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1579245-249555Tide To-GoMarketing PlanPrepared By: Jaclyn HowardDeveloping a Marketing PlanFall 2012Contact Information:Jaclyn.d.howard@(815)302-0242Table of ContentsExecutive Summary----------------------2Company Profile--------------------------5Market Summary-------------------------7Competitive Analysis-------------------15Gap Analysis------------------------------18P.E.S.T Analysis--------------------------22S.W.O.T Analysis------------------------23Critical Issue/ Keys to Success-------25Marketing Strategy---------------------26Mission Statement---------------------27Financial Objectives-------------------28Marketing Objectives-----------------29Target Markets-------------------------30Key Marketing Strategies------------34Marketing Mx--------------------------35Marketing Programs-----------------38Implementation Plan----------------48Budget-----------------------------------49Sources----------------------------------50Appendices:Sample Print Ad-----------------------A1Executive SummaryIn this marketing plan, we have explored how to gain market share and growth in two major market segment locations, the cosmopolitan centers and affluent urban suburbs. From research, we have a goal of increased revenue by 10% and increase market share by 2% by 2014 using integrated marketing strategies, new product lines, and customer support.The budget for this project is approximately 814,000. Company OverviewProctor and Gamble was established in 1837 as a candle and soap business by William Proctor and James Gamble. Ivory Soap was one of their first products and it is still around today. Stock; PG ($70.35 as of December 10, 2012)Company Sectors:-Beauty-Grooming-Health Care-Home and Fabric Care-Baby and Family CareCompany Facts:-CEO: Robert A. McDonald- Headquarters: 1 Proctor & Gamble Plaza, Cincinnati, OH 45202-Total Employees: 126,000Sales: 2012- $29.5 billion dollars in the United States, $54.2 billion Internationally2011- $29.9 in the United States, $51.2 billion internationally2010- $29.5 billion United States, $48.1 billion internationallyWithin SectorsBeauty 24% of salesGrooming 10% of salesHealth Care 15% of salesFabric and Home Care 32% of salesBaby and Family Care 19% of salesP& G home care is centered very strongly on laundry care, bringing in 77% of revenue in its sector for 2009, Dishwashing is second in the sector at 11% and Dishwashing is 9%.Company Overview—Cont’d.Growth Strategy for Future: (as stated in the annual report)-Focus on 40 Largest and most profitable product categories in most important geographic markets.- Focus resources on the 20 largest innovations-Target 10 developing markets with highest potential growthTide is Proctor and Gamble’s leading home care label and the world’s number one home care product, with a sales of $5.1 billion in 2009.Laundry detergents form the largest component of the industry in terms of sales value—It makes up 50% of industry revenues in the United States and 40% in Europe.919802143292Market Summary:Tide is the number one global home care brand.P&G and Unilever continued to hold a leading market share in the detergents sector, according to research, in 2003 U.S. laundry detergent sales totaled US$3.2 billion, Proctor and Gamble detergent sales were approximately US$2.0 billion, accounting for nearly 62 percent of all detergent sales. Unilever's sales totaled US $465 million, representing 14.5 percent of all sales. 3037840307340Industry InformationSIC Code: 2841NAICS Code: 325611 Laundry detergents form the largest component of the industry in terms of sales value, accounting for as much as 50 percent of industry revenues in the United States and approximately 40 percent in Europe3 Major compedtitors to Tide ‘To-Go Pen’OxyClean (Church & Dwight)Nature’s Miracle (Spectrum Brands)Shout (SC Johnson)3 major compedtitors with the Tide brandPurex (Henkel/Dial)Xtra (Church & Dwight) All (Unilever)Industry InformationWorldwide, the laundry detergent market was worth about $35.8 billion in 2005.Western Europe (29%)Asia/Pacific (25%) North America (18%)Latin America (7%)Africa/Mideast (5%) Australia (1%) Laundry Care revenue 2000-2011, 5 countries. Chart below shows the growth and slight decline of the industry pre and post recession. 2603555880Demographics2603573025Spectra data shows the leading demographic for the Tide To-Go Pen demographic is start up families and empty nest couples in the affluent suburban spreads.Secondary demographic is young transitionals in Cosmopolitan centers.The average index for the target market is 134According to Spectra data, there are three important factors in the demographic:Household incomeRace of head of householdEducation of head of household26035375285Chart below shows the average annual household income of the target consumerCore Consumer DemographicsGeographic: Tide To-Go pen can be bought at any local pharmacy/convenience store (CVS, Walgreens) or any larger supermarket/department store (Wal-Mart, Target) and can be found nationwide.This reaches the population that is busy and needs to run in for a quick fix to their stain. This product in one where ease of access to product is vital. People may carry around their Tide To-Go pen, but very often, it is when a stain happens and people need to run to their local convenience/department store to get a solution to their problem.What Spectra data tells us about psychographics:The core consumer is professional, living in the suburbs. This means they live in a culture where looking good is important to their success, that is where Tide To-Go pen can save the day.3634105316230Market Drivers and Needs—Market SummaryCurrent trends in detergent/stain removal industry“Green” Initiates Ease of Laundry CareConcentrated detergent Instant stain