Tide is a well-known established product. Marketing research is essential to remaining a viable company and to keep up on the cutting edge and staying on top of new trends. Focus groups can also help identify the value of current offerings, like Tide, to consumers and what value they expect with future offerings. A Strength, Weakness, Opportunity, and Weakness (SWOT) analysis can ensure they don’t lose market share to the competition and allocate the proper resources to invest and innovate. P&G uses many methods to collect and analyze marketing information of their product(s) to ensure they are attractive to their target market(s). Tide has contributed to society by allowing consumers to clean clothes with less effort and to increase the longevity of garments. New offerings by Tide, such as “Tide Pods” and “Tide for Coldwater” will help continue to keep the brand thriving. consumer buys 68 pieces of clothing a year-more than one purchase a week-much of it cheaply made.” (Cline, E., 2012) When P&G patented the new technology of Tide, the competition found it difficult to create an alternative and successful offering. “Executives at Procter & Gamble began tinkering with compounds called surfactants that penetrate dirt and unbond it from a garment while keeping a spot on a shirt elbow from resettling on the leg of a pant.” (Paynter, B., 2013) The breakthrough of using synthetic compounds rather than soap chemicals had a tremendous impact on the companyĪnd also the market. Tide is about cleaning clothes with less hassle and helping them last longer without a negative impact to the environment. The average American, before the introduction of liquid detergent, owned less then ten outfits due to the difficulty in hand washing. Therefore, Tide will continue to remain at the maturity stage with continued investment. You may also be interested in BCG matrix of NESTLE Market Share for Tide “In a 2009 survey, Tide ranked in the top three brand names that consumers at all income levels were least likely to give up regardless of the recession, alongside Kraft and Coca-Cola.” (Paynter, B., 2013) There is room for continued innovation with the advent of new types of cloth washing machines (e.g., high efficiency (HE) units) and materials used in the manufacturing of clothing.

Tide is a product used regularly by a large quantity of consumers to complete necessary household chores. The bottles, logo, and scents of Tide are widely recognized and used as a household name. Most importantly, Tide is associated with high quality by consumers through the creation of a consistent aroma, softness and feeling of clothing. Tide is best categorized as a star in the BCG matrix for several reasons.

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