The document provides a case study analysis of the detergent market in Pakistan. It analyzes market share and sales data for major brands like Surf Excel, Ariel, Brite, and Bonus. It then compares Surf Excel and Ariel on factors like target market, price, advertising campaigns, and media spend. Some key points identified are that Ariel targets lower socioeconomic groups despite its higher price, and its market share has remained stagnant despite similar ad spending to Surf Excel. The document proposes repositioning Ariel to target higher SEC groups by emphasizing its time-saving and quality cleaning benefits. It suggests updating Ariel's persona and celebrity endorser to reflect this new positioning.
Surf excel and their strong positioning making dirt good if it is for a social cause, their positioning, target market, segment and strong association with mother sentiments and ariel counter campaign, success of dirt is good campaign
Toko Bunga Surabaya, Jual Karangan Bunga Surabaya, Jual Bunga Papan Surabaya, Jual Bunga Ucapan Surabaya, Jual Rangkaian Bunga Surabaya, Jual Buket Bunga Surabaya, Bunga Ucapan Selamat, Bunga Ucapan Duka Cita, Bunga Papan Selamat, Bunga Papan Duka Cita
Surf excel and their strong positioning making dirt good if it is for a social cause, their positioning, target market, segment and strong association with mother sentiments and ariel counter campaign, success of dirt is good campaign
Toko Bunga Surabaya, Jual Karangan Bunga Surabaya, Jual Bunga Papan Surabaya, Jual Bunga Ucapan Surabaya, Jual Rangkaian Bunga Surabaya, Jual Buket Bunga Surabaya, Bunga Ucapan Selamat, Bunga Ucapan Duka Cita, Bunga Papan Selamat, Bunga Papan Duka Cita
Disclaimer - None of the images used are mine. No copyright infringement intended. I will take down the slides if any person or entity will claim copyright rights over the images.
Introducing the digital strategy for Nivea Skincare.
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Harvard Business School Case Study on Mountain Man Brewing Company by Shashank Srivastava, IET Lucknow under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Disclaimer - None of the images used are mine. No copyright infringement intended. I will take down the slides if any person or entity will claim copyright rights over the images.
Introducing the digital strategy for Nivea Skincare.
A detailed campaign with the objective to increase Nivea's market share and build brand loyalty amongst consumers within the skincare and cosmetics market.
Leveraging Environmental Sustainability at Clorox with Brita, Burt's Bees, an...Sustainable Brands
Presentation on sustainability, marketing, product development, and portfolio management at Clorox with Burt's Bees, Brita, and Greenworks.
Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com
Harvard Business School Case Study on Mountain Man Brewing Company by Shashank Srivastava, IET Lucknow under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Bill Baylis of Medical Account Solutions, Christine Ippolito, SPHR of Compass Workforce Solutions and Armando D'Accordo of CMIT Solutions South Nassau team up to share their knowledge with Medical interns on the subjects of Medical Billing Outsourcing, Employer Obligations and IT Disaster Recovery.
Death by complacency: how fear kills brandsmatthewtye08
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Slide 4: Is you day like the Magic Roundabout when you have the same old problem?
Slide 5: Duck quote - I wish I took my own advice - if it looks, sounds and feels dangerous it is!
Slide 6: Is about things we value in life (it's a reflective question)
Slide 7: Quote from Alexander the Great - the actions of today, can effect you in the future and others
Slide 8: What are you missing?
Slide 9: Do you feel lucky or not? It's other people who win the lottery or have the accidents.
