Brand Dossier on Tide

1. TIDE
Brand Dossier
Literature Review for the Brand
Presented By:
CONTENTS
Abhishek Dujari
PHASE 1 Nahid Anjum
Sana Khan
Sayan Mukharjee

2.  Early history of the brand and its evolution over time.
 Initial positioning and subsequent repositioning, if any.
 Advertising, sales promotion and segmentation strategy
followed by the brand.
 Analysis of product and generic competition to the brand.
 Strategies adopted over time by the brand to tackle
competition or prime market expansion.
 Distribution strategy followed by the brand.
 Summary regarding the future directions for the brand.
 Bibliography
PHASE 2
 HYPOTHESIS
 LIST OF GROUP HYPOTHESES
 JUSTIFICATION OF THE HYPOTHESES AS PER THE LITERATURE REVIEW
 THE LIST OF INFORMATION REQUIREMENTS TO BE COLLATED FROM THE
RESEARCH
 DATA COLLECTION METHODS
 SAMPLING PLAN AND SAMPLING SIZE
 METHODS OF DATA ANALYSIS TO BE USED
 QUESTIONNAIRE
PHASE 3
 ANALYSIS OF HYPOTHESES
 ANALYSIS OF DATA AND INFERENCES DRAWN
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3. EARLY HISTORY OF THE BRAND AND ITS
EVOLUTION OVER TIME
Tide was introduced in the year 1920 in United States of America. Prior to its debut Americans
used soap flakes for their laundry which did not clean well, dulled colours and sometimes the soap
left a ring of scum around the tub. This is when Procter and Gamble saw the need to introduce a
product that would change the way Americans washed their clothes, and after doing research for a
considerable period of time they came up with a synthetic detergent called “TIDE”. Tide was the first
heavy duty synthetic detergent and was quoted as “The first big change in soap making in 2000
years” by Neil Hosler McElroy, President of Procter and Gamble 1948-1957. Tide was new to the
world product and it was based on synthetic compounds rather than natural products.
Tide was first introduced by Procter and Gamble in Canada, USA and other countries in test
markets in the year 1946. It accomplished national distribution sometime in the year 1949. In the
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4. late sixties and early seventies it was branded as ‘Tide XK’ , but later re branded as Tide. Although it
was initially targeted to be marketed in the hard water areas, it was later marketed throughout
America. Tide reached the market in the same year as the introduction of automatic washing
machines. These two innovations saved consumer’s time and effort in doing laundry. The consumer
response was immediate and intense. Tide gained momentum in the detergent market very fast and
left behind all the other Procter and Gamble products like Ivory Snow and also competing products
like Rinso and Gold Dust Washing Powder both of Lever Brothers in terms of sales. Today Tide is one
of the World’s oldest and most trusted detergent brands.
In the year 2000 Procter and Gamble home products introduced Tide for the first time in India,
which was then one of the largest selling detergents in the world. It was launched to take over HLL’s
Rin on the ‘outstanding whiteness’ platform. Tide has a distinct yellow and orange bull’s eye logo
which was designed by Donald Deskey, but it has been slightly modified for the products fiftieth
anniversary. Tide has improved 22 times during its 21 years in the market, and Procter and Gamble
still strives for perfection. Each year, researchers duplicate the mineral content of water from
different parts of United States and wash loads of laundry to test the consistency and performance.
Tide is one of the major players in the global market and as far as India is concerned, it is gaining
mass acceptance thereby stating its potential to lock horns with the other giant competitors.
INITIAL POSITIONING AND SUBSEQUENT
REPOSITIONING, IF ANY
INITIAL POSITIONING
Procter and Gamble is known to produce strong brands, strong means something that is for the
higher class market segments head and shoulders and Indian market in mid 2000 was launched as a
premium brand and was being used mainly by the upper segment of the market as it was highly
priced and so it could not capture a considerable portion of the market as cheaper substitutes for it
were available in the market. Tide used superior technology and created fragrance oriented
detergent powder. Tide’s USP has been its quality. It pays a lot of attention to the quality which
reaches to its customers. Tide’s low temperature wash detergent powder contains anti-redeposition
technology which removes the toughest possible stains and also gets fully dissolved in water at the
same time. Soon Tide realised that it needs to cater to the mass and not a particular segment of the
market, so they repositioned themselves.
SUBSEQUENT REPOSITIONING
After observing that tide was not capturing the lower segment of the market it repositioned itself by
slashing down the price of the detergent. Tide also introduced detergent sachets which did not
require any shelf space instead created it. The sachets were widely accepted by all the segments of
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5. the market. The competition in the detergent industry was cut throat as Tide was simultaneously
competing with brands like Surf Excel, Surf Excel Blue, Rin. Tide, thus understood that in order to
become the leader in the detergent industry they also have to compete with the cheaper substitutes
like HUL’s Wheel and so they launched Tide Naturals in the market which has the fragrance of lemon
and chandan and was priced much lower than the flagship Tide detergent. Tide also introduced
detergent bars in the upcoming years to gain more acceptances in India specifically in the rural
markets .So it was quite clear that by slashing down the price of their product and by introducing
several other forms of its detergent Tide was slowly repositioning itself as a product for the common
man.
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6. ADVERTISING, SALES PROMOTION AND
SEGMENTATION STRATEGY FOLLOWED BY
THE BRAND
ADVERTISING
Tide uses a variety of methods to reach to its target audiences. They use a combination of print
media, television and public hoardings to inform its customers about them. Tide has recently also
started to use the internet to attract its customers. It has been somewhat successful to penetrate
the urban and semi urban market in India. It has been able to reach a huge number of people using
the medium of internet. One of the biggest advantages of tide deciding to advertise in the internet is
that it can actually gain the dedicated personal attention of the customer while he/she is surfing the
net.
A very good part about the advertising team of tide is its ability to connect with its potential
audience. Apart from the normal day to day advertisements, Tide also comes up with different kinds
of advertisement during different seasons and festivals. During the monsoon season Tide came up
with an advertisement with a tagline “Barish mein chamakti hui safedi ho to Tide ho”. Similarly
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7. during the summers it came up with an advertisement which had the tagline “dhoop se chamakti hui
white ho to tide ho”
Tide has created India's Longest Clothesline which ran around the famous Necklace Road on the
perimeter of the historical Hussein Sagar Lake in Andhra Pradesh to illustrate the superior value that
Tide offers to its consumers.
SALES PROMOTION
Tide has adopted a new promotional strategy which is helping it to gain a competitive advantage
over its competitors. They changed their image from a mundane stain-fighting detergent and
actually focused on the relationship between a woman and her laundry. Their new promotion
