Acknowledgement We are thankful to Almighty Allah for His help in the completion of the project. We are thankful to our respected teacher Mr. KASHIF SAEED for his keen interest and support in providing us the needed information and we like to thanks for assigning us this project that has helped us in learning the basic concepts of marketing management. [pic] First of all we thank to Almighty ALLAH who has granted us such a great opportunity to prove ourselves. Then we are thankful to our beloved Parents, our honorable and cooperative Teacher Sir Kashif Saeed and all MEMBERS who have helped us a lot to prepare this Project. Detergent Brands in INDIAN Market We choose following 5 Brands from Indian market 1. WHEEL 2. SURF EXCEL 3. RIN 4. SUNLIGHT 5. TIDE Wheel Wheel is India’s number one detergent brand. Launched in 1987, it cleans effectively with lesser effort, making a laborious chore like washing light and easy. Moreover, Wheel does not burn hands or harm clothes like some other detergents, which contain a high percentage of soda. Ever since its relaunch in 2001, with the new positioning of ‘best clean with less effort’, Wheel has been growing strongly. Research showed that consumers seek a solution to heavy duty laundry, like bed sheets and curtains.
Developing on this insight, wheel sought to eliminate the trouble of tough dirt or heavy-duty laundry. Mass market consumers have welcomed the solution, making it the number one. This product is for low level of income. Target market of wheel is rural areas and the people think that wheel is a power full and cheaper detergent as compare to other detergent and soap available in market. Surf Excel A pioneer in the Indian detergent powder market, Surf Excel has constantly upgraded itself over the years, to answer the constantly changing washing needs of the Indian homemaker.
Today Surf Excel offers outstanding stain removal ability on a wide range of stains. This means that mothers now have the freedom to let their kids experience life without worrying about stains. Surf Excel quick wash is powered with a path-breaking technology- it reduces water consumption and time taken for rinsing by 50%. It is a significant benefit, given the acute water scarcity in most of India. Surf Excel is available in 3 variants: Surf Excel Blue, Surf Excel Quick Wash and Surf Excel Automatic. So whatever be the need, Surf Excel hay Na.
Surf Excel powder is for the people of middle and high level of income. Main focus on the children because they advertise as DAGH TO ACHY HOTY HAIN and also for those who want fragrance in there clothes. Rin Launched in 1969, Rin with the power of its thunderous lightning flash has become a household name synonymous with dazzling white clothes, for millions across the length and breadth of the country. Over the years, Rin has constantly evolved to cater to the growing aspirations of the Indian housewife.
Be it with Rin Advanced or its perfumed variant Jasmine Fresh, the brand guarantee superior cleaning, incomparable white clothes and self-confidence which comes only from wearing spotless clean clothes. That too, at affordable prices. Recently Rin re-wrote the rules of branding and marketing by teaming up with the country’s leading entertainment channel, Star Plus to launch a unique reality show for kids titled – ‘Rin Mera Star Super Star’- a nationwide talent hunt providing a platform for talented children to showcase their potential to the entire country.
The winning contestant won a scholarship of Rs. 500,000 to help him chase the dream of becoming an artist or to pursue future education. Over the years, Rin has won a number of accolades, the most recent being voted as the Most Preferred Detergent brand in India at the Awaaz Consumer Awards in 2006. The Awaaz Consumer Awards voice the opinion of 10,000 consumers of 39 product and service categories across 21 countrywide locations. This detergent is also for middle and low level of income. This detergent brought whitening in the cloths. Target market of Rin is both Urban and rural areas.
Sunlight Spreading Brightness and Cheer Sunlight is Unilever’s oldest brand. Launched in 1888 it was the first soap to be branded, stamped & packed before selling to consumers. The factory where the soap was manufactured was soon renamed Port Sunlight & goes by that name till today. Sunlight in India is sold only in West Bengal and Kerala. It continues to be the favorite brand of consumers and is the market leader. Sunlight is positioned on providing brightness & colour protection delivering the promise of keeping clothes looking bright like new.
Constant innovation now sees Sunlight with orange peel extracts that not only gives brightness to clothes but also improved cleanliness and fragrance. Sunlight also believes in spreading cheer and brightness in the lives of its consumers and those around them. The brand’s latest advertising seeks to communicate that people who wear bright clothes, cared for by Sunlight spread cheer and brightness all around them. Tide Tide is the name of a popular laundry detergent on the market in INDIA, the United States and other countries. It is manufactured by Procter & Gamble.
