Northern Kentucky University
Turning the Tide: The Book of Bluezz
Institution
Northern Kentucky University
Faculty Advisor/ Mentor
David Raska
Abstract
Can Tide use its Tide Coldwater to help P&G to achieve its 2020 sustainability goals? Specifically, its goal to make sure 70% of all laundry washes are washed in cold water? This secondary data research report covers the various stages of the marketing planning process including situation analysis, target marketing, and the marketing mix. In the first stage, Tide Coldwater has a great opportunity in pursuing the Millennial market, but they are threatened by the mind of the consumer as well as fossil fuel depletion. Migration of other cultures is also an important cultural issue identified in situation analysis. Tide Coldwater has the benefit of the Tide brand name, but it has weak promotion to back it up, especially with regards to its “sustainability” goals. Using the outcomes of the situation analysis, a set of specific target marketing recommendations was made. Namely, targeting U.S Millennials, an increasingly diverse target market that is being affected by values brought in by immigrants from Mexico, Brazil, China, and India was recommended. Furthermore, Millennials are heavily involved in social media, care about environmental causes, and have high values of family. The proposed value proposition, “Smart savings for your family, and the environment”, seeks to provide U.S. Millennials with values that speak to them and help to position Tide in ways consistent with P&G’s goals. Subsequent marketing mix recommendations were then designed to communicate this value proposition in a cost-efficient way. The report was reviewed by the client, Petra Stovickova (Associate Director, Communications, Procter & Gamble, Fabric Care, Americas) and can be accessed at http://www.bluezzoon.com/Bluezzoon/Home/Entries/2013/9/16_Wash_in_cold_water_and_end_malnutri tion.html.
Turning the Tide: The Book of Bluezz
Can Tide use its Tide Coldwater to help P&G to achieve its 2020 sustainability goals? Specifically, its goal to make sure 70% of all laundry washes are washed in cold water? This secondary data research report covers the various stages of the marketing planning process including situation analysis, target marketing, and the marketing mix. In the first stage, Tide Coldwater has a great opportunity in pursuing the Millennial market, but they are threatened by the mind of the consumer as well as fossil fuel depletion. Migration of other cultures is also an important cultural issue identified in situation analysis. Tide Coldwater has the benefit of the Tide brand name, but it has weak promotion to back it up, especially with regards to its “sustainability” goals. Using the outcomes of the situation analysis, a set of specific target marketing recommendations was made. Namely, targeting U.S Millennials, an increasingly diverse target market that is being affected by values brought in by immigrants from Mexico, Brazil, China, and India was recommended. Furthermore, Millennials are heavily involved in social media, care about environmental causes, and have high values of family. The proposed value proposition, “Smart savings for your family, and the environment”, seeks to provide U.S. Millennials with values that speak to them and help to position Tide in ways consistent with P&G’s goals. Subsequent marketing mix recommendations were then designed to communicate this value proposition in a cost-efficient way. The report was reviewed by the client, Petra Stovickova (Associate Director, Communications, Procter & Gamble, Fabric Care, Americas) and can be accessed at http://www.bluezzoon.com/Bluezzoon/Home/Entries/2013/9/16_Wash_in_cold_water_and_end_malnutri tion.html.