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Essay / Research Paper Abstract
This 4 page paper examines Proctor and Gamble and its cash cow, Tide. The marketing of the product is discussed in marketing terms.
Bibliography lists 7 sources.
Page Count:
4 pages (~225 words per page)
File: RT13_SA635Tde.rtf
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Unformatted sample text from the term paper:
and a slew of competitors. And while that is the case, Tide has fared well, and many attribute that to Proctor and Gambles excellent marketing strategies. Byrnes, Berner, Zellner &
Symonds (2006) claims that Proctor and Gambles number one detergent Tide is something that is successful due to brand extensions, savvy advertising and excellent research. Proctor and Gamble admit that
Tide is in fact their cash cow (Berner, 2006a). The company makes good use of branding in general (Berner, 2006b). There is little argument that Tide is well marketed, but
what is Proctor and Gamble really selling? Are they selling laundry detergent, clean clothes, or something else? In contemplating this problem, a student writing on this subject can take different
directions. One way to approach this is to suggest that Proctor and Gamble in its attempt to sell soap, is selling comfort and reliability. They sell this because the clean
clothing to emanate from the dryer after having been successfully washed and dried is comforting. Many detergents sell soft product and there is comfort in putting on clean, dry clothing
that has no stains. The reliability factor is important as well. To sell a quality detergent is to sell the assurance that the product will take care of stains, and
treat the clothing, towels and sheets well. There is nothing worse than washing clothing and finding that a stain is still there, or that an item runs, or the
clothing has a rather dull appearance. Tide sells comfort, reliability and satisfaction. Someone might argue that this is a bit far fetched. How can P & G sell satisfaction
or reliability or comfort? The truth is that detergents are very much alike. Why buy Tide? The point of advertising is to either create a need or meet a need,
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