removalCustomized lines laundry2919730199390Care products. ie) color savers, Sensitive skin detergents Market Trends—Market SummaryConsumers are looking for laundry care that is low-cost and low-effort.Recession had an effect on purchasing laundry care products, now coming out of the recession, people still want to save money on laundry car More concentrated care productsEase of effort within those productsThe affluent suburban young family and empty nest couple makes decisions about laundry care based on:Ease of care/Time saved: Moms driving kids from school to practice can use the extra time they save on laundry elsewhere. TIME is a big factor for this demographic.Quality of product: The empty nest Mom who has been using TIDE all her life expects the same quality product or better. She knows the brand and knows what it can do.Cost of product: Both segments are willing to spend a little bit more for good care, if the payoff is good. Market Growth—Market SummaryIn the annual report, Proctor and Gamble stated for the future they believe they need: Growth in developing marketsInnovation in strong product categoriesFocus on top 40 brands within company With these goals in place and the innovation of Proctor and Gamble, the company can only expect to grow.Furthermore, I believe Proctor and Gamble will be successful in expanding to developing markets by focusing on the needs and wants of the markets and developing innovative products What can we tell from past years’ revenue?Until 2008, revenue was on a great increase. 2009, profits fell due to the recession.As the economy began to make progress, profits began to increase.For the future, Proctor and Gamble can expect for its profits to increase, upon the upturn of the economy.All people have laundry needs no matter what kind of economy. If Proctor and Gamble continues to understand their consumer segment needs and wants, they will continue to increase profit.35306096520Current Market Position—Market Summary2860040120650Proctor & Gamble home care product category is mostly centered on laundry care, bringing in 77% of revenue for P&G.Proctor & Gamble, as previously stated, holds the #1 spot in the laundry care market.Tide is Procter & Gamble’s leading home care brand. Tide sales in US: $5.1 billion(2009) So what do consumers have to say?"I had spilled red stamp ink on my favorite hoodie and I thought it was gone forever! I used almost an entire pen on it because I applied it several times throughout the day. When I got home, I threw it in the wash, and VIOLA! the stain was gone. Thank you tide pen! :)”- Review"I love the results from Tide to Go pen but the design of the cap is horrible. I have had at least 5 of these pens and without fail the cap comes off in my purse. I constantly have some of the fluid leaking in my purse.”- Review??@bbg90I freaking hate the smell of?Tide To Go?but it sure does work!! I just need to hurry and wash this jacket!!?@reallyfarrahI cringe when I imagine the literal mess my life would be if I didn't have a?tide to go?pen in every bag and coat I petitive AnalysisCurrent position in the lifecycle: The tide-to-go pen is in the “maturity” phase of the lifecycle, introduced in 2005, the product has achieved success in its category.The product has various different lines such as Tide To-Go Mini Pen.To maintain the position in the category, Tide To-Go pen must continue to be innovative and quality for the consumer.Factors that influence competition:Ease of use: Is the product readily available and easy to use?Stain removal power: Does the product remove fresh stains upon contact?Accessibility: Is the product available at local grocery/convenience stores when needed? 4056380218440Direct Competition—Competitive Analysis OxiClean (Church & Dwight)Price: $11.99/ per 3lbsA powder Based product that removes stains with water. Strengths: OxiClean is a powerful stain remover that removes many kinds of stains, including set-in stains, and is readily available in the same markets as Tide To-Go.Weakness: OxiClean cannot be used on-the-go and is more expensive then the Tide To-Go penShout Wipe & Go (S.C Johnson)35115576200Price: $2.50-$3.00Individually wrapped moist towlettes with stain removing power.Strengths: Shout is at a comparable price and can be found in the same markets as Tide To-Go. As well as portability.Weakness: Shout Wipe & Go came after Tide To-Go products and have not been as well introduced into the market. They also do not store as well. 4483735135255Indirect Competition—Competitive Analysis Dawn Dish SoapAverage Price: $3.50Conventionally used as dish soap that is tough on grease.Strengths: Known for having the power to cut through grease on many materials besides dishes. Priced the same as Tide To-Go for more of the product.Weaknesses: Not a conventional method of stain removal and cannot be used in a simple on-the-go laundry care way.2203456985Arm & Hammer Baking Soda Average Price: $3.00An untraditional method of stain removal, baking soda is used to solve a myriad of household cleaning problems, including clothing stains.Strengths: This product is a natural solution to stain removal and costs around the same as Tide To-Go.Weaknesses: An unconventional method of stain removal, this product takes much more effort to get rid of stains and does not yield similar results.The Gap Analysis Current Client Needs/ Trends How Tide-To Go meets needs Trends Effectiveness on stains AffordableAccessible Time-saving and simplicity Trusted brand Environmentally friendlyInnovation-Takes away stain within 2 parable to other products on the marketCan be found at almost every local grocery/convenience store. Works instantly, no wash needed Tide is a name that has been around for almost 75 years. 