Tide-To-Go Marketing Plan

Lindsey Davis December 15th 2013 Developing a Marketing Plan Fall 2013 Columbia College Chicago 405 Morgan Ln. Fox River Grove, IL 60021 ldavis798@gmail.com 312.399.4709

By

1 Executive Summary

2 The Company

Overview

3

SWOT Analysis

Situation Analysis

PEST Analysis

Marketing Strategy and Programs

Target

Marketing Mix Implecations

Marketing Programs and

Tactics

Market Research

Marketing Budget

TABLE OF CONTENTS

12

13

16

19

27

28

31

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Executive Summary Tide To-Go is a convenient stain fighting pen that can

be taken anywhere to clean life’s little dribbles. Yesterday, today, and tomorrow people can’t necessarily predict whom they will meet on their daily commute, adventure, or daily stroll. People are staying single longer and not settling down until 30 or older. As much as a person wishes to fulfill their dreams and live life to the fullest every moment is a memory. People get stuck in a routine. Simple things normally noticed by others, can go un-noticed from an avid routine maker. It is easy to get lost in the motions of everyday life and not notice a simple dribble from this morning’s toothpaste tube. When in doubt, always carry the newly improved Tide To-Go. With its new organic ingredients and recycled goods materials, it’s a guilt free way to keep clean and confident wherever you go.

The Tide To-Go marketing plan will discuss the past of Proctor and gamble and the relationship with Tide and Tide To-go. A strategic product and product category snapshot have been implemented to showcase Tide To-Go top consumption consumers and the base of which behavior category and lifestyle they live. Competition was precisely looked at to determine the outcome of a marketing plan to be implemented. Target markets were decided and the completion index and percentage carts will be discussed further into detail.

The target market will be described based on research of competitors and Tide To-Go’s current target demographics and markets. Accurate decisions were made based off of what would profit Tide To-Go within a three month period. Advertisements will be displayed uniquely while thoroughly telling a story most of Tide’s core consumers can relate to. Advertisements will be targeted towards consumer’s interests and locations. An accurate budget will conclude to plan. Please enjoy and thank you for reading.

The Company Overview

COMPANY: PROCTOR AND GAMBLE

A public company founded in 1837. Headquarters located in Cincinnati, Ohio as a worldwide company. Total revenue is 20,739,000,000 with revenue calculated at $84.17 billion and profits increasingly staked at 14.48 million. The main products P&G manages fall under the categories of food and beverage, cleaning agents, and personal care. 126,000 employees work for P&G and 11 board of directors.

P&G’s main purpose is to provide superior quality and valued service that improve not only the current consumers of the world but the future. P&G takes pride in knowing that their consumers are rewarding them with lead sales, profit, and value created to continue to prosper. P&G is the backdrop for many brands within the United States and internationally. One brand in particular is Tide.

PRODUCT: TIDE

With 23 different products and 2.0 billion in sales; Tide has kept the American families clothes clean for over 60 years. In 1946 Tide laundry detergent started with an evolutionary heavy-duty synthetically designed machine cleaners, the first of its kind in the United States. Since then, Tide consumes the liquid- detergent market by 30%, reaching twice as much in sales compared to Gain laundry detergents. Tide has become such a hot commodity in some areas that numerous criminals have stolen the detergent to sell on the streets. This is how Tide gained the nickname from police, “Liquid Gold”. The consumer brand loyalty is extremely dedicated and loyal to Tide. A 2009 survey, done by Tide, ranked among the top three brands to least likely to be given up during a recession. Tide Accounts for 23% of P&G sales and raked #4 in the cleaning clothes industry.

TIDE-TO-GO

The tide family has grown into many brand extensions such as; Tide Coldwater, Tide Free, Tide Total Care and many more. The one product as a main topic throughout this market plan is the Tide-To-Go product, which is packaged in a convenient way resembling a pen. The pen is designed to remove stains without having to do any further washer in the machine. The pen can be taken anywhere and is formulated to take out the toughest of stains.

P&G Tide Tide To-Go

Affluent Suburban Spreads

Cosmopolitan Centers

Young TransitionalsAny size HHs, No Children, < 35

Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+

Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40

Small Scale FamiliesSmall HHs with Older Children 6+

Start-Up FamiliesHHs with Young Children Only < 6

TotalPlain Rural Living

Modest Working Towns

Struggling Urban Cores

Comfortable Country

Total

Senior Couples2+ person HHs, No Children, 65+

Empty Nest Couples2+ person HHs, No Children, 55-64

Established Couples2+ person HHs, No Children, 35-54

Senior Singles1 person HHs, No Children, 65+

Independent Singles1 person HHs, No Children, 35-64

101

118

131

10090 110 118 81 92 103

107

101

125

66

61

73

121 128 141 98 133 138

113 121 126 118 108 116

95 103 122 81 91 103

79 85 75 64 72 69

55 63 68 61 60 58

66 88 72 59 63 57

116 127 136 123 115 128

69 105 107 60 109 132

106 123 132 73 86 109

TOTAL LAUNDRY - SOIL & STAIN REMOVER (LNDRY SUP) UNITS Total Consumption BehaviorScape Framework

