Tide Laundry Detergent - Tide knows fabrics best

For many years, Tide had enjoyed market leadership, but by 2003, competitors had reduced the brand to just one of many.

Tide Laundry Detergent – Tide knows fabrics best

1. BUSINESS OPPORTUNITY AND OBJECTIVES:

Find the Way Back into Women's Homes and into Their Hearts:

For many years, Tide had enjoyed market leadership that competitors in the laundry category could only hope for. But by 2003, Tide's stronghold had weakened due to an increasingly competitive environment, a 50% price premium over competition and a poor value perception among consumers. Share for the brand was stagnant and household penetration was declining for the 10th consecutive year, with big losses especially among Hispanic and African American markets.

The biggest issue was...

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