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Ariel n tide
The document outlines P&G's detergent products, primarily focusing on Ariel and Tide, highlighting their market positioning, target demographics, pricing strategies, and distribution networks. It includes a SWOT analysis showing strengths such as brand loyalty and weaknesses like higher prices, alongside opportunities in rural markets and threats from competition. Additionally, it discusses promotional strategies, emphasizing emotional and social appeals in advertising, as well as the importance of supply chain innovations.
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Ariel n tide
- 1. P&G Products Presented By: BhavinAgrawal (02) Nikita Balar (04) Malvi Bhatt (08) Ishani Dave (14) Nitin Madhavi (28) Kushal Mehta (31)
- 2. • American multinationalconsumer goods company • Home Care brands - detergents – Premium Priced Product : Ariel • Market Share: 6% • Maintains Technological Superiority Impression • Quality Conscious consumers – Mid Priced Product: Tide • Market Share: 13.5% • Outstanding whiteness • Price Conscious consumers http://www.indiafoodbrief.com/index.php/from-the-editors-desk/130690-the-big-suds
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- 4. Segmentation •Demographic: Gender: Female Age: 25-35years, 36-45 years, 46-55 years Upper class, Upper Middle class •Occupations: self-employed, skilled workers •Psychographic: Culture-oriented, Sports-oriented •Behavioral: Benefits: Quality, Service, Speed User Status: Regular User, Potential User, Non-user Demographic: Gender: Female Age: 18-28 years, 29-39 years, 39-49 years, 50-55 years Middle class •Occupations: Self-employed, skilled workers, Unskilled workers •Psychographic: Culture-oriented, Outdoor-oriented Behavioral: Benefits: Speed, Whiteness User Status: First-time user, Regular user, Non user
- 5. Target Market •General Consumershaving frequent stain problem on cloths •Quality Conscious consumers •Washing Machine Users •Female Age: 25 to 50 years •General Consumers who are concerned with the whiteness of the cloths only •Price Conscious consumers •Female Age: 18 to 54 years
- 6. Positioning • Removes toughstains • Superior technology • Importance to quality • Outstanding whiteness • Low Price
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- 8. SWOT Strength - World leaderin detergent segment Quality detergent – can remove the toughest stains - 1st to introduce fragrances in the market Weakness - Higher price - Strong competitors Opportunity Threat - Big untapped rural market - Can use its brand imprint in the minds of people to increase its customer base - Various lower priced products available in the market - Counterfeit products in rural areas
- 9. SWOT Strength - Benefit orattribute over other products in the same category - Leading market position - Lower price and good quality Weakness - Substitute products available - Strong competitors Opportunity Threat - High potential of rural market has a lot of opportunities - Changing lifestyle of people want cheap product with good quality - Price wars with competitors - Counterfeit products in rural areas
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- 12. Change In PackagingOf Tide
- 13. 500gm -48rs 1kg -96rs 2kg - 192rs 4kg - 382rs 6kg - 568rs 150 gm - 10rs 750 gm - 39rs 1kg - 64rs 500gm - 43rs 1kg - 85rs 2kg - 192rs 4kg - 382rs 6kg - 568rs
- 14. Change In PackagingOf Ariel
- 15. 500gm – 94rs 1kg– 185rs 2kg – 369rs 1kg -105rs 2kg - 205rs 500gm -94rs 1kg - 195rs 2kg - 388rs 1kg - 160rs 2 kg - 369rs
- 16. Pricing P&G uses followingpricing strategies • Competitive pricing • Product line pricing • Optional feature pricing
- 17. Competitive Pricing • Settinga price in comparison with competitors. • A firm has three options and these are to price lower, price the same or price higher
- 18. Product Line Pricing •Pricing different products within the same product range at different price points.
- 19. Optional Feature Pricing •Offer Optional features and services along with main product
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- 21. Emotional Appeal This commercialadvertisement of Tide does the Emotional Appeal. In this we see that tide shows that the Tide it gives better whiteness with less efforts to be done. The line “Behtarin Khushboo, aur Hatho Ki Narmai” and “Mrs. Ke Mulayam Hatho ko Dekho” shows that husabnd cares for her wife and wife gives whitness to her husband’s cloth.
- 22. Social Appeal This commercialof Ariel does the Social Appeal regarding the Respect of the women that they are not made to do only household work. Present era they are working hand-in-hand with the man. So, man must also help to do her work.
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- 24. Repositioning • Superior technologyand created fragrance oriented detergent powder • Lot of attention to cleanliness, freshness • After observing that tide was not capturing the lower segment of the market it repositioned itself by slashing down the price of the detergent. • Also introduced detergent sachets • Introduced detergent bars to gain more acceptances in India specifically in the rural markets
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- 27. Distribution Strategy • Themost important aspect of the fast moving consumer good is its distribution channel strength. This is because the market for FMCG products is competitive and so, there are a lot of substitutes present. • Tide was actually passed on to the already present distributors, resulting in a time saving proposition for the product to reach its customers.
- 28. • P&G CEOMr. A.G. Lafley agrees about the excellent distribution network that Hindustan Unilever Ltd. has and states that the main reason has been its presence in India for about 100years. • He also says that in order to do give HUL a run for their money, P&G will have to do something innovative as far as the supply chain is concerned. Actual Situations As per P&G’s policy, it measures customer satisfaction in two levels. Firstly, the consumer is not satisfied if the consumer goes to a shop to buy Tide and finds out that it is not available. So what happens the potential consumer ends up buying a rival product. • P&G plans to bring new techniques and ideas for improving its supply chain. It plans to- • Building collaborative supply chains at several levels • Ensuring that the manufacturing sites serving both global and local customers are highly responsive to changes in demand, based on real time data for the stores
- 30. Push & PullStrategy
- 31. P&G • As thecompany manufactures the FMCG convenience/ necessity goods • So the distribution network of the company needs to be very strong and proactive. • Promotional Strategy – P&G insists on a pull strategy – Heavy promotional advertising
- 32. Pull strategy • Priceoff deals: Reduction in the prices of its Tide and Ariel brands by 20-50 % • Packet price: 1 kg – Ariel : Rs 135 to Rs 99 – Tide : Rs 85 to Rs 46 • Strategy – Promote sachet experience – Get the masses to experience their products
- 33. • Manufacturer • Priceoff deals • Consumer • Attracted towards product • Specially price conscious consumers • Expansion of Ariel market • Reseller • Stocks and Supplies accordingly
- 34. Problem • People wereunable to differentiate between Ariel and Tide detergent. • Specially Ariel detergent users as they were more quality conscious and loyal as it is high tech product.
- 35. Push Strategy • Heavyadvertising – Advertising agency: Saatchi & Saatchi • Manufacturer • Promotional Advertisement • Reseller • Stocking product • Reseller promotion • Consumer • Product Use
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- 37. Target people inspecific roles
- 39. Encouraging problem recognition throughcommunication
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Editor's Notes
- #3 Concentrating all marketing efforts on a small but specific and well defined segment of the population.