Ariel Market Penetration Strategy.

53,686 views
52,586 views

Published on

marketing, ariel

4 Comments
10 Likes
Statistics
Notes
No Downloads
Views
Total views
53,686
On SlideShare
0
From Embeds
0
Number of Embeds
144
Actions
Shares
0
Downloads
2,394
Comments
4
Likes
10
Embeds 0
No embeds

No notes for slide

Ariel Market Penetration Strategy.

  1. 1. ARIEL MARKET PENETRATION STRATEGY
  2. 2. Introduction <ul><li>In 1991, Procter & Gamble India launched Ariel detergent. </li></ul><ul><li>Compact Detergent </li></ul><ul><li>The Enzyme Technology </li></ul><ul><li>Smart Eyes Ariel'Sirf yaadein taaza rakhe, daag nahin </li></ul><ul><li>Superior cleaning in a choice of fragrances </li></ul>
  3. 3. The Umbrella Of P&G <ul><li>ARIEL FRONT-O-MATE </li></ul><ul><li>ARIEL FRESH CLEAN </li></ul><ul><li>ARIEL SPRING CLEAN </li></ul><ul><li>ARIEL ULTRAMATIC </li></ul><ul><li>TIDE </li></ul>
  4. 4. 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.
  5. 5. S W O T Analysis <ul><li>Strengths </li></ul><ul><li>A product of P&G, world leader in detergent segment. </li></ul><ul><li>Epitomize stain removal, even the toughest stain in 1 st wash. </li></ul><ul><li>Pioneered the use of enzyme tech. </li></ul><ul><li>1 st to introduce different fragrances in detergent. </li></ul><ul><li>Weakness </li></ul><ul><li>Poor promotional activity. </li></ul><ul><li>Intermittent availability. </li></ul><ul><li>Improper pricing strategy. </li></ul><ul><li>No advertisement recall value </li></ul><ul><li>Opportunity </li></ul><ul><li>5700 crore detergent market. </li></ul><ul><li>A big untapped rural market. </li></ul><ul><li>Has the potential to become the market leader. </li></ul><ul><li>Threats </li></ul><ul><li>Existing players </li></ul><ul><li>Spurious/counterfeit products in rural areas </li></ul><ul><li>Aggressive price competition </li></ul>
  6. 6. <ul><li>Brand Imprint </li></ul><ul><li>Maintaining Technological Superiority </li></ul><ul><li>Targeting niche market. </li></ul><ul><li>CSR Initiatives </li></ul><ul><li>Why TIDE When There is ARIEL ?????? </li></ul>Sustainable Competitive Advantage
  7. 7. Market share Source: Indian Soaps and Toilet Manufacturer Association
  8. 8. People’s Views. <ul><li>Surveyed hundred people in different locations. </li></ul><ul><li>Common observations were: </li></ul><ul><li>Poor brand recall value </li></ul><ul><li>No promotional gifts. </li></ul><ul><li>Unattractive packaging. </li></ul><ul><li>Unavailability. </li></ul>
  9. 9. New Face of Ariel <ul><li>ARIEL SILK : specially for silk and delicate clothes. </li></ul><ul><li>ARIEL SMART : for woolen clothes and blazers. </li></ul><ul><li>ARIEL INSTANT : for removing stain immediately. </li></ul><ul><li>ARIEL BAR : dissolution bar specially for washing machines. </li></ul>
  10. 10. Recommendations <ul><li>Better punch line so that it has good brand recall value like : </li></ul><ul><li>ARIEL KI DHULAI,DILO KO PAAS LAYI </li></ul><ul><li>Association with popular people. </li></ul><ul><li>Implementation of Four Ps. </li></ul><ul><li>STPD </li></ul><ul><li>Maintaining strong supply chain, besides providing better incentives to the distributors. </li></ul><ul><li>Promotional offers. </li></ul>
  11. 11. THANK YOU

×