ARIEL MARKET PENETRATION STRATEGY

IntroductionIn 1991, Procter & Gamble India launched

Ariel detergent.

Compact Detergent

The Enzyme Technology

Smart Eyes Ariel'Sirf yaadein taaza rakhe, daag nahin

Superior cleaning in a choice of fragrances

The Umbrella Of P&G

ARIEL FRONT-O-MATE

ARIEL FRESH CLEAN

ARIEL SPRING CLEAN

ARIEL ULTRAMATIC

TIDE

Segmentation of Detergent market in India

Segmentation Of Detergent

Powder Market

Premium

Ariel- Ultramatic & Spring clean Surf -Automatic & Quick

wash,

Mid – priced

Surf Excel Blue, Tide, Stain Champion

Mass Market

Wheel , Fena, Nirma,Ghadi etc.

SWOT Analysis Strengths A product of P&G, world leader in

detergent segment. Epitomize stain removal, even the

toughest stain in 1st wash. Pioneered the use of enzyme tech. 1st to introduce different fragrances in

detergent.

Weakness Poor promotional activity. Intermittent availability. Improper pricing strategy. No advertisement recall value

Opportunity 5700 crore detergent market. A big untapped rural market. Has the potential to become the

market leader.

Threats Existing players Spurious/counterfeit products in

rural areas Aggressive price competition

Brand Imprint

Maintaining Technological Superiority

Targeting niche market.

CSR Initiatives

Why TIDE When There is ARIEL??????

Sustainable Competitive Advantage

Market share

13%

38%29%

2% 18%

P&GHULNirmaHenkel SPICOther

Source: Indian Soaps and Toilet Manufacturer Association

People’s Views.

Surveyed 100 people in different locations.

Common observations were:Poor brand recall valueNo promotional gifts.Unattractive packaging.Unavailability.

New Face of Ariel

ARIEL SILK: specially for silk and delicate clothes.

ARIEL SMART: for woolen clothes and blazers.

ARIEL INSTANT: for removing stain immediately.

ARIEL BAR: Dissolution bar specially for washing machines.

Recommendations

• Better punch line so that it has good brand recall value like : ARIEL KI DHULAI,DILO KO PAAS LAYI

• Association with popular people. • Implementation of Four Ps.• Maintaining strong supply chain, besides

providing better incentives to the distributors.• Promotional offers.

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