The introduction of Tide Pods into the market earlier this year represented the first major laundry innovation in decades. The liquid detergent pod is a 3 chamber detergent, stain remover, and brightener in one. Procter & Gamble’s business strategy is to improve more consumers’ lives, in more parts of the world, more completely. Tide Pods are the latest product example of how Procter & Gamble innovates the way everyday life is lived. The company looked to the consumer to determine how they could be more innovative. Through research, the company found that people were overwhelmed by the laundry process and began looking for ways to make the process more convenient. Tide Pods make the laundry process simpler and less time consuming. They also reduce the mess of typical liquid detergent and are lighter to carry than a whole bottle of detergent. Tide Pods have already led to about half a billion dollars worth of sales and currently is only being sold in the U.S. so there is still a lot of potential growth opportunities for the product.
Consumers continue to buy Tide’s products because they are a brand that consumers can always rely on. I really think that Tide is the perfect example of a company that values its consumers and looks to its consumers to produce innovative, successful products. Having a consumer focused business strategy is key to Tide’s success. I am impressed that Tide continues to remain innovative in an area of business like laundry that you would not normally consider the most innovative industry.