Public Education and Money

¶ … Tide PODS, a P&G product, marketed internationally. The product was introduced in 2012, February, and were availed countrywide on shelves the next month (Hostetler 1). Tide Pods have many benefits and a few weaknesses, which are discussed in this article.

One of the merits of the product is convenience. The product comes in three-chamber packets of liquid that offer the usual amazing cleaning, but with twice as much compression as that of liquid detergent. Tide liquid packets are concentrated and pre-measured; thus, making it convenient and efficient to use. The packaging for Tide PODS includes medium and small bags, and XXL and XL tubes. Tide PODS have three types of fragrance; Ocean Mist, Mystic Forest and Spring Meadow, offering choice through variety to consumers (Hostetler 2).

The product has acquired a large market share among single use packet for laundry users. It currently commands more than 66% of the market. Tide PODS' projected sales in 2013 added up to $300 million. The gelatin capsule in Tide PODS dissolves completely in water, at any temperature. This factor makes it superior and more convenient to competing products, since the products of previous entrants into the market are not completely soluble (Hostetler 2). All one needs to do is pour the pod into their washing machine. One does not even need a measuring cap when using the pods (Aguirre).

Tide PODS are more effective for consumers as the detergent comes with an agent for stain removal and one for whitening. The product's competitors lack this aspect. Furthermore, the separate Tide PODS chambers (stain remover, whitener, and detergent) give Tide PODS a chance to come up with a highly noticeable logo on each of the sub-units. The product is indeed innovative. It is the only completely soluble product in its category. In addition, its 3-chamber form makes it more convenient as it does not require measuring or adding other products during washing (Hostetler 2-3).

However, there are a number of weaknesses that affect the product's performance. The PODS cannot be sub-divided, since they are pre-measured. Many consumers choose other products since Tide PODS cannot be divided into the recommended fractions for "light" washing, or for saving money (Hostetler 3).

The pricing strategy is also a weakness for Tide PODS since P&G sells them at around a 10% to 25% premium above the ordinary Tide detergents. The gap isolates a huge market segment because of the high prices (Hostetler 3). The price is slightly higher than the price per load of several liquid detergents. Most price- conscious consumers may not be willing to give up that much money for convenience (Aguirre).

Furthermore, there have been concerns regarding the packets (commonly known as "pods") since 2012. That was when the initial frequent reports about child injuries and poisonings came up. In usual cases, children poke through or bite the thin, soluble packet layers, and swallow the concentrated detergent. For some, the detergents get into their eyes (Painter).