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Research Questions Take a load off someone else. Indus tr y • In the Laundry Detergent Industry, what factors are present to affect sales? • What major companies hold the most stakes in the detergent industry? • Where does Tide fall among others detergents in the industry? Com pany • What Proctor & Gamble’s (owners of Tide) values? Core Competencies? • What actions has Tide taken to reach out to the community? Br a nd • How does Tide currently market itself? • Does Tide do anything special with their packaging, placement, price or distribution? • What is the United State’s view of Tide? Do they respect the brand or find fault in its initiatives? Cons ume r • Who does the laundry in a modern household? • How many loads does the laundry-doer do? • What kinds of households prefer Tide? • What other demographic, psychographic, behavioral or geographic factors influence the consumer’s purchasing behaviors? Com pe titi on • Who are Tide’s major competitors? • What are Tide’s strengths compared to these competitors? • What are Tide’s weaknesses compared to these competitors? • What threats does these competitors pose to Tide? • Compared to its competitors, what opportunities arise?


Creative Brief Take a load off someone else.

Backg r ou n d For over 60 years, Tide has proudly held the title of being the leading brand in laundry detergent, while deeply caring for America’s clothing and striving to never settle for anything less than clean. Tide strongly believes in the power and importance of clean clothes that make you feel good about what you’re wearing. Tide has believed in clean since 1946, when it entered the marketplace as the world’s first heavy-duty detergent, and reached nation-wide distribution in 1949. In 2006, the development of Tide was designated an ACS National Historical Chemical Landmark, and each year since, Tide researchers duplicate the mineral content of water from all parts of the United States and wash 50,000 loads of laundry to test Tide detergent’s consistency and performance. The Tide trademark is an easily recognized, distinctive orange-and-yellow bulls-eye and its products are available in most major retail locations including grocery and convenience stores. R ole o f Cam p aig n To reinvent Tide as a “family” brand in order to combat negative imaging and reputation resulted from poorly chosen ad spending on NickMom. We want Tide to be the target market’s top-of-mind brand when choosing a laundry detergent for their households and also to influence the consumer to associate Tide with philanthropic initiatives. P rima ry A udien ce Women, 25-54, mostly educated, professional, middle class moms with families. Big Id ea o r Pr om ise Tide is a family friendly company that will not only keep your clean, but society clean as well. Ho w do we kn ow w e’re righ t? While some consumers showed brand loyalty on Tide’s Facebook page, others stressed their dissatisfaction with its sponsorship of NickMom, a late night segment on the popular NickJr. channel for children. Because of this, these consumers no longer consider Tide a family friendly brand and refuse to purchase Tide products until the sponsorship is ceased. To ne & Im ag e Serious yet heart warming, this campaign will express a philanthropic message. With minimal images and a lot of negative space, this ad campaign will rely on typographic imaging to convey the intended message. M an dato r ies • Tagline, “Take a load off someone else” • Call to Action, “Meet the families you’ll be helping at www.Tide.com” • Descriptive, witty body copy • Tide Logo


