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CONTENTS

PHASE 1

TIDE

Presented By:

Abhishek Dujari

Nahid Anjum

Sana Khan

Sayan Mukharjee

Brand DossierLiterature Review for theBrand


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Early history of the brand and its evolution overtime.

Initial positioning and subsequent repositioning, if

any. Advertising, sales promotion and segmentationstrategy followed by the brand.

Analysis of product and generic competition to thebrand.

Strategies adopted over time by the brand to tacklecompetition or prime market expansion.

Distribution strategy followed by the brand.

Summary regarding the future directions for thebrand.

Bibliography

PHASE 2

HYPOTHESIS

LIST OF GROUP HYPOTHESES

JUSTIFICATION OF THE HYPOTHESES AS PER THELITERATURE REVIEW

THE LIST OF INFORMATION REQUIREMENTS TO BECOLLATED FROM THE RESEARCH

DATA COLLECTION METHODS

SAMPLING PLAN AND SAMPLING SIZE

METHODS OF DATA ANALYSIS TO BE USED

QUESTIONNAIRE

PHASE 3

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ANALYSIS OF HYPOTHESES

ANALYSIS OF DATA AND INFERENCES DRAWN

EARLY HISTORY OF THE BRAND AND ITS

EVOLUTION OVER TIME

Tide was introduced in the year 1920 in United States of America. Prior to itsdebut 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 wasthe first heavy duty synthetic detergent and was quoted as The first big change in

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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 distributionsometime in the year 1949. In the 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 consumers 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 Worlds 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 HLLs Rin on the outstanding whiteness

platform. Tide has a distinctyellow and orange bulls 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. Tides USP has been its quality. It pays a lot of attention to thequality which reaches to its customers. Tides low temperature wash detergent

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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 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 HULs 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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ADVERTISING, SALES PROMOTION AND

SEGMENTATION STRATEGY FOLLOWED BY THE

BRAND

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ADVERTISING

Tide uses a variety of methods to reach to its target audiences. They use acombination 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 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 famousNecklace 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 acompetitive 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,itstarted distributing free samples to people such that they could understand andwitness the superior quality of the product, it also gave retail coupons withexpiration dates which in turn encouraged the customers to respond by a certaintime. It also started to give discounts on its products which ultimately resulted inmore people trying the products.

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MARKET SEGMENTATION

DEFINITION

Process of defining and sub-dividing a large homogenous market into clearly

identifiable segments having similar needs, wants, or demand characteristics. Itsobjective is to design a marketing mix that precisely matches the expectations ofcustomers 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

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.

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ANALYSIS OF THE PRODUCT AND GENERIC

COMPETITION TO THE BRAND

Tide is the Worlds 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 bulls-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 HULS 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.

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 tidedetergent 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

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as compared to HUL. Also, as soon as the concept of supply chain comes in there

automatically is a picture of HULs distribution that creeps in. But it can be

correctly said that Tides 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 toremove 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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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 Indianmarket 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 majorcompanies 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

HULs Wheel, Nirma etc, now had a competition. So, Tide Naturals gradually

started eating up HULs market share and created a market for itself.

Tide has also launched small sachets that cater to the demand of all the peopleof the society. The best part about the sachets is that they are available indenomination of as low as Rs.2. So, the consumer does not have to think a lotbefore parting with Rs.2. After that, it is up to the product to impress the customerand once the product is successful in doing that, there is a new customer in thekitty

Tide, in order to boost up sales in the rural area has created an icon namedSangeeta Bhabhi, an educated and dedicated housewife. The campaign wasinitiated to hike sales of two of its best products Tide and Head & Shoulders as adual proposition called kamyab jodi. The highlight of the marketing strategy wasto educate the potential customer with the benefits about both the brands. The

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strategy was initiated in more than 100 villages in central Uttar Pradesh as part ofthe 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 wasthe urban area of the country. That was the reason why it was even priced higherthan the competition initially. Gradually when the urban market started saturatingand there was negligible growth, the company planned to exploit the rural marketas there still was scope there. In the rural market there was only HULs Wheel thathad almost the total market share. Then with the advent of Tide Naturals whichwas a cheaper product as compared to its flagship product, P&G was somewhatsuccessful in snatching away a bit of market share in rural India.

The future prospect of the company seems bright as well and in order tosurvive, the only possible strategy is to innovate and grow. The competition is sofierce that throughout the financial year there are price wars between the majorplayers. So P&G has to be careful in planning its future course of action in order tokeep doing the good work they have been doing till date.

COMPARISON OF TIDE WITH ITS COMPETITORS

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TIDE RIN SURF EXCEL SURF EXCEL BLUE


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WEIGHT PRICE(Rs) WEIGHT PRICE(Rs)200g 10 1 kg 50400g 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 distributionchannel 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 arms length and 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 thatHindustan Unilever Ltd. has and states that the main reason has been its presencein India for about 100years. He also says that in order to do give HUL a run fortheir money, P&G will have to do something innovative as far as the supply chain is

concerned.

