Washing is one of the most important chores of an Indian household. We have many international and national companies that have held the market for so long. However, Tide stands a level higher than the rest of them. They have woven their marketing strategies in such a manner that even after 20 years of its launch in India, many of us do not know that Tide is a US company.
They have revolutionised the Indian detergent market with their synthetic compounds that made Tide one of the most profitable brands of P&G. Although it was launched in the US as a heavy-duty laundry detergent in 1946, it entered the Indian markets only in 2000. Since then there hasn’t been a look back for Tide.
According to various studies, it is estimated that Tide holds 13% of the Indian detergent market share and is third only to Indian companies like Ghadi and Nirma. Over the years, they have been successful in carving out their own space in the industry despite being a foreign company. At this juncture, the article will explore the marketing strategies of Tide which renders them so indigenous.
Empathising With Local Sentiments
The first factor that enabled Tide to have a stronghold in the competitive yet incompetent Indian market was its ability to launch products and advertisements with a clear understanding of the problems of the users.
Firstly, it is widely known that people in charge of the households are genuinely trying their best to make things smooth and easy. However, removing tough stains have always come up as a herculean task.
Time and again, Tide has come up with modifications in its product that makes it easier to remove stains that contain carbohydrates and proteins. Similarly, their ads completely acknowledge the difficulties faced by users and portrays themselves as offering a solution to their problem.
Their ads are also reflective of national and regional sentiments regarding festivals, the whiteness of clothes etc. They have also addressed the issue of detergents being harsh on hands and have offered solutions for that as well.
Perfect Targeting of Audience
In India, family is a very important entity and women are the ones who take most of the familial decisions. Although the gender roles associated with domestic chores have been changing, the fact largely remains that women are in charge of domestic chores. This has inadvertently made Tide focus on Indian women through their ads. Especially homemakers.
Whenever they launch a product or a campaign, they make sure that it will be attractive for Indian homemakers. Most of their ads and campaigns can be seen pitching themselves exactly in places worthy of it. For example, they have launched their soap bars and detergents in a range of varieties and prices which will suit the needs of their target audience.
Unique Campaigns and Catchy Tag Lines
This is one of the most important aspects of Tide’s marketing strategy. Their campaigns always have a positive social message while emphasising the benefits of using Tide. For example, campaigns like #TideGivesExtra, #TideWhite etc. have been successfully able to benefit from exploiting the Indian desire for white clothes and attention.
They have also identified the loopholes and problems in the sector to come up with effective campaigns. One such campaign would be that of white collars. We all know the embarrassment that a dirty collar can bring. Identifying this, Tide launched the #CollarUpWithTide campaign which was an immediate hit. Similarly, its unique campaigns and catchy tag lines have helped the company tide over its competitors.
When it comes to marketing strategies, the packaging is its cornerstone. Tide has aced this part of marketing with grace and creativity. Its vibrant orange and white packaging is very distinguishable amidst any crowd.
Apart from the colour, it has also brought in many innovations to its packaging too. They have recently launched a package that suits e-commerce platforms that prevent leakage and damage when transported over long distances through unpredictable modes. However, it is yet to be launched in India.
They also have special packaging like packets, sachets, cartons, cans etc. which attracts the customers as it gives them a wide variety of choices.
Affordability and Positioning Through Segmentation
Tide has been successful in being economical while being a premium brand. This is because they have launched products in different price ranges. They have divided their products into popular, premium, super-premium and what not. Hence, while it becomes accessible to the mass population, it also gets equated with other premium brands. Such an effective marketing strategy has helped Tide to expand its bases to all sections of society.
Upon analysis of the marketing strategy of Tide, it becomes evident that it is their ability to understand and respond to the issues of the Indian households that made it so popular and close to the consumers. They have also not held themselves back in promoting strong social messages.
To be welcomed and accepted as an indigenous company in such a short span of time is not an easy task. Tide makes the importance of understanding the target audience more clearer now.
Lessons have to be learned from their constant efforts to expand into newer sections of society without being too elitist. Considering its dynamic strategies there is no doubt that Tide will continue to grow its business in the industry in future as well.
When was Tide detergent launched in India?
Tide detergent was launched in India in 2000.
Is Tide detergent an Indian company?
No, Tide detergent is an American brand of laundry detergent owned by P&G.
What is the target market of Tide detergent in India?
Tide Detergent primarily targets Women age group from 18 to 54 years old.
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