Tide To-Go Pen—Marketing Strategy

The “Big” Idea

As the SWOT analysis and Demographic information shows, there are areas of opportunity and growth within a few regions. This marketing strategy will focus on a few ways to increase awareness and brand image of the tide to go pen, by reaching a new market of the young adult professionals in the cosmopolitan centers. To accomplish that we will

- Expand the Tide-To-Go Pen to a “natural” line by using all natural ingredients in the product and packaging. By doing this, we will take 15% of “green” market sales

- Create a social media marketing strategy that will engage the young adult professionals and enhance brand image and awareness.

Prepared By: Jaclyn HowardDecember 2012 |Page 26

Tide To-Go Pen—Marketing Strategy

Mission Statement

Tide aims to provide affordable and quality laundry care to all consumers by utilizing the latest technology and resources that best fit the consumers needs. Tide is first in the laundry care market, and intends to keep the position in the future by maintaining innovative and responding to consumer needs. Tide will always maintain its social responsibility and will never lose sight of listening to the consumer.

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Tide To-Go Pen—Marketing Strategy

Financial Objectives:

- We will increase revenue by 10% by 2014. This will be accomplished increasing brand awareness and targeting a new market.

- We will increase market share by 2% by 2014, this will happen by expanding the tide to-go line “Natural” and the green consumer base.

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Tide To-Go Pen—Marketing Strategy

Marketing Objectives

- Advertise and gain market share among the cosmopolitan center market by 5% in the next 18 months.

- Create a social media marketing plan for all of 2013 and record results to see how the market has responded to the plan.

- Increase the volume of loyal customer purchases by 5%- Create trial among new users of the Tide To-Go Natural line in target market

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Tide To-Go Pen—Marketing Strategy

Target Market

Current Target Market

From Spectra, we can see that the current target market is those in the affluent suburban spreads and Comfortable country with a very high index number in the young transitionals of the cosmopolitan centers. This target has an average index of 125.

This segment is loyal to the brand and likes the consistency they find within it. They can afford the price and quality of the product. These things should not change as we explore marketing objectives. Many in this target are women shopping for their families laundry needs.

Where is this target located?

Spectra data shows the core target consumer located in the New England States such as Maine, Connecticut, and Massachusetts. To target the loyal consumer, advertisements may be heavier in these areas.

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Tide To-Go Pen—Marketing Strategy

New Target Market – The Cosmopolitan Center market

From Spectra, this new market is of those consisting of those in the Cosmopolitan Center. The intention is to target them though the new marketing objectives. This target has an average index of 108. This is the second leading market for the Tide To-Go pen.

Though this segment is of all different age groups and life stages, they have one core similarity; fast-paced city living. To target this group, we need to show this market that Tide To-Go can keep up with them whatever they are doing, wherever they are going.

Where is this target located?

From Spectra data, we can see that there are two markets that have high indices on different parts of the country. This is the audience to target for the new consumer. Cities we will target are New York, Los Angeles, Seattle, Boston, and Washington D.C.

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Tide To-Go Pen—Marketing Strategy

Positioning/ Differentiation- Loyal Consumer

Positioning Statement: Unlike its competitors, Tide To-Go is better and different because it is a respected name brand product that has the reputation of an affordable quality product that loyal consumers know and trust, and constantly innovative. We can prove that through years of product use, consumer feedback, and new products on the market

Unique Value Proposition: Tide is a trusted brand that offers innovative convenience to its loyal consumers.

Key Messages:

-Quality product you can trust

-Affordable for the family

-There when you need it

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Tide To-Go Pen—Marketing Strategy

Positioning/Differentiation: New Cosmopolitan Center Target

Positioning Statement: Tide To-Go is better than other brands of stain removers because it listens to the consumer needs and trends to create an affordable, quality product. This can be proven by the innovation and research Tide has put into creating and improving their To-Go pen.

Unique Value Proposition: Tide To-Go pen gives quality stain removal, whenever and wherever the consumer needs it.

Key Messages:

- Convenience- Affordable and trusted- Use wherever you are

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Tide To-Go Pen—Marketing Strategy

Key Marketing Strategies

Objective: Gain market share among the cosmopolitan center market by 5% in the next 18 months.

Strategy: Integrated advertising/PR program within various cosmopolitan centers.

Tactic: Online and Social media marketing

Tactic: Ad’s in local metropolitan media, for example, red eye, Los Angeles daily news

Tactic: Have street campaign to sample the product in cities around the country.

Objective : Improve customer satisfaction by 15% in 2013

Strategy: Utilize social media to reach audience questions and comments more efficiently

Tactic: Have a team dedicated to listening to customer reactions to the product

Tactic: Create a social media marketing plan to improve image of the brand

Tactic: Utilize blogging to give loyal Tide To-Go consumers tips on laundry and stain removal

Objective: Increase the volume of loyal customer purchases by 15%

Strategy: Concentration on penetrating the target market area.