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WEIGHTPRICE(R

S)WEIGHT

PRICE(RS)

WEIGHTPRICE(R

S)WEIGHT

PRICE(RS)

500g 35 500g 35 500g 79 750g 83

1 kg 70 1 kg 55 1 kg 154 1.5 kg 178

TIDE NATURALS WHEEL


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Actual Situations

As per P&Gs 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. This impacts the sales in two ways. The sale has gone down and therival products 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 localcustomers are highly responsive to changes in demand, based on real timedata for the stores.

HOW DISTRIBUTION CHANNEL WORKS?

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SUPPLIERRETAILER


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SUMMARY REGARDING THE FUTURE DIRECTIONS

FOR THE BRAND Tide till now has introduced tide detergent powder, tide bars , sachets and tidenaturals 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 dont 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.

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FACTORYREGIONAL STOCKIESTWHOLESALER


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Bibliography

P&G India Website

DNA India

acswebcontent.acs.org

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ivythesis.typepad.com

marketingpractice.blogspot.com

oppapers.com

Economic Times

Business Standard

Times of India

Wikipedia

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pHASE 2

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PROPOSAL FOR PRIMARY RESEARCH ON THE

BRAND IN KOLKATA

HYPOTHESIS

What does it mean?

Supposition or explanation (theory) that is provisionally accepted in order tointerpret certain events or phenomenon, and to provideguidance for furtherinvestigation. A hypothesis may be proven correct or wrong, and must becapable ofrefutation. If it remains unrefuted by facts, it is said to be verifiedor corroborated (but never 'right').

A proposition assumed as a premise in an argument.

A mere assumption.

LIST OF GROUP HYPOTHESES

Stain Remover Ithas been successful in removing the Toughest of theToughest Stains.

The new product TIDE NATURALS has been launched to cater to themiddle and the lower income segments of the society.

Advertisement The innovative seasonal advertising has been aneffective 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.

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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 largerconsumer 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?

THE LIST OF INFORMATION REQUIREMENTS TO BE COLLATED FROM

THE RESEARCH

Has Tide actually been successful in removing the stains? We need tounderstand if Tide is able to deliver on its promise of being able to removethe toughest of the strains. For this we need to know what is the perceptionof the consumers about the product features, what features does theconsumer 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 differentfrom that of Tide? What income group does a Tide Natural user belong to?

Do people actually know about the different advertisements that Tide comesout with? If yes, have they influenced the purchasing decision?

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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

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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. Tidewas 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

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 of70, which will be distributed amongst all theabove-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

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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).........

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

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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 superiorperformance 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 WheelNirma 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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6) Have you seen the advertisement for Tide?

a) Yes

b) No

c) I dont remember

(If the answer is Yes, please move to Q No 7)

7) Have you observed that Tides 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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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


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b)Wheel

c) Nirma

d) Others.................

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PHASE3

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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 seasonaladvertisement. 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?

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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 hypothesiswe 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

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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 aYES or a NO. The following graph answersthe question

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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.

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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 Naturals users.

The point of analysis here is to find out if Tide Naturals has been able to eat

up Wheels and Nirmas 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

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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

wheels 19% and nirmas 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

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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.

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The graph depicts that the advertisements have been seen by majority ofthe 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 Tides

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 leastreached the audience. The same is represented in the form of a graph

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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

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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 ofthe detergent.

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.

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DISCRIMINANT ANALYSIS

Discriminant analysis is a technique for analysing data when the criterion or

dependent variable is categorical and the predictor or independent variablesare interval in nature. For example, the dependent variable may be the choiceof a brand of personal computer (brand A, B or C) and the independentvariables may be ratings of attributes of PCs on a 7 point Likert scale.

The analysis takes the help of a discriminant function which involves linearcombinations of the following form:

D = bo + b1X1 + b2X2 + b3X3 + ........ + bkXkWhere,D = diccriminant scorebs = discriminant coefficient or weightXs = predictor or independent variable

Question 7 of the survey was used to do a discriminant analysis. SoftwareStatistiXL 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 attachedin the excel sheet. The findings of the analysis are as follows

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ArielGood performance forhard water

3.686

0.941 0.112 70

ArielDoes not damage theclothes

3.857

1.011 0.121 70

Ariel Good for white clothes3.90

01.11

8 0.134 70

Nirma Price is affordable4.14

31.18

3 0.141 70

Nirma Removes strains2.55

70.89

5 0.107 70

Nirma Fragrance is good2.38

60.83

9 0.100 70

Nirma Easily available in shops3.25

71.21

2 0.145 70

Nirma Soft on Skin2.60

00.95

4 0.114 70

Nirma

Good performance for

hard water

2.47

1

0.97

4 0.116 70

NirmaDoes not damage theclothes

2.943

1.075 0.129 70

Nirma Good for white clothes2.60

00.99

9 0.119 70

Rin Price is affordable3.92

90.84

0 0.100 70

Rin Removes strains3.47

10.86

3 0.103 70

Rin Fragrance is good2.82

90.94

7 0.113 70

Rin Easily available in shops4.11

40.95

6 0.114 70

Rin Soft on Skin2.95

70.82

4 0.099 70

RinGood performance forhard water

3.171

0.900 0.108 70

RinDoes not damage theclothes

3.400

0.875 0.105 70

Rin Good for white clothes3.35

70.97

9 0.117 70

Surf Price is affordable3.44

31.00

2 0.120 70

Surf Removes strains4.14

30.98

2 0.117 70

Surf Fragrance is good3.67

10.95

9 0.115 70

Surf Easily available in shops4.28

60.81

9 0.098 70

Surf Soft on Skin3.78

60.89

9 0.107 70

SurfGood performance forhard water

3.714

0.950 0.114 70

SurfDoes not damage theclothes

3.986

1.014 0.121 70

Surf Good for white clothes4.08

60.89

7 0.107 70

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Tide Price is affordable3.85

