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Zitiervorschau

TIDE's Consumer Media Insights Over many years, Tide, a leading brand in the homecare category, has established itself as a trusted product found in most Vietnamese's households (Toplist 2020). Constant networking with current, potential customers and partners through media channels have created the opportunities for long-term business relationships and grown powerful customer connections. Therefore, brands today require a thorough understanding of its media insights and how to get benefits from every platform to efficiently deliver the message to target audiences. This report will look at the position of Tide in the market as a brand, its target audience and their consumer journey; then, evaluation will be given to examine the effectiveness of each channel the brand has used.

1. Brand Background Tide is an American laundry detergent brand owned by Procter & Gamble, the biggest homecare brand in the world with a revenue of $17.7 billion in the global market (Lucas 2020). Entering the Vietnam market in 1996, Tide has become a daily choice for most Vietnamese households nowadays (Thang Nguyen 2020).

Figure 1. Detergent section in Bach Hoa Xanh, by Nguyen 2020. Tide promises to provide products and services of superior quality and value that improve the lives of the consumers, now and for generations to come. With understanding and innovation, Tide continually helps to deliver the cleanest clothes with the slogans ‘More than clean’ and ‘Ground-breaking white’ (Tide n.d.). Strengths

Weaknesses

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Tide has built a loyal customer base over the years. Tide is owned by P&G, a multi-international company. High-performed function, especially for whitening and fragrance. Economical price.

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The product doesn't have options for different washer types. Current packaging is monotone and not eye-catching. Tide uses very poor promotional activities (Perreira 2018).

Opportunities -

Big untapped semi-urban market. Changing lifestyle: quality over quantity. Tide is a green and sustainable company.

Threats -

Tide faces aggressive price war (Vu Anh 2020). Big promotion events from competitors. Counterfeit goods are widespread in the market (Van Dam 2017). Online communication hasn't been established. High risk of brand switching.

Overall, Tide is a consistent brand in the market with a healthy image and strong trust among Vietnamese consumers. However, with few advertising activities and communication, the brand hasn’t discovered all of its potential yet.

Brand Positioning

Figure 2. Middle range detergent positioning map, by Nguyen 2020. Currently, P&G's Tide is placing 2nd in the ranking with 33% of people said that they used this product at least once before according to Q&Me report (2015a).

Figure 3. Vietnamese detergent market, reproduced from Q&Me 2015b. Tide can be categorized as the most powerful in action among middle-priced detergents. It is known to deal with tough stains and whitening features while still maintaining the softness of clothes. These features make Tide the product that owns all the needed quality while sustaining an economical price. However, compared to other affordable detergent brands, Tide is leaning towards the more expensive side.

Competing Brands A direct competitor of Tide in the same sector is Surf, a product of Unilever. Carrying the mission to prioritize consumer's needs first, this detergent offers astonishing cleaning power with a soothing fragrance. In recent years, Surf has efficiently reinforced brand recognition and was well-invested in advertising campaigns with strong network distribution and product innovations (Payne & McDonald 2012). Since 2012, some domestic products have entered the game, which reforms the homecare landscape into a more active market (Tam An 2019). Aba is the front-runner from local detergent brands. Aba users experience with the brand is positive as they highly appreciate the product's stain removal and deep-clean ability. ABA began to appear in TV ads and more media channels, helping the brand to become the third-largest shareholder after top brands (Thanh Lich 2017).

2. Target Audience Demographics Tide targets both genders who are 25 to 45 years old and live with their families. They are middle-class to upper middle-class income workers, working as self-employed workers or skilled workers (Winer & Dhar 2010).

Geographics

Figure 4. Detergent Usage by area, Q&Me 2015c.

Figure 5. Target audience distribution, Facebook Audience Insights 2020. Targeted groups mostly live in semi-rural areas, particularly in Northern and Southern Vietnam. This group lives in areas with the highest Tide product distribution; they concern about family care topics according to Facebook Insights (2020).

Psychographics The targeted group are caring, independent people and value family time. They enjoy cooking, cleaning and shopping. They believe clean and white clothes can make family members happier and more bonded. If the target group likes the product, they tend to endure the desire to continue using it so maintaining communication with this group is pivotal (Fatima 2017).