strategy is to establish a bond between customers and the products they are using. This in turn will
help them to gain customer loyalty to the product.
When Tide was initially launched in India in the middle of the year 2000,it started distributing free
samples to people such that they could understand and witness the superior quality of the product,
it also gave retail coupons with expiration dates which in turn encouraged the customers to respond
by a certain time. It also started to give discounts on its products which ultimately resulted in more
people trying the products.
MARKET SEGMENTATION
DEFINITION
Process of defining and sub-dividing a large homogenous market into clearly identifiable segments
having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that
precisely matches the expectations of customers in the targeted segment.
URBAN
Tide had initially introduced its flagship detergent powder product as a premium product which was
initially priced higher than its competitors. When tide was launched in India, it had already tasted
success in many foreign countries including USA, Canada and Morocco. So the company was of the
mindset that the high priced product would work here as well. But this was not to be as the demand
soon fell after the heavy introduction advertisements. A positive aspect that came out from this was
that Tide was registered in the minds of the people as a premium brand.
RURAL
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8. Tide observed soon that its policy of being premium was not working efficiently as the consumers
were moving to rival products due to the price factor. It therefore introduced sachets and detergent
bars these were priced much lower than the original tide powder. Also the advent of Tide Naturals
took place during this period which is a lot cheaper than the initially tide. It basically aimed to tap the
rural and semi urban markets in the country.
DEMOGRAPHIC SEGMENTATION
Tide targets women aged between 18 to 54 years old. Over years, Tide constantly directs its
marketing strategies to suit women of these ages. This is because when it comes to laundry,
women belonging to this category hold the power to make decisions. Also, the housewives
are considered to be an important part of the market segment as it is generally seen that
the housewives are the ones who do the monthly shopping of the home products.
ANALYSIS OF THE PRODUCT AND GENERIC
COMPETITION TO THE BRAND
Tide is the World’s Oldest & Most Trusted Detergent brand and is the Market Leader in 23
Countries around the world; the original logo was designed by Donald Deskey, a famous industrial
and identity designer. Tide was introduced in India in the year 2000. Tide is recognized for its
distinctive orange-and-yellow bull’s-eye logo. It gives outstanding whiteness due to its anti
redeposition global technology.Anti-redeposition Agents help keep soils from re-settling on clothes
after they have been removed during the wash itself.
Tide has been slowly gaining popularity in India; it has been quite successful in the urban market
and has impressed quite a few people as the quality is better as compared to its competitors. Also
the brand name plays a part in making up the popularity. Tide has successfully penetrated the urban
market and has eaten a considerable part of HUL’S market share in the detergent market.
Tide also suffers from certain problems like the products distribution network is not that wide
spread as a result of which it has not been able to penetrate the rural market to a considerable
extent. Tide has also introduced detergent bars which has been a huge success in the urban market
the main reason for introducing the detergent bars is that Indians usually love tough and long lasting
things also most of the washer men or rather dhobis as they are called in India use detergent bars
for washing.
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9. Tide actually has three main competitors two of them are of the parent company HUL and one of
Proctor and Gamble they are Ariel, RIN and WHEEL. Tide in order to compete with WHEEL has
launched Tide Naturals which costs much lower than the original Tide, this also carries a risk of
affecting the sales of the original tide detergent powder. Tide has always been compared to its rival
brand Rin both the brands has tried to prove one was superior to the other in terms of whiteness.
These two brands share a cut throat level of competition which can be gauged from a recent
controversial advertisement where one of the brands had portrayed its superiority to the other
brand and had shown when it comes to whiteness they are the leader. Tide has been slowly and
steadily gaining popularity India especially in the metros and the urban areas it has gained wide scale
acceptance by the common man especially due its superior quality and its ability to remove virtually
any kind of stain.
There has been a problem with the distribution network of P&G as it has not been much matured.
It will take some time but as of now things are not as green as compared to HUL. Also, as soon as the
concept of supply chain comes in there automatically is a picture of HUL’s distribution that creeps in.
But it can be correctly said that Tide’s parent company Procter and Gamble are doing a good job and
if they continue in the same way, the day will not be far when it too has a good distribution channel.
GENERIC COMPETITION
Like all the products, Tide too has its share of direct and generic competitors. The following are the
possible generic competitors to Tide –
SODA POWDER
Soda powder is one of the biggest generic competitors to tide as there is a large segment of society
which still uses the traditional way of washing clothes. Soda powder is famous amongst dhobis as
they use it to satisfy their customers. It is also worth mentioning that soda powder decreases the life
of the garment used upon.
LEMON
Lemon is a generic competition to Tide. It is actually used by a lot of people to remove tough stains
and is successful in doing so as well.
BATHING SOAP
Bathing soap is another generic competition to Tide as people at times even use a normal bathing
soap to wash their clothes. The product called LIFEBUOY deserves special mention as this is one soap
bar which is used for almost all purposes in India.
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10. STRATEGIES ADOPTED BY THE BRAND TO
TACKLE COMPETITION AND PRIME MARKET
EXPANSION
India is a growing market and there is a lot of scope for business as the Indian market is still in the
developing phase. In the case of Tide, its main competitors are products like Rin, Surf excel, Nirma,
Wheel etc. Since the usage of tide can be seen across all the segments of the market there are
different products under the brand to cater to one and all. For the higher-class segment the flagship
product Tide is used and for the lower class segment products like Tide Naturals, Tide Bar and the
sachets are available in the market.
The stepping-stone in case of India was difficult for Tide as there were major companies like HUL
and ITC already present in the country. The startup was slow but steady. Tide was supposed to be a
premium product when initially launched in India. Gradually it understood that what had worked
elsewhere would not work in India as the major portion of the country is not very rich. So an
important element of marketing i.e. Price was taken care off. P&G worked on making something that
catered to the lower market segment. Tide Naturals took birth and thus the market, which was then
being lead HUL’s Wheel, Nirma etc, now had a competition. So, Tide Naturals gradually started
eating up HUL’s market share and created a market for itself.
10

