PM_Lesson 1 - Procter & Gamble’s Tide: A Marketing Success Story

Angel Marie B. Sarmiento 12 – ABM Guanzon

Procter & Gamble’s Tide: A Marketing Success Story

Procter & Gamble’s has manufactured over 100 product brands. Together with the ever
developing industry, the company strove to advance and increase their lead against their
competitors by developing new and effective household products. The famous brand detergent,
Tide, is one of them. With the release of Tide, consumer needs for cleaning was addressed.
Detergents aren’t only used for doing laundry, but also used in washing household materials
such as dishes.

Procter & Gamble marketed tide efficiently. The company used different means to make
the brand known. Firstly, The Company developed Tide whilst keeping in mind the consumer’s
needs. By addressing those needs, the company produced a product that’s attractive to the
detergent consumers. Another factor was the brand’s memorable logo. However, I find that the
most effective method used by Procter & Gamble was by providing a free box of Tide detergent
for every purchase of a Washing machine. By doing so, the consumers slowly got used to using
the brand. Which resulted to brand loyalty. With Tide’s selling point, as well as its eye-catching
logo, Procter & Gamble established a foothold within the detergent market. Through the years,
Tide became a household name and continued to expand. The company developed different
kinds of detergent in accordance to the demands of the costumers. Customer satisfaction and
product advertisement kept the product alive.

Tide became the leading detergent product in many countries throughout the world. And
was listed on a 2009 survey as one of the top three products that consumers would be unwilling
to give up despite economic conditions. As of 2013, Tide has captured around 30-40% of the
worldwide detergent market.