In the previous blog, we learned about the in-depth SWOT analysis of Tide. In this article, we will discuss the marketing strategy of Tide.
Tide is one of the famous laundry detergents in India and America. This detergent is known for the ability to remove dirt and sticky stains of the clothes. Most of the products from this brand are really effective in regaining the white color of old shirts or t-shirts. Due to its effectiveness, the brand has now become one of the household items of general households.
With the introduction of Tide, the company offered an effective solution to thousands of housewives for cleaning any kind of stains. Through its several kinds of detergent products, Tide helps housewives in keeping the clothes of their family clean for a longer period of time.
In present times, Tide became a very successful brand only because of its marketing strategy and marketing efforts. In a world full of digital advancement, everything is online and if you are interested in learning about the latest trends in marketing, go over to our Free MasterClass On Digital Marketing 101 by Karan Shah, the CEO and Founder of IIDE.
In this case study, we will learn about the marketing strategy of Tide. But first, let us know about the company and the product better.
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.
| CEO | Oliver Prill |
|---|---|
| CMO | Evan Brody |
| Area Served | Worldwide |
| Industry | Laundry Detergent & Chemical Industry |
| Market Share/ Revenue | The estimated annual revenue is $72.2 million for the 2022 year |
| Vision | A world of shared prosperity and social justice |
| Tagline | ‘Kyun chaunk Gaye?’ |
Marketing Strategy of Tide
Now let us learn about the marketing strategy of Tide and its analysis and campaigns.
Segmentation, Targeting and Positioning
Most Indians like to buy cheap to moderately priced stuff for their day-to-day uses. Understanding this point, Tide segmented its products under several categories. Presently, Tide is available under popular, premium, mid-price and super-premium categories. Its affordability has exposed the brand to most of the population across the whole country. This boosted the popularity of the brand even further thus making it one of the most popular brands in India.
In general households, every decision regarding household products is taken by women. Their main priority would be to take care of their family in an effective but cost-efficient manner. Understanding this point; the company started its marketing policies targeting homemakers.
Tide released the washing bars that would provide them with the wash quality that they want. The company also released products that would attract the attention of homemakers.
For example in the year of 2009, the brand launched its new products under the name of Tide Naturals. This new product comes with the benefits of lemons and sandalwood extract that would make hands soft while giving an effective cleaning experience to the homemakers. These made the brand more popular among homemakers.
They believe that they have succeeded in upholding their objective of building a lasting relationship with customers and connecting them with significant opportunities.
They mainly focus on simplicity, convenience, assistance, trust, and security for the customers.
Marketing Campaigns
Tide recently tied-up with the latest MCU movie – Doctor Strange in the Multiverse of Madness: Cloak vs. Tuna Melt. In the advertising campaign, you can see the Cloak of Levitation got dirty during a fight and Wong cleaned the Cloak of Levitation using Tide detergent in a washing machine.
The crossover of Tide x Multiverse of Madness no one expected, but glad the marketing campaign for both worked successfully and the video on Tide’s channel on Youtube got more than 3,912,481 of viewership.
Generally, Tide likes to employ 360 degrees of integrated campaigning for its every product. In one of the recent campaigns under the name of #TideWhite, the brand attempts to share the celebratory moment of India in which Actresses Drashti Dhami, Mouni Roy, Namrata Shirodkar and Jasmin Bhasin went on a cross-country tour to launch the New and Improved Tide Plus across Big Bazaar & Hypercity stores, and spoke about Tide’s latest campaign #CollarUpWithTide.
The advertisement would highlight the proud moment of Indian history and promises to make India brighter in its own way. Through the campaign, the brand encourages the general masses of India to share their proud moment on social media under the campaign name #CollarUpWithTide!
Another Tide campaign under the name of #TideGivesExtra that features leading actress Anita Hassanandani, Shraddha Arya and Sai Tamhankar went to different stores to promote Tide Plus. Through this campaign, the brand wants to convey that with the help of Tide detergent, homemakers would not only clean the clothes but it would provide extra cleaning along with extra fragrance. This was another marketing campaign under the name of #CollarUpWithTide tries to aim at the pride of Indian women.
