tide project
Post on 16-Apr-2015
35 Views
Preview:
DESCRIPTION
TRANSCRIPT
1
3URGXFW�'HYHORSPHQW�¶7,'(�:DVK�E\�+DQG·0DUNHWLQJ�3ODQ�IRU�3URGXFW�'HYHORSPHQW�DW�7,'(�LQ�&KLQD*URXS�3UHVHQWDWLRQ����² ¶0DUNHWLQJ�0DQDJHPHQW·
Linda Liu, Shui Jing, Mark Williams, Frank Li, Sebastian Voss
E-MBA – Shanghai Class of 2007 University of Maryland, Smith School of Business
2
2005 –TIDE Detergent – Marketing Plan Proposal: ‘TIDE goes Hand Wash’ 2
¾ Building a new low-cost Productfor the Mass Market – ‘Wash-by-Hand’
Basis for this new Marketing Plan
¾ Keeping ‘TIDE’ focused on the high-end Market
3URGXFW�'HYHORSPHQW�6WUDWHJ\
3
2005 –TIDE Detergent – Marketing Plan Proposal: ‘TIDE goes Hand Wash’ 3
Inner Industry (high)
• Fierce Competition
(Powerful local Players)
• TIDE is a Late-Comer
• Sales picking up slowly
• Infrastructure
(Washing machine)
Substitutes (medium)
Traditional Soap as a ‘manual’ Detergent
Substitutes (medium)
Traditional Soap as a ‘manual’ Detergent
New Entrances (low)
Unlikely to be expected
New Entrances (low)
Unlikely to be expected
Buyer Power(middle)
• Volume Market,
therefore Consumers
very Price sensitive
• “Unsophisticated”
Buying Behaviour
Buyer Power(middle)
• Volume Market,
therefore Consumers
very Price sensitive
• “Unsophisticated”
Buying Behaviour
Supplier Power
(low)
• Capacity
available
• Raw
Material
sheep
Supplier Power
(low)
• Capacity
available
• Raw
Material
sheep
'HWHUJHQW�0DUNHW�LQ�&KLQD�² 6WURQJ�&RPSHWLWLRQ
4
2005 –TIDE Detergent – Marketing Plan Proposal: ‘TIDE goes Hand Wash’ 4
'HWHUJHQW�0DUNHW�LQ�&KLQD�² 723����'HWHUJHQW�%UDQGV
1. Diao
2. Qi Qiang
3. OMO
4. BREEZE
5. ..
6. ..
7. ..
8. ..
9. TIDE
10. ..
Chinese Players
Unilever
Proctor & Gamble
? How to get far up
the ladder?
5
2005 –TIDE Detergent – Marketing Plan Proposal: ‘TIDE goes Hand Wash’ 5
6RRRRRRR PDQ\�UHDOO\�JUHDW�,GHDV����
‘Introduce Low-Price Brand’
‘Change Production Base (City vs. Rural)’
‘Buy local Brand (1st/2nd)’
‘Advertise existing Product more intensely’
‘Different Product for a Niche’
‘Reduce Costs by Outsourcing’
‘Contract Production Factories / Staff’
‘Bundling / Co-Branding’
‘Features (Softener, environmental-friendly’)
6
2005 –TIDE Detergent – Marketing Plan Proposal: ‘TIDE goes Hand Wash’ 6
3URGXFW�3RVLWLRQLQJ��¶7LGH�+DQG�:DVK·
NEW BRAND
Chinese Name: .. but ‘powered by TIDE’
DIFFERENTIATION
.. by Features: Environmental FriendlySoft to your HandsHand and Machine Wash
PACKAGING
Primary Package: Absolutely Chinese
PRICE Competitively cheep (~ 1/3 of TIDE)
7
2005 –TIDE Detergent – Marketing Plan Proposal: ‘TIDE goes Hand Wash’ 7
Existing Products New Products
Exis
tin
g
Mark
ets
New
Mark
ets
Product
Development
Strategy
Product
Development
Strategy
Market
Development
Strategy
Market
Development
Strategy
TIDE
Market
Penetration
TIDE
Market
Penetration
'HWHUJHQW�0DUNHW�LQ�&KLQD�² 'LYHUVLILFDWLRQ�QHFHVVDU\
vs.
‘TIDE Handwash’
Diversification
‘TIDE Handwash’
Diversification
8
2005 –TIDE Detergent – Marketing Plan Proposal: ‘TIDE goes Hand Wash’ 8
'HPDQG��5HYHQXH���3URILW�)RUHFDVW���
PTIDE
PTIDE HW
QTIDEQTIDE HW
PTIDE HW = ¥ 2,99
QTIDE HW = 4,7b RTIDE HW = ¥ 14 b PTIDE HW = ¥ 1,4 b
*Calculations on yearly Basis, 500g Boxes
9
2005 –TIDE Detergent – Marketing Plan Proposal: ‘TIDE goes Hand Wash’ 9
P&G-owned
Complete Outsourcing
Traditional ‘TIDE’
‘TIDE Hand Wash’
6XSSO\�&KDLQ�0DQDJHPHQW�&RQFHSW���
10
2005 –TIDE Detergent – Marketing Plan Proposal: ‘TIDE goes Hand Wash’ 10
,QYHVWPHQW�5HTXLUHPHQWV
¾ Research & Development
¾ Advertisement
¾ Promotion
¾ Distribution (contracted)
¾ Manufacturing (contracted)
11
2005 –TIDE Detergent – Marketing Plan Proposal: ‘TIDE goes Hand Wash’ 11
0DUNHWLQJ�3ODQ�6XPPDU\
Less negative Impact to Environment
Increasing overall Sales Performance
Tapping new MassConsumer Target Group
Improving Brand and Corporate Image
12
2005 –TIDE Detergent – Marketing Plan Proposal: ‘TIDE goes Hand Wash’ 12
????
??
??
QuestionsQuestions
CommentsComments
??
??Next StepsNext Steps
13
2005 –TIDE Detergent – Marketing Plan Proposal: ‘TIDE goes Hand Wash’ 13
Thank You for your Attention!
Thank You Thank You for your Attention!for your Attention!
14
2005 –TIDE Detergent – Marketing Plan Proposal: ‘TIDE goes Hand Wash’ 14
Questions and Discussion
top related