4. OUTLINE
The project is about Ariel’s marketing mix and we have
recommended some changes in the two major Ps of this
product.
The Ps in which we recommended some changes is
Product and Promotion.
Furthermore it contains:
- Introduction of Ariel
- Competitor’s analysis and SWOT analysis
- Brief introduction of previous Ps (Product and
promotion)
- Our recommended Ps (Product and Promotion)
5. INTRODUCTION
• Brand of proctor and gamble.
• Launched in Pakistan in 1997
• Impeccable cleaning in stain removal.
• Unique ingredients
• Ariel is a Market Challenger
• One of the most used brands
• Main competition Surf Excel
• No clear point of differentiation or USP
• Trying to create image of economical detergent
7. SWOT ANALYSIS
Opportunities
• Rapid market growth
• Changing customers needs
& wants as life style change
• To create relation with
society on the social
marketing basis
• Pakistan peoples moves
from soap to detergent
• Savings are more important
due to economical issues
Threats
• There is very tough
competition in detergents
markets
• Low profit margins
• Smuggled brands of CHINA
• New competition in the
market
• Heavy promotion of other
brands
• Increases in prices due to
fuel prices
8. STRENGTHS
• Enjoying economies of scale
• Good will in the market
• Strong financial position
• Have Strong distribution
channel in Pakistan
• Abundant financial
resources
• Good brand name
• Well brand image
• Committed employees
WEEKNESS
• Weak spending on “R & D”
• Internal operating problems
• Low promotional activity
11. RANGE
Arial has diversified its product range in the recent years. It
includes:
• Ariel excel gel
• Ariel powder
• Ariel excel liquitabs
• Ariel tablets
But in Pakistan they only have one product in the
category of washing detergents.
12. Quality:
• Complies with International Quality Standards .
• Most of the goods are CE and FCC approved and meets the
requirements of customers.
Packaging:
• Packaging of Ariel is quite attractive
• Includes eye catching colors like green, white and red
• good color combination as well and the material used for the packet
is also good.
13. • Good brand name
• Precise and short
• Easy to remember
• Logo is eye catching
Branding
14. PROMOTION
The promotion consists of all the different techniques of
promoting a product which includes advertising through
print media, electronic media etc. It includes the
following:
• Advertising
• Sales promotions
• Public relations
• Direct marketing
15. Ariel is just using the following mediums of
promoting their brand:
• Radio advertisements
• Stands in shops (very few)
• Occasional billboards
• Tv commercials
They are not being involved in any personal marketing
which enhances and increases customer awareness
and perception about the product.
16. OUR RECOMMENDATIONS
• Ariel has a very good market in Pakistan
• Huge brand name for Surf Excel
• Many people generally in Pakistan identify any
detergent as Surf.
• Ariel needs to buck up their promotional campaign
• Should improve their Product as well
• should improve their Product as well
17. PRODUCT
• Product is a very important marketing mix
• The Quality of Ariel is very good so we won’t suggest
any changes in it because it is already competitive
enough.
• Major change which is required is in Features/Range
• People want to see more options in Ariel
• Ariel should also come up with line extension
• Variety in product always attracts customers
• It will also expand its market
18. According to our research in which we conducted personal
interviews one of the questions was:
• Do you prefer detergents with lots of range or extensions
to choose from or just a one simple detergent?
56%
44%
NO YES
19. • The brand name Ariel is good.
• But what it needs to amend is its tag line
• They should focus on one aspect or a point of
differentiation from competitors and that is SAVINGS
• Ariel is trying to portray itself as an economical and good
detergent.
• We suggest that the tagline should be
“Mehngai aur Daag Dono Ko Dhodalay”
20. • At the back of the packet
• Include small tips for women like how to store different
eatables for long or money saving tips like home
remedies etc.
• This would make the packaging more attractive
• In order to save some money a bit cheap raw material
could be used
• Ariel could ask packages to use a bit thin paper to make
the packet.
• Packaging is very important but a little bit cheap raw
material will not have an effect on sales
21. PROMOTION
Promotion is a very essential part of the marketing mix
As mentioned before promotion includes the following
major things:
• Advertising
• Sales promotions
• Public relations
• Direct marketing
22. Advertising
Ariel is using low budget promotional strategy
In advertising we are going to use both the print media and
the non-print media.
• Television commercials which are going to be run on
drama channels.
• In printed media, the company can also make
advertisements in magazines and billboards. Magazines
will include cooking magazines and women digests.
23. SALES PROMOTION
• Coupons and scratch and win offers will be.
• Trade promotions include obtaining distribution
and shelf space encouraging retailers to
advertise our brand. The retailers will be given
incentives to promote our product and to keep
our stands and banners etc.
• Sponsoring boards for stores which will have
the tagline and logo of Ariel.
24. PUBLIC RELATIONS
• Sponsoring upcoming events associated with women like
the exhibitions of home accessories or women clothes.
• Arranging a food melas in three major cities of Pakistan,
this will have two benefits. One is that money could be
earned in the form of stalls and tickets and secondly PR
will improve.
25. DIRECT MARKETING
Creating fan pages on social networks like
Facebook and Twitter, females can get tips
online. They could also enter a lucky draw
online by answering a few questions about
Ariel.
26. CONCLUSSION
Improving promotional activity and improving
the product will help increase sales and
secondly reducing price just a little bit and
saving money from packaging would result in
success.