LifeStyle

BehaviorStage

106 121 182 111 118 119 126

Affluent Suburban Spreads

Cosmopolitan Centers

Young TransitionalsAny size HHs, No Children, < 35

Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+

Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40

Small Scale FamiliesSmall HHs with Older Children 6+

Start-Up FamiliesHHs with Young Children Only < 6

TotalPlain Rural Living

Modest Working Towns

Struggling Urban Cores

Comfortable Country

Total

Senior Couples2+ person HHs, No Children, 65+

Empty Nest Couples2+ person HHs, No Children, 55-64

Established Couples2+ person HHs, No Children, 35-54

Senior Singles1 person HHs, No Children, 65+

Independent Singles1 person HHs, No Children, 35-64

10.9%

13.1%

16.3%

100.0%12.6% 18.7% 20.0% 10.6% 17.2% 20.9%

8.4%

7.0%

13.1%

6.9%

7.5%

7.3%

1.7% 2.9% 3.6% 1.0% 2.9% 4.2%

1.6% 2.7% 3.0% 1.2% 1.9% 2.8%

1.5% 1.9% 2.5% 1.0% 1.7% 2.3%

1.0% 1.1% 1.2% 0.7% 1.6% 1.7%

1.2% 1.0% 1.2% 1.2% 1.6% 1.4%

1.5% 1.0% 0.7% 1.3% 1.4% 0.8%

1.5% 3.3% 2.6% 1.6% 1.8% 2.2%

0.5% 1.1% 1.3% 0.7% 1.4% 2.1%

1.0% 1.9% 1.8% 0.7% 1.2% 1.7%

TOTAL LAUNDRY - SOIL & STAIN REMOVER (LNDRY SUP) UNITS Total Consumption BehaviorScape Framework

LifeStyle

BehaviorStage

1.1% 1.7% 2.2% 1.2% 1.7% 1.6% 9.5%

Situation Analysis

THE MARKET ANALYSIS

Industry Category Snapshot

Tide To-Go falls into the Laundry supplement of soil and stain remover category. Tide To-Go pens highest consumers in the total soil and stain remover falls in the start-up-families living in the comfort side country with the index of 132. The two other consumers and locations that purchase Tide To-Go high index within the behavior stage is the senior couples indexing at a total of 131 and the older bustling families indexing at 125. The location with the highest consumption falls into the lifestyle of the comfortable country with a total index of 118.

The percentage chart gives a different perspective on the top consumers for Tide To-Go within the whole soil and stain remover category. What indexed as the higher total consumer in the first chart, doesn’t match with the highest consumer percentage wise. The percentage chart reveals the top consumers fall under the lifestyle in the plain rural living at 20.9% and the behavior stage stayed the same with the senior couples at 16.3%.

Total Consumption Index

10% 1304% 130

10% 12710% 1270% 124

25% 12324% 1235% 123

60% 12235% 122

MarriedMarried Families without Children

Demographic SkewsIncome $150,000+Affluent HeartlandPresence of Only Children Under 6Oldest Child Under 6Farming, Fishing & Forestry OccupationsMarried Families with Children3 or More VehiclesElite Country Manors

Attributes

Household Composition 65.9 Number of Persons 60.1 Marital Status of Head of Household 49.1 Number of Vehicles in Household 48.3 Household Income 43.1 Housing Tenure 19.8 Race of Head of Household 15.6 Age and Presence of Children 8.9 Age of Oldest Child 8.8 Occupation of Head of Household 4.5 Age of Head of Household 3.6 Education of Head of Household 1.4

Importance of Demographic Attributes

Importance

Product Category Demographics

The demographics of the top three important within the soil and stain remover category go as followed: Household composition, number of persons, and marital status of head of household. Married have consumed 60% with an index of 122. Married families with children consume 25% with an index of 123. An income of $150,000+ accounts for 10% and index of 130. Tide is the leading seller for the married consumers.

Tide To Go (Lndry Sup : Lndry-Soil & Stn Rmvr) Units Total Consumption BehaviorScape Framework

LifeStyle

BehaviorStage

0.5% 1.1% 1.9% 0.4% 1.0% 0.9% 5.8%

0.7% 1.5% 2.0% 0.5% 0.9% 1.4%

0.4% 0.6% 0.8% 0.4% 1.1% 1.2%

0.8% 2.6% 2.3% 0.7% 1.1% 1.2%

3.8% 1.7% 1.2% 1.5% 2.5% 1.1%

2.0% 1.5% 1.1% 1.0% 2.0% 1.4%

0.9% 2.1% 1.5% 0.6% 2.0% 2.1%

2.4% 2.8% 2.6% 0.5% 1.7% 1.7%

4.1%

1.5% 4.9% 3.3% 0.9% 1.8% 2.5%

4.6%

8.7%

11.8%

9.0%

9.3%

1.6% 4.0% 3.7% 0.8% 3.2%

11.7%

14.9%

17.4%

100.0%14.7% 22.7% 20.5% 7.3% 17.2% 17.5%Total

Senior Couples2+ person HHs, No Children, 65+

Empty Nest Couples2+ person HHs, No Children, 55-64

Established Couples2+ person HHs, No Children, 35-54

Senior Singles1 person HHs, No Children, 65+

Independent Singles1 person HHs, No Children, 35-64

Young TransitionalsAny size HHs, No Children, < 35

Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+

Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40

Small Scale FamiliesSmall HHs with Older Children 6+

Start-Up FamiliesHHs with Young Children Only < 6

TotalPlain Rural Living

Modest Working Towns

Struggling Urban Cores

Comfortable Country

Affluent Suburban Spreads

Cosmopolitan Centers

6.9%

Tide To Go (Lndry Sup : Lndry-Soil & Stn Rmvr) Units Total Consumption BehaviorScape Framework