11. Tide has also launched small sachets that cater to the demand of all the people of the society. The
best part about the sachets is that they are available in denomination of as low as Rs.2. So, the
consumer does not have to think a lot before parting with Rs.2. After that, it is up to the product to
impress the customer and once the product is successful in doing that, there is a new customer in
the kitty
Tide, in order to boost up sales in the rural area has created an icon named Sangeeta Bhabhi, an
educated and dedicated housewife. The campaign was initiated to hike sales of two of its best
products Tide and Head & Shoulders as a dual proposition called ‘kamyab jodi’. The highlight of the
marketing strategy was to educate the potential customer with the benefits about both the brands.
The strategy was initiated in more than 100 villages in central Uttar Pradesh as part of the pilot test.
The parent company plans to cover up close to 5000 villages in UP as their future initiative. .
PRIME MARKET EXPANSION
Tide was launched as a premium product in India. So the target market was the urban area of the
country. That was the reason why it was even priced higher than the competition initially. Gradually
when the urban market started saturating and there was negligible growth, the company planned to
exploit the rural market as there still was scope there. In the rural market there was only HUL’s
Wheel that had almost the total market share. Then with the advent of Tide Naturals which was a
cheaper product as compared to its flagship product, P&G was somewhat successful in snatching
away a bit of market share in rural India.
The future prospect of the company seems bright as well and in order to survive, the only possible
strategy is to innovate and grow. The competition is so fierce that throughout the financial year
there are price wars between the major players. So P&G has to be careful in planning its future
course of action in order to keep doing the good work they have been doing till date.
COMPARISON OF TIDE WITH ITS COMPETITORS
TIDE RIN SURF EXCEL SURF EXCEL BLUE
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12. TIDE NATURALS WHEEL
WEIGHT PRICE(Rs) WEIGHT PRICE(Rs)
200g 10 1 kg 50
400g 20 1.5 kg 60
500g 25.5 - -
DISTRIBUTION STRATEGY FOLLOWED BY THE
BRAND
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. So, in case a potential buyer wants to buy soap he/she will buy it from its nearby
store and not go far to buy it. So the understanding is to disperse the products at arm’s length and
WEIGHT PRICE(RS) WEIGHT PRICE(RS) WEIGHT PRICE(RS) WEIGHT PRICE(RS)
500g 35 500g 35 500g 79 750g 83
1 kg 70 1 kg 55 1 kg 154 1.5 kg 178
make it available everywhere.
In the case of Tide, the distribution network of P&G comes into picture. Tide was launched in India
in mid 2000 and it had an advantage, as P&G was already present in the country before that. So tide
was actually passed on to the already present distributors, resulting in a time saving proposition for
the product to reach its customers.
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
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13. happens the potential consumer ends up buying a rival product. This impacts the sales in two ways.
The sale has gone down and the rival product’s sale has increased. The second and the more
common of the two is that using the product does not satisfy the consumer. This problem states that
there is some problem in the product and some modification needs to be done. Tide has been
almost successful in passing through both the levels but when the comparison factor comes in it lags
behind HUL as far as the distribution channel is concerned.
The bigger issue is that in case a consumer moves to another product, it becomes difficult for the
brand to re-connect with the consumer. It is almost like trying to convince the customer all over
again.
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.
HOW DISTRIBUTION CHANNEL WORKS?
RETAILER
SUPPLIER
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14. REGIONAL STOCKIEST FACTORY
WHOLESALER
SUMMARY REGARDING THE FUTURE
DIRECTIONS FOR THE BRAND
Tide till now has introduced tide detergent powder, tide bars , sachets and tide naturals in India
and all of them have almost been quite famous in the market. Tide has plans to launch tide liquid
in India, P&G has lot of expectations from the launch of tide liquid which has been quite a hit in the
west specifically in the U.S. Tide liquid has superior cleaning capacities and can even be used for
washing clothes in washing machines. Tide has a variety of products in the west but as of now tide
wants to basically concentrate on its existing products in India so that they don’t lose any of their
market shares to its competitors. Last but not the least if tide continues to grow at this momentum
then the day is not far when tide would be a leader in the Indian detergent market.
14

