Presentation Transcript
ARIEL MARKET PENETRATION STRATEGY :ARIEL MARKET PENETRATION STRATEGY
Introduction :Introduction In 1991, Procter & Gamble India launched Ariel detergent.
Compact Detergent
The Enzyme Technology
Smart Eyes Ariel'Sirf yaadein taaza rakhe, daag nahin
Superior cleaning in a choice of fragrances
The Umbrella Of P&G :The Umbrella Of P&G ARIEL FRONT-O-MATE
ARIEL FRESH CLEAN
ARIEL SPRING CLEAN
ARIEL ULTRAMATIC
TIDE
Segmentation of Detergent market in India :Segmentation of Detergent market in India
SWOT Analysis :SWOT Analysis Strengths
A product of P&G, world leader in detergent segment.
Epitomize stain removal, even the toughest stain in 1st wash.
Pioneered the use of enzyme tech.
1st to introduce different fragrances in detergent. Weakness
Poor promotional activity.
Intermittent availability.
Improper pricing strategy.
No advertisement recall value Opportunity
5700 crore detergent market.
A big untapped rural market.
Has the potential to become the market leader. Threats
Existing players
Spurious/counterfeit products in rural areas
Aggressive price competition
Slide 6:Brand Imprint
Maintaining Technological Superiority
Targeting niche market.
CSR Initiatives
Why TIDE When There is ARIEL?????? Sustainable Competitive Advantage
Market share :Market share Source: Indian Soaps and Toilet Manufacturer Association
People’s Views. :People’s Views. Surveyed hundred people in different locations.
Common observations were:
Poor brand recall value
No promotional gifts.
Unattractive packaging.
Unavailability.
New Face of Ariel :New Face of Ariel ARIEL SILK: specially for silk and delicate clothes.
ARIEL SMART: for woolen clothes and blazers.
ARIEL INSTANT: for removing stain immediately.
ARIEL BAR: dissolution bar specially for washing machines.
Recommendations :Recommendations Better punch line so that it has good brand recall value like :
ARIEL KI DHULAI,DILO KO PAAS LAYI
Association with popular people.
Implementation of Four Ps.
STPD
Maintaining strong supply chain, besides providing better incentives to the distributors.
Promotional offers.
THANK YOU :THANK YOU