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Ariel in Trouble The detergent market in Pakistan has the following dynamics for 2012: Total Market Size 162,211 tons. Rs.19.5 b Unilever Rs.8.2b P&G 2b Colgate Palmolive 8.3b Rest 1b Market Shares (Volumes) Surf 18 Rin 2 Sunlight 2 Brite 10 Bonus 13 Express 3 Ariel 6 Urban (%) 73 79 Rural 27 21

Ariel

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Page 1: Ariel

Ariel in Trouble The detergent market in Pakistan has the following dynamics for 2012:

Total Market Size 162,211 tons. Rs.19.5 b

Unilever Rs.8.2b

P&G 2b

Colgate Palmolive 8.3b

Rest 1b

Market Shares (Volumes)

Surf 18

Rin 2

Sunlight 2

Brite 10

Bonus 13

Express 3

Ariel 6

Urban (%) 73 79

Rural 27 21

(More details attached)

Page 2: Ariel

Ariel-a global brand from P&G, couldn’t prove a success in the local market with only 15,000 tons of the detergent share so far. Positioned initially towards its in-direct competitor- washing soap users, the brand targeted the lower middle class segment. Choosing the MAA concept through Sania Saeed, it focused on mechanics, tailors and the working class giving them the “Izzaat” through Ariel. Positioning was changed after a year to “One washing is enough to remove stains”. Target market at this stage was also transformed to SEC A&B. The brand further widening to upper middle-class image,Sahir Lodhi was used as the brand ambassador for a year in a local-desi association of food stains with one dholai kafi hai USP.On Radio, the campaign maintained the old SEC B &C .Earlier the brand had experimented with Ariel jasmine green which couldn’t not turn the tables. The longest Kurta-a publicity effort- went in vein and failed to stir the magic either. It’s now positioned on benefits since then. With a 60 gm sachet for Rs.60 for removing dirt in only one wash, the current stature seems to have gained some signs of life. Promo spend during 2012 remained very high-Rs.600m creating mega GRPs and saliency for the Brand.

The latest change was from Sahir to Wasim Akram on the same theme.

The brand seems to be unable to touch base with its target market and a case of serious “confused “positioning.

Brite has shown greater brightness in the last one year with several positioning changes to its current stand-the magnetic pull of Brite- to remove stains. The brand equity seems to have created higher visibility at 21,000 tons. Earlier it launched Brite-MACHINE WASH-without fading colors for an ever growing market niche. The brand has greater awareness with a sound position. Brand however remained subdued because of low market share.

In the second tier of the market, Unilever and Colgate Palmolive have their brands -RIN, Express and Bonus- engaged in a war of attrition. P&G is missing from this segment altogether. Bonus on top followed by Express and Rin which has made some grounds lately with its whitening effects positioning. Priced between Rs.100-150/kg, Bonus and Express have made volumetric gains on prices.During 2011,Unilever introduced Sunlight at Rs.95 in this market.With effective brand positioning,Brand created significant impact with SHAAN.Fragrance and pricing were key factors in this launch.

Surf however is still the star brand of this market with 18% share.From Dadi aik minute to its current campaign using children and dirt, the brand has synergized the A, B & C markets very well. It attacks both Brite and Ariel directly.

Prices were declined by all brands by 10-15% across the board in 2011.

Market is rife with the news that P&G is preparing to bring Tide in the Pakistan market soon.

Suggest a new positioning for ARIEL. Target market, USP. Logo. Price. Packaging.