Marketing & Competition Analysis

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Introduction | History Top Indian Players | Market Share Marketing Objectives | Strategies Segmentation | Growth Opportunities Understanding Consumer Needs Pricing | Marketing Strategy Competitive Advantages | Promotion/AD Campaign Environmental Change and Innovation Consumer Satisfaction and Research Competitors : Ariel | Recommendation & Suggestions Conclusion

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3 Million Tonnes + 98 percent Penetration in India CAGR -10 per cent € Consumption Pattern Increase 55 per cent Urban (14 percent users of Washing Machine) 45 per cent Rural € Major Players ƒ ƒ ƒ ƒ HUL Nirma Ghadi P&G Source : Business Standard. 29-11-07 .€ Fabric Wash Market in India ƒ ƒ ƒ ƒ Total Market Size Rs. 8800 Crores Total Volume.2.

Ad campaign ³ Good news. 2006 ± Rin ± Supreme BAR. 1970 ± Launch of Nirma Power. Ad Campaign ³ Daag Doonthe rah jaoge´ was launched. Brand Lalitajee launched. 1996 ± Surf Excel launched. Ad Campaign ³ Jaise bhi Daag ho. 1990 ± Emergence of concentrate & Mid price segment powers. Surf Excel hai na´ 2003 ± Surf Excel Quick wash launched ³ Ad campaigns on Shortage of water across country´ 2005 ± Ad Campaign ³ Daag Acche hai na ³. Bad news ³ .History of Hindustan Lever 1959 ± HUL Introduced SURF.

Ultramatic & Spring clean Surf -Automatic & Quick wash MID PRICED Surf Excel Blue.Ghadi etc. source : IMRB .Laundary Care Market Washing Powder (51 percent) Segmentation Of Detergent Powder Market Detergent Bars Liquid (New Entrant) PREMIUM Ariel. Fena. Nirma. Stain Champion MASS MARKET Wheel . Tide.

7% P&G in Indian Market Rating 8/7 Approaching New Markets Launching Product Extensions Maintain Brand Loyalty Switch Consumers from Existing Brands in the present Market Product Innovation Increase Brand Loyalty COMMON MARKETING OBJECTIVES .R&D for new product innovations .Increase Frequency of Usage .Ensure top-of-the-mind recall .Launching Variants in the Washing Machine Category .Surf Excel To continue market leadership 37.8% in Indian Market Ariel To increase market share 7.

55/Rs.109/- SURF EXCEL BLUE Rs.41 - SURF EXCEL AUTOMATIC Rs.20/Rs.155/- .2/Rs.107/- ARIEL SPRING CLEAN Rs.80/Rs.155/- SIZE Sachet 200gm 500gm 1kg ARIEL FRESH CLEAN Rs.55/Rs.2/Rs.2/Rs.23/Rs.107/- ARIEL FRONTO-MAT Rs.56 Rs.26/Rs.2/Rs.80/Rs.26/Rs.SIZE SACHET 200gm 500gm 1kg SURF EXCEL QUICK WASH Rs.

Ariel contains unique Fragrance in detergents with new technology based detergent Rating 7/6 - € € Ariel is available in 3 variants: Ariel Fresh Clean Ariel Spring Clean Ariel Front-O-Mat . International to Ultra to Excel Surf Excel is available in 4 variants: ƒ Surf Excel Blue ƒ Surf Excel Quick Wash ƒ Surf Excel Automatic ƒ Surf Excel Detergent Bar € € € Ariel was introduced in India in 1991. A family brand with tough stain removal and caring image.€ Surf was launched in 1959.

€ SKU·s ² Stock Keeping Units Sachet packs (Rs. 2) of Surf and Ariel are targeting mass market consumers. convenience and affordability € Targeting Upwardly Mobile group with increase in disposable incomes .

Sasti cheez or achchi cheez me farak hota hai to Daag Dhoondthe Reh Jaaonge to Daag Acche Hain € € Rating 7/6 Ariel .Brand Consolidation Strategy .Surf Excel .New product offerings like Supersoaker Ariel .Change from Rational Appeal to Emotional Appeal Marketing messages Eg.Introduced Variants for consumers at lower prices .

Rs2 .SECOND PRICE WAR € FIRST SLASH : P&G as new entrant goes with Trial and Shift Consumer .Rs1. HLL followed source : India Infoline Report 2004 .Surf Excel sachet (50% reduction) .Re1 Rating 7/5 € SECOND SLASH : P& G cut prices on large packs.Tide sachets (50% reduction) Hindustan Lever Ltd (HLL) followed : .50 .Ariel 20gm sachets (30% reduction) .

USA hence can absorb losses Maintaining Brand Equity ‡ Rin Supreme price comparable to Surf Excel Blue ‡ Regional Players Target Market Fragmentation ‡ Tide v/s Ariel . 2004) hence stakes higher P&G .6 % Input.ARIEL ‡ Marketed at 100% subsidiary of P&G.HLL ² SURF EXCEL ‡ Largest and the second most profitable busin(42.

ARIEL ‡ Less Offers & Schemes . Offers & Schemes.STRENGTHS SURF EXCEL ‡ ARIEL ‡ Global brand presence. WEAKNESSES SURF EXCEL ‡ Expenses On Advertising. Rating 8/6 Strong R&D. Less number of intermediaries in distribution channel. ‡ ‡ ‡ Strong Distribution Channel.

. ‡ New Consumer Markets Rating 7/5 Rating 7/5 THREATS TO BOTH ‡ Competition from organized and unorganized players. ‡ Increased level of price competition.OPPORTUNITIES FOR BOTH ‡ Penetration in rural areas. ‡ Both Can Increase Their Frequency Of Usage.

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238/.Whirlpool Superwash' .buy a Whirlpool Washing Machine for Rs.in Equal Monthly Installments Variants in the market Rating 7/5 Surf Excel Automatic Testimonials by IFB Daag Acche Hain .Surf Excel The Lalitajee Campaign Ariel Consumer Attitudes researched new technology and compact powder for washing machines Ariel Springclean with fresh fragrance 'Ariel .

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Explore Rural Markets .€ Surf .Experienced Player .Need to bring out new variants .Competitive Advantage with well laid distribution and retail network .Invest in Research for Niche Products .Find New Consumer Categories .Willingness to venture out with new variants Ariel .Innovative advertising approaches .focus on aggressive advertising important Both need to venture out: .Entrenched firmly in minds on basis of superior cleaning quality .Strong first mover advantage in the Pricing War .Fight Regional Players with a Customized Market Plan Final Rating 51/40 € € .

€ € € € € .€ Anshul Garg Savio Ferrao Satish Todurkar Hubert Dsa Paresh Vaishya Ranjit Singh.