situations As per P&G’s policy, it measures
customer satisfaction in two levels. Firstly, the consumer is not
satisfied if the consumer goes to a shop to buy Tide and finds out
that it is not available. So what happens the potential consumer
ends up buying a rival product.
• P&G plans to bring new techniques and ideas for improving its
supply chain. It plans to- • Building collaborative supply chains at
several levels • Ensuring that the manufacturing sites serving both
global and local customers are highly responsive to changes in
demand, based on real time data for the stores

30. Push & Pull Strategy

31. P&G
• As the company manufactures the FMCG
convenience/ necessity goods
• So the distribution network of the company
needs to be very strong and proactive.
• Promotional Strategy
– P&G insists on a pull strategy
– Heavy promotional advertising

32. Pull strategy
• Price off deals: Reduction in the prices of its
Tide and Ariel brands by 20-50 %
• Packet price: 1 kg
– Ariel : Rs 135 to Rs 99
– Tide : Rs 85 to Rs 46
• Strategy
– Promote sachet experience
– Get the masses to experience their products

33. • Manufacturer
• Price off deals
• Consumer
• Attracted towards product
• Specially price conscious consumers
• Expansion of Ariel market
• Reseller
• Stocks and Supplies accordingly

34. Problem
• People were unable to differentiate between
Ariel and Tide detergent.
• Specially Ariel detergent users as they were
more quality conscious and loyal as it is high
tech product.

35. Push Strategy
• Heavy advertising
– Advertising agency: Saatchi & Saatchi
• Manufacturer
• Promotional Advertisement
• Reseller
• Stocking product
• Reseller promotion
• Consumer
• Product Use

36. Communication
Through
Advertisement

37. Target people in specific roles

39. Encouraging problem recognition
through communication

40. Thank You !!