MARKETING MANAGEMENT

Rin Detergent Case study

Submitted by:

Nageeta bai (nageetabai.ba17@iba-suk.edu.k 013-17-0053)

Shifa Zehra (shifazehra.ba17@iba-suk.edu.pk 013-17-0153)

Neeta Punshi (neeta.ba17@iba-suk.edu.pk 013-17-0124)

Section: B

Submitted to: Dr. Rukhsana Gul

Date: 07 june,2020.
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Evaluate lever’s market planning and implementation regarding in detergent?

specifically what marketing mistakes have you identified in launching of Rin detergent
in Pakistan?
Rin was introduced in 1984 by Levers with the media advertisement which showed that Rin
is being launched from heavens with the thunder and flash of lightning bolts. Rin was
introduced as a blue colored cloth washing soap with price Rs. 2.95 per pack of 130 grams in
Pakistan with the investment of Rs. 5.7 million on introductory advertisement and promotion.
Unlike India, Rin was not successful in Pakistan. To increase the sales of Rin, Levers was
continuously using several promotional schemes like offering discounts, one free Rin soap on
purchase of a dozen of Rin soaps. 125 grams and 250 grams packets were traduced. Discount
of Rs. 1 on purchase of 2 Rin bars, but still no promotional schemes were successful and the
was because consumers were not using the product for the purpose it was made for. A survey
showed that 75 TO 80% sales were for dishwashing.
The major mistakes done by Levers were.
1. The advertisement showed the thunder and lightning bolts which did not clarified its
purpose.
2. Rin was introduced in blue color and in Pakistan blue colored soaps were seemed as
dishwashing soaps. 1st dishwashing soaps introduced in Pakistan was also in blue
color.
3. Rin’s wrapper was too in blue color with red and white inscriptions. Which also
compelled people to think that it is for dishwashing.
4. Without knowing the reason, the company was continuously introducing different
promotional schemes. Because of which the product was still not getting enough
sales.
Suppose you are marketing manager of lever’s, design segmenting, targeting,
positioning strategy for Rin detergent?
MARKET SEGMENTING
1. Consumers from upper class using detergent soap
2. Consumers from middle class using detergent soap
3. Consumers from lower class using detergent soap
MARKET TARGETING Our target market would be “consumers from middle class
using detergent soap”. This is because Rin is a middle-class product with the average selling
price. There is a very low percentage of upper class who use detergent soap and lower class
usually do not prefer branded detergent soap, but a local detergent soap.
MARKET POSITIONING
“High cleanliness and fabric protection within your means.”
This is how we would do Target Marketing being Marketing Managers.
What are the attributes of the ideal target market?
Target market is basically a group of people for which special type of goods or services are
produced. But as we know the population of Pakistan becomes in million or trillion, so
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everyone has their own desires and wants, so it is difficult for marketer to fulfill needs of
everyone. For that reason, marketer does segmentation process divide the people into groups
and choose the from whom he must serve. Targeting a specific market does not mean that
you excluding people who does not fit in your criteria. Instead he allows you to focus your
marketing strategies and brand message on a market that is more likely to buy from you than
other markets. Nowadays we can obtain large amount of data about us by using analytic tools
from different digital marketing system.
There are some attributes of ideal target market:
Psychographic: Psychographic segmentation is a process which is used by seeing by the
personal characteristics of an individual keep in mind during selection of an ideal target
market which includes belief, values, attitudes, and their lifestyle pattern. But these
characteristics are observable sometimes and sometimes may not. Based on psychographic
attribute market can be divided on the personal traits of consumers.
Demographic: Demographic segmentation is defined as the process of market segmentation
in which target market should be selected based on age, gender, sex, religion etc.
Industry: Forcing yourself to think about and choose an industry lets you customize your
message, product, and services. As a result, the tailored approach leads to higher value
provided and better competitive resistance. Examples are automotive, healthcare, consumer
goods, food service and so on.
Needs: Needs are requirements, wills, or desire of the customer. They can be functional or
emotional, articulated, or unarticulated, satisfied, or unfulfilled. Marketer should have to
evaluate how we satisfy these wants and desires. At the time of research marketer should
have to be focus on two important measurements such as relevance and met/unmet. Unmet
need gives a competitive advantage to the marketer.
Socio cultural profile: We are reaching inside into the demography and search further about
the target market. It includes social class (from which class consumer belongs and what was
their purchasing power), educational level (either it literate or illiterate), profession and
values.
Identify and evaluate alternative available to Mr. Mustafa to increase sales of Rin
detergent. should MR. Mustafa take effort to position Rin detergent or reposition it
with another alternative solution?
there are few alternatives are possible to increase sale of Rin detergent.
Alternative 1. Relaunch Rin in to two different products as dishwash bar and fabric
wash bar.
ASSUMPTIONS: Rin uniquely reposition and differentiate separately as dish wash and fabric
wash bar to eliminate dilemma and to improve sale. thus, both markets will be targeted
separately and properly; dishwash, fabric wash.
Product description: both products will be different from each other in terms of color,
features, packaging, and from competitor’s product.
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Financial implications: Heavy cost on new products features, packaging, advertisements,

sale promotion strategies, retailer incentives.
Alternative 2. Rin as dish washer
Assumptions: Rin should be repositioned as dish wash bar because it is primarily used as
dish wash. As a result, Mr. Mustafa will not face problem of further positioning and targeting
to fabric bar. only target actual customer who are using Rin dish wash bar by using different
advertising tool also through celebrity endorsement.
Product description: product should be blue in color, with same features but minor changes
in packaging as it looks different from competitor’s product. and eliminate fabric ingredient.
Financial implications: Advertising cost, packaging cost.

Alterative 3. Rin as fabric wash bar only

Assumptions: take furthermore initiative to position Rin as fabric bar to change perception of
people. and Target market of laundry as fabric bars
Product descriptions: product color should be changed from blue as it can be differentiated.
Focus on product development by changing some features of product and change packaging
style as customer can differentiate it from Dish wash product.
Financial implications: product development cost, advertisement cost, sales promotion cost.