Tide Case Study Solution
1. Subject 1.1
The process of delivering value propositions to customers consists of five capabilities: understanding the marketplace and the customer needs and wants, creating, delivering, capturing and sustaining customer value.
For many years, the company has lost the understanding of the marketplace and the customer needs and followed the relentless improvement of product benefits rather than to speak eye to eye with the customers and understand what the brand meant to their lives. A new way of life, laundering with Tide was meant a lot more for the customers than disappearing the stains from their clothes. That was creating customer value for Tide because by understanding the meaning of the brand could easily create the relevant advertising message in order to connect the brand to the consumers emotionally. So, although it was easy for a competitor to copy the chemical ingredients of the product, it was almost impossible to copy the emotional link between the customers and the brand. Additionally, the innovational history of the brand helped at that direction, while the
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The brand is the guarantee of the quality, is what people thought about your product or your service, part of it, its rational but most of it, it’s emotional. The secret of a strong brand is focus, focus in one thing. There are four major reasons who helped the company to build a strong brand, be different, be vigilant, be relevant and earn the trust of your customers. Tide, a brand name which had been chosen back in 1946 and meant (the periodic rise and fall of the waters of the ocean) exactly what the company wants to represent in this new kind of product. Over the years, they kept the same approach for the colors (the bright orange and yellow) that represents the brand successfully up to now. The packaging was unique and improved further, during the time, mostly due to technological
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