46570901733553434080185420Current Tide To-Go Products: Tide To-GoTide To-Go MiniTide To-Go Wipes 3966210258445The Gap AnalysisHow did Tide To-Go fill the Gap?Tide To-Go pen was the first on the market in instant stain care removal. They saw the gap, and filled it.How can Tide To-Go fill the current Gap? Innovation in product lineCreating a “green” productHow are current Tide To-Go products filling consumer needs:Tide To-Go Pen are easy to use and can be used anywhere to get fresh stains out.Tide To-Go Mini Pen are smaller than the original but function the same as the larger version.Tide To-Go Wipes are portable but are micro-fiber wipes to touch up bigger stains. This is the newest product on the line and is a result of filling the gap of getting rid of bigger stains. Channels and DistributionCurrent channels of distributionManufactured in a warehouse and then shipped to the appropriate Channels:Mass Merchandise (CVS/Walgreen)Grocery (Walmart/ Jewel-Osco)What new channels are emerging?Online distribution channels , allows consumers to shop from home.Distribution Opportunities:Co-Branding: Tide Laundry Detergent, Snuggle Fabric Softener. Internet: Customer service chat and blog to keep information flowing to consumer about products. Alliances: Hanes T-Shirts; pair with Tide To-Go if there are any unexpected stains. 283210209550Customer Satisfaction and LoyaltyWhat are customers saying? product review: Average Customer Rating: 3.7 out of 5 (360 Reviews), 262 of 360(73%)reviewers would recommend this product to a friendOn Twitter:@zeshan92 – “Tide to go. You are very useful.”??@ayydeebee “tide to go was invented for those nights when you decide it's a good idea to eat chocolate in bed.”@imviktim Just used a Tide-To-Go pen on some juice spots I spilled on my shirt...I'd like to change the name of this product to "Stain HighlighterTide to Go is tested by as the best instant stain remover.Recommended as the best stain remover for clothing in Real Simple magazine.Customers who have a great experience with the product become loyal customers. They know the brand and have used the product, and will vouch for it among all the others.Customers who have had a bad experience with the product are usually not willing to try it again and may be harder to win back to Tide, but they still trust the brand.P.E.S.T AnalysisPoliticalCurrent Government Regulations on Laundry/Stain Care products:Required to make ingredients available to consumers.EconomicSince the recession, people have been less eager to try and spend a little extra to remove the small stain on their shirt. This effected total sales.Now that the economy getting better, people are finding the value in keeping a Tide to-go pen with them.Inflation has influenced the products total cost and salesSocietalEnvironmental/Social ResponsibilityConsumers are looking for a “green” solutions to everyday problemsConsumers are looking for brands that take social responsibility. Tide does this with “loads of hope” TechnologicalSeven years ago, Tide pioneered the To-Go pen, making it the first of its kind on the market.Brand leader in instant stain removalLook for new technological opportunities and innovations for the Tide To-Go pen.New advances in laundry products and laundry machines may affect the way stain removers work in the future. S.W.O.T AnalysisStrengthsWell known brand Competitively priced Innovative products Weakness- Not a diverse core consumer No environmentally conscious line Product development challenges OpportunityReaching the more urban and rural populations Co-branding Innovation for new product lines Threats“Copycat” products from competition Changing market demographic based on popular trendsStrengths:Well known BrandTide has been around for years and consumers understand the quality of the named product they are getting when they petitively PricedTide To-Go is priced similarly to other stain removal products on the market.InnovationBeing one of the first products of its kind, Tide To-Go is known for being an innovation in its category.S.W.O.T AnalysisWeaknessNot a diverse core consumerThe core consumer is very limited to those living to the affluent suburban spread with an income of $100,000- $150,000+. This limits new users or developing markets.Question to ask: Is Tide To-Go a product for everyone?Not environmentally consciousThere is no “natural” or “green” line of Tide To- GoProduct design difficultyThere are reviews of product dysfunction ie) turned my shirt yellow, cap comes off In bag)OpportunitiesReaching more urban populations.Already own the young transitionals in the cosmopolitan centers, but it is possible to reach out to more in that demographic area.Co-BrandingTide To-Go has yet to be branded next to another product that may be useful with the pen.Innovation in product linesIt has been a year or two since the line has come out with a new product, this can generate excitement for a new product in the line.Threats“Copycat” competition productsThe biggest threat to Tide To-Go. Since the products launch, the biggest threat has been copycat products with similar functions.Changing marketThe market has been changing since the recession and has seen a change in the way people do laundry, and what products they need.Critical Issues and Keys To SuccessCritical issues:What are top barriers to success?Environmental barriersCopycat brandsMarket DemographicsWould classify as “Mature”– low in major opportunities and low in threats – indicates limited growth potential with relatively low riskKeys To SuccessTop priorities/ keys1) Co-branding opportunities2) Innovative Product/ product innovations3) Trusted brand nameBy focusing and implementing plans with these three top priorities in mind, Tide To Go will have the potential to be more successful. ................
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