Brand : Tide
Agency; Leo Burnett
Tide is the largest selling detergent brand of P&G worldwide. Tide was launched with much fanfare in 2000.
Indian detergent industry is estimated to be around Rs5000 crore and is dominated by the marketing giant HLL. P& G although was in the Indian market for a long time was not a serious player in the detergent market. But when the Indian market opened up and the economy began to prosper, P&G could not resist entering the Indian marketin a big way. As always MNCs are too proud of their brands that they want a premium from the consumers. Here also ,Tide was launched as a premium brand and as usual got a luke warm response from the value conscious Indian consumers. P&G had to settle with a miniscule 8 % of the detergent market.
Then came 2003 and the price war started and now there is no premium brands in the detergent market in India. The price war enabled P&G to popularize the brand and increase the penetration. Although HLL and P&G did not increase their marketshare because of the price cut, the overall market size increased because the regional players lost their share to these giants.
P&G had a serious problem after the price cut because there was a chance of cannibalizing between Ariel and Tide because there was no significant differentiation between the two brands.
Now Tide has found its formula, the same global positioning as a Detergent that cleans perfectly. So using whiteness ( safedi) as a base Tide has now unleashed the campaign highlighting its whitening power against HLL's Rin which has the same positioning.
The campaigns has a desi touch and well executed. The pricing is competitive and hence HLL is forced to rope in none other than Big B to defend Rin.
Through the new strategy Tide aims to capture the safedi segment while Ariel will fight Surf in the Color segment.
A marketing fight worth watching....