LifeStyle

BehaviorStage

53 75 160 38 69 64 77

73 97 143 48 63 86

58 57 71 41 86 74

64 99 119 50 69 69

163 151 121 67 109 73

95 94 67 54 75 58

76 157 100 53 90 86

154 150 125 42 92 76

135

107 220 140 91 100 103

66

83

112

73

94

114 178 145 75 146

108

133

139

100105 133 121 56 92 86Total

Senior Couples2+ person HHs, No Children, 65+

Empty Nest Couples2+ person HHs, No Children, 55-64

Established Couples2+ person HHs, No Children, 35-54

Senior Singles1 person HHs, No Children, 65+

Independent Singles1 person HHs, No Children, 35-64

Young TransitionalsAny size HHs, No Children, < 35

Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+

Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40

Small Scale FamiliesSmall HHs with Older Children 6+

Start-Up FamiliesHHs with Young Children Only < 6

TotalPlain Rural Living

Modest Working Towns

Struggling Urban Cores

Comfortable Country

Affluent Suburban Spreads

Cosmopolitan Centers

88

Tide To-Go Product Snapshot

Tide To-Go has a wide variety of consumers who consumers who purchase well more than their share. The highest consumer purchases fall in the empty nest couples living in the affluent suburban spreads with the index of 220. Young transitional and established couples fall shortly behind with the index between 150-163 living in both affluent suburban spread and cosmopolitan centers. As stated on the previous page, start-up families living in comfortable country were indexed highest. In this table, it is still indexed high, but it is not the highest; indexing at 160 and living in the comfortable country. The highest total index falls in the behavior stage of senior couples; which is the same high index consumers for the overall category of soil and stain removers. The highest total index for Tide-To-Go consumers lives in the affluent suburban spreads, indexing at 133; with the overall lifestyle of consumers for the soil and stain remover chart consumers lived in comfortable country, indexing at 118.

The percentage chart shows a little difference in the top consumers for Tide To-Go. The chart shows that the overall top consumer falls into the same lifestyle category of affluent suburban spreads at 22.7%; which in the index chart showed that it was at 133. They purchase their well share of Tide To-Go. There is potential to target this audience within the marketing plan to keep those consumers. The highest behavior stage fall into the senior couples at 17.4%, which was the highest indexing at 139. This is another area to target and possibly increase throughout different life style categories.

AttributesHousehold Income 65.1 Number of Vehicles in Household 35.6 Household Composition 23.3 Education of Head of Household 20.5 Race of Head of Household 20.1 Housing Tenure 17.9 Occupation of Head of Household 13.8 Age and Presence of Children 13.5 Number of Persons 10.8 Marital Status of Head of Household 10.1 Age of Oldest Child 6.4 Age of Head of Household 1.9

Importance of Demographic AttributesImportance

% Pen Demand Index

6% 1172% 1166% 1142% 114

30% 11130% 11117% 1109% 1101% 1097% 107

Brands with Similar ConsumersClorox 2 (Lndry Sup : Detergent Boosters) Units Shout Advanced Action Gel (Lndry Sup : Lndry-Soil & Stn Rmv Oxi Clean (Lndry Sup : Lndry-Soil & Stn Rmvr) Units Oxi Clean Max Force (Lndry Sup : Lndry-Soil & Stn Rmvr) Unit TOTAL LAUNDRY - SOIL & STAIN REMOVER (LNDRY SUP) TOTAL LAUNDRY - SOIL & STAIN REMOVER (LNDRY SUP) TOTAL DETERGENT BOOSTERS (LNDRY SUP) UNITS Shout (Lndry Sup : Lndry-Soil & Stn Rmvr) Units Clorox 2 (Lndry Sup : Lndry-Soil & Stn Rmvr) Units *Resolve (Lndry Sup : Lndry-Soil & Stn Rmvr) Units

Tide To-Go Demographics

The top three demographics for Tide To-Go are as followed: House hold income as an importance of 65.1, number of vehicles in household with an importance of 35.6, and household composition as importance at 23.3. These demographic attributes will be in consideration for creating the new Tide-To-Go marketing plan. There is opportunity to use this information to target other lifestyle categories that have consumers with the demographic characteristics.

Tide To-Go top competitors

Tide To-Go has a wide array of competitors with similar consumers. The top three competitors are Clorox 2 with a 6% of pen and 117 demand index, Shout Advanced Action Gels with a 2% pen and a 116 demand index, and finally Oxi Clean with a 6% pen and 114 demand index. For the focus of the new Tide To-Go marketing plan we will focus on Oxy Clean. The advantage is clear that Tide To-Go is very different than these top competitors. Their products are boosters, action gels, and soups that are to be used in house only. The advantage for Tide To-Go is the only cleaning power of on the go, on the spot cleaning convenience.

