Académique Documents
Professionnel Documents
Culture Documents
Established in 1964, P&G India now serves over 650 million consumers across India. Its presence pans across the Beauty & Grooming segment, the Household Care segment as well as the Health & Well Being segment, with trusted brands that are household names across India. These include Vicks, Ariel, Tide, Whisper, Olay, Gillette, Ambipur, Pampers, Pantene, Oral-B, Head & Shoulders, Wella and Duracell. Superior product propositions and technological innovations have enabled P&G to achieve market leadership in a majority of categories it is present in. P&G India is committed to sustainable growth in India, and is currently invested in the country via its five plants and over nine contract manufacturing sites, as well as through the 26,000 jobs it creates directly and indirectly. Our sustainability efforts focus on Environmental Protection as well as Social Responsibility to help develop the communities we operate in.
Ariel Introduced in 1991, Ariel was the first to bring the 'compact detergent' technology, the enzyme technology for safe and superior stain-removing power and the 'smart eyes' technology into India, with an aim of becoming India's best stain removal detergent. Ariel contains safe ingredients for all fabrics under recommended usage conditions for laundry. Ariel is the worlds leading detergent and epitomizes stain removal Ariel contains safe ingredients for normal fabrics and skin under recommended usage conditions for laundry Meets the Companys stringent human and environmental safety standards 1st to introduce different fragrances in detergent.
-Ariel AntiBac
-Ariel 2in1
Ariel Ultramatic
PRICE CHART
SIZE
Rs.2/Rs.26/Rs.55/Rs.107/-
To increase market share Switch customers from existing brands in the market Product innovation Increase brand loyalty
Brite Rs 170/Kg
Ad appeals
Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them. The message conveyed through advertising appeals influences the purchasing decisions of consumers. Ariel generally uses the following ad appeals: Functional and Benefit
ARIEL DETERGENT (Ariel ki safai do khusboo mein aaye)- This ad uses the slice of life concept where has returned home from work and comes across a message from his wife that she would be late from work. He then prepares dinner and drops some curry on his shirt and washes it himself. This advertisement has broken the myth that only women are supposed to do household work. Celebrity Endorsements : Brand endorsement by celebrities is a concept all are familiar with, and which might sound little worn out as well. To give it an all-new fresh perspective, Procter & Gamble has made an innovative move. P&G is a Rs 1000-crore-plus consumer goods leviathan
with brands like Tide, Ariel, Pantene, Whisper, Pampers, Head & Shoulders etc under its umbrella. As the company felt, an ordinary product launch for the detergent brand Ariel might not attract as many eyeballs as a product endorsed by a well-known therapist and a film star-cumhomemaker. This way, the product would actually be banking on celebrities like Blossom Kocchar and Sharmila Tagore and would gain higher popularity and make way into lakhs of Indian households. Throwing light on the move by P&G, Dr Blossom Kochhar, a world-renowned aroma therapist, said, I truly think its a breakthrough for a detergent to provide aroma therapy to Indias millions of homemakers at no extra cost. Fragrances play a vital role in our life as they touch our senses, rejuvenate and boost confidence. The two new variants of Ariel do just the same. The existing Ariel available in the market would be replaced by the two new variants of the brand Ariel Spring Clean, which is said to rejuvenate ones mood with its floral fragrance and Ariel Fresh Clean that is said to soothe nerves with its refreshing fragrance. Sharmila Tagore has endorsed Ariel not as a well-known film actress but simply as a homemaker. Washing clothes is hardly a chore anymore. I like to do my housework myself and what could be a better way than remaining fresh and feeling confident while working, she said.
Ariel, P&Gs leading detergent brand in India, has launched its biggest ever consumer engagement programme, My Story, My Ariel that aims to make Ariel a lovemark for Indian women. Conceptualised by Saatchi & Saatchi India, My Story, My Ariel has created a platform for people from all over the country to share stories of their favourite clothes.
The two TVCs, Baby Blanket and Lucky Tee, celebrate the fact that certain people have memories attached with a piece of cloth. It is so intuitive each one of us has clothes, no matter how everyday and ordinary, that have become special because of the emotions and memories associated with them. In fact, I have a pair of jeans, which makes me re-live my college days every time I wear them. You just cant let go of such treasured clothes. Some garments have a story to tell. That is why its special. Be it big or small, that story never fades away. It inspires us, transforms us and that story makes us love our clothes even more. Therefore, the creative objective was to invite people to share the stories of their loved clothes. While TV campaign and Print campaign captures the stories narrated by people about their favourite clothes, the digital leg fully leverages the medium to further drive the engagement, through videos, banners and social media. Over the years people have trusted Ariel, and we wanted to give our consumers the opportunity to tell their stories through our holistic campaign My Story, My Ariel. Leveraging the insight that certain clothes have a special meaning for the owner & Ariels role in keeping those clothes special, the campaign has resulted in high engagement and recall across touch points.
After you click on upload your story, a window asking your mobile number, story and the special garment will be displayed. Enter the required details and click submit to see a new window asking you to tag your friends. How good is Be The Star? Although the campaign has not been executed so well, the concept is a killer. FMCGs have an edge over the others when it comes to engaging with their community. They can create better stories for the fans. With the Be The Star campaign, Ariel has not onl y created storytellers out of its users but also given the users a chance to own a part of the brand. And having a like campaign is a good idea in return of gift hampers. You will definitely increase your fan count, however these fans can also unlike at the same speed if you do not keep them engaged. A word of caution to all the brands launching expensive like campaigns specifically to build a large community. By giving a unique opportunity to its consumers, Ariel is building the right community but engagement would decide the long term growth.