Tide is marketed under various sub-brands, such as 2x Ultra Tide. First introduced in test markets in 1946 with national distribution reached in 1949, Tide was voted as “America’s Washday Favorite”. It quickly gained dominance in the detergent market, dwarfing the sales of other P products, such as Ivory Snow. The latter one was soap powders and flakes. In the late sixties and early seventies, it was branded as Tide XK, but it was rebranded as Tide later on. Originally, Tide was a white powdered bead, but the brand line was later expanded to include an orange-tinted clear liquid form in 1984.
Today, most formulations of liquid Tide are dark blue with the exception of Tide Free, which is clear. An addition to the Tide Family, Tide Cold Water, was formulated to tackle stains while saving energy because it does not require hot or even warm water. Tide is recognized for its distinctive orange-and-yellow bullseye logo. The original logo was designed by Donald Deskey, a famous industrial and identity designer. Tide was the first product to be nationally packaged using Day-Glo colors, strikingly eye-catching when first introduced.
The logo people see today has been slightly modified for the product’s fiftieth anniversary in 1996. Currently, the Tide brand is given to over half a dozen powders and liquid detergents in the United States alone. In most of Latin America the Tide formula is marketed under the name Ace and in Turkey under the name Alo. Tide is commercialized in Pakistan SWOT Analysis Strengths • The product’s image TIDE has been an intricate part of American culture for, over a 50 Years. The product’s image is laden with sentimentality and this is an image many people have taken deeply to heart.
The TIDE image is displayed on T-shirts, hats, and collectible memorabilia. This extremely recognizable branding is one of greatest strengths. “Use more than million times a day around the world TIDE stands as a simple, yet powerful symbol of quality and Cleanness”. • Distributor’s Excellent Service TIDE is the brand of P&G and P&G search strong, experienced parties, devoted and loyal people. Basic requirement of them is financially strong people, devoted with product, loyal with company and involve in their business. Financial Position And Credit Rating Are Strong Their domestic organization achieved revenue growth from a healthy pricing environment, strong field execution, and effective innovation as their liquid TIDE , Stain remover TIDE partially compensate a continued shift away from their TIDE trademark. Revenue growth and cost management offset a relatively more volatile raw material cost environment. The profitability of their international business continued to improve and it has become a more significant contributor to their performance. • Well Developed Strategy
P&G recognizes there is a right time and place for their product; therefore, their strategy makes room for adjustments. • LOW PRICE TIDE INTRODUCE IN PAKISTANI MARKET AS LOW PRICE BRAND. THE PRICE OF TIDE IS LOW AS COMPARE TO ITS COMPATITOR WHICH IS ITS COMPATITOR ADVANTAGE. WEAKNESSES • Less Aggressive Stand Due to the changing global economies TIDE has taken a less aggressive stand in the market place • Low Quality As its price is low with compare to other detergent in the market so one can easily think that its quality is low. Opportunities Introduction of new product under TIDE. It is a big opportunity for P&G to bring its other brand under TIDE logo in the market, due to good reputation in the market there will be big room in the market for these new washing brands. • Increased Distribution of Products P&G also allows the company to take advantage of infinite growth opportunities around the world. This strategy gives TIDE the opportunity to service a large geographic, diverse area. Especially in the vast market of the Asia where almost 60% of the world population lives.
And when we talk about the Pakistan there are a lot of opportunities to extend their product to the Azad Kashmir and to the other back wards areas by sponsor’s social activities in those areas. • Brand Recognition Brand recognition is the significant factor affecting TIDE competitive position. TIDE’s brand name is known well throughout 90% of the world today. The primary concern over the past few years has been to get this name brand to be even better known. Threats • New Viable Competitors Currently, the threat of new viable competitors in the detergent industry is not very substantial.