Strategy Statement Take a load off someone else. Who i s m y ta rg et ? “Hello! My name is Jill Stein and I am a 45 year old mother living in the Suburbs just outside Washington DC. I have two beautiful children with my husband, David, and we both work to support our busy lifestyles. I balance my professional job with my family obligations by only working while my children are in school. As soon as they step off the bus, they expect me to be there with snacks and time to help with homework. Before my husband comes home around 6:30pm, I’ve already cooked dinner for my family, took care of the kids, and completed as much housework as possible. My weekends are the only time I have to do laundry, and therefore I dedicate all of Sunday to accomplish the 5+ loads that pile up over the week. It’s a hassle to keep up with my job, my kids, my husband and my limited social life, but I’m happy with the life I lead.” Whe re am I in the m ind of t his pe rs on? “I remember when I was growing up back in Laurel, Delaware, my mother made a big deal about Laundry day. Every Sunday, she would send my three younger siblings and I to fetch all our dirty laundry and have us throw it in one big pile in the middle of our small laundry room. My family was pretty big, so I don’t know how she handled us all, I’ve only got two and I’m at my wits end! Anyway, my mother would have us sort the laundry into whites and colors, and then she would take out the big jug of Tide laundry detergent and pour it in the machine as we threw in all the clothing. We did this every week, like clockwork. Maybe I should start doing this with my children...” Whe re is my com pet ition i n t he m ind of this per son? “I never thought much about why I choose Tide... I’ve always used it, and I don’t think I could trust another brand. There’s nothing wrong with Tide and I’ve never had any problem with it, so why would I switch to another detergent? In my mind, there is no competition. My friend’s kid’s clothes always look and smell clean... they must use Tide too!” Whe re woul d I li ke to be in the m ind of this p e rso n? “Tide seems to be a really well known laundry detergent brand, no wonder everyone uses it. I buy Tide because it’s always in stock when I go grocery shopping, it’s adequately priced for the quality I’m expecting, and it’s simply gets the job done of cleaning my messy kid’s clothes! I chose Tide because it’s worth it.”


Strategy Statement Take a load off someone else.

Wha t is the c onsum er prom is e, the “bi g ide a” ? I don’t understand why other mothers on the Tide Facebook Page are saying that Tide isn’t a family brand. The company has done such amazing things for charities and disaster victims, and I’ve always felt comfortable using it for my family’s laundry. I can trust Tide to help me get out grass stains from soccer uniforms and coffee spills from my husbands trousers. Wha t is t he s uppor ting e vide nce? Last week I had a smaller grocery list budget so I decided to peruse around the Tide website to see if there were any coupons available. I have to say, I got caught up looking around their vibrant, friendly website. I read great reviews of the brand, tips for better laundry, things to do with your family around the holidays, and was pleasantly surprised with their efforts to help with Loads of Hope. I do not think there is another laundry detergent that goes above and beyond just detergent, like Tide does. Wha t is the t one of voice for the a dve r tisi ng? Influence consumers like Jill empathize with other women who are just as busy and could use a load off The message should be heartwarming and simple, yet clear enough to get the message across.


Primary Research Take a load off someone else.

To collect primary research on Tide, we devised a comprehensive survey using Adobe Form Central, and asked the following questions targeted in order to answer our research objectives. O pen in g : Hello! We are advertising students at Ithaca College and we’ve been assigned a mock advertising project on Tide Laundry Detergent. You have clicked on this link because you are, in some way, associated with the brand and most likely fit our target audience. To adequately reach Tide’s biggest market, we have devised the following survey to learn more about the brand. Please answer any and all questions that apply to you, we really appreciate your participation! Wh at d o yo u lo ok for w hen b uyin g lau nd ry dete r ge nt? q q q q q q

Price Quality Quantity Effectiveness Fragrance Brand

Do you pu rch ase Tid e O rigin al dete rg en t? q Yes q No If yes, do yo u fee l Tide m eet yo ur exp ectatio ns a s de scribe d ab o ve ? Please list w hich qu alit ies it fu lfills (o r no t). q Yes q No q [

]

If yes, do yo u feel an y sen tim enta l v alue with the Tide Br an d? P lea se exp la in you r an sw er. q Yes q No q [

]


Primary Research Take a load off someone else.

If no , wh at b r and s d o yo u bu y? q q q q q q q q q q q q

Dynamo Purex Arm & Hammer Cheer All Gain Clorox 2: Stain Fighter & Color Booster Wisk Era Generic/Store Brand Other Don’t use laundry detergent

If no , do es th at b r and m eet you r e xpectat io ns as d escrib ed a bo v e? Pleas e list wh ich qu alit ies it fu lfills (o r no t). q Yes q No q [

]

Wh o do es th e laun dr y in yo u r h ou seh old? q q q q q q

Me, the wife Me, the husband My husband My wife Whoever needs their clothes cleaned Other

Ho w m any lo ads of laun dr y do yo u t hink yo u r un in a stan dar d w eek ? q q q q q q q

0 1 2 3 4 5+ I hand wash my clothing


Primary Research Take a load off someone else.

