RIN was a solid blue NSD bar detergent introduced by LBPL in 1984. By 1988, its market share increased significantly compared to 1987, with a 12% increase in the NSD detergent category and 29% increase for NSD bars. However, LBPL suspected RIN was primarily being used for dish washing rather than fabric washing as intended. Various consumer and trade promotion schemes helped increase short-term sales of RIN but were not successful long-term. LBPL faced a dilemma of whether to reposition RIN to target both fabric and dish washing uses or refocus its positioning solely on fabric washing as originally intended.

1. RIN Detergent – To Position or
Reposition
Management Dilemma: To Position or Reposition

2. • LBPL a subsidiary of Lever Brothers International produced and marketed
a variety of consumer products in Pakistan.
• Product line consisted of items shampoos, skin and shaving creams, edible
oils, margarine, toilet soaps, scourers, and laundry detergents in powder
and solid bar forms.
• RIN was a solid, blue NSD bar introduced in 1984.
• Increase in 1988 market share compared to 1987
– The laundry soap - 5%
– NSD detergent - 12%
– NSD bar - 29%
• Dilemma
– Suspicion that RIN was primarily being used for dish washing
Case Snapshot

3. • Several consumer promotion schemes were
used for RIN but none of them was successful
– A Rs 0.50 price-off campaign – 1984
– Discount of Rs 1.00 on two RIN bars on submitting newspaper coupons
– 1985
– Promotional shows and demonstrations
• Post 1985 no consumer promotion scheme
given.
Consumer Promotions

4. • Trade promotion schemes were also used
for RIN but the sales picked only till the
time the promotions lasted (40-60%
more orders)
– e.g. One free bar for every dozen bars
– Lasted 2-3 weeks,
– Offered 2-3 times in a year
Trade Promotions

5. • Positioning is a marketing concept relating to
a process of creating an image of the
product in the minds of the consumer or in
other words create a niche market for itself.
• Repositioning is changing the position of the
product in the market/consumer’s mind
– E.g. Dairy Milk repositioning to Adults
Positioning vs Repositioning

6. • Positioning is a marketing concept relating to
a process of creating an image of the
product in the minds of the consumer or in
other words create a niche market for itself.
• Repositioning is changing the position of the
product in the market/consumer’s mind
– E.g. Dairy Milk repositioning to Adults
Positioning vs Repositioning

7. Option Details Focus Assumptions Cost Implications Priority
Verdict
Option 1 Rin as Fabric
+
Dishwasher
Both usage
targeted
Will uniquely re-position
and differentiate RIN
from competing
products, Caters full
customer base
-Least
-Only advt, and
packaging
4
Option 2 Rin as Fabric
Washer Only
Maintain
Current Brand
Focus
Reinforces current Brand
position, Also Rin is the
only NSD bar in the
market
Expense on new
packg and advt.
1
Option 3 Rin as Dish
Washer Only
Segment that
is actually
generating
sales
Targets the actual
customer,
Brand to be repositioned
33% lesser variable
cost.
Expense on packg,
advt, trade
promotions
3
Option 4 Option 2 +
Option 3
Both usage
targeted with
separate
product
Competitive products for
entire customer base
Doubles the cost of
development,
packaging, advt. and
promotion
2
Positioning vs Repositioning Alternatives