Behavioural -

Usage behavior:

Cheaper price and promotions can be considered good deals, however, target audiences care more about the performance of the product and the reputation the brand carries. They usually wash clothes at least 2 times per week and most of them wash clothes with washing machines for convenience. -

Shopping behavior:

The target group are regular users of the brand and quality conscious consumers. They usually repurchase their detergent in 1 to 2 months (W&S Vietnam Market Research 2013). Supermarkets are the common purchasing channel of target audiences for supplying homecare products, however, due to Covid-19, the demand for shopping from e-commerce platforms rises significantly (Nyrop et. al 2020). -

Media behavior:

Television plays important roles in the purchasing choices of this age group with an average of 4 hours a day while doing home chores; while smartphone usage can take up to 2.5 hours per day (Meng 2020). They mostly use the Internet to watch videos or scrolling through social media platforms for news and updates about products or services. -

Insight:

Tide targets this group because they are in charge of homecare shopping and doing laundry. As this group is quality-conscious consumers, their decision making cannot be driven by promotions. The demand of the semi-urban market rises relatively stronger after the pandemic will also result in a prominent opportunity for Tide to penetrate this target audience. For the media, Vietnamese adult consumers' adopt new technology very fast, creating a prominent opportunity for using digital communication channels to promote the brand. We Are Social (2020) stated that 79% of Vietnamese users can be reached with advertisements on Facebook, with a roughly equal distribution of male and female.

3. Consumer Journey

Figure 6. Consumer Journey, by Nguyen 2020. Most Tide's target audiences are regular users, which means they are in the stage of consideration and conversion. They can clearly define their problem and committed to find the right product by researching and narrowing down options (KPMG 2017). They depend a lot on Word-of-mouth as Vietnamese consumers believe it holds a timeless value in the form of trust and credibility (Meng 2020). Another common touchpoint is social media, especially Youtube, Facebook, Zalo and Instagram with an active social media penetration rate of 64% (Statista 2020).

4. Media Channel Analysis

Figure 7. Media Channels of Tide, by Nguyen 2020. Paid Media ●

‘Biet doi sieu toc’ online event game on webtretho and Facebook

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PR Articles on kenh14.vn, 24h.com.vn,...

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Branded Content: a TV series about homecare and laundry stories

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Influencers/KOLs featuring Tran Thanh, Truong Giang.

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Print Ads, Out-of-home, Billboards.

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TVC

Tide's paid media is strongly established with unique and innovative communication campaigns. The brand has organized many events with interactive activities with engaging content to communicate with potential customers and receive feedback. This can contribute to the first level in the consumer journey and raise brand awareness among first-time users

as well as maintain good relationships with loyal users (Tanrikulu 2015).Tide also used the KOL endorsement of Tran Thanh, a talented MC with a positive image. He became the most fitted ambassador for Tide, bringing back lots of successful campaigns (Thao Nguyen 2017). Although the guarantees of paid promotion are increasingly more established, there are still uncertain factors. It can also become very costly and needs consistent planning and scheduling (Xie, Neill & Schauster 2018). Owned Media ●

Tide Vietnam Facebook page.

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Tide’s landing page P&G website.

Tide Vietnam fanpage has about 55,500 followers, however, the engagement rate is low and the content hasn't been updated since 2015. On Tide's landing page, there is little information about Tide and the brand value.

Figure 8. Tide Facebook Performance, FanpageKarma 2020. Earned Media ●

Word-of-mouth recommendations.

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Blogs/News Articles/Review Articles.

Word-of-mouth contributes greatly to why Tide is still trusted by many customers throughout years in the market. Tide also earns lots of articles and blog posts as it is popular among the public and many users are in consideration of choosing the brand. Moreover, blogging and reviews can add more content value to the brand, which can translate to attracting new audiences with strong trust established (Lieback 2020). Though every media channel is distributed selectively and the audience's reactions come out mostly positive, the company stopped investing in Paid media and Owned media and rely on Earned media only. Though Earned media is the easiest way to access customers' trust, Tide can’t control the message as they don't own the content; and cultivating quality relationships with customers and media outlets is time-consuming.

