TIDE SOAP

Integrated Marketing Communications Campaign of Tide Soap



Abstract

This is an integrated marketing communications campaign for Tide soap. Tide soap is one of the most successful brands under the P&G umbrella. The purpose of this campaign is to highlight the objectives and marketing tools that will increase the market share of Tide soap. It also includes a stakeholder analysis and ethical considerations.Integrated Marketing Communications Campaign of Tide Soap

Introduction

P&G has successfully enjoyed continuous growth because of its purpose of touching and improving lives by providing products and services of superior quality as well as value. Tide is one of P&G's most successful products till date. The brand is doing well in countries all over the world. P&G currently has on the ground operations in 80 countries. Its products are mainly sold through mass retailers, grocery stores, drug stores and smaller stores worldwide. P&G continues to expand its global presence through channels such as departmental stores, pharmacies, perfumeries, salons and e-commerce. P&G's organizational structure is made up of three global business units supported by global operations, global business services and corporate functions.

Strategic Business Objective

Probably every organization aims to implement a management strategy and technique that enables the firm to maintain strength, competitiveness and generate revenue, as well. Even P&G sees the need to have objectives for Tide soap that will enhance the brand's value and increase its sales. The objective is to increase the market share of Tide soap by 20% by the end of 2012. This raises the need for the management team and the organization to stay open to innovation and embrace whatever changes are required to be at par with the other firms in terms of technological advancement. The aim is to increase the market share by catering to the needs of those potential customers who are using competitor's detergent. The Tide brand can do this by way of marketing communication tools that will be discussed later on.

Target Segmentation

The Tide brand aims to target college students who do their laundry. It is difficult to target college students as they are too busy with their academic and social life to care about the detergent they use for their laundry.

Message Consistency

The social media can be used to communicate marketing messages of tide soap. This will work well with the target audience of college students. They are using the social media all the time and adverts of Tide will attract their attention. The social media can be described as the new viral in the marketers, because of the importance it has gained in the life of people in the past few years. This phenomenon has provided the marketers with numerous opportunities. The usage of social media for marketing your products gives a company a chance to improve their brand image in the market and allows them to manage their brand in a better way. Just by ensuring that the brand has a presence in the suitable social networks in an appropriate manner, a company invites customers to engage with their brand ...