Tide's Global Marketing Strategies: PESTLE, SWOT, and STP Analysis

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Marketing strategy

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Executive summary
Marketing strategy plays a major role in achieving long term goals and objectives in the
marketplace. Apart from this, the paper discusses how the detergent product can be promoted
and enhanced in the global market by using marketing strategies. Tide has been chosen in the
task to explain and outline how situational analysis helps in gaining competitive advantage. In
addition, the paper elaborates how marketing mix strategy, STP strategy and SMART objectives
help in achieving long term mission and vision. Recommendations related to marketing mix
strategies have been discussed in the report.

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Table of Contents
Executive summary.....................................................................................................................................2
Part 1...........................................................................................................................................................4
Introduction.................................................................................................................................................4
Background of Tide......................................................................................................................................4
Situational analysis......................................................................................................................................4
PESTLE analysis.....................................................................................................................................5
SWOT analysis........................................................................................................................................7
Competitive advantage (USP).....................................................................................................................8
Current marketing strategy..........................................................................................................................9
Part 2.........................................................................................................................................................10
Segmentation, targeting and positioning....................................................................................................10
SMART objectives and goals....................................................................................................................13
Recommended marketing strategies..........................................................................................................13
Conclusion.................................................................................................................................................16
References.................................................................................................................................................17

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Part 1
Introduction
The main objective of Tide is to explain and discuss the marketing strategies of Tide to promote
sale of the detergent products globally. The paper will outline that how the company will use
various strategies such as PESTLE analysis, SWOT analysis, and product development strategy
to make an effective and powerful position in the global market. The report also will depict how
Tide would use marketing mix strategies to compete with competitors globally. SMART
objectives and Segmentation, targeting and positioning strategies will be presented in the task
briefly.

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Background of Tide
Tide is a laundry detergent produced and owned by American multinational Procter & Gamble.
The company was established in 1946 as it is a biggest selling detergent brand across the world,
with an estimated 14.3% of the global market. Tide is a corporation which offers detergents for
the household in the global market. The company operates its business activities in Canada,
Europe, United States, Latin America, Philippines, Turkey, UK, Vietnam and India. Tide is using
innovative promotional and marketing strategies in order to make a strong position and goodwill
around the globe (Tide, 2019).
Situational analysis
It is evaluated that situational analysis is an effective and unique method that managers use to
measure and analyze an organization’s macro and micro environment to understand the
organization’s customers, capabilities and business environment. For this purpose, PESTLE and
SWOT analysis are done by the company in the competitive market.
PESTLE analysis
Tide uses PESTLE analysis to analyze and identify the external factors that can affect the
progress and sales of the detergent products in the global market. PESTLE analysis for Tide has
been drawn below.
Political factor: Tide with excellent brand image in the global market do business in various
markets so that the company covers entire market and customers available in the market. It is
evaluated that different markets have different set of government norms, tax policies and
regulations that are necessary to be adhered by Tide. Violation of any policy can hamper the

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brand of the firm. In UK, the current corporation tax rate for company profit is 19% hence the
government announced a minimization to the corporation tax at budget 2016. From 1st April
2020, the rate would be 17%. Thus, it is needed that Tide shall develop strategies and approaches
to ensure that all the government norms, policies and regulations could be followed(David,
2019).
Economic factor: It has been found that different countries have different economy which put
impact on the detergent products. For example, UK is the biggest economy in the world by
nominal GDP. Thus, it puts direct impact on the sale of detergent product positively.
Fluctuations in the economy of the country may affect the sale and revenue which could cause
loss to Tide. The inflation rate rose to 3.1% November 2017 (David, 2019). The recession in
2008 had put the economy in trouble hence, it can affect the selling of detergent product in the
UK. It is essential that Tide shall build and enhance dynamic strategies deal and handle
economic fluctuations. (Kolios and Read, 2013).
Social factor: It is evaluated that changing customer trends, buying behavior, customs, values
and culture of customers can impact on the productivity and revenue of Tide adversely. The
population in UK is multicultural and UK is biggest country apparent to have the most educated
population across the world. Due to changing social factors, Tide has to more focus on the
features and quality of detergents. It is time consuming process. It is significant and mandatory
that Tide must develop the strategies to deal with the economic fluctuations in the competitive
market(David, 2019).
Technological factor: The United Kingdom is one of the effective technologically advanced
countries around the globe. Thus, Tide can take benefits while selling detergent products in the