Slide 10: What is complacency
Slide 11: What is complacency continued
Slide 12: We always think we are safe
Slide 13: Shock and Awe
Slide 14: My video (90 second reconstruction) longer video at https://www.youtube.com/watch?v=vrPdw7BuvAI
Slide 15: Why I did it - felt safe and things disappear
Slide 16&17: What are you ignoring
Slide 18&19: What solutions are you applying } 6 slides are reflective
Slide 20&21: What has evolved over time
Slide 22: Quotes that follow incidents
Slide 23: Life
Slide 24: Nightmares you face
Slide 25: Scars psychical and physical
Slide 26: The frustration
Slide 27: The frustration exercise
Slide 28: Little things have the biggest impacts
Slide 29: Facing the demons
Slide 30: Ripple effect - who else faces the effects
Slide 31: Who is expecting you home today
Slide 32: Making a difference - story
Slide 33: Making time to making the difference
If you would like me to talk to your organisation to raise awareness about complacency in the workplace. Please go to either www.inspiringsafety.org.uk or contact me at pauljmahoney@live.com
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Principles of Marketing- Project ProductKanika Saxena
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In this presentation I have made a comparative analysis of Surf Excel and Ariel that belong to the premium detergent segment on the basis of products,advertising strategies and swot analysis etc.Thanks to the previously shared ppt on slideshare
Digging Reasons of Past Success Stories of Regional Brandsdeshwal852
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We made this presentation for client "Nagani Group of Industries" in 2011. This represent Brand Identity Design & Development, Packaging and Advertisements.
Detergent Market in India as of 2015 (Surf Excel, Ariel, Nirma, Wheel, Tide, ...Arjun Parekh
Porter's Five Forces, Porter's Generic Strategies, STP, Perceptual Map for all of the following.
1) Surf Excel vs. Ariel,
2) Nirma vs. Wheel,
3) Tide vs. Ghari
This .ppt originally contained video but I had to remove them due to size issues.
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Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
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Topics covered:
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UI automation Sample
Desktop automation flow
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Session Overview
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Ariel in Trouble
1. Case study
Group Members:
Husain Karrar
Nadir Rahim
Wajahat Bukhari
Ali Jiwani
Salman Kaleem
Ahmer Mehdi
BRAND MANAGEMENT
2. Overview – Pakistani Market
Total market size by volume= 162,211 tonnes
Total market size by value= Rs. 19 billion
Detergent Market is growing by 5.7% annually for the past 2 year
Companies By Volume By Value
Unilever 45,000 8 billion
P&G 9,000 2 billion
Colgate Palmolive 80,000 8 billion
Rest 28,000 1 billion
3. Continued ……..
Brands By Volume By Value
Surf 25,000 38 billion
Bonus 35,000 21 billion
Brite 10,000 16 billion
Ariel 6,000 11 billion
Express 4,000 5 billion
Rin 2,000 3 billion
Rest 18,000 5 billion
Market Share By Volume (%) By Value (%)
Urban 73 79
Rural 27 21
4. Where Does Ariel Stands…….??
On price its competing with Surf Excel and Brite
1. Ariel Rs 210
2. Surf Rs 200/kg
3. Brite Rs 170/Kg
Rin, Express and Ariel are all going for SEC B
‘karak daar safaidi’
Its going one on one with surf excel as well
Surf Excel ‘dadi ek minute’
Ariel ‘Sirf ek dhulai’
5. Comparative Analysis
Factors Surf Excel Ariel
Launch 1960 1998
Target market Mothers belonging to SEC A and B+ Housewives belonging to SEC B and B+
Price Rs. 200/kg Rs. 210/kg
Packaging Blue , pink and orange. Vibrant and Green and white.