The threat of substitutes, however, is a very real threat. The detergent industry is very strong, but consumers are not necessarily married to it. Possible substitutes that continuously put pressure on TIDE include RIN, BONUS, and WHEEL. • Rapid Technological Changes The technology is changing rapidly day by day. Any company that uses the latest technology can take competitive edge because of its high speed production. • Political Instability in the Country Political condition of the country is uncertain, govt. policies can disturb position of the company and certain rule and regulations are imposed by the govt. Economic Instability The major threat for the company these days is the economic instability in the country due to which the purchasing power of common man is decreasing. STP of TIDE in Pakistan TIDE is launch in Pakistan for low income level. This is the world famous brand that is launch in the rural areas of Pakistan after success in India and other countries. TIDE is introduced in Pakistan as B grade product which is due to its low price. TIDE is also use as energy saver because its result in cold waters same like hot water to remove stains. TIDE PRODUCT LIFE CYCLE (PLC)
The Product Life Cycle refers to the succession of stages a product goes through. Product Life Cycle Management is the succession of strategies used by management as a product goes through its life cycle. The stages A Typical Product Life Cycle Products tend to go through seven stages: Introduction Phase • Introduce new TIDE in the market of Pakistan. New product development stage • Very expensive • Low sales revenue • Losses Market introduction stage • Cost high • Sales volume low • Losses Growth stage • Costs reduced due to economies of scale • Sales volume increases significantly • Profitability Prices to maximize market share Mature stage • Costs are very low as you are well established in market & no need for publicity. • Sales volume peaks • Prices tend to drop due to the proliferation of competing products • Very profitable Decline stage • Costs become counter-optimal • Sales volume decline • Prices, profitability diminish Death • At this stage product vanish from market. The BCG Matrix On the horizontal axis: relative market share : This serves as a measure of SBU strength in the market On the vertical axis: market growth rate This provides a measure of market attractiveness.
By dividing the matrix into four areas, four types of SBU can be distinguished: Stars : Stars are high growth businesses or products competing in markets where they are relatively strong compared with the competition. Often they need heavy investment to sustain their growth. Eventually their growth will slow and, assuming they maintain their relative market share, will become cash cows. “TIDE sachet has high market demand & high market growth in the country” Cash COWS: Cash cows are low-growth businesses or products with a relatively high market share. These are mature, successful businesses with relatively little need for investment.
They need to be managed for continued profit – so that they continue to generate the strong cash flows that the company needs for its Stars. “TIDE jumbo pack are that products which need more investment for the achievement of high market share” Question MARKS: Question marks are businesses or products with low market share but which operate in higher growth markets. This suggests that they have potential, but may require substantial investment in order to grow market share at the expense of more powerful competitors. Management have to think hard about “question marks” – which ones should they invest in?
Which ones should they allow to fail or shrink? “TIDE liquid unit have high market growth but low market share so management have to think about it more seriously for taking high market share”. Dogs : Unsurprisingly, the term “dogs” refers to businesses or products that have low relative share in unattractive, low-growth markets. Dogs may generate enough cash to break-even, but they are rarely, if ever, worth investing in “TIDE liquid, TIDE dish wash bar have low market growth as well as low market share so management have to look at this unit for achieving the companies goal”
Marketing Mix PRODUCT (Customer Solution) TIDE is our product that we launch in Pakistan for middle and low income people. This is the basic need of every house. So our company P&G launch TIDES detergent powder. PRICE (Customer Cost) The price of TIDE is very low that each and every person can easily buy this tremendous product. PROMOTION (Communication) P&G promote its product in different ways because they wants to introduce there new product in very efficient and effective manner so the customer recognize the product and also buy it for their satisfaction. PLACE (Convenience)
The place of launching TIDE is the rural areas where the income level of the population is comparatively low with urban areas. So company focuses the area that is far away from main cities. Competitive Analysis The process of identifying key competitors; assessing their objectives, strategies, strengths and weaknesses, and reaction patterns; and selecting which competitors to attack or avoid. Steps in the Process: Identifying Competitors The competitor of P&G from industrial point of view is Uniliver and the competitor of TIDE is Wheel and Rin from market point of view. Assessing Competitors
First of all in the market we determine what is the objective of our competitor in the market then identifies the strategies of our competitor its strength and weaknesses. Selecting Competitors to Attack or Avoid First of all in the market we saw Strong or weak competitors on the basis of this analysis we value our customer. Then we will see that Close or distant competitors then we will compete against close competitors. After this we saw” Good” or “Bad” competitors and then we decide that which one is beneficial for us in the market and which one is bad for our brand.