% VolumeTotal Volume per 100 HHs

51% 1.9833% 1.2711% 0.425% 0.20

Channel SummaryMass MerchandiseGroceryAll OtherDrug

16.8% 1105.9% 9618.4% 1404.5% 635.9% 12212.6% 8420.3% 1027.0% 1028.5% 74

Mountain New England Pacific South Atlantic West North Central West South Central

Census Division East North Central East South Central Middle Atlantic

TIDE TO-GO CHANNEL AND DISTRIBUTION

Channel Summary

The majority of Tide To-Go consumers purchase the product at mass merchandisers with a 51% volume and 1.98 of total volume per 100 HHs comes from mass merchandise. Tide will continue to sell in Mass Merchandisers and increase sales within the Drug channel summary. Currently with only 5% of volume and .20 of total volume per 100 HHs. The second biggest % volume of 51% comes from the Grocery channel, with a 33% volume and total volume per 100 HHs of 1.27. This has potential for increase by creating new displays and convenience.

Census Division

Locations with the highest index within the census division is the Middle Atlantic with an index of 140 and accounts for 18.4% of sales and New England indexing at 122 but only 5.9% of sales. A huge potential is with the south Atlantic, which only indexes at 102, but accounts for 20.3% of sales. These divisions will be considered for the target census divisions for the new Tide To-Go market plan: Middle Atlantic-continue to keep customer loyalty, New England- increase % of total sales, and target South Atlantic to increase index of consumption.

COMPETITIVE ANALYSIS: CLOROX 2

Clorox 2 core consumers are increasingly high within all family behavior stages. Startup families are at an increasingly high index of 302 living in comfortable country. Tide To-Go does not even come close to these numbers in this category. The highest overall lifestyle index falls under the affluent suburban spread at an index of 128.

Clorox 2 percentage chart shows that their high consumption consumers are 21.8% from Affluent Suburban spreads and 25.4% are start-up families. Tide To-Go will target in the lifestyle of Affluent Suburban Spreads to eventually move into the target market of Clorox 2 consumers.

Competitor Clorox 2 Demographics

Clorox 2 top three demographic skews are age, oldest child, and presence of only children under 6. The biggest consumer is between the age of 18-24 with a total consumption of 12% and an index of 27. Second age is 25-35 with an index of 180 with a total consumption % of 27%. Age <6 counts for 15.9% with an index of 212.

Competitor Clorox 2 Channel Summary

Majority of Clorox 2 products are purchased in mass merchandisers with a % volume of 72% with a total volume per 100 household at 1.06. This is larger than Tide To-Go by nearly 22%. This will still be a target for selling.

COMPETITIVE ANALYSIS: SHOUT ADVANCED ACTION GELS

Shout core consumers come from the comfortable family is the start-up families like the Clorox 2 consumers with an index at 257. Start-up families are high indexed consumers totaling at 169 and the lifestyle of Comfortable Country indexing highest at 133. This is very similar to Tide To-Go core consumers top lifestyle category. However Tide To-Go beats both Shout and Clorox within the Affluent Suburban Spread and Cosmopolitan Centers.

Shouts percentage total consumption chart reaffirms that the core consumption is within the Comfortable country at 22.4%. The highest total consumption within the behavior stage is in the category of Empty Nest Couples; which is different from the index number chart.

Competitor Shout Advanced Action Gels Demographics

Shouts top importance of Demographic attributes is different than Clorox and Tide. The top three include household index, household composition, and number of person. Household income has an importance of 62.0. More than 5 people in a household has an index of 138 and income levels of $150,000 or more indexing at 176.

Competitor Shout Advanced Channel Summary

the channel summary is the same as shout and Tide with the top products bought at mass merchandisers at 53% of volume and 1.35 total volume per 100 households. This is more similar to Tide’s % volume and Total Volume per 100 household. Shout has the highest % volume for merchandisers. Tide will still increase sales and %volume at mass merchandisers.

PEST ANALYSIS (MICROENVIRONMENT)

Political o Government

spending cuts o War in Iran

and Afghanistan

o Environmental issues

o Foreign distribution policies

o International pressure groups

o Advocate and lobby groups

o New health care reform

Economical o Low growth o High interest

rates for people

o High inflation o Falling value

of $ o High gas

prices o Falling price of

property value o High

commodity value

o Recyclable

Sociocultural o Increase in

unemployment (high numbers of unemployment)

o Migration o Immigration o Lingual barriers

(many languages)

o Rich and poor divided (Social classes)

o Education o

Technological o Workflow o Internet o Wide web o Change in

technology and interest

o Other resources to be used; high energy efficient

SWOT ANALYSIS

Simple Cheap

Convenient Fast

Unique Low competition

Little Advertising Competition priced cheaper

Competitor always displayed closely

Hard to find in certain stores

Close lcations with stores with higher priceing makes it

easy for consumers to pic other roduct over Tide brand.

Create different packaging and individual dispaly

advertisments for in store. Create a need for the Tide-

To-Go pen.

SWOT

Strengths

Tide To-Go is a simple, cheap, easy and fast solution to fix stains when not near or have the time for a washing machine. Conveniently located at the registers and end of aisle displays at most Walgreens. One of only a

few to-go stain fighting agents.

