Advertising – Assignment 1

Name: Cordelia Abigail Davids

ERP: 12369

Brand: Ariel
Country: Pakistan
Year: 2019
Range Platform: Detergent
Date Issued: 19th February, 2020

What needs to be done?

 Ariel should be repositioned as a stronger, premium brand
 Ariel’s focus target market should be mothers of SECs A and B as it is a global, superior
brand
 Ariel also needs to reposition and give value to its higher SKUs - 500gm and 1kg packs
 Change the brand’s functional aspect to a more emotional touch; build a stronger emotional
connect with its target market and have a clearer USP, giving the brand a higher purpose

Communication Idea:
‘Your child’s ultimate caretaker!’
Description:
Ariel has always put its functional aspects forward and projected its benefits. A different take on
Ariel for it to have a clearer USP and give the brand a higher purpose would call for an emotional
aspect. This will connect mothers with the product and make them feel like Ariel is all they need.
‘Your child’s ultimate caretaker!’ A TVC showcasing a strong emotional connect between mothers
and their children as they grow up. The ad will picture how a mother’s role is ever so important in
a child’s life, however old he/she may be. Mothers share a special bond with their children and
however old one may get, a mother will always be a mother. As mums are their children’s ultimate
caretakers, so is Ariel with regard to clothes. Ariel takes care of your children, preventing them
from stains. However old one may be, Ariel will remove stains; a bond no other can replace.

Target Audience Insight:

Volumetric:
Much potential for growth. Ariel is yet to capture SEC A and focus more on B. It has a current
market share of 11% but overtime can increase.
Demographic:
The core target audience is mothers aged (20-50) who are housewives. Educated women who put
their children first, well-groomed, and effectively take care of all their children’s needs.
Attitudinal:
Caring, loving, strong-headed mums. They have a sense of where they want to see their children
in the future and are working towards making their children good individuals.
Psychological:
SECs A and B – urban only
Women who have good values and want to impart them to their children – sons and daughters
alike. Mothers who are concerned about their children’s well-being and are interested in their day-
to-day activities. Mothers who care for themselves as well as their children.

Competitive Scenario:
Surf Excel (Market Leader)
Positioning: A high quality, medium-priced brand which is a necessity in day to day
household activities (emotional connect).
Target Audience: Middle to upper income groups of females or homemakers; those who
budget for groceries.
Ariel (Market Challenger)
Positioning: The ultimate caretaker of your clothes.
Target Audience: Upper and middle income groups of females / mothers / homemakers
Sufi (Market Niche)
Positioning: A low-priced brand which gives a powerful cleaning experience and
brightness to clothes.
Target Audience: Upper and middle class females

Product Differentiation:
While most detergents focus on mothers and females and creating an emotional aspect, Ariel finds
it necessary to also focus on the functional aspects of the product. It is a high quality detergent that
has enzymes for the removal of stains without damaging the cloth. It is a biological product free
from bleach and is able to protect the natural colours of clothes.
Along with these functional benefits, Ariel chooses to portray a warm relationship between mums
and their children.

Positioning Statement:
As mothers are their children’s ultimate caretakers, so too is Ariel the ultimate caretaker of your
clothes. Ariel takes care of your children, preventing them from stains. Only Ariel can provide
your clothes a white wash with its bleach-free and enzyme, stain removal qualities.

Brand Promise:
Ariel promises to take care of your children, by keeping their clothes stain free and protecting their
natural qualities, like a mother takes care of her child.

Brand Persona:
Caring, Loving, Strong-headed, Value-oriented, Fresh, Determined, Willing and Keen.
Advertising Objectives:
 To combat brand fatigue and reposition Ariel as a stronger, premium brand
 To focus on mothers of SECs A and B as the target market
 To create a greater emotional connect along with the functional benefits
 To make the brand values: determination, care, love, and willingness, more pronounced

Media Objectives:
 To increase consumption of Ariel in SECs A and B
 To increase coverage through ATL and BTL activities for SECs A and B+
 To improve GRP by increasing frequency and ratings
 To increase share of voice (SOV)