ARIEL MARKET PENETRATION

STRATEGY
 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
 ARIEL FRONT-O-MATE

 ARIEL FRESH CLEAN

 ARIEL SPRING CLEAN

 ARIEL ULTRAMATIC

 TIDE
 Segmentation of Detergent
market in India

Segmentation Of
Detergent
Powder Market

Premium
Mass Market
Mid – priced
Ariel- Ultramatic &
Wheel , Fena,
Spring clean Surf Surf Excel Blue, Tide,
Nirma,Ghadi etc.
-Automatic & Quick Stain Champion
wash,
 SWOT Analysis
Strengths Weakness
 A product of P&G, world leader in  Poor promotional activity.
detergent segment.
 Intermittent availability.
 Epitomize stain removal, even the
toughest stain in 1st wash.  Improper pricing strategy.
 Pioneered the use of enzyme tech.  No advertisement recall value
 1st to introduce different fragrances in
detergent.

Opportunity Threats
 5700 crore detergent market.  Existing players
 A big untapped rural market.  Spurious/counterfeit products in
rural areas
 Has the potential to become the
market leader.  Aggressive price competition
 Sustainable Competitive Advantage

 Brand Imprint

 Maintaining Technological Superiority

 Targeting niche market.

 CSR Initiatives

 Why TIDE When There is ARIEL??????

 Market share
2% 18% 13%

29% 38%

P&G
HUL
Nirma
Henkel SPIC
Other

Source: Indian Soaps and Toilet Manufacturer Association

 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
 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

• 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