Karakoram International University, Gilgit

An Assignment on Market plan of a product

(Consumer Behavior)
Market Plan
Company: Procter and Gamble
Product Category: Laundry Detergent

Submitted To: Madam Saleema

Prepared By
Sana Mehmood Fatima Begum
Rehana Imran Khan

December 12th, 2012

Department of Business Management

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 Procter & Gamble

Laundry Detergent:

Ak Dhulai challenge

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 ACKNOWLEDGEMENT

We express our sincere gratitude to Madam Saleema for giving us the opportunity to undergo

this project. We further thank her for lending a helping hand when it came to solving our

problem related to the project. This project would not have been possible without the group

corporation. We thank to the marketers for an opportunity to undertake a soft skill project at this

crucial time in our life in MBA which helped us to understand the topics deeply which were

untouched before. Any suggestions to improve are always welcomed.

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 Dedication

We dedicate this endeavor to our beloved parents & our respected madam whose encouragement

helped us to complete this project.

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Executive summary

Areal is a washing powder designed according to the needs of our most valued assets (customer).

This product contains all important features that may or may not be in existing products. Thus it

is a hypothetical start up Laundry detergent commercials would have us thinking we`re wrapping

ourselves in clean mountain air or the fresh scent of wildflowers every time we wear our freshly

washed clothes. But in reality we are wrapping ourselves in a toxic blanket of chemicals.

Detergents are substances that clean soiled surfaces, and usually are synthetic. Different

chemicals make up the detergents, including a basic cleaning agent called a surface-active

agent. Detergents have replaced soap in laundry. They perform over a broad range of water

hardness levels. There is considerable diversity among laundry detergents. This product is

classified by their general purpose.

Washing powders and detergents are considered to be an important part of personal and home

care product lines. The local detergent industry in Pakistan has flourished significantly over time

and is still on the path diversification and development. Detergent bars had the major market

share, in most of the market segments. The detergent powders through their extensive marketing

campaigns and efficient use of marketing mix have not only penetrated this consumer segment

but have also shown significant growth value and have gained volume wise. This product now

caters to a very large segment from rural to urban centers.

Each brand has its unique selling proposition which differentiates it from other brands. These

brands are targeting different market segments on the basis of their marketing research and

marketing segments. The brand is competing with Surf Excel, Bright, and Express power.

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Vision

Ariel claims that our vision is to exist to accomplish something to take advantage of new

opportunity or respond to new market conditions. We attract the finest people in the world. We

build our organization from within, promoting and rewarding people without regard to any

difference unrelated to performance. We act on the conviction that the men and women of

Procter & Gamble will always be our most important asset.

Slogan

The slogan of Ariel is Ak Dhulai Challenge

Values

P&G is its people, and the values by which we live.

The slogan of P&G Company is proud sponsor of mom

Mission

P&G Company exist to accomplish something to take advantage of new opportunity or respond

to new market conditions. Major mission of Ariel is to capture whole market.

P&G company mission is to provide employees with a shred sense of purpose, directions and

opportunities. We will provide branded products and services of superior quality and value that

improve the lives of the world's consumers. As a result, consumers will reward us with

leadership sales, profit, and value creation, allowing our people, our shareholders, and the

communities in which we live and work to prosper.

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Ariel claims

Leadership

We are leaders in our area of responsibility, with a deep commitment to deliver

leadership results.

We have a clear vision of where we are going.

We focus our resources to achieve leadership objectives and strategies

We develop the capability to deliver our strategies and eliminate organizational barriers.

Ownership

We accept personal accountability to meet our business needs, improve our systems, and

help others improve their effectiveness.

We all act like owners, treating the Company's assets as our own and behaving with the

Company's long-term success in mind.

Integrity

We uphold the values and principles of P&G in every action and decision.

Passion for Winning

We are determined to be the best at doing what matters most.

We have a compelling desire to improve and to win in the marketplace.

