Tide Marketing Case

2581 Words11 Pages
De La Salle University
Ramon V. Del Rosario College of Business

A CASE STUDY ON
PROCTER & GAMBLE’S TIDE

In Partial Fulfillment of the Course Requirements in
Marketing Management
(MKT511M)
XR0526 06:00 – 09:00 P.M.

Submitted to:
Dr. Antonio V. Concepcion

Submitted by:
Bernal, Jhon Leonard
Mercaldo, Monina
Pereira, Michael
Sy, Cariza
Ventura, Vernon

05 June 2013
Table of Contents

I. Introduction.…..…..………………………………………………………………..1 II. Statement of the Problem...……………………………………………………….2 III. Objectives...………………………………………………………………………....2 IV. Areas of Consideration...………………………………………………………….3 V. Alternative Courses of Action...…………………………………………………..5 VI. Decision
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One of its selling points is can remove tough dirt stains. It also invested millions of dollars on research and development to further improve the product.
Second, the promotion, customers have to be made aware of the product. The two main considerations are target market and cost. A new business will not be able to afford to advertise on national television, for instance and would not wish to because its market will be local to start with. Leaflets, billboards, advertisements in local newspapers, Yellow Pages and ‘word of mouth’ would be more appropriate. This part for P&G will be easy since it invested millions of dollars in past for advertising.
Third, the price must be high enough to cover costs and make a profit but low enough to attract customers. There are a number of possible pricing strategies. The most commonly used are: * PENETRATION PRICING– charging a low price, possibly not quite covering costs, to gain a position in the market. This is quite popular with new businesses trying to get a ‘toehold’. * CREAMING – the opposite of penetration pricing, this involves charging a deliberately high price to persuade people that the product is of high quality. Luxury car makers often use this strategy * COST PLUS PRICING – this is the most common form of pricing. Costs are totaled and a margin is added on for profit to make the total price. In a third world country such as ours, price is a very important factor in
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