5. Discussions and Recommendations ●

While Tide target audience is the most active group on social media and adopts advertisements the easiest, it hasn't paid enough attention for this platform with any communication campaigns since 2015. Therefore, Tide's reputation may be popular

among loyal customers, it hasn't reached the first-time buyers yet. The brand should utilize their inventory of Owned media more to boost the fanpage and update new information to expand its audience. ●

Moreover, the target cares about the product benefit rather than the promotion and word-of-mouth one of their most reliable sources. Tide can take advantage of the authenticity of User-Generated content to share the real experience of previous users on social media to attract the attention of those that are considering buying detergents.

Reference List Advertising Vietnam 2020, Digital 2020: Vietnam, We Are Social, viewed 18 November 2020, . Facebook Audience Insights 2020, ‘Target audience distribution’, chart, Facebook Audience Insights, viewed 18 November 2020, . Fanpage Karma 2020, ‘Tide Facebook Performance’, screenshot, Fanpage Karma, viewed 20 November 2020, . Fatima, Z 2017, 'salesperson-customer relationship perspective of salesforce ethical behaviour', Management Insight, vol. 13, no.1, pp. 16-23. KPMG 2017, 'The path to purchase journey', KPMG, 8 January, viewed 18 November 2020, . Lieback, R 2020, '7 Ways Businesses Benefit from Blogging', Search Engine Journal, 19 August, viewed 19 November 2020, . Lucas, A 2020, 'Procter & Gamble sales rise 4% as consumers buy more cleaning products', CNBC, 30 July, viewed 9 November 2020, . Meng, PW 2020, The Vietnam Consumer Survey: An accelerating momentum, Deloitte, viewed 17 November 2020, . Nyrop, M, Nathan, A, Lindquist, MB & Karlsen, JT, COVID-19 will permanently change e-commerce, Deloitte, viewed 16 November 2020, . Perreira, SV 2018, 'Tide Advertisement', Medium, 30 March, viewed 10 November 2020, . Q&Me 2015a, Vietnamese washing powder brands preferences, Q&Me, 3 November, viewed 9 November 2020, .

Q&Me 2015b, ‘ Vietnamese detergent market’, chart, Q&Me, viewed 9 November 2020, . Q&Me 2015c, ‘Detergent Usage by area’, chart, Q&Me, viewed 9 November 2020, . Statista 2020, Number of Vietnam Facebook users, Statista, viewed 19 November 2020, . Tam An 2019, ‘Omo and Tide dominate the market, how does Lix Detergent manage to still earn more than 2,000 billion per year?’, CafeF, 7 April, viewed 11 November 2020, . Tanrıkulu, M 2014, 'The process of creating awareness in graphic design: Motion posters', Global Journal on Humanities & Social Sciences, vol. 1, pp. 527-530. Thang Nguyen 2020, 'What is P&G? Interesting things about one of the largest FMCG corporations on the planet', Marketing AI, 10 November, viewed 11 November 2020, . Thanh Lich 2017, 'Foreign detergent brands corner market, but local brands still thrive', vietnamnet.vn, 19 September, viewed 15 November 2020, . Thao Nguyen 2017, 'Tide Vietnam leads the 2016 Asian YouTube Ads rankings', Brands Vietnam, 27 March, viewed 19 November 2020, . Tide n.d., About Us, Tide, viewed 10 November 2020, . Toplist 2020, 'Top 10 detergent brands trusted by Vietnamese women', Toplist, 15 July, viewed 9 November 2020, . Van Dam 2017, 'Tide Vietnam detergent is cheaper and easier to fade clothes than US Tide?', CafeBiz, 9 May, viewed 13 November 2020, . Vu Anh 2020, 'Domestic detergent find a way to escape the shadow of the big man', baodautu.vn, 25 February, viewed 13 November 2020, .

Winer, R & Dhar, R 2010, Marketing Management, 4th edn, Pearson, Upper Saddle River, NJ. W&S Vietnam Market Research 2013, Consumers' viewpoint on using laundry detergent, W&S Vietnam Market Research, viewed 17 November 2020, . Xie, Q, Neill, MS & Schauster, E 2018, 'Paid, Earned, Shared and Owned Media From thePerspective of Advertising and Public Relations Agencies: Comparing China and the United States', International Journal of Strategic Communication, vol. 12, no.2, pp.160-179.