Weaknesses

Tide To-Go does not advertise often. Online presence in advertisements are small. Price is convenient; however competitors have a similar product but a dollar cheaper. The competitions product, such as Walgreens brand

to-go stain fighter is usually located above Tide To-Go with a much cheaper price tag.

Threats

The close quarter’s displays with a huge price difference could change the profit incredibly. The Walgreens brand could take over because of the

dollar difference. Also, Oxi-clean has their to-go wipes that are usually right below the Tide To-Go pens. If people do not find a necessary need

to buy the pens, they could become obsolete.

Opportunities

Create a different perspective of the whole product. Make an advertising campaign that signifies the need of the Tide-To-Go pen. Make it apart of the American dreamer’s daily life. As if they could not live without it. Hand sanitizer is in the pockets of most consumers, store entrances, and offices.

Tide To-Go has an opportunity to change their marketing tactics.

Strengths • Tide is one of the leading names and products in the laundry

detergent industry

• Low competition of other brands

• Instant recognition and competitive advantage

• Understanding of good marketing and consumers wants and needs

• Quality of products, and value of the name

• Customer loyalty

• Tide’s Load of Hope

Weaknesses

• Location hard to find in some stores

• Competition usually located above and below (end of the aisle racks and checkout lanes)

• Competition pricing always at least one dollar cheaper than Tide-To-Go

• Same packaging as competition

• Not always seen as a necessity, but more of a want from consumers

Opportunities

• The economy is expected to increase, Opportunity lies in being able to sell to other markets that do not purchase Tide To-Go

• Creating a whole new image for the Tide To-Go pens by developing and implementing a strategic 360 marketing plan

• Change the pricing, location, and displays in the current stores

• Create a need for Tide To-Go. Have Tide To-Go like how the sanitizers are at every store and office.

Threats

• Longevity of product possibly small; due to lack of “need”

• Pricing and economy slow increase

• Locations and competition copying every single detail of Tide To-Go pens. Location; not always found in store

CRITICAL ISSUES

Tide To-Go’s top barriers to success include the actually need of the product vs. the actual convenience of the product in a consumers daily life. Some things considered when determining the critical issues; what if the consumer forgets to bring the Tide To-Go pen with them when a spill happens, how easy will it be to find in stores, how many stores carry the Tide-To-Go pen; are stores located conveniently , and how the price suites their spending. Another critical issue is how men would feel about carry around a Tide-To-Go pen in their pockets. Women have the advantage to carry the pen inside their purses. The question arises is it worth it to the male consumer to purchase the Tide-To-Go pen. Tide To-Go falls in the mature business category; its low in major opportunities and low in threats- indicated limited growth potential with relatively low risk.

KEYS TO SUCCESS

Pricing- The competitor of Tide To-Go pen is the Walgreens brand nice, which is always one dollar cheaper. Pricing the Tide To-Go to always be only 40 cents more than the competitors. This makes it more realistic for a consumer to splurge the extra change for a name they can trust.

Convenience/location- Create a wider array of places Tide-To-Go is sold in-store as well as more locations and variety of stores. Possibility to sell in restaurants.

Packaging- Create eco-friendly packaging and create more brand extensions

Promotions- Combine with other products that would be convenient with the Tide-To-Go pen. Keep up with the trends. Brand Identity- Huge consumer advantage with the name Tide.

Established, empty nest and senior couples are at the top index rating for purchasing. This is a measurable and achievable sales target. With the high volume, this target Tide To-Go will continue to cater to their wants and needs.

Singles index at 92 with a total volume of 30.1% of total sales of Tide-To-Go. There is room to grow within this target market. There is potential for growth and increase of segments. This will be the target consumer to increase index to about 100-index level. The room for growth will carry on to when and if they become a family target. The target market will be focusing on the higher lifestyle index group Affluent Suburban spread and Cosmopolitan Centers.

TIDE TO-GO TOP TARGET AUDIENCE AND TARGET MARKETS

Shout Advanced Gels core consumers are fall under the start-up, small scale, younger and older bustling families. Start-up’s consumer index is at 169. This concern Tide-To-Go marketing strategies because this target market of the families is Tide-To-Go is the lowest of the index numbers for consuming. This has potential for Tide-To-Go to gain attention and steal consumers.

Shout Advanced Gels second core consumer falls into the Tide-To-Go’s core consumers and target market for the 2013 marketing

plan. This is a huge competitive advantage for Tide-To-Go. Tide will focus on this group to keep the consumers from going to the

competition.

COMPETIVE ANALYSIS

TARGET MARKET SEGMENTATION VARIABLES

The top four importance of demographic attributes Tide-To-Go will keep in mind throughout the marketing plan are; household income, number of vehicles in household and household composition, education of head of household. This was determined by the importance numbers and their highest rankings within Tide-To-Go current consumers.

