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Topic name : BRAND WARClass : MBA A/1Presented by: Bhoomika shah(9)
Palak Narang (60)
Brand Wars
Introduction Sales promotion technique.
It involves the comparison of product with the competitors product.
It drives sales by comparing the features or services of a brand with that of its closest competitor.
Brand War Reasons
To generate attention and larger number of views.
To make certain claims.
A way to let down the competitors product.
Rin Vs Tide
VS
The War Begins Initially Tide was trailing behind Rin but since 2007, sales
picked up, and its market share rose posing a threat to HUL whose share started eroding.
In December 2009, introduction of lower version of TIDE for rural market.
HUL’s aggressive response to P&G.
The Ad Campaign
Rin launched a commercial in February 2010 comparing Rin
and Tide naturals.
The ad goes this way……….
Thus claiming better whiteness than tide naturals at an
affordable price.
P&G’s Reaction P&G takes HUL to court over Rin advertisement.
It filed a case of injunction, based on disreputation.
P&G has filed a case in the Calcutta High Court
against Hindustan Unilever‘s for injunction, based on
disreputation.
HUL’s Defence
The spokesperson of HUL says…… ‘this claim is based
on laboratory tests done through globally
accepted protocols in independent third-party
laboratories’.
HUL had engage P&G directly, backed by laboratory data and
certification of a superior quality product.
Outcome Advertisement was banned .
Truth of tide naturals.
Consumers’ disregard towards blatant approach by HUL.
Claims of RIN were indirectly accepted.
Conclusion “Every coin has two sides”.
Comparative advertisements are important to make people aware.
It can prove to unethical if the claims are misleading.