Reliance Retail sold a house brand called “Sudz”. Sudz was envisioned as a cost-effective detergent, giving comparable wash as some of the costly, established brands in the market. A general manager of Reliance Retail, Parul was going through the dilemma- promote or not to promote. Will promotion really increase the sales of Sudz

1. Consumer Choice between House
Brands and National Brands

2. Business Dilemma
• Reliance Retail sold a house brand called “Sudz”.
• Sudz was envisioned as a cost-effective
detergent, giving comparable wash as some of
the costly, established brands in the market.
• General manager of Reliance Retail, Parul was
going through the dilemma- promote or not to
promote.
• Will promotion really increase the sales of Sudz?

3. Types of promotion
• SKU(stock keeping unit)
• TPR(temporary price reduction)
• Parul planned to go for TPR model as value
proposition for sudz arose from the fact of
lower price.

4. Effects of price promotion
• Brand switching.
• Adverse impact on perceived quality.
• Purchase acceleration.
• New customers.
• High demand less supply.

5. Laundry Detergent Market India
• HUL accounted for 35% market share
nationally (with product brands Rin, wheel,
surf)
• Proctor& Gamble was with about 10% market
share.
• Reliance Retail sold aerial, tide(P&C);Rin,
wheel,surf(HUL);Henko from Henkal and its
home brand Sudz.

6. DATA ANALYSIS
• Data has been analyzed by using markov chain
model to understand the purchase behavior of
customer.
• To use loyalty card program and tag each
purchase to a unique customer which helps in
identify brand switching.

7. Data Visualization In MS Excel
Promotion PeriodAriel Henko Rin Sudz Surf Tide
Ariel 42.18% 0% 8.89% 10.62% 22.69% 8.12%
Henko 0% 52.78% 16.67% 0% 16.67% 8.33%
Rin 3.75% 1.67% 61.89% 6.10% 13.35% 5.42%
Sudz 1.02% 0.70% 17.66% 47.86% 20.58% 6.93%
Surf 5.01% 2.16% 6.71% 7.19% 59.13% 9.80%
Tide 7.37% 0.52% 7.64% 2.60% 19.77% 47.10%
Wheel 7.34% 5.15% 15.49% 3.67% 21.69% 16.84%
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