Sheen Detergent Paste Case Study

Darshit Mehta - 30

What positioning platform should this new mix follow? Providing clean clothes is a symbol of caring for women and hence this can be highlighted well in Sheens positioning. An emotional connect has to be communicated between clean clothes and a housewifes satisfaction. The convenience of replacing powder, bar and neel with just one paste should be secondary as far as positioning is concerned as it hasnt been received well by the target group.

How should Sheen Paste leverage on the existing equity of sheen franchise? Sheen as a brand has been there for years and has good connect with the current users. It has also been observed that women generally do not switch brands and maintain a good amount of loyalty towards the brand they use. Hence, through this the current users of Sheen bars and powder can be targeted and existing equity of Sheen franchise can be utilized.

What packaging option to select? From the option of Tub, Nozzle, Stand-up Pack and Poly Pack it has been observed that Tub ranks highest in as much as 9 parameters out of 11 like wastage, quantity control, value for money, storage, etc. Therefore Tub becomes the obvious choice for packaging.

On what propositions should the launch campaign be anchored? Mr. Chatterjee has boiled down to two propositions out of which he is confused which to choose. The mix can be applied directly on the dirtiest spots because it is an all-inone product that replaces a powder, bar and neel. It removes yellowness and dinginess to give you dazzling whites because it absorbs into the fabric to extract even the most stubbornly embedded dirt. However in STM they observed that people choose performance over convenience and hence the fact that the paste replaces all three viz. powder, bar and neel is not very appealing in the eyes of the consumer. Therefore, Sheen should adopt the second option for its proposition in launching the product.

What creative execution strategy should be used to communicate the proposition? As the proposition talks about product performance, it has to be practically shown in person atleast to a small proportion of people by visiting homes and having exhibitions or workshops where free samples can be distributed. Even the print and TVC will have to follow the same route of expressing performance of the product and giving less importance to convenience.