15. Bibliography
• P&G India Website
• DNA India
• acswebcontent.acs.org
15

16. • ivythesis.typepad.com
• marketingpractice.blogspot.com
• oppapers.com
• Economic Times
• Business Standard
• Times of India
• Wikipedia
16

17. pHASE
2
17

18. PROPOSAL FOR PRIMARY RESEARCH ON THE
BRAND IN KOLKATA
HYPOTHESIS
What does it mean?
• Supposition or explanation (theory) that is provisionally accepted in order to interpret
certain events or phenomenon, and to provide guidance for further investigation. A
hypothesis may be proven correct or wrong, and must be capable of refutation. If it remains
unrefuted by facts, it is said to be verified or corroborated (but never 'right').
• A proposition assumed as a premise in an argument.
• A mere assumption.
LIST OF GROUP HYPOTHESES
• Stain Remover – It has been successful in removing the “Toughest of the Toughest Stains”.
• The new product “TIDE NATURALS” has been launched to cater to the middle and the lower
income segments of the society.
• Advertisement – The innovative seasonal advertising has been an effective way of
promoting the brand.
JUSTIFICATION OF THE HYPOTHESES AS PER THE
LITERATURE REVIEW
Hypothesis 1
“Stain Remover” – As mentioned in the literature review, Tide is famous for its anti redeposition
technology. This technology helps the product to fight all stains and remove them successfully. Also,
the technology helps to keep soil and dust from re-settling on the washed clothes, thereby keeping it
white for a longer period of time.
Hypothesis 2
Tide operates at a similar price point as Surf. Tide has recently launched a low priced new variant –
Tide naturals. We presume that this variant is targeted at the lower segments, as a competition to
brands like Nirma and Wheel. We would like to understand if this move of Tide to reach out to a
larger consumer base been successful.
18

19. Hypothesis 3
“Advertisement” – Tide has come out with an innovative concept of seasonal advertisement. This
campaign comes out with a new advertisement almost every season and educates the consumers as
to how Tide is beneficial in different seasons. For example – Tide has a different advertisement
campaign for the summers and the rainy season. The hypothesis concentrates on finding out if this
innovative advertisement campaign, which has not been used by its competitors, has actually been
successful in connecting with its consumers?
THE LIST OF INFORMATION REQUIREMENTS TO BE COLLATED
FROM THE RESEARCH
• Has Tide actually been successful in removing the stains? We need to understand if Tide is
able to deliver on its promise of being able to remove the toughest of the strains. For this we
need to know what is the perception of the consumers about the product features, what
features does the consumer associate with Tide?
• Has the launch of Tide Naturals been able to attract the targeted segment of the market?
What is the profile of the users of Tide Naturals? Is it different from that of Tide? What
income group does a Tide Natural user belong to?
• Do people actually know about the different advertisements that Tide comes out with? If
yes, have they influenced the purchasing decision?
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20. DATA COLLECTION METHODS
The following are the data collecting techniques that will be used in the project –
• Face to Face Interaction
The users of some of the products are considered to be from the lower class of the society
and so the only means of communicating with them would be a direct interaction with them.
• Telephonic Interaction
This method has been taken into consideration to get in touch with a larger audience in a short
span of time.
• Web Based Survey
The users of the flagship product Tide have traditionally been the higher segment of the market.
So they are considered to be tech savvy and thus this method of survey is being used.
• Sample Survey
Under this method of survey, a target population is selected, to whom the relevant questions are
asked and thus, the required information is collected.
SAMPLING PLAN AND SAMPLING SIZE
Sampling Plan
The sampling plan would be to survey the sample size on the following basis –
1) Sex – In India there is still a considerable section of society where the male gender does most
of the household shopping. On the other hand the females are influenced by the
advertisements and thus end up buying what they buy.
2) Income Group – By sampling people from different income groups, we will come to know as
to which income group end up buying the detergent. Tide was initially considered to be a
premium detergent i.e. for the higher income level of the society. This will also help in finding
out if the new variant i.e. Tide Naturals which was launched to capture the middle and the
lower income segment, has been successful in doing so.
Sample Size
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21. It has to be understood that the brand is a part of the FMCG sector and is used by a large number of
people. Therefore, going for a census survey is not possible. The group thus takes a sample size of
70, which will be distributed amongst all the above-mentioned segments. Such a samplesize will be
appropriate to understand whether the hypotheses taken into consideration by the group are
justified or not.
METHODS OF DATA ANALYSIS TO BE USED
The following are the methods that are to be used for the purpose of data analysis for the
project –
• Pie-charts
• Bar graphs
• Doughnut graphs
• Tabular representations
• Standard Deviation
• Discriminant Analysis
21

