![]() ![]() “ In a 2009 survey, Tide ranked in the top three brand names that consumers at all income levels were least likely to give up regardless of the recession, alongside Kraft and Coca-Cola.” (Paynter, B., 2013) There is room for continued innovation with the advent of new types of cloth washing machines (e. Tide is a product used regularly by a large quantity of consumers to complete necessary household chores. The bottles, logo, and scents of Tide are widely recognized and used as a household name. Most importantly, Tide is associated with high quality by consumers through the creation of a consistent aroma, softness and feeling of clothing. ![]() Tide is best categorized as a star in the BCG matrix for several reasons. This paper will discuss the relationship of Positioning, Market Share, and Marketing Research in the BCG matrix suggesting that P&G should continue investing in Tide as a star product. P&G can utilize this information to determine if they should increase or reduce investments for their strategic business unit (SBU), Tide. The Boston Consulting Group (BCG) Matrix allows Procter & Gamble (P&G) to comprehend how consumers perceive Tide Detergent based on market growth and market share. Boston Consulting Group Matrix of Procter & Gamble’s Tide Detergent ![]()
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