Raquel Rozas, gerente de Marca de Tide para Procter & Gamble
Tide, in its effort to connect with the Hispanic consumer, published a study showing that 65% of Latino consumers throw away articles of clothing as many as five times a year because of the damage caused by bleach.PRODU talked about that problem with Raquel Rozas, Tide brand manager for P&G. As part of our continual research and development she said, were in constant contact with our consumers. Relevant findings, such as the ones in this study, help us to better understand our consumers needs, so we can provide innovative products and informative campaigns that can help improve their lives in a significant way.With our campaigns, we try to keep consumers up to date on the best way to simplify their laundering process and get the best results with our product solutions.The study includes Hispanic consumers worry about being able to remove stains without damaging the fabrics. Some 32% of Hispanics use bleach for their white clothing, while 80% of those interviewed said that homemade solutions only get out some of the stains.The growth of the Hispanic market means great opportunities for Tide, and at the same time means we have to keep expanding our commitment to offer other products adapted to their needs, as well as communicating with them in the language they prefer. A good example of that is the recent launch of our bilingual advertising, taking into account the fact that today there are different generations living in Hispanic households Rozas said.