Tactic: Use local media to advertise in

Tactic: Have end cap displays in stores such as CVS and Walgreens where loyal consumers are likely to shop

Tactic: Have a double promotion in the target market area.

Objective: Create trial among new users of the Tide To-Go Natural line in target market

Strategy: Upgrade product with natural ingredients and recycled packaging to introduce an innovative product to the market.

Tactic: Advertise new product in cosmopolitan centers with a new campaign

Tactic: Have “man on the street” Trial promotions

Tactic: Sweepstakes on back of package.

Prepared By: Jaclyn HowardDecember 2012 |Page 34

Tide To-Go Pen—Marketing Strategy

Marketing Mix

Product

Tide To-Go offers a quality and reputable product to consumers. As the first of its kind in the line, it has been the leader among convinced stain removers since its debut in 2005. Tide To-Go is contains stain removal in a small, purse/bag friendly tube that removes fresh stains by applying the pen tip to the stain. Typically the products are priced between $3.00 - $4.00, this is because Tide is a good product and is not prices as an off-brand product that might not work as well, but the product is affordable for many audiences compared to the service it provides and the reputation it has.

The packaging and design of the product is sleek and branded with the tide colors and logo. It has instructions on use on the packaging of the product that give specific instructions on product use. The cap allows the pen to not dry out and not slip off as it is being carried around.

Features: Soft and pointed pen tip to help liquid stain remover go directly to the stain.

Benefits: Small and sleek design makes the product easy to carry for whenever it is needed.

Line Extensions: Tide to- Go Mini, Tide To-Go wipes

Strategy:

-New Line extension with the Tide To- Go green.

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Tide To-Go Pen—Marketing Strategy

Marketing Mix

Price

The price of a Tide To- Go pen are priced between $3.00-$4.00

Competitors are priced between $2.50 and $3.50

Why is Tide priced more? Tide To-Go was is the product leader and innovator in this category, and has the ability to be priced more than the competitors because of that, it shows the worth and quality of product.

Pricing Incentives: The loyal and trial consumer would benefit from coupons and in-store deals to reward loyal consumers and allow for trial users.

Strategies:

- Show consumer product value by reminding them of our category leadership- Coupons to reward loyal consumers.

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Tide To-Go Pen—Marketing Strategy

Marketing Mix

Place

CVS, Rite Aid and Walgreens prove to be the most successful stores for Tide To-Go for the Loyal market.

Duane Read, Walgreens and Rite aid are the most successful stores in the new target market, pacific/middle Atlantic areas.

Tide currently has a technical support team that works with all tide brands via telephone and online. They service all areas throughout the country and use channels such as drug stores, multimerchidise stores, and convenience stores.

Strategy

Focus on key target stores to cross promote with Welsh’s grape juice.

End Cap displays in high traffic stores.

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Tide To-Go Pen—Marketing Strategy

Build relationships with high traffic, high income stores.

Marketing Mix

Promotion

Consumers hear about this product through:

Word – of – mouth

Online marketing

Couponing

End Cap displays

Promotion Strategy:

-Reinforce the brand and product through word-of-mouth through social media.

-Target coupons and FSI ads to target markets to reward loyal customers and introduce new consumers.

- Place new ads in target cities to generate buzz about the product.

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Tide To-Go Pen—Marketing Strategy

Marketing Programs

Objective: Gain market share among the cosmopolitan center market by 5% in the next 18 months.

Strategy: Integrated Advertising/ PR programs within various cosmopolitan centers.

Tactic: Ad’s in local metropolitan media

__________________________

Media Outlets to Advertise in

New York City

- Print: o New York Posto New York Dailyo Booklyn Daily Eagleo Staten Island Advance

Los Angeles

- Printo Los Angeles Timeso L.A Recordo The Daily Breeze

Seattle

- Printo Seattle Timeso Seattle Weeklyo The Stranger

Prepared By: Jaclyn HowardDecember 2012 |Page 39

Tide To-Go Pen—Marketing Strategy

Marketing Programs

Objective: Advertise and gain market share among the cosmopolitan center market by 5% in the next 18 months.

Strategy: Integrated advertising/PR program within various cosmopolitan centers.

Tactic: Have street campaign to sample the product in cities around the country.

______________________________________

Program:

Various street teams will go out to densely populated cosmopolitan areas, they will then have participants/man-on-street test the new Tide To-Go “Green” on various stains and giving out small samples of the Tide To-Go Green.

The stains that are on the clothing will be of green color, to re-enforce the idea. [Tide To-Go] Green can get out green… and a rainbow of other colors.

