Rin Detergent

To Position or Reposition

Amisha Rai
Disha Gupta
Neha Desai
Sidhesh Kamath
Sivia Goyal
Company Market

 Lever Brothers Pakistan  NSD bar : RIN is the only

Limited (Levers)  NSD Powder: Surf and
 Product line: shampoos, Sunlight
skin and shaving creams,  Liquid Dish wash:
edible oils, margined, Sunlight
toilet soaps, sources and
laundry detergents.

Background
Price in market
 RIN: Rs. 3.25 125grms i.e. Rs. 26 per
kg
 Hard soaps for dishwashing: Rs 20 to
Rs 40 per kg
 Bars for dishwashing: Rs. 25 and Rs.
40 per kg
 Liquid ZIP dishwashing: Rs. 23 per
600ml
RIN
 Consumer Promotion  June 1986:
Schemes ◦ Production efficiencies
1. December 1984: Rs ◦ Promotional shows
0.50 price – off ◦ Trade discounts
campaign
◦ Endorsed by a movie
2. January 1985: Rs star
1.00 off on two bars
◦ Attacked laundry soaps
3. April 1985: Rs. 0.70
off campaign  April 1987:
4. Live demos to women ◦ Rs. 2.80 for the 125
in ‘Juma Bazar’ grms
 Expected 50% ◦ Rs. 5.30 for the 250
grms
increase but got only
10%  August 1987
◦ Rs. 3.25 for the 125
grms
Company’s Dilemma
 Domestic  Reasons:
Research Bureau ◦ Color of the soap
(DBR) conducted ◦ Price
survey in 12 ◦ Lack of awareness
sample cities  Dilemma
 Survey results ◦ To make it a dish
◦ 15 % use as fabric washing soap
washing ◦ To continue with
◦ 65% only for dish fabric washing soap
washing
◦ 20% for both fabric
and dish
Analysis
 Positioning: Designing the company’s offering and
image to occupy a distinctive place in minds of target
market
 Product: RIN
 Target Customers: Middle class consumers who do not
possess a washing machine for washing clothes
 Benefits:
◦ Lathers more profusely
◦ Cleaner brighter wash
◦ Economical
◦ Does not let particles settle even on soaking
 Value Proposition:
◦ The movie star stating ‘you get much more out of RIN then
you pay for’
Point of Difference
 Definition: Attributes and benefits consumers
strongly associate with a brand, positively evaluate and
believe they could not find to the same extend with a
competitive brand
 In this case the consumers saw benefits
in the soap more as a dish washing
agent.
 They chose this over other competing
brand meant for dish washing.
 It was because of
◦ Color
◦ Cost
◦ Faulty placement by shop keepers
Competitive Point of Parity:
 Definition: Associations that are that are not
necessarily unique to the brand but may in fact be
shared with other brands.
 Consumers find this product ‘breaks
even’ in areas which are targeted by
dish washing products in the market
 The cleansing quality of the detergent
is as good if not better then the current
dish washing agents
Suggestion
 Split the products into two
◦ One for dish washing, blue
◦ One for clothes detergent, green
 Advantages
◦ The consumers that prefer RIN will continue
to use it
◦ Not too much technical or production change
◦ Will develop new cliental for both products
◦ Color change for both the products will make
it in synch with the current in market
◦ Total variable cost to make RIN detergent to
dish washing bar saves 33% Variable cost
Thank You