attractive
Consumer 1) Approach- avoidance attitude of 1) Housewives associate strong pleasant
insight mothers. fragrance with cleanliness
2) Mothers want their kids to 2) Housewives are pulled towards
develop, learn and have fun functional benefits
3) But they don’t want dirty clothes to 3) Housewives perceive SKU’s which are
reflect on their love for their bigger to have greater quantity of
children and their competency as detergent
good mothers
6. Comparative Analysis
Factors Surf Excel Ariel
Brand Dirt is Good” / “Dagh tu achay hotain Initial positioning: to switch soap users
positioning hain (indirect route to persuasion)
Ad Appeal Functional and Emotional Functional and benefit
Campaigns 1990 - Tough on stains, soft on hands 2000 - Ariel Maa Campaign
1996 - Jaisa bhi daag ho, surf excel 2008 - Ariel longest kurta ad with Tariq Aziz
hai na 2008 - Ariel challenge with Zubeida Tariq
2005 - Dirt is Good 2009 - Ariel Bachat tip with Zubeida tariq
2007 - Games masti 2009 - Garam pani Thanda pani
2009 - Meetha/Khara pani 2010 - Ariel housewives ad
2010 - Dadi ek minute 2011 - Ariel housewives ad
2011 - Tools for school
7. Comparative Analysis
Factors Surf Excel Ariel
Brand activation and BTL activities 1) School Campaigns to 1) Blind tests
carry out Art/Paint
competitions & giving 2) Celebrity endorsements
prizes on door-to-door basis e.g.
Mr. Faisal Qureshi
2) Fun-oriented activities in
amusement parks to 3) Metro cash and carry
engage families & giving campaign
out gift hampers
3) Games masti
4) Tools for school
8. Comparative Analysis
Factors Surf Excel Ariel
Point of Parity among two Stain removal Stain removal
brands
Packaging & sizes Both the detergents are available in same sizes and packaging
Bleach Content Comparatively lower Higher content of bleach
Name Surf is a generic name. Thus Surf has a competitive
with time it has become a advantage as it creates
generic name for the association in the minds of
detergents category consumers
9. Media Spend
BRANDS 2009 (In Millions) 2010 (In Millions)
SURF 360 480
ARIEL 340 460
BRITE 120 160
BONUS 90 120
10.
11.
12.
13.
14.
15. Current Persona of Ariel in Pakistan
A chubby middle aged
woman
Limited budget
Travels in a rickshaw or other
public transport may be a
bike with husband
Has two three naughty kids
Not modern or stylish
Puts her husband and kids
before herself
Its the question of her pride
when it comes to clean
clothes of her husband and
children
16. Fundamental Questions
Why does Ariel still target the lower segment
when it charges a price equal to Surf Excel…?
Why are the market shares of Ariel still stagnant
when they spend as much as Surf Excel on
advertising…?
17. Points to Ponder
A brand should stand for something
Ariel’s wrong initial target market:
Soap users (Indirect competitors) and were consistent with it over the years.
Did not look at its direct competitors
Ariel is a Premium priced brand, but it caters to lower classes
Is under positioned
Even though the major chunk of Ariel’s share belongs to Urban Markets , their
communication ideas still show housewives belonging to rural markets.
AD spend by Ariel is similar to that of Surf Excel, but it failed to increase its market
share
Position benefits instead of emotional appeal
Advertising has no “punch”
Surf a generic name, Ariel not a generic name. Surf has more top of the mind
recall (law of category)
18. Proposed Positioning
Reducing price not an option
So target A and B+ core target-
A premium brand that quickly cleans clothes
It saves time effort and has high quality cleaning capabilities
and aroma
Therefore, in ads show a pretty house with well dressed
people who want products that save time and effort.
19. Proposed Persona
A middle aged SEC A
woman age bracket 30-38
with a kid not necessarily
a house wife.
She may be a working
woman who manages the
house along side work.
She travels in a car driving
herself or with driver and
has to maintain a balance
between work and family
and to her time is money
She does not compromise
on quality.
20. Proposed Celebrity Persona
Bushra Ansari Nadia Hussain
Having her would have If they want to go with
the additional benefits of the working women with
longer commitment young kids they can
reliability and take Nadia Hussain as
established brand well and she fits the
because she is older proposed persona very
and well known well.
22. Alternate Solution or a New
Dilemma?
P&G only has Ariel to cater one segment. It should bring
more brands in this category to become the market leader
Tide ( Positioned above Ariel)
But Tide is a middle tier brand in India and a Top tier brand in
USA and UK.
How they will go in Pakistan?
Editor's Notes
Unilever ad Colgate Palmolive each have three detergent brands to cater to different markets and hence are able to achieve higher shares.