case study
University of Applied Sciences
Würzburg – Schweinfurt
Consumer Behavior
Case Study – Tide SuperMumGabriela Tridico Bacariça, Manuel Pfrenzinger
Date: 20.10.2014
Course: Consumer Behavior
Professor: Prof. Dr. Kamala
Summary of the case study
The case of study is about the company Tide that is a famous brand of laundry detergent. For more than six decades, this company has dominance in many markets in the world and successfully beating competing brands in the detergent segment.
However, Tide started to dealing with one problem in 2006, across several Balkan countries (principally Romania and Serbia), when the company initiated to drastically lose market share to competitive offerings.
This means that Tide was dealing with a significant decline of volume shipments and a share loss of 2,5% between the fiscal years of 2004/05 and 2005/06. This loss of market share was assigned to the aggressive increase of the economy detergent segment. This imply that Tide was facing strong competition and losing share to low priced brands in the economy detergent segment.
In this moment, Tide was interested in satisfying two crucial and major goals:
Reversing Tide’s loss of market share and declining volumes sales, thereby reinforcing Tide’s strong market position in Serbia and Romania.
Increasing unaided brand awareness and therefore increasing Tide’s brand recognition within Serbia and Romania.
Therefore, Tide was dealing a challenge, convincing consumers to spend more and charge Tide instead of the other lower-priced detergents.
To solve the problem, Tide decided to use a strong emotional appeal to win back the consumer’s heart, in an attempt to build brand affinity, justify the high price and convince consumers to choose Tide instead of the competitor’s product.
First, the company needs to know and learn about Tide’s broad market segment, which largely consisted of mothers (with middle incomes and children under the age of 18 years). Then Tide
Würzburg – Schweinfurt
Consumer Behavior
Case Study – Tide SuperMumGabriela Tridico Bacariça, Manuel Pfrenzinger
Date: 20.10.2014
Course: Consumer Behavior
Professor: Prof. Dr. Kamala
Summary of the case study
The case of study is about the company Tide that is a famous brand of laundry detergent. For more than six decades, this company has dominance in many markets in the world and successfully beating competing brands in the detergent segment.
However, Tide started to dealing with one problem in 2006, across several Balkan countries (principally Romania and Serbia), when the company initiated to drastically lose market share to competitive offerings.
This means that Tide was dealing with a significant decline of volume shipments and a share loss of 2,5% between the fiscal years of 2004/05 and 2005/06. This loss of market share was assigned to the aggressive increase of the economy detergent segment. This imply that Tide was facing strong competition and losing share to low priced brands in the economy detergent segment.
In this moment, Tide was interested in satisfying two crucial and major goals:
Reversing Tide’s loss of market share and declining volumes sales, thereby reinforcing Tide’s strong market position in Serbia and Romania.
Increasing unaided brand awareness and therefore increasing Tide’s brand recognition within Serbia and Romania.
Therefore, Tide was dealing a challenge, convincing consumers to spend more and charge Tide instead of the other lower-priced detergents.
To solve the problem, Tide decided to use a strong emotional appeal to win back the consumer’s heart, in an attempt to build brand affinity, justify the high price and convince consumers to choose Tide instead of the competitor’s product.
First, the company needs to know and learn about Tide’s broad market segment, which largely consisted of mothers (with middle incomes and children under the age of 18 years). Then Tide