RIN DETERGENT:TO

POSITION OR REPOSITION
CASE STUDY SOLUTION
Group 8
Anshul Gupta
Supraja Reddy
Kunal Gandhi
Pratit Vajani
Shanmughanand
Vishal Adkar

Situation Analysis
RIN was introduced in April 1984 at a price of INR 2.95 per pack size

of 130gm
A thunder and lightning theme was used for ad campaigns
For the first 3 years, sales of RIN were low at sub-700 tonnes/yr level
Several consumer promotion schemes were tried during this period
but none of them could produce the desired results
1984:
INR 0.50 price-off campaign

Jan-March 1985:
INR 1 off on purchase of
2 bars

April-Jul 1985:
INR 0.70 price-off campaign

June 1986:
Package size reduced to 125gm @
INR 2.5 and a new 250gm size @
INR 4.75 was introduced

In 1987, a new media campaign was launched that targeted the

laundry soaps by emphasizing on the benefits of using RIN over soaps:

Superior fabric washing

Abundant and instant lather
Cleaner, brighter and more economical wash

Situation Analysis
A survey was conducted in 1988 and its results were:

RIN Usage Breakdown

20% 15%

Fabric
Washing
Dish
Washing

65%

RIN was positioned as a fabric washing but still 65% of the

users used it as a dishwashing bar

Consumers associated blue color with a dishwashing bar
which could have led them to perceive RIN as a dishwashing
bar

ALTERNATIVES

Alternatives

Dish
Washer
& Fabric
softner

Dish
washer
+ Fabric
softener

Only
Fabric
Softener

Only
Dish
washer

RIN as Dishwasher and Fabric softener both

Focus on the Re-positioning of RIN as Fabric softener as well as

take the advantage of its usage as Dish washer.
RIN as Dishwasher and RIN as Fabric softener
Focus on the positioning RIN as Fabric softener as one product
and Dish washer as another in turn not compensating on revenue
RIN as Fabric softener
Focus on the initial positioning of RIN as Fabric softener
RIN as Dishwasher
Focus on launching RIN as Dish washer

Alternatives

Dish
Washer
& Fabric
softner

Dish
washer
+ Fabric
softener

Only
Fabric
Softener

Only
Dish
washer

Details:

Re-position the RIN brand to be used for both the purposes

Will differentiate RIN from other competing brands which cater to either
fabric softeners or dish washers
Will be able to leverage the customer base which is using the same
product for different uses
Focus:
Targeted at house wives and female population
Get a female celebrity to endorse the uses of the product
Implications:
No change in the product mix
Additional expenditure only in the form of advertisements and sales
promotional campaigns

Alternatives

Dish
Washer
& Fabric
softner

Dish
washer
+ Fabric
softener

Only
Fabric
Softener

Only
Dish
washer

Details:

RIN targets two different markets - fabric softeners and dish

washers
Will be able to leverage the existing customer base and cater to the
entire mass without confusion as to what the product is meant for
Focus:
To differentiate both the products in terms of packaging and
promotion
No blue color for fabric softener to avoid confusion
Implications:
New product mix involves additional cost of production and
packaging
Heavy expenditure on advertisements and sales promotional
campaigns for introduction of new product

Alternatives

Dish
washer
& Fabric
softener

Dish
washer
+ Fabric
softener

Only
Fabric
softener

Only
Dish
washer

Details:

RIN is the only NSD bas in the market

Continue with the existing strategy of marketing RIN as a fabric softener
Take advantage of the consumer perception of using it as dish washer to
generate additional revenue
Focus:
Differentiate the product with a different color or shade from dishwasher
bars
Focus on the new features of the product through a female celebrity to
endorse the product
Implications:
New product mix involves additional cost of production and packaging
Heavy expenditure on advertisements and sales promotional campaigns
for introduction of new product

Alternatives

Dish
washer
& Fabric
softener

Dish
washer
+ Fabric
softener

Only
Fabric
Softener

Only
Dish
washer

Details:

Re-launch the product as a Dish washer

Re-affirm the trust consumer has in the product as a dish washer
and tap the 65% consumers that use it as a dish washer
Focus:
Maintain the blue color of the product for consumers to associate
with the brand
Focus on the new features of the product being a dish washer
through a female celebrity to endorse the product
Implications:
New product mix involves 33% lesser cost on elimination of fabric
softeners ingredients
Heavy expenditure on advertisements and sales promotional
campaigns for introduction of new product

Recommendations
We recommend to use RIN as Dish washer + Fabric softener in order

not to lose market and to attract new customers

Should use the current bar and introduce as Dish Washer and change
the color of the bar and promote as Fabric Softener
This way 65% population who use it as Dish Washer continue to do so
Those who dont use it for Fabric Softener because of the color would
be inclined to use it because of extensive promotion and change of
color
The population of 15% who use it only for fabric washing will continue
to use it. So overall sales increases

Thank You