Marketing Management II

RIN DETERGENT:
TO POSITION OR REPOSITION
CASE ANALYSIS

Section B GROUP 8
Venkat Vinod Madaka- 169278096
A Santosh Kumar 169278108
Chaitanya Kilaparthi- 169278092
Priyaranjan Parida- 169278074
Chandan Singh- 1692780211. Evaluate Levers marketing planning and implementation
regarding RIN from 1984 through 1988. What would you have
done?

Rin was introduced in 1984 by Levers Brothers Pakistan Ltd as a laundry

detergent bar.
Introductory price of INR 2.95 per pack size of 130gm
In 1988 Rin as a product, captured reasonable market share.
Rin had adopted a aggressive marketing strategy.

A thunder and lightning theme was used for ad campaigns

advertisement budget of 5.7 million

Multiple promotion schemes were used in different time, but most of them
couldnt give optimum result
Marketing project Description

Year

Price off campaign of 0.5

1984

Discount of 1 on two Rin Bars (Newspaper 1985

coupon to be collected)
Price of campaign of .7
Promotion
in
demonstrations

advertisements

April
1985

to

July

and Continuous

Rin was promoting its product; the sales were increasing in 40-60% range
during the promotion period but the growth was not sustainable.
In 1987, a new media campaign was launched focusing on that targeted
the laundry soaps by emphasizing on the benefits of using RIN over soaps

emphasizing on the benefits of using RIN over soaps

Superior cleaning efficiency
Abundant and instant lather in al water condition
Cleaner, brighter, pleasant fragrance and more economical
wash

Our Marketing Planning and implementation:

A market study is needed to understand the change in detergent market
as no market study has been done post 1985
First, we would have done a market research regarding the
customer behaviour, preference and our position of product
Understanding Pakistani demography and their perception towards
different colours in soap segment will help us better to market RIN in
a better way.

 Marketing plan cant be same as in India. In India, blue colour is

associated with washing of clothes, but the same is not true in
Pakistan. So, understanding these customer perceptions will help us
to form a better strategy.
After thorough research planning on packaging and colour of the
soap can be discussed
In advertising focus, should be given on the benefits of soap in
terms washing clothes
2. Identify and evaluate the alternatives available to Mr. Mustafa.
What would you do? Why?
As the survey results suggested that more than 75 to 80 percent of RIN
sales were for dishwashing,
below are the various decisions that are available for Mr. Mustafa.
a) Action: Scrap the current packing of RIN Soap bar
Outcome: It will drastically impact the current sales of RIN and company
can run into losses
b) Action: Continue sales with the current RIN soap bar by eliminating the
special fabric was
ingredients
Outcome: Since manufacturing cost will come down, Levers company can
make better
profits but also, their market will be limited to dishwashing section
c) Action: Change the colour of the wrapper and start featuring new Ads
which clearly indicates that RIN is meant to be used for fabric washing
Outcome: This would require huge investment. Also, it might not be a
right step because
customers presume RIN as dishwashing bar rather than fabric washing.
d) Action: Position current RIN soap bar as dish washing far by
eliminating the special fabric
wash ingredients and introduce another RIN soap bar with different colour
of the wrapper
(Yellow or green) which should be used for fabric washing.
Outcome: This step has a huge potential to tap the market of fabric as
well as dish washing
section.
Our Recommendations:
To position the product as both dish washer and Fabric softener so
that we can retain the existing customers and try to lure new

customers by changing the colour of fabric softener since blue is

associated with dish washer
Since 65% of the customers use it solely for dish washing, by
continuing the same bar with implementing the changes suggested
by R&D department would reduce the cost of production for the
same price
Extensive promotion campaigns would be conducted to increase the
awareness of the change of colour of fabric softener