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Attachment 26 51287cc2c2534
Attachment 26 51287cc2c2534
The detergent market in Pakistan has the following dynamics for 2012:
Unilever Rs.8.2b
P&G 2b
Rest 1b
Surf 18
Rin 2
Sunlight 2
Brite 10
Bonus 13
Express 3
Ariel 6
Urban (%) 73 79
Rural 27 21
The latest change was from Sahir to Wasim Akram on the same theme.
The brand seems to be unable to touch base with its target market and a case of serious “confused
“positioning.
Brite has shown greater brightness in the last one year with several positioning changes to its current
stand-the magnetic pull of Brite- to remove stains. The brand equity seems to have created higher
visibility at 21,000 tons. Earlier it launched Brite-MACHINE WASH-without fading colors for an ever
growing market niche. The brand has greater awareness with a sound position. Brand however
remained subdued because of low market share.
In the second tier of the market, Unilever and Colgate Palmolive have their brands -RIN, Express and
Bonus- engaged in a war of attrition. P&G is missing from this segment altogether. Bonus on top
followed by Express and Rin which has made some grounds lately with its whitening effects positioning.
Priced between Rs.100-150/kg, Bonus and Express have made volumetric gains on prices.During
2011,Unilever introduced Sunlight at Rs.95 in this market.With effective brand positioning,Brand
created significant impact with SHAAN.Fragrance and pricing were key factors in this launch.
Surf however is still the star brand of this market with 18% share.From Dadi aik minute to its current
campaign using children and dirt, the brand has synergized the A, B & C markets very well. It attacks
both Brite and Ariel directly.
Prices were declined by all brands by 10-15% across the board in 2011.
Market is rife with the news that P&G is preparing to bring Tide in the Pakistan market soon.
Suggest a new positioning for ARIEL. Target market, USP. Logo. Price. Packaging.