Ghari has grown from strength to strength with its target market segment and affordable pricing. Most of the inputs are from Harvard Business Review on Marketing, coupled with my secondary research on detergents in Indian markets.
Before i delve into more theories and strategies, lets have a look at some stats and series of events: Family plays an important role in deciding which detergent is to be used. In early 's Wheel beats Nirma and takes the No.
So it is better to play the role of a " poor" victim at this point of time. Comparative advertising is, quite obviously, not a new phenomenon by any standards. A company can form strategic partnerships by offering cooperative or exclusive deals with suppliers, resellers or providers of related services.
HUL was facing a steady erosion in the market share in most of the categories. The company was happy with their minuscule market share in the various categories in the FMCG usiness.
Surf was the most selling detergent in India. It was said that washing powders containing enzymes remove stains more efficiently. Hence Rin satisfies the demand for "a economic-premium detergent" which acts like a premium detergent but is available at a cheaper price. Surf was the most selling detergent in India.
The distributors supply the product to rural and urban retailers.
I would like to end this post with a small case: Despite having the product portfolio and market strengthit never realized its potential. One is the Direct comparative ads which compares the competitor in more than one attribute.
For instance, some customers may purchase the powders depend on their inexpensive price, another customers may focus on the bleach, fabric softener or freshness on clothes. It generated enough Buzz about the brand with all the media talking about the campaign.
Rin has only one competitor Tidetherefore it is relatively easy for the consumers to choose the product. A one kg pack of Ghari detergent is priced at Rs 35 and a 2. It is yet another extension of the brand that promises to deliver sparkling white clothes. The company continues to target cheaper and unbranded local products to create more market for Ghari detergent powder.
Rin and Tide have been aggressively competing with each other. Per-capita consumption of detergent in India at 2. A good diagnoses involve analyzing these four key areas in the theater of operations: The contention was that Tide Naturals was giving the impression to the consumers that it contained natural ingredients like Sandal.
The second type is the Indirect comparative ad which projects the brand as the Leading Brand rather than comparing on certain attributes.Mar 06, · Rin had to cut the price to resist the market share erosion. As discussed elsewhere in the blog, HUL was facing a steady erosion in the market share in most of the categories.
In the detergent category itself, the brand faced a market share fall of % in December HLL then had a look at the situation and found that there was a large market segmentation in detergent space and then came up with lower priced Wheel (green) and Rin (blue) detergent powders targeted at different market segments.
Tide Market analysis 1. MARKET ANALYSIS 2. Subject Market Analysis on Tide detergent 3. The detergent market in India can be divided into premium (Surf, Ariel), mid-price (Rin, Henko, Tide) and popular segments (Ghari, Wheel, Nirma, Mr.
White). They account for 15%, 40% and 45% of the market share, which is 60% of the total market. 1. preface 2. introduction to the organisations hindustan unilever limited procter & gamble 3. 4 p s of the marketing mix tide detergent rin detergent 4.
swot analysis [tide & rin]. 5. pest analysis [tide & rin]. 6. segmentation, targeting & positioning [tide & rin]. 7. the controversy [tide vs rin]. 8. conclusion. /5(1).
Tide Naturals brand covers the brand analysis in terms of SWOT, stp and competition. Along with the above analysis, segmentation, target group and positioning; the tagline, slogan & USP are covered.Download