Number of Persons 1 Person 22.3% 83 2 Persons 39.2% 121 $50,000 - $74,999 22.9% 126 $75,000 - $99,999 14.4% 123 $100,000 - $149,999 17.4% 152 $150,000 or More 12.4% 154 Education of Head of Household Not a High School Graduate 7.4% 56 High School Graduate 21.1% 83 Some College 29.2% 102 College Graduate 23.6% 125 Post College Degree 18.7% 138

Importance of Demographic Attributes Attributes Importanc

e Household Income 65.1

Number of Vehicles in Household 35.6 Household Composition 23.3

Education of Head of Household 20.5 Race of Head of Household 20.1

Housing Tenure 17.9 Occupation of Head of Household 13.8 Age and Presence of Children 13.5

Number of Persons 10.8 Marital Status of Head of Household 10.1

Age of Oldest Child 6.4 Age of Head of Household 1.9

Marketing Strategy and Programs The central idea for the Tide-To-go marketing strategy is to gain a consumer loyalty within their current target market. Spectra reports will be run to determine the current top targets and target to be considered. Reports will also be done on Tide-To-Go’s top competitor, Shout Advanced Gels. Looking at the competitor will give an outlook of what their core consumers are and how they relate to Tide-To-Go’s core consumers. Running these reports will generate a reading of where Tide-To-Go can market more or change for the future marketing tactics.

Tide-To-Go’s mission of generating these reports is to expand demographics, target markets, and position statements; this will be discovered by looking at competitor reports and looking at the target consumers within their reports. Once generated a marketing plan will be created to gear towards the Tide-To-Go target markets.

The financial objective is to increase consumers within the targeted market to at least an index of 125. Increasing the target with increase profits in 2014 by 10%. Making this profit will increase opportunities to expand to other targets that have an index lower than 100. These increases will provide a goal to move in on the competition to dominate the target markets for the future marketing strategies to be considered. Marketing Objectives for Tide-To-Go target markets report is to create a marketing plan that targets to the chosen demographics, increase brand awareness, and eliminate competition of the product Shout Advance Gels. This marketing plan will showcase the need and the want for the Tide-To-Go pen. Packaged deals, giveaways, promotions, and events will be held to increase the awareness. Personalization will be thought through and implemented to make the product more suiting to the target market and consumer. Increasing the awareness that stains happen everywhere. The last thing you want to do is be stuck with a dirty shirt. Tide-To-Go will be known as a necessity and a product naturally in the pockets of all consumers. The outcome will create a new image of a want VS. The need.

TARGET MARKETS

Target market will be located within the lifestyle areas of Cosmopolitan centers and Affluent Suburban Spreads. These areas have high index numbers but still low compared to Tide’s tope target markets. Targeting these markets will be greater for the masses and getting the word out to a wide variety of consumers. This is a huge location of living for our target audiences.

TARGET AUDIENCES

Young singles is Tide To-Go’s target audience. Purchasers, decision-makers, and influencers. The age of our target audiences range between 18 and 25 years of age. This audience is another brand switcher and still in college or out of college just figuring out who they are and what they want to do for the rest of their lives. Their social life is extremely important and so is their image. They are fun, active, and enjoy socializing. This group was picked based on the index numbers showing that they use their fair share of Tide To-Go but there is room for improvement. Tide’s core competitors are all low in index numbers for singles. This is an opportunity for Tide to swoop in and be ahead of the game with this target audience. The opportunity to target transitional and senior singles is huge. After targeting the young singles there has to be a movement upwards for Tide. All marketing plans start young. This is a great way to implement what we have to offer and it will trickle into later years for these consumers. The marketing tactics will target campaigns to young singles, however the campaign can and will bring in the other singles interest as well as other demographics.

LOCATION

Areas are based on high index numbers of Tide To-Go’s core consumers. Suburban areas as well as cosmopolitan centers.

The top places our consumers shop are Plum market with an index of 217. Market Square with an index of 204. Pyramid Supermarket with an index of 202. Over half of sales are done in these areas. But the for sake of this marketing plan I have picked three popular grocery and mass merchants that are located in most target areas: Wal-mart, Costco, Walgreens, Mariano, and Whole foods.

ADVERTISING MEDIUMS

Frequency: 3 times a year (April, May, June)

Total Circulation (Audited): 662,931

Page Rate (4C): $65,800

Total: $195,200

Frequency: 3 times a year (April, May, June)

Total Circulation (Audited): 1,246,765

Page Rate (4C): $173,075

Total: $519,225

Print Display Ad Red Eye 12 times in three months: $10,000

Chicago Tribune Sunday papers 12 times: $14,242

YouTube advertisers pay per view of their ad, with an average cost-per-view ranging between $.10

Targeted hits in 3 mo: 55,000 Total: $5,500

During shows:

New Girl -4 showings before, during, after

Chicago Fire-4 showing before, during

Modern Family-4 showing, before, during Total: $300,000/month

April May June

Magazines

Newspaper

Television

YouTube

Magazines will be once a month in the monthly publications of Vogue and Sports Illustrated. The beginning of the month (if not pre-month) is when the magazines will be available. Full page ads will be done in both magazines. They will be for sale the whole month. Advertisements in the Red Eye will be done once a week on Wednesdays and the Chicago tribune will be every week on Sundays. Television will be every evening that a popular show is on NBC Monday through Thursday. YouTube will constantly play, and count by clicks to determine how much it will be charged. This will play at any given moment throughout the three months. Based on the chart below is how Tide determined to advertise in the Chicago tribune and on Sundays as the main advertising day.

