Aegis Detergents

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    Launch of a New Detergent

    A Snapshot of the Industry

    Suggested pricing and TA for thenew product

    Positioning Statement

    The launch campaign

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    The Detergent Industry

    Key Players :- HUL, P&G and Nirma

    Existing brands :-

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    The Branded Detergentindustry in India is wortharound Rs 4500 cr.

    The Market - 23 million tons involume

    o 7 million tons-bars/ 16 milliontons-detergent powder

    o 30% detergent cakes / 70%detergent powder

    The industry is currentlygrowing at 2-3%

    Dated 2007- 2010Source :- Russell Davies

    Imint.com Financial Express

    The Detergent Industry

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    Ariel Stain Removal

    Surf Stain Removal

    Henko Stain Removal

    Sunlight- Color care

    Rin- Whiteness

    Tide- Whiteness

    Wheel - Whiteness

    Nirma Whiteness

    Other local brands-

    Whiteness

    The Competitors

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    Grammage and price warsby major players HULand P&G.

    Ad- wars by Rin and Tide.

    Heavy media spends by

    HUL . ( upto 35% morethan FY2008 spends) HUL report.

    Current Affairs

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    Presenting Aegis

    A superior stain removal

    system that protects colors.

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    The intention is to enter the

    stain removal segment at an

    extremely competitive

    price, to spark off a price war.

    Money Matters

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    Stain Removal detergents :-

    Ariel Oxy Blue Rs 152 / Kg

    Surf excel QuickWash Rs 155/ kg

    Surf excel Blue Rs 82 / 750 gms

    (Approx Rs 114 / Kg)

    Henko Rs 119 / 1Kg

    Aegis

    [Rs 95 / 1 Kg]

    [Rs 65 / 750 gms]

    The Price Point

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    SEC B+, SEC A - F/M (Primarilyfemale as buying decision rests withthem)

    Currently use mid range(whiteness) detergent/ Existingstain removal systems.

    They love the clothes theywear, because clothes are anexpression of their personality.

    They need tough stains to beremoved but want their colors toshine bright.

    The Consumer is

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    Colors are who you are.

    Not Stains.

    Under the dirt we accumulate while

    doing what we love, lie the true

    colors of who we are. Aegis enablesyou to take pride in wearing clothes

    that are YOU. Be proud of the

    colors, and not the stains.

    Positioning Point

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    High impact simultaneous

    launch of communication

    across

    Television, Print, OOH, and

    events in Gujarat.

    One month long campaign

    with repeated exposures.

    Primary focus on Televisionand print, followed by

    events and promotions

    Use of ambient media /

    Installations

    The Launch Campaign Strategy

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    Wall paintings on pan/ dirt stains.

    Window Wipers in Malls/Supermarkets (Big

    Bazaar. Trains / Buses Vinyl stickers on the stains.

    Leading Newspapers Faded jacket with

    Aegis ad on the Print

    Hoardings

    The Launch Campaign - Creatives

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    Ambient Media

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    Hoarding

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    Print Ad

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    Print Ad

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    TVC - Storyboard

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    Sumit Das

    Suraj Das

    Sushmita Nair

    Sapna Asnotkar

    Tanvi Bhandari

    Tanvi Labde

    Tanya Kumar

    Vandana Pai

    Thank You