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THE GOAL

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TIDE SITUATION ANALYSIS

     Completed for an advertising research course, this report provides the client Tide with an in-depth evaluation into consumer behavior, demographics, competitors, and opportunities for the brand moving forward. The ultimate goal of the research was to supply Tide with the information necessary to develop an ad campaign targeted towards 18-24 year old individuals. After our team completed the research and ran our data through SPSS software, I compiled all of our data and designed a presentable booklet. I created all graphics in Adobe Illustrator and laid out the booklet in Adobe InDesign. 

The following information will provide a brief project overview. The entire situation analysis can be viewed in its intended booklet layout here. 

OBJECTIVES

  • To identify the main factors that motivate purchase

  • To identify the type of laundry detergent used

  • To measure current perceptions of laundry detergent brands

  • To determine where the target market purchases laundry detergent 

  • To identify perceived differences between liquid detergent and single-dose pods

  • To determine if environmentalism is factor in laundry detergent purchasing behavior

  • To identify if there is a significant difference between men and women

THE PROCESS

Industry Overview

Our first step before research was to gain an understanding of the laundry detergent industry as a whole. We looked into market factors and evaluated where liquid detergent and single-dose detergents were in the product lifecycle. Once established, we conducted a SEPTE analysis and evaluated factors such as social, economic, and environmental factors in relation to the market trends. 

Client and Competitor Analysis

In order to understand Tide's role in the laundry detergent market, we completed a competitor analysis where we compared data among Tide and three of its major competitors. We used the marketing mix to guide our competitor research. 

Consumer Analysis

Our consumer analysis involved looking at Tide's current user market. We used the Simmons database to gather quantitative data on age, education, income, and gender of current Tide users. Additionally, we looked into factors such as environmentalism, shopping behavior, and social media influence on purchasing decisions. 

Qualitative Interviews

We began our research by completing six in-person qualitative interviews with individuals who were 18-25 years old and responsible for doing the majority of their own laundry. The participants answered questions about laundry behavior, brand perceptions, and environmental concern. Our team then identified major insights and prominent themes from the responses.  

Quantitative Surveys

To gather quantitative data for our research, we sent out a survey through Google Forms. This survey touched on all of our research objectives and included multiple choice, interval, and Likert-scale questions. Overall, we received a total of 85 responses that fit within our demographic and passed the screening questions. Our survey was coded and run through SPSS for statistical analysis. 

QUALITATIVE

INTERVIEWS

QUANTITATIVE

SURVEY

PRIMARY RESEARCH

THE RESULTS

THEMES AND INSIGHTS

Price is the most important factor when purchasing

Brand loyalty to Tide

Perception that Tide PODS are more convenient

but less effective

Only females mentioned scent

Environmentalism was not a purchasing factor 

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PARTICIPANT PROFILES

Single-dose pods were more popular than liquid detergent​

Tide has most brand loyalty

Tide is seen as most effective, followed by Gain

Women believe Gain has a better scent

Men use single-dose pods significantly more than women

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SAMPLE PROFILES

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MOTIVATING PURCHASING FACTORS 

RECOMMENDATIONS

  • Further emphasize the convenience and effectiveness of Tide PODS in advertising and marketing campaigns.

    • Females: focus on effectiveness and scent of Tide PODS in an attempt to switch from liquid to single-dose​

    • Males: continue to push convenience of Tide PODS

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  • Address factors that appeal to both men and women​​

    • Females tend to consider additional factors such as scent and skin sensitivity compared to males​

    • Males showed a tendency to favor convenience over other factors

​

  • Continue efforts driving brand loyalty and perception

    • Both qualitative and quantitative data showed an overwhelming majority of brand loyalty to Tide​

    • Many consumers perceive Tide to be the most effective laundry detergent option

Booklet

©2025 Jessica Wysor

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