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    RAPATAN

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    Vincent Jake Naputo
    Tide was introduced in 1933 as the first heavy-duty laundry detergent in the United States. Over the decades, Tide established itself as the dominant brand through innovative new products and prominent advertising, especially sponsoring soap operas in the 1940s-1950s. Tide has maintained the highest market share through continuous product upgrades to stay ahead of competitors. It remains the top-selling brand with a variety of product lines that address different consumer needs such as plant-based, concentrated, and gentle formulas.

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    RAPATAN

    Uploaded by

    Vincent Jake Naputo
    65 views5 pages
    Tide was introduced in 1933 as the first heavy-duty laundry detergent in the United States. Over the decades, Tide established itself as the dominant brand through innovative new products and prominent advertising, especially sponsoring soap operas in the 1940s-1950s. Tide has maintained the highest market share through continuous product upgrades to stay ahead of competitors. It remains the top-selling brand with a variety of product lines that address different consumer needs such as plant-based, concentrated, and gentle formulas.

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    REport Tide

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    Tide was introduced in 1933 as the first heavy-duty laundry detergent in the United States. Over the decades, Tide established itself as the dominant brand through innovative new products and prominent advertising, especially sponsoring soap operas in the 1940s-1950s. Tide has maintained the highest market share through continuous product upgrades to stay ahead of competitors. It remains the top-selling brand with a variety of product lines that address different consumer needs such as plant-based, concentrated, and gentle formulas.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    65 views5 pages

    RAPATAN

    Uploaded by

    Vincent Jake Naputo
    Tide was introduced in 1933 as the first heavy-duty laundry detergent in the United States. Over the decades, Tide established itself as the dominant brand through innovative new products and prominent advertising, especially sponsoring soap operas in the 1940s-1950s. Tide has maintained the highest market share through continuous product upgrades to stay ahead of competitors. It remains the top-selling brand with a variety of product lines that address different consumer needs such as plant-based, concentrated, and gentle formulas.

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    of 5

    THE FACULTY OF THE COLLEGE OF BUSINESS EDUCATION

    RAMON MAGSAYSAY MEMORIAL COLLEGES

    GENERAL SANTOS CITY

    IN PARTIAL FULFILLMENT OF THE REQUIREMENTS

    IN NEW MARKET DEVELOPMENT

    (MKTG 13)

    PRESENTED TO

    GINA RAPATAN, Ph.D

    PRESENTED BY

    EXIM, GERARDO JR.

    BOTOGON, REZEL

    BORRE, JOGN DONI


    PRODUCT LIFE CYCLE OF TIDE DETERGENT POWDER

    The four stages of Product life cycle are:

    Introduction Stage

    Tide was introduced in 1933 as " Dreft (now reformulated as a gentle detergent for

    baby clothes), " in America under P&G. As it was a new to the world category it had the

    first mover’s advantage.

    Growth Stage

    As the detergent market started growing in America many of the competitors came into

    picture with better prices. Tide by P&G introduced variety of products and changed its

    campaign.
    Maturity Stage

    Sales peak during this stage. Since a long time Tide has stayed in the maturity stage as

    it has the highest market share. Many competitors introduce their products. The

    company should modify and upgrade their products to stay at the peak.

    Decline Stage

    Sales drop down at this stage. Profit is the lowest in this period. The company changes

    its focus and concentrates on loyal customers or changes the target group to

    comparatively lower income groups so as to maintain sales.

    PROMOTIONAL ACTIVIY OF TIDE THROUGH THE YEARS

    Procter and Gamble introduced its first laundry detergent, Dreft (now reformulated as

    a gentle detergent for baby clothes), in 1933. Dreft worked well for handwashing

    clothes but just didn't do a great job of removing heavy soil from clothes.

    So, in 1946, Tide was introduced as the first heavy-duty laundry detergent in the United

    States. To promote the new product to homemakers, Tide became a prominent sponsor

    of daytime and primetime serials or "soap operas".

    Tide's distinctive orange and yellow bull's eye trademark was designed by Donald

    Deskey, an architect, and famous industrial designer. Since Tide was the first product to

    be packaged for national sales using such bright colors, the box was strikingly eye-

    catching and memorable.


    During the 1970s, The Clorox Co. launched the first non-chlorine, color-safe bleach,

    Clorox 2. The success of a bleach that would not fade colored clothes but would still

    whiten whites, brighten colors, and remove stains was extremely popular in the laundry

    marketplace. Tide with Bleach was introduced in 1988 in a powdered formula.

    As Americans became more conscious of the amount of waste headed to landfills, Tide

    introduced concentrated Ultra Tide. Filler ingredients were removed from powdered

    formulas and homemakers were re-educated about how much detergent to use to

    produce a clean load of clothes. Tide was the first compact powdered detergent in the

    United States.

    Tide Simply Clean & Fresh was introduced by P&G in February 2014 as a lower-priced

    laundry detergent to boost sagging sales during a tough economy. The lower-priced

    version is aimed at the shopper who usually bypasses premium brands in favor of generic

    or less pricey household products.

    Tide remains a strong brand and product development continues daily at P&G Research

    and Development Centers. With increased sales of high-efficiency washers Tide he

    Turbo was created to produce low sudsing in machines that use less water per load.

    In 2016, Tide purclean Liquid was offered to consumers as a plant-based liquid laundry

    detergent that is a 65% USDA certified plant-based detergent with the cleaning power of

    Tide.

    Tide 10X Heavy Duty was introduced in 2018 to tackle laundry that has the tough stains

    of grease, oil, blood, and smoke odors. And in 2019, Studio by Tide came on the market

    as a gentle detergent to help prevent dark colors from fading and for cleaning delicate

    items.
    TIDE’s POSITIONING IN THE MARKET

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