Name: Waqar Haider

Reg# 1811199
Assignment: 1
Course: Sales Management

RIN case study

1. What went wrong with Brand RIN despite of intense marketing? Analyze the entire case.
RIN a NSD (non soap detergent) introduced in 1984 primarily used for the washing fabrics, there
were many problems with RIN pricing they increased their price swiftly, because the sales were
not going up, but they increase more price month by month this was the problem and the other
problem was that, Layer's marketing strategy was effective in terms of reaching the proper
customer segment, but they were unable to differentiate themselves and create a brand position.
Customers couldn't tell the difference between the RIN brand and other products that looked
identical in packaging. The three components of the marketing strategy are segmentation,
targeting, and positioning. The RIN was successful in the first two processes, segmentation and
targeting, but they failed in the third step, brand positioning. As a result of the brand's poor
positioning, many customers were not using RIN for its original function, preferring to use it for
dishwashing rather than fabric wash. And the first dishwasher soap introduced in Pakistan was in
blue color after that the other brand dishwashers were also in blue color so RIN was a fabric
washer but it has blue color branding, this was the mistake. And most of the people were using
RIN for dishwashing.
2: Mr. Mustafa want to identify and evaluate the various alternatives available to him in
order to decide what action to take regarding the marketing plan for RIN in near future?
What important points should he keep in mind before implementing the plan?

Mustafa’s problem is that he has to choose between dishwasher or cloth washing he has to go for
one option reposition the product for dishwashing or correct its positioning and continue with
fabric washing soap, I would suggest him that he should go for cloth washing and build a strong
positioning, because for repositioning it has more cost and more time require to reposition the
product and by this customers will get more confused as they were before. And this product has a
great unique selling preposition in this product category, so they should focus entirely on it, and
build a strong positioning of their product. And the ingredients added in the RIN soap makes it
the best soap for cloth washing. So if they are able to build a strong positioning their sales would
increase.
3: Why Re-Branding is Mandatory sometimes?

 Rebranding is necessary sometimes because many things are changing with time to
time and brands have to go with the flow with time to time people needs and wants are
also changing and the brands also have to change with their customer needs and wants.
 It can help organizations in connecting and attracting new audiences, as well as
motivating new talent to join the company.
 It helps the brand to differentiate them from their competitors, as if a new brand has
opened with selling the same product the older company has to rebrand to create a
difference.
 With time to time things are changing towards digitalization and new technology is
being introduced so the brand has to change their logos their advertisement style and
tagline so that the brand can survive in a competitive market.
 In some cases the rebranding is necessary for launching their brand or product globally
they may have to change the name because sometime a brand or product name is
associated with a particular country.
 Merger and acquisition when a company is merge with another company it is
mandatory to rebrand because companies have to let people know that a specific
company merged with the other company
 Rebranding is also necessary if a brand is entering into a new market or they launch a
new product line
4: How Companies can change Consumer Perception?
Companies can change the customer perception by making a unique advertisement, by value
their customer, satisfying their needs and wants giving the products value over money, and value
preposition is important to a company to make their good perception. Companies can make a
good image by giving them services recovery if any damage is happened providing this will
make customer fell important and they will be more loyal as before this will also change
customer perception, so it is important to work on service recovery paradox. Taking the feedback
and working on the feedback is very important so this makes your customer satisfy.
Understanding the customer is very important. Providing after sale services develops a good
image on customer minds. Just be sincere to your customers and tell them the truth deceiving
customer damages the perception of the brand. Try to make a good relationship with your
customer give them loyalty cards offer discounts quarterly, provide what they need provide them
quality stuff. And now things are changing companies should do some welfare for people.