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Running head: Promotional StratEGY Promotional Strategy of Tide [Supervisor’s name] Description of the Product: Tide is a laundry detergent and it is manufactured by the company Procter & Gamble. Tide has 39 different product line extensions that are targeted to different sets of consumers…
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Download file to see previous pages The current tagline for this product is, ‘Clean you can see. Softness you can feel’. The 100 oz of Tide has a huge market share and demand for 214 oz is low (Tide). Quantity Sales Price 50 oz $8.00 100 oz $15.00 214 oz $23.99 Goals and objectives of the Company: The Goals of the company is to provide the World with the branded and superior quality products that would improve the lives of the consumers for the future generation to come. This will result in the increase in sales and it will create the value for the shareholders (Tide). Goals of Promotional campaign strategy: The goals of promotional campaign strategy would be to integrate all the characteristics that are found in the different brands of tide detergent and merge them into a single product and communicate that this particular brand holds every features that are found in various product lines of Tide which would fulfill the desires of the customers. This promotional campaign would synchronize with the company’s goals which say that we have to improve the lives of future generation. Tide Perfect Secondary Analysis of Competition: Competitors: Tide is far ahead dominating the detergent industry in United States with a major market share of 41.3 percent. The market share is more than four times than the second number brand exists in the market. There are so many brands that are trailing behind the competition that does not deserved to be called a number 2 brand. Snow white, All, Purex, Arm & Hammer, Etra and Wisk are the detergents with no more than 9 percent of market share each (Packaged facts). Procter & Gamble is the leading company in terms of sales in the United States and the total products of Tide detergent makes up to $2000 Million dollar sales which is far ahead than its competitors (Packaged facts). Particularly in Liquid detergents, Tide still leads with a handful of margin than its competitors but there have been reported a -2.16 percent decrease in the sales. One of the reasons of this decrease in the sale percentage is because other brands have spent much more in the advertising sector than Tide (Branna). Customers: The product will be targeted to the group of customers that wants all of the features of a detergent in a single product. These are the customers who would want to clean their clothes in a perfectly manner. They would want to get rid of the tough stains, dingy white and would want to eliminate the odor as well. The price of the product would remain slightly higher than the rest of the products of Tide, so the customers that have a slightly higher standard of living would be able to purchase it. Promotional Strategy: There are various promotional strategies to promote the brand ‘Tide Perfect’. The product is to be communicated to the right people and with a suitable strategy to make a product a success. ‘All in one’ strategy: The promotional strategy would be based on the integration of the elements present in the different brands of Tide detergent. To come up with a product ‘Tide Perfect’ that would have all the ingredients that is useful for all family members. It is to portray that this brand is complete in various aspects. It will also be conveyed in the message that Tide removes stains specifically better than its competitors because many people are attracted towards a detergent if it has better cleaning. ...Download file to see next pagesRead More
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