70.80

4 0.096 70

Tide Removes strains3.62

90.76

5 0.091 70

Tide Fragrance is good3.58

60.77

1 0.092 70

Tide Easily available in shops3.81

40.90

6 0.108 70

Tide Soft on Skin3.28

60.80

1 0.096 70

TideGood performance forhard water

3.329

0.793 0.095 70

TideDoes not damage theclothes

3.657

0.961 0.115 70

Tide Good for white clothes3.85

70.93

7 0.112 70Tide

Naturals Price is affordable

3.88

6

0.89

4 0.107 70TideNaturals Removes strains

3.171

0.900 0.108 70

TideNaturals Fragrance is good

3.429

0.941 0.113 70

TideNaturals Easily available in shops

3.286

0.903 0.108 70

TideNaturals Soft on Skin

3.014

1.028 0.123 70

TideNaturals

Good performance forhard water

3.029

1.007 0.120 70

TideNaturals

Does not damage theclothes

3.271

0.977 0.117 70

TideNaturals Good for white clothes

3.214

1.115 0.133 70

Wheel Price is affordable3.97

11.11

6 0.133 70

Wheel Removes strains2.71

40.81

9 0.098 70

Wheel Fragrance is good2.71

41.00

9 0.121 70

Wheel Easily available in shops3.37

11.07

9 0.129 70

Wheel Soft on Skin2.72

91.02

0 0.122 70

WheelGood performance forhard water

2.757

0.924 0.110 70

WheelDoes not damage theclothes

3.029

1.063 0.127 70

Wheel Good for white clothes2.68

60.95

6 0.114 70

Pooled Covariance Matrix

Price isaffordable

Removesstrains

Fragrance isgood

Easily

available inshops

SoftonSkin

Good

performance for hardwater

Does not

damagetheclothes

Good

forwhiteclothes

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Price isaffordable 0.953 0.011 0.038 0.196

-0.00

1 -0.051 0.061 0.038Removesstrains 0.011 0.784 0.346 0.119

0.288 0.339 0.321 0.375

Fragranceis good 0.038 0.346 0.859 0.165

0.350 0.303 0.367 0.401

Easilyavailable inshops 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 0.2340.87

2 0.418 0.420 0.386Goodperformance for hardwater -0.051 0.339 0.303 0.145

0.418 0.863 0.361 0.476

Does not

damage theclothes 0.061 0.321 0.367 0.161

0.420 0.361 0.997 0.459

Good forwhiteclothes 0.038 0.375 0.401 0.206

0.386 0.476 0.459 1.006

Tolerances of IncludedVariables

VariableToleran

ce

Price is affordable 0.944

Removes strains 0.705Fragrance is good 0.688

Easily available in shops 0.883

Soft on Skin 0.634Good performance forhard water 0.616Does not damage theclothes 0.671

Good for white clothes 0.600

Unstandardised Discriminant Function Coefficients Variable

Function 1

Function 2

Function 3

Function 4

Function 5

Function 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 -0.054Good performance forhard water 0.036 -0.050 0.134 -0.919 0.173 0.942Does not damage the

clothes -0.010 -0.184 0.113 0.232 0.394 -0.231Good for white clothes 0.276 -0.028 -0.640 0.798 0.141 0.470

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Standardised Discriminant Function Coefficients

VariableFunction 1

Function 2

Function 3

Function 4

Function 5

Function 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 -0.282Fragrance 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 -0.050Good performance forhard water 0.034 -0.047 0.124 -0.854 0.161 0.875Does not damage theclothes -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 theattributes of

a) Soft on skinb) Good for white clothesc) Removes stainsd) Easily available in shops

This concentration around such attributes implies that the detergent isdoing good in these aspects. As far as the other aspects of goodfragrance, good performance for hard water, price is affordable and doesnot 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 ofTide i.e. 0.765 is the lowest among all. This goes to show that thestability is high in the case of Tide when compared to the otherdetergent brands present for analysis.

SUMMARY OF FINDINGS AND THE NET TAKEAWAY.

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 variousstrategies followed to tackle competition and even about its distribution system.

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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 findout the validity of the mentioned hypotheses, we made a questionaire which was

the groups main weapon to peep inside the consemers 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 enhancementthat happened during the entire project. The group as a

whole came to know quiet a few things about P&Gs most productive brand Tide.

We also came to know, through the 3rd hypothesis thatpeople are influenced by

what they see. Tides 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 aprolonged group activityfor the 1st time and the experience was

enriching.

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