POSITIONING/ VALUE POSITION

Tide To-Go is different than its competitors because it gives the meaning of coming together and having that sense of home. Certain things remind people of home; fresh baked cookies that grandma use to make, playing Yatzee with Grandpa, or Tide as the brand of choice in their home. Either way Tide carries that feeling of home, and strings the memories back into people’s lives. Their orange logo is distinguished and remembered. The packaging and product are guaranteed quality and better than the competitors. The new Tide To-Go marketing plan will keep the image of what Tide has been for years but give it a different perspective on how it is portrayed. It is a product everyone can relate to in some shape or form. In times of on the go and fast paced lives; it is important to stay up to this lifestyle.

Tide To-Go offers benefits to consumers of convenient, stress free relief of stain removing on the go. The convenient packaging makes it easy to fit and carry anywhere. Going along with the couples who are always moving and living a busy life; need something that is easy to find, affordable, and convenient. Tide To-Go stays up with the trends and lifestyles of people. , keeping it in the needs and wants of the consumers changing lives. A stain should never ruin a person’s day because they can’t get home to change or throw one shirt in the washing machine. Tide To-Go is resourceful and earth friendly. A small stain can make or break someone’s day. With the Tide To-Go pen, small stains will never break someone’s day.

The greatest part of Tide To-Go is the value of what the pen can actually do. Unlike the competitors brands that may be cheaper, we guarantee a strong fighting action with simply huge positive outcomes. People can dribble at ease, knowing that Tide To-Go will give results and work with no doubt. Competitors do not have that to offer, their ingredients are cheap and the value isn’t always as predictable. Tide To-Go is one stain fighting fighter that will never let a consumer down. With the new marketing plan, proceeds will go towards the new brand partnership with the Tide’s load of Hopes campaign to do college student wash for free and giving half gallons of Tide detergent away. This is a different perspective on the Tide Load of Hope and anything the competitor has done before. It is important to target this demographic, most college students are getting ready to get married after college and start their lives as couples. It is an opportunity to catch their loyalty earlier.

KEY STRATEGIES

Tide To-Go will achieve these objectives by creating a strategic 360 marketing plan that targets the target audience of young singles living in Affluent Suburban Spread and Cosmopolitan Centers. The marketing plan will target the interest by creating advertising, through popular mediums within their area of living and promotions that strike their needs and wants. Our target audience is currently at the laggards or late majority for buying behavior and we hope to move them to the buying behaviors of innovators. Market research will be done to discover the interest and wants of Tide’s target. Tide’s main goal is to rebrand to the young couples. A lot of Tide commercials target the families. We want to target the young bustling explorers that need something convenient. Tide wants to make them feel part of the brand and grow with the brand. If Tide stops growing with the consumers, Tide will not be moving forward in the right direction. The general idea of the marketing plan is the thought of meeting new people at any given moment and bringing people closer together. In a world of texting and living behind social media, conversations aren’t being made anymore. Younger people need to learn how to communicate again.

Tide’s 360 marketing plan will include place, product, promotion, positioning, and people. It is important for Tide success to include the needs and wants of the people Tide targets. Our branding will be changed by creating new displays within our target channels of distribution that will stand out from competitors and creating an even more convenient way of finding the Tide To-Go pens when needed quickly. It is important to keep in mind our focus is to make the Tide To-Go pen easier to find in stores and available at more locations.

Tide To-Go will partner with the Tide Load of Hope to wash clothes for college students. This will increase brand loyalty at a young age right around the age of young couples in our target lifestyle. Creating leads within the target and future consumers will be one step ahead of the plan for Tide vs. its competitors. Being able to address that in college students are poor and sometimes need a little help to get things done. Also they are always on the go; so branding Tide To-Go with Tide Loads of Hope will give away detergent and the Tide To-Go pen to students. The last thing for a student to go through is to meet Mr./Mrs. Right shortly after dripping that greasy ketchup from the common area café on campus. Every moment is crucial. Giving away Tide To-Go pens will build that loyalty and create a realization that there is a need for the Tide To-Go pen.

Marketing positioning will be based on that Tide is the leading product within the category soil and stain removers. All competitors will strive to be like Tide’s branding, however since Tide has such a history of the “homey” feeling within past and current consumers it will continue to be the leading name within the industry. The behavior will shift from laggards to early adaptors and innovators. By creating a marketing plan that is relatable and spikes the interest of the consumers within our target, they will want to see what will be new each year with the Tide To-Go marketing strategies. The value proposition will be both product leadership and customer intimacy. Operational excellence is a factor, but Tide will continue to price higher because of its leading role and value in the market. The new marketing Campaign will include new targeted commercials, advertisements, and promotions to our target markets interests. Increasing sales by 15% within one year.

PRODUCT LIFE CYCLE

Intro: New Marketing Plan

Rapid Skimming

Increase Brand lead, brand loyalty by targeting pre-

segments of target market strategies and target lifestyle

placements. Rethink positioning

Market segmentation and market niche

Tide’s segments will continue to be reach, however the increase has

declined. A new segment with the target audience will be

determined, new locations and wants and needs. Consumers have

changed their wants and needs.

Growth:

Product differentiation/modification (organic and recycled materials)

Market modification

Pre-segmented consumers buy product after college and continue to use product as a feeling of familiarity

and value.

Advertising, PR, and promotions in the Chicago-land areas.