Social Media Marketing
- LinkedIn – Tide Cleaners
- Followers: 7.9K+
- Facebook
- Followers: 3.7M
- Instagram
- Followers: 39.6K+
- Twitter
- Followers: 187.6K+
Tide is active on social media like Facebook, Instagram and LinkedIn. It has more followers on Facebook than on Twitter and, at last, on Instagram and LinkedIn.
LinkedIn is more of a professional social media platform, excludes peer groups and focuses on professional groups of society who follow Tide through LinkedIn.
Instagram is a social media platform that includes most young teenagers & peer groups. They are generally not interested in the detergent page since they don’t find anything interesting. Instagram is more of an entertainment platform. It is for businesses that deal in fashion, food, grooming items, creatives etc. Therefore, the number of followers on Tide’s Instagram page is low, but the company consistently posts on it.
The social media platforms of Tide always try to post, environment & sustainability, promotional and informational content along with their product posts, and employee achievements and they announce campaigns on every special day. It reaches thousands of people.
The company is relatively active on social media and shares posts frequently because today people are going digital and so are businesses. So, to compete in this competitive industry the brand needs to work more on its social media handles.
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SEO Strategies
According to SEO strategy, considering the number of keywords – below 500 is poor, above 1000 is good, and 10,000+ is fantastic. As we can see one of the Tide subsidiaries – Tide Bank website Tidebank.com has 108,542k organic keywords & is considered superb.
That means the digital marketing strategy of Tide is gaining a good number of insights. Tide’s digital marketing is attracting a great number of visitors. The monthly traffic is in the 889,477+ range, which is considered awesome in SEO terms.
However, if a company wants to set a benchmark before its competitors or remain at the top of its market, it must continuously work on its SEO techniques to attract a significant amount of organic traffic to its site, which leads to an increase in sales, which is beneficial to the company.
Influencer Marketing
Recently, Ayushmann Khurrana the Indian Bollywood actor roped in as brand ambassador of Tide in June 2022. The partnership has launched with the first Tide advertisement featuring the actor, for the Tide Ultra variant designed specifically for the washing machine.
Tide also ties up with various lady superstars and conducts marketing campaigns with them. Other than this, Tide always tries to partner with micro and macro influencers on Instagram and Youtube to promote the brand. Influencer marketing in today’s burgeoning digital era is imperative to make a business popular in the market.
E-Commerce Marketing
Tide has its website and a kind of e-commerce platform where you can find detailed information about Tide’s various products and services. One can easily check all the products manufactured by Tide and find a retailer nearest to them. The website user experience is great and the loading time is really fast.
Content Marketing Strategy
Tide shares information about its business and marketing through different means. For years, Tide has published a monthly newsletter. Frequently, they update their television coverage, print coverage, online coverage, and press releases on their official website.
On Tide’s website, there is a section where visitors can check out the tips and guidance on how to wash clothes. Those guidance and information are really useful for youngsters who have to go away from home for further studies and have to wash clothes on their own.
Tide updates its remarkable signs of progress through all social media pages. They are perfectly active on every social media platform and frequently partner with big brands and businesses.
This ends the elaborative marketing strategy of Tide. Let us conclude our learning below from the marketing strategy of Tide.
Conclusion – What’s unique in Tide marketing?
In the marketing strategy of Tide, we saw that Tide is gaining love and support across India. Tide is successful in building lasting relationships with customers and providing them significant opportunities.
The uniqueness of Tide is that they focus on all segments of society equally & they have steadily grown to reach over a million Indians. Their powerful marketing strategy is to uplift underserved and unserved businesses. Though Tide is on a growth path in its digital marketing and trying to be active on social media, it is still trying to engage and grow in the digital sector.
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We hope this blog on the marketing strategy of Tide has given you a good insight into the company’s marketing strategies.
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