Paper Outline

I) Introduction
For my paper, I plan to study how Tide, the laundry detergent, markets it self and holds its top seller position. With a lot of competition form other laundry detergent what are the marketers of Tide doing to make Tide the family choice. What are the strategies used mainly on their target market, women, by marketers to to get a better understanding of the purchasing decision about detergents.
a. About Tide
b. Target market
c. Building confidence/credibility
d. Presentation
e. Any negative aspects
f. How is it different from other products

I) Body
a. About Tide
i. What Tide is, their goal
b. Target market
i. Women
ii. Provide examples of what women are saying about Tide
iii. Examples of how Tide conducts their research
1. (Article) They went to fields and asked women
c. Building confidence/credibility
i. They are not focusing tide as just a detergent, but rather making tide a part of a family member
ii. Different variety of tide offered. By offering varieties they are satisfying individuals’ needs as well as building the relationship with customers. Because tide offers variety they are not sending their customer to other brands to satisfy their needs. Some of the examples of their variety are:
1. Tide with Bleach
2. Tide with Downy
3. Tide with Febreze
4. Tide with HE (its designed strictly for HE washing machine)
iii. The benefits to consumers by offering a lot of variety
d. Presentation of tide
i. Color scheme
1. Bright colors, happy feeling
ii. Offers, coupons, awareness
1. (Article) they had a deal for limited time at Home Depot that if you purchase Washing Machine and a dryer you will get a year of supply of Tide.
e. Any negative aspects
i. Since Tide is my favorite brand for laundry detergent, it doesn’t mean that it has no flaws. In this section I will talk about any criticism Tide is getting in the market.
ii. Negative comments about Tide from consumers. Why they don’t like Tide?
f. How is Tide different from other products
i. Comparison of examples with different detergents
ii. Is Tide the only choice for removing all types of stains?
1. From all the research I have done so far, it seems like a lot of people like Tide when they compare it to other laundry detergent , but most of them are talking about Tide because of the fresh smell it leaves in their clothes

III) Conclusion
i. What I learned from the research
a.Interesting findings
ii. My opinion
a. How accurate were my predictions about Tide
b. Did my opinion about Tide change at the end of the research. I chose Tide over any other detergent because my mom always buys it. Did i form my own opinion after doing a research.
iii. Relating it to customer insights- How all the research helps the marketers understand the consumer behavior / buying patterns / their decisions of purchasing laundry detergent.


Concerns

Am I headed toward the right direction?
Since I chose a specific topic, and from your feedback earlier on the blog, I don’t want to make it seem like a love letter about Tide. Based on that is my outline okay? I am trying to make it like an informative paper and then in conclusion I will talk a little bit about my opinion and why I chose to write it.
I am afraid if I will reach the 10-15 page length for the final paper. However, I do plan to bring in a lot of examples will that be all right?
Do I need to add something else/talk about other points?


Some Sources
http://www.lexisnexis.com/us/lnacademic/results/docview/docview.do?docLinkInd=true&risb=21_T6295673182&format=GNBFI&sort=RELEVANCE&startDocNo=1&resultsUrlKey=29_T6295673185&cisb=22_T6295673184&treeMax=true&treeWidth=0&csi=303830&docNo=7

http://www.lexisnexis.com/us/lnacademic/results/docview/docview.do?docLinkInd=true&risb=21_T6295673182&format=GNBFI&sort=RELEVANCE&startDocNo=1&resultsUrlKey=29_T6295673185&cisb=22_T6295673184&treeMax=true&treeWidth=0&csi=8093&docNo=9

http://blogs.consumerreports.org/home/2008/11/tide-detergents.html

http://www.pg.com/science/innovations_detergent.shtml