WASHING DETERGANTS

BBA IISECTION G

Presented to:Maira Zubair

GROUP MEMBERS

Ahmed Ali

Aima Abid

Hira Jaffar

Hira Waqar

Ramsha Sohail

OUTLINE The project is about Ariel’s marketing mix and we have

recommended some changes in the two major Ps of this product.

The Ps in which we recommended some changes is Product and Promotion.

Furthermore it contains:

- Introduction of Ariel- Competitor’s analysis and SWOT analysis- Brief introduction of previous Ps (Product and promotion)- Our recommended Ps (Product and Promotion)

INTRODUCTION• Brand of proctor and gamble.

• Launched in Pakistan in 1997

• Impeccable cleaning in stain removal.

• Unique ingredients

• Ariel is a Market Challenger

• One of the most used brands

• Main competition Surf Excel

• No clear point of differentiation or USP

• Trying to create image of economical detergent

COMPETITION ANALYSIS

The major competitors of Ariel are as follow:

SWOT ANALYSISOpportunities

• Rapid market growth• Changing customers needs

& wants as life style change• To create relation with

society on the social marketing basis

• Pakistan peoples moves from soap to detergent

• Savings are more important due to economical issues

Threats

• There is very tough competition in detergents markets

• Low profit margins• Smuggled brands of CHINA• New competition in the market

• Heavy promotion of other brands

• Increases in prices due to fuel prices

STRENGTHS

• Enjoying economies of scale • Good will in the market • Strong financial position• Have Strong distribution

channel in Pakistan• Abundant financial resources• Good brand name• Well brand image• Committed employees

WEEKNESS

• Weak spending on “R & D”• Internal operating problems• Low promotional activity

PRODUCT

The product includes the following:

• Quality • Features/Range• Branding • Packaging

RANGE

Arial has diversified its product range in the recent years. It includes:

• Ariel excel gel• Ariel powder• Ariel excel liquitabs• Ariel tablets

But in Pakistan they only have one product in the category of washing detergents.

Quality:

• Complies with International Quality Standards .

• Most of the goods are CE and FCC approved and meets the requirements of

customers.

Packaging:

• Packaging of Ariel is quite attractive

• Includes eye catching colors like green, white and red

• good color combination as well and the material used for the packet is also

good.

• Good brand name

• Precise and short

• Easy to remember

• Logo is eye catching

Branding

PROMOTION

The promotion consists of all the different techniques of promoting a product which includes advertising through print media, electronic media etc. It includes the following:

• Advertising• Sales promotions• Public relations• Direct marketing

Ariel is just using the following mediums of promoting their brand:

• Radio advertisements• Stands in shops (very few) • Occasional billboards• Tv commercials

They are not being involved in any personal marketing

which enhances and increases customer awareness and perception about the product.

OUR RECOMMENDATIONS

• Ariel has a very good market in Pakistan

• Huge brand name for Surf Excel

• Many people generally in Pakistan identify any

detergent as Surf.

• Ariel needs to buck up their promotional campaign

• Should improve their Product as well

• should improve their Product as well

PRODUCT

• Product is a very important marketing mix• The Quality of Ariel is very good so we won’t suggest

any changes in it because it is already competitive enough.

• Major change which is required is in Features/Range• People want to see more options in Ariel• Ariel should also come up with line extension• Variety in product always attracts customers• It will also expand its market

According to our research in which we conducted personal interviews one of the questions was:

• Do you prefer detergents with lots of range or extensions to choose from or just a one simple detergent?

56%

44%

NO YES

• The brand name Ariel is good.

• But what it needs to amend is its tag line

• They should focus on one aspect or a point of

differentiation from competitors and that is SAVINGS

• Ariel is trying to portray itself as an economical and good

detergent.

• We suggest that the tagline should be

“Mehngai aur Daag Dono Ko Dhodalay”

• At the back of the packet• Include small tips for women like how to store different

eatables for long or money saving tips like home remedies etc.

• This would make the packaging more attractive • In order to save some money a bit cheap raw material

could be used• Ariel could ask packages to use a bit thin paper to make

the packet.• Packaging is very important but a little bit cheap raw

material will not have an effect on sales

PROMOTIONPromotion is a very essential part of the marketing mixAs mentioned before promotion includes the following

major things:

• Advertising• Sales promotions• Public relations• Direct marketing

Advertising

Ariel is using low budget promotional strategy In advertising we are going to use both the print media and

the non-print media.

• Television commercials which are going to be run on drama channels.

• In printed media, the company can also make advertisements in magazines and billboards. Magazines will include cooking magazines and women digests.

SALES PROMOTION

• Coupons and scratch and win offers will be.

• Trade promotions include obtaining distribution and shelf space encouraging retailers to advertise our brand. The retailers will be given incentives to promote our product and to keep our stands and banners etc.

• Sponsoring boards for stores which will have the tagline and logo of Ariel.

PUBLIC RELATIONS

• Sponsoring upcoming events associated with women like the exhibitions of home accessories or women clothes.

• Arranging a food melas in three major cities of Pakistan, this will have two benefits. One is that money could be earned in the form of stalls and tickets and secondly PR will improve.

DIRECT MARKETING

Creating fan pages on social networks like Facebook and Twitter, females can get tips online. They could also enter a lucky draw online by answering a few questions about

Ariel.

CONCLUSSION

Improving promotional activity and improving the product will help increase sales and

secondly reducing price just a little bit and saving money from packaging would result in

success.

We Are now open for any questions !