ARIEL MARKET PENETRATION STRATEGY

Introduction In 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

In 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

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.

S W O T Analysis Strengths A product of P&G, world leader in detergent segment. Epitomize stain removal, even the toughest stain in 1 st wash. Pioneered the use of enzyme tech. 1 st 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

Strengths

A product of P&G, world leader in detergent segment.

Epitomize stain removal, even the toughest stain in 1 st wash.

Pioneered the use of enzyme tech.

1 st 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

Brand Imprint

Maintaining Technological Superiority

Targeting niche market.

CSR Initiatives

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

Market share Source: Indian Soaps and Toilet Manufacturer Association

People’s Views. Surveyed hundred people in different locations. Common observations were: Poor brand recall value No promotional gifts. Unattractive packaging. Unavailability.

Surveyed hundred people in different locations.

Common observations were:

Poor brand recall value

No 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.

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. STPD Maintaining strong supply chain, besides providing better incentives to the distributors. Promotional offers.

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.

STPD

Maintaining strong supply chain, besides providing better incentives to the distributors.

Promotional offers.

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