Concentration

Move into different segment with age and change within

the market. Bringing Tide To-Go with them, as part of their life

every day. A necessity has been placed and they will rely on Tide’s guarantee. Marketing

plan will be created for new segment,

Marketing Mix Implications The product is Tide To-Go pen for quick, convenient, and easy way to be prepared for when little dribbles happen. People can never predict when their coffee will drop out of their coffee onto their white shirt, or when that saucy pizza jumps right onto your brand new pants; but Tide To-Go does predict that little accidence and has created a stain removing cleaner for on the go. It’s convenient packaging makes it easy to carry around in your purse and the Tide To-Go mini makes it easy for consumers to carry in their pocket. Tide is the leading brand within the laundry industry, it is a name well known for many across America. Making Tide To-Go easy to recognized with its simple pen like packaging with the orange, white, and blue logo. Tide To-Go also has a value of guaranteeing it will clean those simple stains quick and effectively. Tide has quality as its brand identity. Brand extension to be determined throughout the new marketing plan are eco-friendly packaging and ingredients within the pen, as well as a bleach fighting pen for whites.

Pricing of the Tide T-Go pen will remain the same. This was determined because Tide is still the leading name in the laundry supplement as well as the soil and stain removers category. No benefit would be made if the product price was decreased to go with competitors. However, promotions will be implemented more often to make up for the pricing. (see promotions below.)

Stores where Tide-To-Go will be placed include; Walgreens and CVS with displays at register and end of aisles. The displays need to be easy to find and quick to grab for those on the go shoppers. Wal-Mart and Target will have bigger displays in the store with the theme of the advertisements as its display image. Displays will be closer to the front of the store and easy to locate. Whole Foods will have to organic brand extension of Tide To-Go pen. Mariano’s (Roundy’s) and Jewel Osco. Expanding the current markets and changing the way things are displayed.

Tide To-Go’s Promotion will partner with the Tide Load of Hopes, The promotion will go to college in the target area and do loads of laundry for college students for free and giving detergent and Tide To-go mini pens away to participants. Battle of the bands will be on a Tide stage on a stage on campus. The winner will win free laundry for the whole semester. This promotional event will take place in the beginning of the semester ranging from September-October.

Marketing Program and Tactics

ADVERTISMENTS

Advertisement to be placed in Cosmopolitan Centers on billboards throughout the city as well as subway wraps on specific trains on the Redline. The Jackson stop redline will have the whole entrance wrapped with Tide to Go advertisements when people are walking in through the gates.

Wherever you go.

COMMERCIAL STORYLINE

Opening: Simple music plays. (Orange butterfly discreetly directing the man) He is doing his daily

tasks alone

Women waiting for train, is being guided by a butterfly too. She is living her daily life

alone.

Days go by, and the next scene portrays their daily lives of always alone, and going through the motions of the single life, buying coffee, going to work, walking home, making dinner, etc. but always a butterfly is

guiding them daily.

The final scene is of the man walking through the park, feeling happier and more uplifted. He sits on a bench and the butterfly swerves across the scene and the camera pans out to the girl and her butterfly swerves across the screen and each other’s butterflies land on the other’s shoulders. The scene closes with them smiling at each

other and the scrip says, be confident, wherever you are going. (Tide To-Go pen pops up in corner )

PACKAGING AND DISPLAYS

Organic and recycled materials will be used to make and use all Tide To-Go products. The packaging will still include the orange, blue, and yellow colors but adding that touch of Green leaf and branch to make people aware of the subtle change.

Wherever you go…

Whoever you meet…

...always be confident!

Displays to be placed in grocery and mass merchandiser stores as end of the isle displays. Easy to see and recognize. The display continued the theme of having the butterflies and meeting new people.

Marketing Budget Print Advertising

o Vogue o Sports Illustrated o Red Eye o Chicago Tribune

$519,225 $195,200 $10,000 $14,247

Commercials Production

o NBC o FOX o YouTube

$20,000

$100,000 $100,000

$5,000 In-store Advertising o Wal-Mart o Mariano’s o Walgreens

$10,956 $7,965 $945

Campaign o Guerilla Marketing

o Campus visit

$7,000

Packaging $30,000 Billboard/ Subway

Wraps $30,000

Total $2,051,076

Spectra Infinite

SRDS

Chicago Tribune

Google Search (prices)

Tide.com

P&G.com

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Brand Building at Procter and Gamble". Harvard Business Press. p. 426.

Retrieved 2013-05-07.

2. Jump up^ The Holland Evening Sentinel; Holland, MI; Newspaper James F.

Boyce,Sr. Obituary Article, Jun 4, 1935

3. Jump up^ "History of soap". Archived from the original on 2010-11-16.

Retrieved 2010-11-16.

4. Jump up^ "100 Years of Persil". Henkel. Retrieved 2012-11-18.

5. ^ Jump up to:a b Eduard Smulders, Wolfgang Rybinski, Eric Sung, Wilfried

Rähse, Josef Steber, Frederike Wiebel, Anette Nordskog, "Laundry

Detergents" in Ullmann’s Encyclopedia of Industrial Chemistry 2002, Wiley-

VCH, Weinheim. doi:10.1002/14356007.a08_315.pub2