22. QUESTIONNAIRE
1) Which detergent are you currently using?
a) Tide
b) Tide Naturals
c) Rin
d) Surf
e) Wheel
f) Ariel
g) Others (Please specify).........
2 ) If you are currently using Tide do you think that the detergent has been successful in removing
stains?
a) Yes
b) no
3) Which detergent were you previously using?
a) Tide
b) Tide Naturals
c) Rin
d) Surf
e) Wheel
f) Ariel
g) Others (Please specify).........
22

23. 4) Given below are some attributes of a detergent powder/bar. Please rate the importance of
these attributes in helping you decide on the brand (please rate 5 if it is very important, 4 if it
is important,3 if you are indifferent, 2 if it is unimportant and 1 if it is very unimportant).
a) Price is affordable
b) Removes strains
c) Fragrance is good
d) Easily available in shops
e) Soft on Skin
f) Good performance for hard water
g) Does not damage the clothes
h) Good for white clothes
5) Given below are some attributes of a detergent powder and some of the leading detergent
brands. Please rate the performance of each of the brands on the given attributes. (Please
rate 5 for the brand with the most superior performance and rate 1 for the brand with the
most inferior performance. You may give the same rating to two brands, if you feel their
performance is equal on a certain parameter).
Rin Tide Surf Wheel Nirma Tide Natural
Ariel
i) Price is affordable
j) Removes strains better
k) Fragrance is good
l) Easily available in shops
m) Soft on Skin
n) Good for hard water
o) Does not damage the clothes
p) Good for white clothes
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24. 6) Have you seen the advertisement for Tide?
a) Yes
b) No
c) I don’t remember
(If the answer is Yes, please move to Q No 7)
7) Have you observed that Tide’s advertisements are timed to suit the season/ occasion?
a) Yes
b) No
8) Given below are some taglines used in detergent advertisements. Which of the following can
you recollect? ( kindly tick mark all options you can recollect)
a) Mehnat se azadi
b) Dho dala
c) Nayi jaisi white ho to tide ho
d) Bijli giri
e) Barish mein chamakti hui white ho to tide ho
f) Daag acche hai
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25. 9) Given below is a statement. Please give your agreement with the statement
“Advertisements do have an influence on the purchase decision of the detergent”
a) Strongly agree
b) Agree
c) Indifferent
d) Disagree
e) Strongly disagree
10) Name-
11) Age
a) 20 to 30
b) 30 to 40
c) 40 and above
12) Gender
a) Male
b) Female
13) Monthly household income
a) Less than Rs. 5000
b) Between Rs. 5001 to 10,000
c) Between Rs. 10001 to 20,000
d) Above Rs. 20,001
(The Question implies only to the people having a monthly household income of <10,000)
14. Which detergent are you presently using?
a) Tide Natural
25

26. b)Wheel
c) Nirma
d) Others.................
26

27. PHASE
3
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28. HYPOTHESES
The following are the three hypotheses those were chosen to be analysed –
Hypothesis 1
“Stain Remover” – As mentioned in the literature review, Tide is famous for its anti redeposition
technology. This technology helps the product to fight all stains and remove them successfully. Also,
the technology helps to keep soil and dust from re-settling on the washed clothes, thereby keeping it
white for a longer period of time.
Hypothesis 2
Tide operates at a similar price point as Surf. Tide has recently launched a low priced new variant –
Tide naturals. We presume that this variant is targeted at the lower segments, as a competition to
brands like Nirma and Wheel. We would like to understand if this move of Tide to reach out to a
larger consumer base been successful.
Hypothesis 3
“Advertisement” – Tide has come out with an innovative concept of seasonal advertisement. This
campaign comes out with a new advertisement almost every season and educates the consumers as
to how Tide is beneficial in different seasons. For example – Tide has a different advertisement
campaign for the summers and the rainy season. The hypothesis concentrates on finding out if this
innovative advertisement campaign, which has not been used by its competitors, has actually been
successful in connecting with its consumers?
28

29. ANALYSIS OF DATA AND INFERENCES DRAWN
ANALYSIS OF HYPOTHESIS 1
In this hypothesis we try to find out if Tide has been successful as a Stain Remover product
for washing clothes. For the analysis of this hypothesis we take the help of Question 4
primarily and also Question 6 & 7 to some extent. The discriminant analysis would also be
taken up for analysis for finding out the results to the hypothesis.
From Question 6 we come to know the importance of the stain remover attribute for the
consumers and how it influences the consumers. Out of the total sample size of 70, the
attribute of stain remover in a detergent is very important to 10 and 25 of them feel it is
important. So, it can be understood from here that the users want a detergent to remove
the tough stains. 50% of the people feel the attribute to be important.
The question of “which detergent are you currently using?” was raised to the people
surveyed. The group was successful in surveying 70 people across different horizons. From
the responses got, it was found that 17 out of 70 people use Tide. This amounts to almost
25% of the population. The following Bar Graph depicts the responses of all the 70 people
surveyed –
29