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UK by using advanced technology.Technology sector is a main contributor to the United
Kingdom economy.Advanced and innovative technology helps in handling and managing the
work in a hassle free manner and ensures that market needs can be attained (Segura, Morales and
Somolinos, 2018).
Legal factor: The legal factors in the UK like maternity and paternity leave, sick pay, holiday
pay, and minimum wage are legally protected. On the other hand, the equality act 2010 protects
people from any discrimination. It means legal policies are correct and dynamic in the UK
(David, 2019). Thus, it is vital for Tide shall abide all the legal legislations and rules so as to
increase and enhance the sale of detergent in the marketplace. If there is a breach of legal
policies then it could hamper the brand reputation which would result in minimization in the
clients and sale of the detergents widely (Onodugo and Onodugo, 2015).
Environmental factor:Environmental sustainability is a major attribute that are being monitored
by Tide to sale the products internationally. Tide should focus on the weather conditions, climate
change, globalization and pollution to increase and enhance the profitability widely. The United
Kingdom faces all these challenges hence, Tide will have to ensure that it shall avail the
detergent product which are eco-friendly and must contribute in environmental sustainability
initiatives and activities (Jin, 2012).
After evaluating the external elements that could impact on Tide, it is needed that Tide shall
enhance and develop unique set of marketing activities and strategies to stand out against the
rivalries.

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SWOT analysis
SWOT analysis is an effective and vital technique to analyze and measure the internal strengths and
weaknesses and external threats and opportunities. By evaluating strengths, weaknesses, opportunities
and threats, Tide is able to make dynamic decisions regarding the marketing approaches and strategies
in the international market. SWOT analysis for Tide is shown below.
Strengths Weaknesses
 Tide a leading and growing market
position globally.
 Attribute or benefit over other products
in the same category.
 The company offers good quality of
products at reasonable prices.
 The organization offers popular and
patronized detergent across the world
and it is a flagship brand of P&G.
 It is well known and popular by its
reputation of complimenting the ever-
changing people’s temperaments for
fashion (Zhikang, 2017).
 It has been studied that Tide uses
ineffective and poor promotional and
advertising strategies and approaches.
 The prices of the products do not
appropriate for the customers in the
global market as they are very
expensive.
 Strong and high competitors like Rin
and Unilever’s purex.
Opportunities Threats
 The company has a power and potential
to be a leader in the global market.
 High potential of rural market has a lot
 There is high and intense competition
in the international market.
 Destructive promotion and

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of excellent and unique opportunities.
 Changing trends and lifestyle of
customers want cheap products and
services with excellent quality.
 Introduction of better and effective
variants by technology enhancement
and innovations.
 Niche target market (Ramos, et al,
2013).
advertisement by rivalries, hampering
the reputation and brand image of the
detergent products and services.
 Counterfeit products and services in the
rural market (Ryu, et al, 2014).
Competitive advantage (USP)
It has been examined that wide range of customers in the UK are using detergents of Tide while
washing the clothes. Procter and Gamble is a parent company of Tide. USP of Tide is to render
excellent quality of detergent powder that offers special fragrance to the various clothes and
keeps them tidy and clean. This USP of Tide supports in attracting and retaining ample of
customers to buy the detergents in the marketplace. It also helps in maintaining a strong and
dynamic goodwill in the minds of key target audience. Along with that, competition affects the
business functions of Tide highly(Statista, 2019).
The competitors of Tide entail Persil, Rin and Unilever’s Purex that can spoil or hamper brand
position of the company adversely. The position of Tide in the market is unique and attractive
because it has held market leadership in its core detergent categories. By injecting a radical,

