Detailed Marketing Strategy of Tide With STP Analysis

Some brands have grown exponentially since their inception. Tide is one of them. How did they manage it? What did they do to increase their customer base? What did they do to keep their consumers coming back? We think Tide’s Marketing Strategy played a significant part in all this, especially its digital marketing strategy. This article analyses a few digital marketing strategiesused by the company to give you an insight into what they have been doing.

About Tide

Tide is an American detergent brand launched by Procter & Gamble In 1946. Tide laundry detergent was originally a synthetic meant for heavy-duty, machine cleaning – an advance over the milder cleaning capabilities of Fewa and Dreft detergent brands.

Tide was first released in 1946 as the world’s first heavy-duty detergent in test markets in the United States, and nationwide distribution was completed in 1949. The company swiftly established dominance in the US detergent industry, dwarfing Ivory Snow’s sales and hastening the downfall of two of its key competitors, Rinso and Gold Dust Washing Powder, both Lever Brothers brands at the time. 

Today, Tide is known for its load of laundry facility in which Tide uses the most sustainable ways to wash and clean clothes to millions of people in times of need. Slowly the brand entered other countries like India, Europe, the United Kingdom etc. In India also, Tide is one of the best laundry detergent brands followed by competitors including Ariel and Surf Excel.

Now that we are discussing Tide, let’s look at their marketing strategy too.

What’s new with Tide?

Here’s what was buzzing around Tide recently:

• In IPL 2023, Tide became the official laundry partner for the Kings XI Punjab.

• In order to make astronauts’ clothing washable and reusable in space, NASA (National Aeronautics and Space Administration) collaborates with Tide’s parent company, Procter and Gamble. 

Let’s now understand the target audience of Tide better with the help of a buyer persona.