30. We see from the above graph that Surf and Tide have the largest market share but the
analysis has to be whether Tide users are satisfied with it, or in other words “has Tide been
successful in becoming a detergent for removing stain. For getting an answer to the
requiresd question, the group went ahead to ask the 17 Tide users if they think that the
detergent has been successful in removing stains? The question was a direct question and
the answers involved were a YES or a NO. The following graph answers the question –
30

31. Out of the 17 people surveyed, 11 said YES and the remaining 6 said NO.
This analysis implies that almost 65% of the Tide users agree that Tide has been successful in
removing stains. Therefore, the analysis proves that Tide has been successful in becoming a
detergent that removes stains. Hence Hypothesis 1 proved.
31

32. ANALYSIS OF HYPOTHESIS 2
We find out from Question 3 that one seventh of the people surveyed use Tide Naturals i.e.
10 out of 70. It is also important to note here that Question 5 shows that only 5 people were
using the detergent previously. So there has been a considerable increase in the number of
Tide Natural’s users.
The point of analysis here is to find out if Tide Naturals has been able to eat up Wheel’s and
Nirma’s market share. If yes, by what margin?
A comparison with the monthly income also needs to be done here as the hypothesis is to
find out if Tide Naturals has catered the lower income group of the society.
For analysing this hypothesis, we take the help of the responses got in Question 1,2,3 & 5
primarily and also the 11th question of monthly household income.
For the purpose of analysis, people with income less than Rs.10,000 are being considered as
people who form the lower income segment of the society. From the survey we find that
43% of the sample size, form the lower income group. This is being depicted through the
following graph –
32

33. It is also important to understand here that the remaining 57% of the sample size are the
people who use Tide, Surf and Ariel.
43% => 30 out of 70 people
Taking a cue from Question 12, we observe that only 6 out of the 30 people who form the
low income group use tide naturals. On the contrary, 6 and 13 people use wheel and nirma
respectively. Therefore, 19% of the low income class use tide naturals. Though 19% is a big
figure but when compared with wheel’s 19% and nirma’s 40%, the figure seems nowhere.
The graph below depicts the break up of the different detergents used by the lower income
segment of the society –
By the above analysis we see that though Tide Naturals has been able to make its presence felt in the
market, it has not been able to eat up the market share of Wheel and Nirma. Therefore the question
- whether Tide Naturals has been able to capture the targeted market or not is now answered. The
answer is NO and thus we conclude that Hypothesis 2 is not proved.
33

34. ANALYSIS OF HYPOTHESIS 3
The third and the last hypothesis is relating to the advertisement campaign that P&G
uses for Tide. The campaign is innovative and is not used by any other detergent
brand in the country. Tide comes up with a new advertisement during the important
Indian festivals and also during the different seasons. The hypothesis is to check if
this advertisement campaign has created any impact on the consumers and
motivated them to purchase the detergent powder over the other brands present in
the market.
For the analysis of this hypothesis, we will take into consideration the findings from
Questions 8, 9, 10 and 11. In question 8, we surveyed through a direct question if
the person filling up the survey has seen any advertisement for Tide? The question is
one of the most important as the further procedure totally depends upon it. Of the
70 people surveyed, 41 responded positively whereas 22 said they have not seen an
advertisement for Tide. The remaining 7 didn’t remember if they had seen the
advertisement. The graphical representation is as follows –
34

35. The graph depicts that the advertisements have been seen by majority of the population
with 59% responding positively. Having got the required information, the questionaire went
ahead and asked the respondent who said yes the next question which was if they had
observed that Tide’s advertisement are timed to suit the season/occasion. Out of the 41
people who said yes for the previous question, 29 agreed to have observed the strategy
followed by Tide where as the remaining 12 replied negetively. Almost 71%(29 out of 41) of
the targeted audience noticing the seasonal/occasional advertisements established the fact
that the initiative being taken up by Tide to innovate its advertisement campaihn has at
least reached the audience. The same is represented in the form of a graph –
35

36. Having understood that the advertisement is stricking at the correct place, the next
important question was to see if the advertisements are influencing the watchers. For
finding this the following question was raised to the respondents – “Do advertisements have
an influence on your purchase decision of the detergent?” The response received is being
shown with the help of the graph below –
The answer was skewed towards the positive side as most of the respondents agreed that
their buying decision is indeed influenced by the advertisements aired on television. 19 out
of the 70 respondents strongly agreed to the statement there by meaning that the
advertisements strongly effects their buying decisions. To add to this, 34 added on by
agreeing to the statement.
Just to add on to the point in a more convincing manner, a further question was asked to the
respondents. In this question, there was a list of taglines of all the different detergent
brands given to the respondent and the respondent had to tick the taglines which he/she
had heard about. The following were the taglines given –
a) Mehnat se azadi
b) Dho dala
36

37. c) Nayi jaisi white ho to tide ho
d) Bijli giri
e) Barish mein chamakti hui white ho to tide ho
f) Daag acche hai
The responses are depicted by the help of the following graph –
By the bar graph it can be observed that the tagline for Tide i.e. “Nayi jaisi white ho to tide
ho” and “Barish me chamakti hui white ho to tide ho” have been heard by quiet a few
people. This analysis further strengthens the fact that the innovational advertisement
campaign started up by tide has been a hit. It therefore can be induced that this would have
boosted the turnover of the detergent.
37