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innovative, disruptive technology and then masterfully and effectively exploiting the strategic
opening thus generated, Tide developed and enhanced a brand bigger than anything it had
created before. At present, Tide has possessed third position with a market share of 13.5% in the
marketplace. Tide was the first ranked liquid laundry detergent in the United States with approx.
1017.75 million U.S. dollars’ worth of sales in 2018 (Statista, 2019). The estimated annual
revenue of Tide is $15.6M. Tide has been enjoying one of the growing brands in detergents
which provide it an added benefit of trying and innovating new and dynamic products to further
maximize their market position.
Current marketing strategy
It is examined that Tide uses product development strategy in order to attract and retain ample of
customers in the international market. Product development may be defined as a process of
bringing a new innovation to consumers from concept to testing and analyzing through
distribution. Developing and enhancing the detergent product is a strategy that ensures the sale of
the detergent products of Tide. The company has worked over the detergent product to stay in
the competitive market. By using product development strategy, Tide focuses on the color,
features and packaging of detergent products globally. Hence, with combination of higher and
effective visibility in terms of design of packaging and quality renderings Tide has been in
forefront with customers in the global market (McGrath, 2013).
By adopting this strategy, the company is able to become a leader in the market. Apart from this,
Tide has been able to produce various products like Liquid, Pacs, stain remover, Laundry booster
etc. By implementing product development strategy, products are categorized based on the
advantages rendered by each of it detergent for stain removal, whiteness, bright colors, freshness,

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and sensitive. This also offers customers an excellent and wide range of options based on their
preferences, needs and desires (Royer, 2013). The company is taking ample of benefits by
exercising product development strategy at the workplace.
This strategy also helps Tide to identify and minimize threats and risks of the market because
innovative products are developed under this strategy. Establishing targets for quality
improvement and enhancement in product development program can support Tide increase and
enhances sales. Additionally, Tide can keep an eye on the policies, approaches and plans of the
rivalries by using this product development approach at the workplace. In this way, product
development strategy is used by Tide to win the trust and loyalty of the potential customers in
the marketplace (Davey and Sanders, 2012).
Part 2
Segmentation, targeting and positioning
The STP strategies are used by Tide to compete with rivals in the global market. These strategies
help Tide to increase profitability and sales in the global market. Furthermore, these strategies
help the company to meet the long term needs and requirements of the business globally. The
segmentation, targeting and positioning strategy for Tide is discussed below.
Segmentation: The segmentation is done by Tide to attain competitive benefits internationally.
It is an effective and dynamic method that can be used by the company to obtain the market and
to ensure sustainability in the international market. With the help of segmentation, Tide would be
able to understand and evaluate the several types of market. There are four types of segmentation
that include:

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Geography: Under this segmentation, the market is divided on the basis of geographic
region.Tide collects information and facts of region and builds the detergent products as per the
needs and wants of the regions. For instance, for rural areas detergent product will be built
differently and for urban areas it would be different as well.
In rural areas customers prefer to select the products by its color and quality, thus it is essential
that Tide shall render attractive colors and quality so that customers in rural areas can attract
widely. On the other hand, in urban areas key target audience gets attracted towards the products
and services when they are encouraged and promoted in a hassle free manner. In this way,
dynamic and unique promotion shall be done to attract and retain urban and rural areas people
globally (Sarmiento, et al, 2016).
Demography: Segmentation is done by Tide after considering the demographic factors like age,
gender, socio-economic groups and occupation. In this way, the company should focus on the
demographic factors to beat the competitors. Mainly, it shall focus on the female population to
increase the demand and need of detergent products.
Behavioral: Under this segmentation, the company divides its products on the basis of people
behavior which are presented in the global market. In this way, the company shall understand
and evaluate buying behavior of the customers globally. It will help in maximizing the sale of
detergent products internationally (Kapferer, 2012).
Psychographic: This segmentation includes attitudes, life style, personality, and class of people
that help in increasing the sale of the firm. For instance, upper class people prefer to buy the
detergent products which are effectively packed and look royal. Thus, Tide should focus on the
packaging of the products to attract upper class people for buying the detergent products