Tide Naturals: Game changed in the Indian laundry category 2012-13
Principal authors: Kevin Affonso, Cherisma Lahori and Sharan Sabhachandani, Leo Burnett Mumbai Gaurav Lalwani, Leo Burnett Singapore; Rajeev Sharma, Nitesh Tiwari, Vicky Bhambani, Abhishek Sinha and Ashish Samant, Leo Burnett Mumbai
Summary
Discovery of the Consumer versus Shopper Dynamics to propel growth.
Tide is one of the leading laundry detergent brands of India. In 2009, Tide launched its value variant Tide Naturals in rural India. In spite of having a value-based superior product, Tide Naturals was unable to grow in this market.
This case is about how the...