38. The chain of questions thus proves the fact that the seasonal/occasional advertisements
started up by Tide has indeed created a difference, ultimately resulting in the hypothesis
being proved.
DISCRIMINANT ANALYSIS
Discriminant analysis is a technique for analysing data when the criterion or dependent variable
is categorical and the predictor or independent variables are interval in nature. For example, the
dependent variable may be the choice of a brand of personal computer (brand A, B or C) and the
independent variables may be ratings of attributes of PCs on a 7 point Likert scale.
The analysis takes the help of a discriminant function which involves linear combinations of the
following form:
D = bo + b1X1 + b2X2 + b3X3 + ........ + bkXk
Where,
D = diccriminant score
b’s = discriminant coefficient or weight
X’s = predictor or independent variable
Question 7 of the survey was used to do a discriminant analysis. Software StatistiXL has been
used for doing the discriminant analysis through Microsoft Excel. The analysis has been done here
in order to take care of the high amount of data that was collected during the survey. The analysis
helps in evaluating the accuracy of the classification of all the different brands of detergent and
the various attributes attached to each one of them. The requirement of Hypothesis 1 is being
taken care off with this. The required data is attached in the excel sheet. The findings of the
analysis are as follows –
38

39. Details of the analysis
Discriminant Analysis Results for:
Factor Range = Sheet3!$C$1:$C$491
Variable Range = Sheet3!$D$1:$K$491
Descriptive Statistics
Std
Factor Variable Mean Dev. Std Err N
Ariel Price is affordable 3.371 0.935 0.112 70
Ariel Removes strains 3.929 0.953 0.114 70
Ariel Fragrance is good 3.771 0.995 0.119 70
Ariel Easily available in shops 3.829 1.049 0.125 70
Ariel Soft on Skin 3.814 0.982 0.117 70
Good performance for hard
Ariel water 3.686 0.941 0.112 70
Ariel Does not damage the clothes 3.857 1.011 0.121 70
39

40. Ariel Good for white clothes 3.900 1.118 0.134 70
Nirma Price is affordable 4.143 1.183 0.141 70
Nirma Removes strains 2.557 0.895 0.107 70
Nirma Fragrance is good 2.386 0.839 0.100 70
Nirma Easily available in shops 3.257 1.212 0.145 70
Nirma Soft on Skin 2.600 0.954 0.114 70
Good performance for hard
Nirma water 2.471 0.974 0.116 70
Nirma Does not damage the clothes 2.943 1.075 0.129 70
Nirma Good for white clothes 2.600 0.999 0.119 70
Rin Price is affordable 3.929 0.840 0.100 70
Rin Removes strains 3.471 0.863 0.103 70
Rin Fragrance is good 2.829 0.947 0.113 70
Rin Easily available in shops 4.114 0.956 0.114 70
Rin Soft on Skin 2.957 0.824 0.099 70
Good performance for hard
Rin water 3.171 0.900 0.108 70
Rin Does not damage the clothes 3.400 0.875 0.105 70
Rin Good for white clothes 3.357 0.979 0.117 70
Surf Price is affordable 3.443 1.002 0.120 70
Surf Removes strains 4.143 0.982 0.117 70
Surf Fragrance is good 3.671 0.959 0.115 70
Surf Easily available in shops 4.286 0.819 0.098 70
Surf Soft on Skin 3.786 0.899 0.107 70
Good performance for hard
Surf water 3.714 0.950 0.114 70
Surf Does not damage the clothes 3.986 1.014 0.121 70
Surf Good for white clothes 4.086 0.897 0.107 70
Tide Price is affordable 3.857 0.804 0.096 70
Tide Removes strains 3.629 0.765 0.091 70
Tide Fragrance is good 3.586 0.771 0.092 70
Tide Easily available in shops 3.814 0.906 0.108 70
Tide Soft on Skin 3.286 0.801 0.096 70
Good performance for hard
Tide water 3.329 0.793 0.095 70
Tide Does not damage the clothes 3.657 0.961 0.115 70
Tide Good for white clothes 3.857 0.937 0.112 70
Tide
Naturals Price is affordable 3.886 0.894 0.107 70
Tide
Naturals Removes strains 3.171 0.900 0.108 70
Tide
Naturals Fragrance is good 3.429 0.941 0.113 70
Tide
Naturals Easily available in shops 3.286 0.903 0.108 70
Tide
Naturals Soft on Skin 3.014 1.028 0.123 70
Tide Good performance for hard 3.029 1.007 0.120 70
40

