1. Sachet with
Ecobag
in
MR
ROI = (Increment in projected income due to free sample
distribution)/(Cost of Sachet + Price paid for co-branding with
MR’s + Operational Cost))
Promotion in
cloth retail
stores
ROI = (Increment in projected income due to promotion in cloth
retail)/(Cost of preparing the posters + Price paid for cloth
retailer+ Design cost of poster/standee)
Place where
washing
machines are
sold
ROI = (Increment in projected income due to promtion in
electronic goods stores)/( Cost of banners/standee/promotional
+ Price paid to Electronic good retailer)
Online
promotion on
sites where
washing
machines are
being sold
ROI = (Increment in projected income due to online
promotion)/(Cost of paid to the websites per click + Cost of
designing/updating/maintaining the advertisement/webpage)
Team Name: Two and a half Men; Institute: Management Development Institute
Participants ID No. Mobile No. Mail ID
Rahul Kumar Gupta 12P157 7838042678 pg12rahul_g@mdi.ac.in
Dipesh Devani 12P018 9910811135 pg12dipesh_d@mdi.ac.in
Saurabh Saxena 12P167 9711166006 pg12saurabh_s@mdi.ac.in
Matic Market Insights
From the primary survey in urban market, we found that by and large consumers had
the following preconceived notions in their minds:
A detergent is a detergent, and separate category for washing machine(WM) is
just a gimmick for increasing spends, it would not create impact on washing
The costlier the detergent, the better wash it can achieve irrespective of
category
The quantity of detergent prescribed on a WM is exaggerated and same
cleanliness is achieved by less detergent of standard use
Consumers are unsatisfied with the cleanliness provided by WM. Rather they
prefer to get their clothes washed by hands with collar and stain emphasis.
The objective of communication - making consumer aware of the difference in using
various categories of detergent.
Role of Marketing Brand Manager:
 Benefit Focus (Recommended): Targeting tier A market, with broader reach of
message. Since the perceived wash quality is same in both cases, the objective
would be to make aware of significant wash quality difference by using Matic
category detergent over standard detergent specifically for WM.
 Sample Communication in current In-store touch points: “Other normal detergents
are not specifically made for WM. ‘You’ might have experienced the same after
when you washed your clothes using those detergents and found unsatisfactory
results; To solve yourproblem Ariel Matic has been specially designed for WM to
keep yourclothes clean and new”
Increasing trials at lower cost (role of Key Account Managers):
 In store promotion of Matic with WM by co-branding and providing sample on
Eco-bags provided in Modern Retail Outlets
 Promotion of Matic with WM in cloth retails through banners, e.g. “Washing
instructions for Cotton”, overhanging display “Wash these clothes with Matic”
Additional Touch points:
Targeting multi-brand retail in-store promotion during purchase of WM through
machine shaped Matic boxes (behavior change touch point for switching to Matic
category from standard category), cloths (wash instructions), and information for
Matic on sites of online retailing where customer who is about to purchase WM
usually visits (e.g. CompareIndia.com, Junglee.com).
Shelf: Design of product and shelf space for placement (on corners)
SuggestedPromo Tagline: “Now machines can wash clothes better than hands”
Design is based on shape of washing machine, to create an image of exclusivity. The
corners of shelf will be targeted, since buying detergent is secondary purchase
reminder, instead of primary thought for purchase.
ROI Critical Analysis
Sources:
1. Primary survey of 23 customers and 2 drycleaner service in Sec14, Gurgaon
2. Shelf Space Allocation and Profit Maximization in Mass Retailing by Curhan,
Ronald C, Journal of Marketing. Jul1973, Vol. 37 Issue 3, p54-60. 7p
Fig.1 Fig.2
Suggested Shelf Design:
Machine shaped shelf (Figure 1)
Suggested Packaging: Machine
shaped box (Figure 2) for
optimized shelf space
III.
II.
*Highlighted text represents critical cost components
I.
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