RIN in Pakistan

RIN in Pakistan
Solid, blue NSD bar introduced by Levers in

Price of 130 gm bar

1984
130 grams bar introduced first, priced at Rs
2.95

3.5
2.95
3

3.15
2.65

2.5

2.15

Advertising budget of Rs. 5.7 million allocated

for the introduction of RIN
Prices changed constantly to attract customers
None of the sales promotion schemes
successful

1.5
1
0.5
0
Apr '84

Dec '84

Mar '85

Jul '85

RIN in Pakistan Sales promotion

activities
Price cuts constantly introduced Expected sales increase of 50%
Discount offered on the exchange of newspaper coupon and purchase of 2
RIN bars
Exchange of RIN wrappers to avail discount benefits
Free RIN samples demonstrated at womens association meetings, Juma
Bazaars
Leaflets widely distributed to create awareness about usage of RIN

RIN in Pakistan Brand

misconception
Consumers confused about the initial ad campaign
Associated lightning and thunder with rain
Considered that clothes could not be washed outdoors in rainy weather

RINs blue packaging associated with traditional dishwashing bars

Perceived as a dishwashing bar reinforced by the survey results 65% use
for only dishwashing

RIN in Pakistan New strategies

Introduced the new 125gm and 250gm bars, scrapped the 130gm bar
New ad campaign with matronly looking movie star emphasis on cloth
washing capabilities
Trade promotion introduced 2 to 3 times a year Buy one get one free policy

Result:
Sales crossed 1000 tonnes mark for the first time in 1987 with the introduction
of these strategies