41. Naturals water
Tide
Naturals Does not damage the clothes 3.271 0.977 0.117 70
Tide
Naturals Good for white clothes 3.214 1.115 0.133 70
Wheel Price is affordable 3.971 1.116 0.133 70
Wheel Removes strains 2.714 0.819 0.098 70
Wheel Fragrance is good 2.714 1.009 0.121 70
Wheel Easily available in shops 3.371 1.079 0.129 70
Wheel Soft on Skin 2.729 1.020 0.122 70
Good performance for hard
Wheel water 2.757 0.924 0.110 70
Wheel Does not damage the clothes 3.029 1.063 0.127 70
Wheel Good for white clothes 2.686 0.956 0.114 70
Pooled Covariance Matrix
Price is Easily Soft Good Does not Good for
affordabl Removes Fragrance available on performance damage the white
e strains is good in shops Skin for hard water clothes clothes
Price is -0.00
affordable 0.953 0.011 0.038 0.196 1 -0.051 0.061 0.038
Removes
strains 0.011 0.784 0.346 0.119 0.288 0.339 0.321 0.375
Fragrance is
good 0.038 0.346 0.859 0.165 0.350 0.303 0.367 0.401
Easily
available in
shops 0.196 0.119 0.165 0.994 0.234 0.145 0.161 0.206
Soft on Skin -0.001 0.288 0.350 0.234 0.872 0.418 0.420 0.386
Good
performance
for hard water -0.051 0.339 0.303 0.145 0.418 0.863 0.361 0.476
Does not
damage the
clothes 0.061 0.321 0.367 0.161 0.420 0.361 0.997 0.459
Good for
white clothes 0.038 0.375 0.401 0.206 0.386 0.476 0.459 1.006
Tolerances of Included Variables
Variable Tolerance
Price is affordable 0.944
Removes strains 0.705
Fragrance is good 0.688
Easily available in shops 0.883
Soft on Skin 0.634
Good performance for hard
water 0.616
Does not damage the clothes 0.671
Good for white clothes 0.600
41

42. Unstandardised Discriminant Function Coefficients
Function Function Function Function Function Function
Variable 1 2 3 4 5 6
Price is affordable -0.394 0.009 -0.464 0.106 -0.194 0.143
Removes strains 0.553 -0.409 -0.064 -0.115 -1.094 -0.319
Fragrance is good 0.197 0.977 -0.378 -0.484 0.289 -0.474
Easily available in shops 0.278 -0.677 -0.096 -0.300 0.510 -0.388
Soft on Skin 0.148 0.241 0.861 0.627 -0.075 -0.054
Good performance for hard
water 0.036 -0.050 0.134 -0.919 0.173 0.942
Does not damage the clothes -0.010 -0.184 0.113 0.232 0.394 -0.231
Good for white clothes 0.276 -0.028 -0.640 0.798 0.141 0.470
Standardised Discriminant Function Coefficients
Function Function Function Function Function Function
Variable 1 2 3 4 5 6
Price is affordable -0.385 0.009 -0.453 0.103 -0.189 0.139
Removes strains 0.490 -0.362 -0.057 -0.102 -0.968 -0.282
Fragrance is good 0.183 0.905 -0.351 -0.448 0.268 -0.439
Easily available in shops 0.277 -0.675 -0.096 -0.299 0.508 -0.386
Soft on Skin 0.138 0.225 0.804 0.586 -0.070 -0.050
Good performance for hard
water 0.034 -0.047 0.124 -0.854 0.161 0.875
Does not damage the clothes -0.010 -0.184 0.112 0.232 0.394 -0.230
Good for white clothes 0.277 -0.028 -0.642 0.800 0.142 0.471
From the graph given above, we find out that Tide is highly concentrated on the attributes of –
a) Soft on skin
b) Good for white clothes
c) Removes stains
d) Easily available in shops
This concentration around such attributes implies that the detergent is doing good in
these aspects. As far as the other aspects of good fragrance, good performance for hard
water, price is affordable and does not damage clothes, the detergent lags behind its
competitors.
For the purpose of Hypothesis 1 we study the standard deviation for the second
attribute i.e. Removes Stains. it is observed that the S.D of Tide i.e. 0.765 is the lowest
among all. This goes to show that the stability is high in the case of Tide when compared
to the other detergent brands present for analysis.
42

43. SUMMARY OF FINDINGS AND THE “NET
TAKE AWAY”.
The project was divided into three phases, where in the 1st phase dealt with finding out the start of
the product Tide. We studied the history of the brand, the various strategies followed to tackle
competition and even about its distribution system. We came to know that Tide is a very famous
brand around the world and is very successful in cleaning clothes. We concentrated on Tide in India
rather than taking the whole sphere.
In the 2nd phase, we prepared for a survey to be conducted in Kolkata. With the help of the findings
of the 1st phase we constructed 3 hypothesis. In order to find out the validity of the mentioned
hypotheses, we made a questionaire which was the groups main weapon to peep inside the
consemer’s mind and get the facts out which were relevant and necessary for the analysis of the
hypothesis.
In the 3rd phase we were ready with the survey made to 70 people which was our sample size. By this
survey we analysed all the three hypotheses and found out whether they were proved or not. We
made use of the technology intensively by depicting the findings in 3D graphs and also using the tool
of discriminant analysis.
Net Take Away
The most important take away from the whole exercise was the amount of knowledge enhancement
that happened during the entire project. The group as a whole came to know quiet a few things
about P&G’s most productive brand Tide.
We also came to know, through the 3rd hypothesis that people are influenced by what they see.
Tide’s innovative marketing strategy proved the above mentioned point.
Last but not the least there is a concensus among all the group members that they were exposed to
a prolonged group activity for the 1st time and the experience was enriching.
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44. 44