Introduction
Procter & gamble is a renowned brand in the global scenario. The firm offers a diversified product range, which includes soaps and detergents. Tide is among the popular brands from the company. In order to ensure sustainable growth of the brand in the market, it is essential to determine a marketing strategy that is effective. This is considering that the market is characterized by competition from other players. Therefore, in order for the company to ensure sustainable market growth of the brand, it is essential for the management to employ a strategy through a feasible means (Lamb, Hair and McDaniel, 2009). The company in the marketing strategy must be aware of the market needs and use this information when marketing Tide.
Research is an integral part of marketing. This is due to the actuality that it enables the company to identify the needs of the clientele (Lamb, Hair and McDaniel, 2009). Therefore, during the creation of a marketing strategy for Tide, it is essential to determine what the market expects from a detergent. Some of the qualities, which are appealing in this scenario, include the following. The soap should be effective and economical in that small amounts can be used to clean effectively. This information should be incorporated into the marketing strategy. Research also determines the position of the company in the market and on whether its brand is preferred.
Marketing Strategy
The marketing strategy used when marketing Tide is the pull strategy. This entails increasing popularity of the Tide brand in the market. This will in turn generate market demand for the product. This strategy is reliant on product promotion, which will include advertisements among other promotional activities (Paley, 2006). The strategy is appropriate in this scenario since there is demand for soap products in the market and the Procter & Gamble brand is preferred and trusted in the market. These conditions dictate that it is conceivable to influence the market to prefer the product.
Advertisements
As aforementioned, promotion is essential in the pull strategy (Ferrell and Hartline, 2011). Therefore, the tide brand will be subjected to numerous advertisement campaigns, which will target the mainstream media. The campaigns will incorporate the features, which satisfy the market needs and utilize the position of the brand in the market (Paley, 2006). Creative advertisements will be featured heavily in the media including the TV and radio channels. The internet and the social media will also be engaged to ensure since the internet is a prominent avenue in the contemporary marketing strategy (Smith and Taylor, 2004).
Promotions
`Promotions will also be used to sensitize the market about the product. This will involve the provision of free samples in order to ensure success in the advertisement drive. The public once they have accessed free samples will be agents of advertisement since they will sensitize their acquaintances. Coupons will also be used during the promotions in order to ensure that the product is attractive. Coupons are an added incentive for the market to prefer the product instead of similar existing products Ferrell and Hartline, 2011). These promotions should be run consistently until the market is aware of the product and there are positive developments in the market share of Tide.
Conclusion
Marketing strategies are essential when a company seeks to increase its market share. Therefore, in order to make Tide a prominent product in the market, an efficient marketing strategy should be implemented. The preferred approach in this scenario is the pull strategy. This is due to the prominence of the Procter & Gamble brand in the market. However, promotions and advertisements are required for in order for the strategy to be successful. Therefore, the marketing strategy should feature promotions, which are consistent with the market needs.
References
Ferrell, O. C., & Hartline, M. D. (2011). Marketing strategy. Australia: South-Western Cengage Learning.
Lamb, C. W., Hair, J. F., & McDaniel, C. D. (2009). Marketing. Mason, Ohio: South-Western Cengage Learning.
Paley, N. (2006). The manager’s guide to competitive marketing strategies. London: Thorogood.
Smith, P. R., & Taylor, J. (2004). Marketing communications: An integrated approach. London: K. Page.
