WASHING POWDER

4P’s – A MARKET MIX

• Advertising• Publicity• Sales

Promotion

• Distribution Channel

• Place Available

• Pricing Strategy

• Prices of Variants

• Product Variants

ProductPrice

Promotion

Place

4Ps

MAJOR PLAYERS

NIRMA

ARIELSURF EXCEL

TIDE

PRODUCT MIX – SURF EXCEL• Surf Quick Wash

• Surf Excel Blue

• Surf Front Matic

• Surf Top Matic

Hard to Soft water

Color Care Variant

Specially Designed for Washing Machines

•Tide Jasmine

•Tide Nature fresh

Dirt Magnet – Jasmine Fragrance

Sweet Fragrance, (specially) Washing

Machine

PRODUCT MIX – TIDE

•Ariel Quick wash Oxy blue

•Ariel Spring Clean

•Ariel Front-O-Mat

•Ariel Fresh Clean

Removes Tough stains

Floral Fragrance, easy to wash clothes

Mogra Fragrance

Esp. Washing Machines, Avoids need to scrub

clothes.

PRODUCT MIX – ARIEL

•Super Nirma

•Nirma popular Low end product, Convert Cake user to Detergent

User

Basic product, Easily creates foam

PRODUCT MIX – NIRMA

PRICING STRATEGY

Optional feature pricing

Product line pricing

Cost plus pricing

Competitive pricing

Distributive pricing

Cost Plus Pricing

Competitive pricing

Customer segment pricing

Initially –”price leader strategy”

Later- reduced price strategy

low cost pricing

PRICING

SIZE SURF EXCEL QUICK WASH

SURF EXCEL BLUE

SURF EXCEL MATIC

Sachet Rs. 2 Rs. 2 -

200gm Rs. 23 Rs. 20 -

500gm Rs. 56 Rs. 41 Rs. 80

1Kg Rs. 107 - Rs. 155

SIZE ARIEL QUICK - WASH

ARIEL SPRING CLEAN

ARIEL FRESH CLEAN

Sachet Rs. 2 Rs. 2 -

200gm Rs. 26 Rs. 26 -

500gm Rs. 55 Rs. 55 Rs. 80

1Kg Rs. 107 Rs. 107 Rs. 155

PRICING (Cont…..)

SIZE NIRMA POPULAR

NIRMA SUPER

600gm Rs. 23 Rs. 27

1Kg Rs. 33 Rs. 37

SIZE TIDE JASMINE

TIDE NATURE FRESH

Sachet - Rs. 1.5

250gm Rs. 11 Rs. 11

600gm Rs. 28 Rs. 26

1Kg Rs. 55 Rs. 51

PLACE & DISTRIBUTION

Factory

Regional Stockiest

Wholesaler

Retailer

TIDE

PLACE:

1. Malls2. Discount Stores3.Convenience Stores

SURF

Factory

Company Warehou

se

Distributor

Retailer

Factory

Wholesaler &

Retailer

Direct sales (30%)

Level 1 Level 2

PLACE :

1. Malls2. Convenience

stores

ARIEL

Factory

Company Warehous

es

Wholesalers

Retailers

PLACE :

1. Malls2. Convenience

stores

NIRMA

PLACE :

1. Grocery Stores

2. Convenience Stores

3. Discount Stores

Factory

Distributors

Retailers

NIRMA DISTRIBUTION STRATEGY

Principal Channel (450 Distributors):-

1. Lowest cost system in India2. For Speedy distribution3. Flexibility

Parallel Channel (2000 Distributors):-

1. Wider Market reach

2. Speedy market intelligence3. Competitive edge & Better focus4. Compliments principal channel

PROMOTION - ARIEL Demonstrations Sale contests 'Ariel - Whirlpool Super wash' - buy a Whirlpool

Washing Machine for Rs.238/- in EMIs Newspaper advertisements: HT, TOI (National &

Premium) TV advertisements: Premium TV channels (Star ,

Zee)

PROMOTION – SURF EXCEL First detergent brand to be advertised on TV .

More than 300 channels across the globe. Ads in Magazines: FEMINA, LIFE etc…. Children festival Radio city campaign Capturing market by slogans likeo Kadi safai , magar pyaar se….,o Dhoondhte reh jaoge…. ,o Daag jaise bhi ho surf excel hai na…. ,o daag achhe hain….

PROMOTION - TIDE Through print media : Newspapers Catchy advertisements like ARREY YEH

TO PURANA SHIRT HAI TV and Radio advertising Promotional Offers :

10% Extra, Free Bucket etc..

PROMOTION - NIRMA NIRMA did not have a cost in its initial budget for

advertising By the late 70’s as televisions slowly started to spread into

rural India, so did the Nirma ad campaign, with its simple message and catchy jingle

“Dudh si safedi NIRMA se aaye, Rangin kapda bhi khil khil jaaye. Sabki pasand NIRMA”..the same jingle has been used since the last 42 years.

Introduce bucket scheme to promote product hamper. Money back guarantee promotion scheme Relies more on advertisements in LOCAL newspapers &

REGIONAL TV channels Ads in Magazines : Gruh sobha, Sarita, Maya etc…

THANK YOU !!!

BHARTIVERMA

MANISHBAHL

AMITKANABAR