Tide Marketing Strategy & Marketing Mix (4Ps)

Published by MBA Skool Team, Last Updated: October 01, 2017

Marketing Strategy of Tide analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Tide marketing mix, help the brand succeed.

Tide marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.

Let us start the Tide Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:

Tide Product Strategy:

The product strategy and mix in Tide marketing strategy can be explained as follows:

Tide detergent for clothes is a leading brand offered by P&G. Tide predominantly being a detergent product used for washing purpose, it offers a wide range of product in its marketing mix serving the above purpose. Different product categories within Tide include Pacs, Liquid, HE Liquid, Powder, Stain Remover, Laundry Booster, etc. which indicates various forms of Tide being available. Also products are classified based on the benefit offered by each of it like detergents for stain removal, odor removal, freshness/scent, whiteness, bright colours, sensitive and additives. This provides consumers wide range of choices based on his preferences. Another area where P&G has worked over the brand has been the package design of each product, the colour yellow and orange have been widely associated with Tide. Thus with combination of higher visibility in terms of design of packaging and quality offerings Tide has been in forefront with consumers.


Image: company website


Tide Price/Pricing Strategy:

Below is the pricing strategy in Tide marketing strategy:

Tide has always considered prices as per competition offering.

In terms of pricing it has been comparable to its competitors like Surf Excel, Ariel, Sunlight Nirma etc. The major observation is that Tide has generally adopted market follower pricing in its marketing mix and has been on lower side compared to some of the other competitors. P&G clearly wants the retailers and sellers to identify the product of higher quality and thereby in terms of pricing it has been higher to some other brands. Tide has proven successful in some of the markets in developing country which are highly price sensitive. Consumers perceive Tide to be quality product in terms of mid-range priced products. This pricing strategy has proved beneficial in long term for the brand.


Tide Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Tide SWOT Analysis, STP & Competitors

Tide Place & Distribution Strategy:

Following is the distribution strategy in the Tide marketing mix:

Tide has a strong reach owing to its parent brand. P&G has strong distribution network enabling it to reach almost every marketplace for Tide. Detergent being convenience products are normally sold through retailers, mom and pops store, shopping centres and malls department store etc. Tide has its presence in all such distribution medium and hence has been able to gain considerable market share across the world. Also the product has prominence in the shelf of shops thereby gaining better visibility. Therefore its core strategy remains reaching the largest of consumer base so that they do not prefer substitute product in the place of Tide.

The brand has also strong presence in online markets and are also made available through various ecommerce websites.


Tide Promotion & Advertising Strategy:

The promotional and advertising strategy in the Tide marketing strategy is as follows:

Tide has always been aggressive in its marketing and advertising. In place of rising competition promotion plays a major role in gaining and retaining the customer base and also acts a differential factor for the brand. Tide advertisement has touched the chords of the consumers with very realistic display and eye catching. The major target audience for Tide brand through its commercial are homemakers and family primarily. Apart from TV commercials print advertisement in magazines and newspapers also play an important role. Therefore they design promotional campaigns such that the message is conveyed directly to the people who purchase the product. In terms of external campaigns Tide has also been the sponsors of NASCAR stock cars in USA popularly known as ‘Tide Ride’. Hence this concludes the marketing mix of Tide detergent brand.


About Tide:

Tide is one of the laundry detergent form the FMCG Procter and Gambler which was first introduced in the year 1946. Presently Tide is sold in countries like USA, Canada European countries, Latin America, India, Israel, Morocco, Philippines, Saudi Arabia, Turkey and Vietnam. The original Tide was sold as heavy duty and machine cleaning detergent.

Currently Tide has more than 30% of the liquid detergent market and is the second most popular brand sold across the world. The Tide brand is easily recognized with its distinguishable orange and yellow colour packaging.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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The names and other brand information used in the Marketing Strategy & Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.

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