Do you con sider Tide a family b ran d? q Yes q No Do you ten d t o align yo ur pr o du ct pu rch asin g b eha vio r w it h co mp an ies /b ra nd s th at de mo n stra te p hilan th ro pic v alu es a nd in it iativ es? q Yes q No Wh at is yo ur iden tified ge nd er? q Male q Female q Other Ho w m any ch ildr en do yo u h av e? q q q q

0 1 2 3+

Wh at is yo ur m arital sta tus? q q q q q

Single In a relationship Married Divorced/Separated Widowed

Wh at is yo ur iden tified race? q q q q q q q q

Caucasian African American/Black Hispanic/Latino Asian Middle eastern Pacific Islander Native American/Alaskan Other


Research Findings Take a load off someone else.

This survey was designed to ask different questions based on the initial question: “Do you purchase Tide Original Laundry detergent”. If they answered YES, they were asked questions tailored to the Tide Brand. If they answered NO, the questions explored Tide’s competition.


Research Findings Take a load off someone else.

Exp ectation s Tid e Fu lfills: “My laundry is clean and I can buy in bulk at Sam's Club.” “price, quality and effectiveness” “it works, smells good but wish ecofriendly” “It dose not bother my sensitivity to orders or scents” “Bright colors, nice scent” “Price when it's on sale Effective cleaning agent Brand I can trust” “Cleans well, no allergies” “Just as it should....clothes come out clean.” “It works” “cleans better. use less” “quality, brand, fragrance and comfort (what my mom used when i was growing up.” “All”

Exp la natio ns o f R espo ns e: “I've used it for years - haven't revisited the decision of what detergent to use, I guess because we're either not interested or we're satisfied” “Used it for years. Also doesn't make my husband break out in a rash.“ “Mom uses it!” “Just always been using it” “It's been around a long time & I feel I know it's effective” “remember my mother using it” “Always used it” “I grew up with Tide” “I have tried them all and find Tide the best!” “My grandmother's both used Tide” “allergies to other brands, sure tide will not cause hives”


Research Findings Take a load off someone else.


Research Findings Take a load off someone else.

Expectations Fulfilled by Other Brands: “cleans my clothes, doesn't smell terrible” “Cleans/Natural & Enviro friendly” “Lack of Dyes and Parfumes” “Its green and has a pleasant smell” “i need fragrance free and cheap” “Cleans clothes and smells nice” “Many detergents are too heavily scented. I prefer unscented or mildly scented detergents. Also low suds...tide makes lots of suds” “Effectivness” “A fair level of cleaning to my clothes” “Cleans effectively at a reasonable price” “Lack of fragrance and price” “The clothes are clean” “clean, no residue, less lint and pulls” “Quality” “cost, condensed product comes in a smaller, easier to manage sized container” “Fragrence Free. Price for the quantity, effectiveness”


Research Findings Take a load off someone else.


Research Findings Take a load off someone else.


Research Findings Take a load off someone else.


Other Execution Take a load off someone else.

C ou po n We wanted to design something that would make consumers go to the store and buy Tide products, knowing they’re helping someone in need. A coupon is a perfect way to incentivize consumers to buy Tide because our research shows our target audience wants to use Tide, but finds it out of their price range. This dollar-off coupon will not only help the purchaser save money, but will also drive sales to profit Tide as well as indirectly support other families in need of detergent. In addition to print, consumers will be able to access this coupon on our website and Facebook page. We encourage consumers to take as many coupons to the store as possible to purchase our detergent at a cheaper price in order to contribute to this campaign.

Tide Final Paper  
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