ARIEL MARKET PENETRATION STRATEGY

Introduction
In 1991, Procter & Gamble India launched Ariel detergent. Compact Detergent The Enzyme Technology Smart Eyes
Ariel'Sirf yaadein taaza rakhe, daag nahin

Superior cleaning in a choice of fragrances

The Umbrella Of P&G
 ARIEL FRONT-O-MATE  ARIEL FRESH CLEAN  ARIEL SPRING CLEAN  ARIEL ULTRAMATIC  TIDE

Segmentation of Detergent market in India
Segmentation Of Detergent Powder Market

Premium Ariel- Ultramatic & Spring clean Surf -Automatic & Quick wash,

Mid – priced Surf Excel Blue, Tide, Stain Champion

Mass Market Wheel , Fena, Nirma,Ghadi etc.

SWOT Analysis
Strengths
 A product of P&G, world leader in detergent segment.  Epitomize stain removal, even the toughest stain in 1st wash.  Pioneered the use of enzyme tech.  1st to introduce different fragrances in detergent.    

Weakness
Poor promotional activity. Intermittent availability. Improper pricing strategy. No advertisement recall value

Opportunity
 5700 crore detergent market.  A big untapped rural market.  Has the potential to become the market leader.

Threats
 Existing players  Spurious/counterfeit products in rural areas  Aggressive price competition

Sustainable Competitive Advantage
 Brand Imprint  Maintaining Technological Superiority  Targeting niche market.  CSR Initiatives  Why TIDE When There is ARIEL??????

Market share
2% 18% 29% 13% 38%

P&G HUL Nirma Henkel SPI C Other

Source: Indian Soaps and Toilet Manufacturer Association

People’s Views.
Surveyed hundred people in different locations. Common observations were:  Poor brand recall value  No promotional gifts.  Unattractive packaging.  Unavailability.

New Face of Ariel
ARIEL SILK: specially for silk and delicate clothes. ARIEL SMART: for woolen clothes and blazers. ARIEL INSTANT: for removing stain immediately. ARIEL BAR: dissolution bar specially for washing machines.

Recommendations
• Better punch line so that it has good brand recall value like : ARIEL KI DHULAI,DILO KO PAAS LAYI • Association with popular people. • Implementation of Four Ps. • STPD • Maintaining strong supply chain, besides providing better incentives to the distributors. • Promotional offers.

TH ANK Y OU