American Intercontinental University
Unit 4 Individual Project
MKTG 205 – Principles of Marketing
8-12-2011

Abstract
This paper is a marketing plan for Tide laundry detergent. It will start out introducing Tide giving a brief description of the situation analysis, marketing strategy. It will give an overview of the product and service and strategies to consider. What Tide’s pricing strategy they use and talk about their distribution channels. This paper will give an overview of integrated marketing communications. Explain what their promotion mix strategy is and what promotional tools they use for advertising.
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The Marketing Program for Tide

Introduction

The manufacturing company for Tide has learned how to
Tide’s manufacturing company sells eight brands of different laundry detergents in the US these P&G brands compete with one another on the same supermarket shelves. The reason why they have several different brands of detergent is because not everyone is the same and everyone wants different things from the products that they buy. People want their laundry detergents to get their clothes clean, but they also want other things as well. For an example economy, bleaching power, fabric softening, fresh smell, strength or mildness, and lots of suds or only a few. To some people, cleaning and bleaching power are most important and then to others, fabric softening matters most, while still others want a mild, fresh-scented detergent. Tide’s laundry detergent is famous for saying that their Tide with Bleach helps to "keep your whites white and your colors bright," "kills 99.9 percent of bacteria
Product/Service Overview and Strategies to Consider
Tide is a convenience product that can be found it in all stores, because it is something that everyone needs and uses every day. The convenience is that you can go anywhere to find it, but the prices may be higher at smaller convenience stores versus a