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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