Download pdf - Aegis Detergents

8/8/2019 Aegis Detergents

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Launch of a New Detergent

A Snapshot of the Industry

Suggested pricing and TA for thenew product

Positioning Statement

The launch campaign


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The Detergent Industry

Key Players :- HUL, P&G and Nirma

Existing brands :-


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The Branded Detergentindustry in India is wortharound Rs 4500 cr.

The Market - 23 million tons involume

o 7 million tons-bars/ 16 milliontons-detergent powder

o 30% detergent cakes / 70%detergent powder

The industry is currentlygrowing at 2-3%

Dated 2007- 2010Source :- Russell Davies

Imint.com Financial Express

The Detergent Industry


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Ariel Stain Removal

Surf Stain Removal

Henko Stain Removal

Sunlight- Color care

Rin- Whiteness

Tide- Whiteness

Wheel - Whiteness

Nirma Whiteness

Other local brands-

Whiteness

The Competitors


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Grammage and price warsby major players HULand P&G.

Ad- wars by Rin and Tide.

Heavy media spends by

HUL . ( upto 35% morethan FY2008 spends) HUL report.

Current Affairs


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Presenting Aegis

A superior stain removal

system that protects colors.


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The intention is to enter the

stain removal segment at an

extremely competitive

price, to spark off a price war.

Money Matters


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Stain Removal detergents :-

Ariel Oxy Blue Rs 152 / Kg

Surf excel QuickWash Rs 155/ kg

Surf excel Blue Rs 82 / 750 gms

(Approx Rs 114 / Kg)

Henko Rs 119 / 1Kg

Aegis

[Rs 95 / 1 Kg]

[Rs 65 / 750 gms]

The Price Point


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SEC B+, SEC A - F/M (Primarilyfemale as buying decision rests withthem)

Currently use mid range(whiteness) detergent/ Existingstain removal systems.

They love the clothes theywear, because clothes are anexpression of their personality.

They need tough stains to beremoved but want their colors toshine bright.

The Consumer is


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Colors are who you are.

Not Stains.

Under the dirt we accumulate while

doing what we love, lie the true

colors of who we are. Aegis enablesyou to take pride in wearing clothes

that are YOU. Be proud of the

colors, and not the stains.

Positioning Point


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High impact simultaneous

launch of communication

across

Television, Print, OOH, and

events in Gujarat.

One month long campaign

with repeated exposures.

Primary focus on Televisionand print, followed by

events and promotions

Use of ambient media /

Installations

The Launch Campaign Strategy


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Wall paintings on pan/ dirt stains.

Window Wipers in Malls/Supermarkets (Big

Bazaar. Trains / Buses Vinyl stickers on the stains.

Leading Newspapers Faded jacket with

Aegis ad on the Print

Hoardings

The Launch Campaign - Creatives


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Ambient Media


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Hoarding


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Print Ad


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Print Ad


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TVC - Storyboard


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Sumit Das

Suraj Das

Sushmita Nair

Sapna Asnotkar

Tanvi Bhandari

Tanvi Labde

Tanya Kumar

Vandana Pai

Thank You