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The Detergent Industry in India Is Segmented
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On The Basis of Three Mail Price Strategies

Original Title: The Detergent Industry in India is Segmented on the Basis of Three Mail Price
Strategies

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1/15/23, 10:43 PM The Detergent Industry in India Is Segmented On The Basis of Three Mail Price Strategies | PDF | Brand | Market Segment…
 

The detergent industry in India is segmented on the basis of three mail price
strategies
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
 Popular 
 Economy
 Permium

The premium and concentrate segment accounts to about 2% of the total volume.
The major players are Nirma, HUL and P&G. In which Nirma and HUL are close
competitors, put together controls 30% of volume in the market.

ARIEL

Segmentation

Demographic – Family size

Benefits – Quality, service, income

Urban and semi urban areas

User status- regular user, potential user and non user 

Targeting

Housewives as they are decision makers in most of the buying situations.

Colour sensitiveness of clothes

Washing machine users

Positioning

 Ariel is positioned in the premium category and is among the most expensive hand
available in the Indian market. The company has launched mid priced brands like
 Ariel Super Soaker to cater to the lower income group consumer, which forms a
significant portion of the Indian market.

Premium brand against its competitors

Superior technology

Fragrance oriented detergent

Low temperature wash detergent

Contains double action system which gets fully dissolved

Removes tough stations

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1/15/23, 10:43 PM The Detergent Industry in India Is Segmented On The Basis of Three Mail Price Strategies | PDF | Brand | Market Segment…
 

 
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
SURF EXCEL

Segmentation

HLL launched the Sunlight (yellow) , Wheel(green), Rin (blue) and Surf Ultra(white)
detergents powders for different market segments. This strategy of segmenting the
markets understanding its needs and then evolving marketing mix to suit separate
segment needs helped HLL win back its lost market. In fact Nirma made all other 
consumer product companies sit up and take a fresh look at their markets because
of its low price.

HLL has adopted a flanking strategy with its brands catering to every customer 
segment. Rin and its variants cater to economy segment and premium segments.
Wheel was launched to fight Nirma in the popular end of the market.
You're Reading a Preview
Segment for which brand is intended is are the customers for premium powders,
which are sold at rs. 75/kg and above. In premium segment detergents sell in price
Upload your documents to download.
range of rs. 80-120 and other major brands are henko, tide and ariel.

Targeting
Upload to Download
Surf excel is targeted at the upwardly mobile housewives who prefer to have cleaner 
clothes without damage and also those households that have washing machines.
OR
Surf Excel in HUL is laundry brand for premium-class. Earlier the focus of the brand
Become
was on functional attribute a Scribd member
of whiteness alone into1970s
read and
(from ad featuring Lalitaji).
But over the year the focusdownload full documents.
of this range of detergent powder has changed to
broader emotional positioning and now it claims to cater to „constantly changing
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washing needs of the Indian homemaker‟. 

Positioning

Surf excel “mummy‟s best friend” is positioned as a brand that a housewife will look
to upgrade herself for better cleanliness without damaging the clothes. The brand is
clearly positioned as a premium and upmarket brand and the achievements show an
upper middle to upper class small family with a fashionable home and modern
clothing collection.

This range of detergent powder provides the benefits of „removing  stains‟ and
„keeping the color as it is‟. The taglines of the brand has been „Dag Mitane Ki Sakti,
Power Aur O Ke Mukable Dugni‟, „Dag Hataye Raang Nahi‟ etc. . “surf excel hai naa”
campaign is more intended at improving the brand recall. Na‟. Surf Excel quick wash
was launched to cater to the water scarcity problem in India  – it reduces water 
consumption and the rinsing time. The concept was promoted with innovative ADs

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rozana hai bachana” will play at the back of the mind of decision maker(housewives)
Related titlesand hence there is huge possibility that she‟ll go for surf excel if she values this


particular benefit.

The purchase decision is also influenced by the emotional appeal, where in children
are staining their clothes to do something purposeful, and also the perception
created is that these stains would easily be removed by Surf Excel, so superior 
quality mixed with emotions would influence the purchase decision.

Even different coloured granules with anti-oxidant properties for superior cleaning
will influence the customers who value performance of the product. For working
women compact detergent that allows her to just add detergent in washing machine
and she gets desired result without putting additional efforts say rinsing or brushing
would compel her to go for ARIEL OXY BLUE. Also certain people want stain
removing qualities at low temperature as they believe that use of hot or lukewarm
water damage clothes, these set of customers are ready to pay premium if they are
assured that the detergent would serve the purpose without influencing the fabric
composition (colour,texture).You're Reading
For such a Preview
customers they have designed ad campaigns
that stresses on “low temperature wash detergent‟ and double action system. These
two attributes in particular influences
Upload the decision
your documents process of a consumer for whom
to download.
superior performance of the detergent is an utmost priority.

In semi-urban or rural set upUpload to Download

where people do want good results with minimum
investment, and where white clothes are synonymous with clean clothes, Nirma‟s
 jingle “doodh si safedi Nirma se aaye” will work the best as customer doesn‟t want to
spend lot of money but still wants the jobORwhich is cleanliness of clothes to be done.
 Also these people are using Nirma for decades and brand has become synonymous
Become
with washing powder, Brand a Scribd
recall plays member
major roleto read
here and
and as soon as the need 4
washing powder is triggered, download full1documents.
Nirma is the st
name which would come to their mind
and would dominate the purchase decision. 
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