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Brands & Branding and Private Labels Case Study

Case Title:

P&G’s brand Management Strategy for Tide in the US

Publication Year : 2007

Authors: Philip Anil Kumar & Mridu Verma

Industry: Home Appliances and Personal Care Products


Case Code: BBP0081P

Teaching Note: Not Available

Structured Assignment: Not Available

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P&G is a leading consumer goods company based in Ohio, US. It owned more than 300 brands including Tide detergent, Crest toothpaste, Pantene shampoo and conditioner, Pringles potato chips, Pampers diapers and Vicks cold medications which were available in over 160 countries. It has the largest market share in laundry detergent products. Its laundry detergent brands included Tide, Cheer, Ariel, Gain, Era, Bold and Dreft. P&G has been struggling to retain its leadership position in the laundry detergent segment, especially for Tide detergent. The Tide brand was losing its appeal due to lack of new products and advertising. The case study discusses P&G’s attempts to keep the Tide brand alive.

Pedagogical Objectives:

  • The case is about P&G and its most widely sold detergent Tide. The case discusses the problem faced by the P&G brand Tide which once used to hold number one position in the detergent industry. The case elaborates on
  • The market conditions and the competition faced by Tide in the US market
  • Strategy adopted by P&G to make Tide a success
  • Advertising initiatives taken by P&G to establish Tide as market leader.

Keywords : Proctor & Gamble, Tide detergent, Ivory soap, Brands & Branding Case Study, Oxydol Soap, dreft soap, Gain detergent, cheer detergent, Project X, wasday miracle, Liquid Tide detergent, Ultra Tide power and Liquid

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