Prepared By: Jaclyn HowardDecember 2012 |Page 40

Tide To-Go Pen—Marketing Strategy

Marketing Programs

Objective: Improve customer satisfaction by 15% in 2013

Strategy:

Tactic: Have a team dedicated to listening to customer reactions to the product

________________________________

Program:

- Online customer service teamo Live Chat on tide.com/togopen to have questions answered and take comments about

the producto Employee to monitor customer product reviews and talk on social media, also create

conversation through social mediao Internal marketing communications to employees about new Tide To-Go products so

they can provide the right information to the consumer.

Prepared By: Jaclyn HowardDecember 2012 |Page 41

Tide To-Go Pen—Marketing Strategy

Marketing Program

Objective : Improve customer satisfaction by 15% in 2013

Strategy:

Tactic: Utilize blogging to give loyal Tide To-Go consumers tips on laundry and stain removal

____________________________________

Program:

Create a Tide To-Go blog dedicated to educating the public about the products and benefits tide has to laundry care and stain removal. This blog will give helpful tips and ideas for laundry and stain care, as well as interact with the consumer. The intention is to make this a blog then more about laundry care, but tips to enrich the life of the consumer, in the end improving customer satisfaction with the brand.

Prepared By: Jaclyn HowardDecember 2012 |Page 42

Tide To-Go Pen—Marketing Strategy

Marketing Program

Objective: Increase the volume of loyal customer purchases by 15%

Strategy: Concentration on penetrating the target market area.

Tactic: Use local media to advertise

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Local media within Target Audience

Boston, Mass.

Print:

- The Boston Globe- The Boston Herald- The Boston Courant

Hartford, Conn.

Print:

-Hartford Business Journal

-Hartford Courant

Prepared By: Jaclyn HowardDecember 2012 |Page 43

Tide To-Go Pen—Marketing Strategy

Marketing Programs

Objective: Increase the volume of loyal customer purchases by 15%

Strategy: Concentration on penetrating the target market area.

Tactic: Have end cap displays in stores such as CVS and Walgreens where loyal consumers are likely to shop

_________________________________

Work with store owners to offer them a promotional deal to put Tide To-Go lines on end cap displays. This will give Tide To-Go a competitive advantage.

Possible design for End cap:

Possible Taglines:

“Life happens”

“Keep the colors of the rainbow off your white shirt”

“Get rid of the stain, not your clothes”

Prepared By: Jaclyn HowardDecember 2012 |Page 44

Tide To-Go Pen—Marketing Strategy

Marketing Programs

Objective: Increase the volume of loyal customer purchases by 15%

Strategy: Concentration on penetrating the target market area

Tactic: Have a Cross promotion in the target market area with Welch’s Grape Juice

______________________________

Possible Cross Promotion Ideas:

-Welch’s Grape Juice: Causes dark stains in kids clothing, will appeal to families.

- Tide Laundry Detergent: Reinforce loyal consumer purchase and trial use for Tide To-Go green

- Folgers Coffee: Causes stains in adult clothing, will appeal to older and middle age adults

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Tide To-Go Pen—Marketing Strategy

Marketing Programs:

Objective: Create trial among new users of the Tide To-Go Natural line in target market

Strategy: Upgrade product with natural ingredients and recycled packaging to introduce an innovative product to the market.

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Tide to Go Natural:

This new line will feature all natural ingredients and recycled packaging to appeal to the more environmentally conscious consumer.

Tactic: Advertise new product in cosmopolitan centers with a new campaign

In previously mentioned cities, advertisements with the new Tide To-Go Natural will be featured.

Possible copy ideas

“Don’t let a stain be a natural part of your wardrobe”

“Get out the green… and get out the rainbow”

Tactic: Have “man on the street” Trial promotions.

Like the cosmopolitan center trials of Tide To-Go, some of them will also be for Tide To-Go Natrual, asking people on the street to try the product, and handing out samples.

Tactic: Sweepstakes on back of package

The Tide To-Go Natural will feature a trip to the renowned sustainability resort, Harmony Hotel, in Costa Rica, which has been certified by the Board for Sustainable Tourism. This will reinforce the idea of the product and get more people involved with the product.

Prepared By: Jaclyn HowardDecember 2012 |Page 46

Tide To-Go Pen—Marketing Strategy

Market Research

Research will need to be done in the following areas:

-Social Media

-Before and after a new social media campaign, focus groups with users and non-users of Tide To-Go must be done to implement and measure results.

-Tide To-Go Green

-Before the product launches, focus groups with users and non-users of Tide To-Go must be done to get more information from the loyal consumer and the target market consumer (cosmopolitan center in Pacific and Middle Atlantic coast)

- A sustainability market trend research report must be done in order to be educated on the product category.

- Market Forecast reports must be done in order to see what the future is for the new line

-Advertising research

- Before a new advertising campaign, focus groups with users and non-users in target markets, New England, Middle Atlantic, and Pacific, to determine the potential success of advertising campaigns.

Prepared By: Jaclyn HowardDecember 2012 |Page 47