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Trust

We respect our P&G colleagues, customers, and consumers, and treat them as we want to

be treated.

We believe that people give best response when there is a foundation of trust.

Context Situational Analysis

The company analyzes the situation of Ariel product by using 4C frameworks.

Customer

Ariel is focusing overall the economys people including kids, young and adults who are much

conscious about their physical appearance. Ariel attracting their customers with evidence

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Competitor

Ariel knows that there are some established brands in this product line like bright total, surf

excel, and several others. Ariel after a detailed analysis has found that its major competitive

advantage is the assured access to good quality raw material at a very reasonable cost.

Ariel also knows that existing products manufacturing put pressure on them but P&G are

launching quality based product so they are ready to accept challenges and hurdles.

Company

P&G is a multinational public company that was founded as a consumer goods industry in 1837.

The company is based in Cincinnati, Ohio, US; as it headquarter and is headed over by CEO of

the company that is Bob Mcdonald. P&G is the world's largest consumer goods company that

markets more than 300 brands in over 180 countries. Many of its products are non-discretionary;

however, some are considered premium purchases and their sales suffered during the recession

as cheaper, generic purchases rose. P&G has some of the strongest brands in the world that

usually provide it a significant competitive advantage.. P&G focuses on its core businesses and

leading billion-dollar brands for growth. Nearly 80% of sales and growth this decade has come

from 10 businesses, including baby care, fabric care, family care, feminine care, home care, oral

care and many more.

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Marketing Opportunities

Now a days people are becoming very careful about their live. Because everyone wants to give

an impressive look in gathering or in a meeting weather formal or informal. Thats why Ariel is

prepared accordingly to the needs of customer. Ariel fulfill all the requirements which enhance

your clothing colure and give a sweet fragrance to the stuff thus because of all these plus points

ARIEL is promoted in market.

Product

Brand name

The brand name is Ariel washing powder. And the logo of product is below.

Quality

ARIEL full fills the requirements of house hold stuff. Thus it differs from other products by its

good quality. Which it maintain in previous years. Customer always searches for good quality

product thats why P&G Company designed Ariel according to needs of customers. P& G belief

that customer are the important assets.

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Promotion

Although there has been an enormous increase in the use of personal communications by

marketers in recent years, due to rapid penetration of the internet and other factors the fact

remains that mass media if used correctly can still dramatically improved the fortune of brand or

company .the power of marketing communications is equally important influencing attitudes and

behavior with respect socially relevant themes that Ariel trying to do to achieve their customers

satisfaction.

Ariel
Parent Company Procter and Gamble
Category Home Care brands detergents
Sector FMCG
Tagline/ Slogan Ak Dhulai challenge
The product has been in the market for many decades and has
established its image as the product which can remove dirtiest and
difficult to remove stains

USP

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 STP
Premium product People who want quality and are ready to pay
Segment more price for good quality product
Target Group Upper middle class and rich class of the society
Positioned by the special attributes it possesses of cleaning the
Positioning dirtiest stains by micro cleaning system in the product
SWOT Analysis
1. World leader in detergent segment
2. Quality detergent can remove the toughest stains
3. Has made a strong base in the mind of users by various
innovations in marketing
Strength 4. 1st to introduce fragrances in the market
1. Various lower priced products available in the market
Weakness 2. Strong competitors
1. 5700 core detergent market
2.Big untapped rural market
3.Can use its brand imprint in the minds of people to increase its
Opportunity customer base
1.Counterfeit products in rural areas
2.Aggressive price competition
Threats 3.Ambush marketing harming the products reputation
Competition
1. HULs Surf Excel
2.Bright Total
Competitors 3.Express Power

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Market share of Ariel (P&G)

Marketing mix

Product

Price

Place

Promotion

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Karakoram International University
 Procter & Gamble Co.
Norman Augustine
A. G. Lafley
Lynn M. Martin
W. James McNerney, Jr.
Corporate directors John F. Smith, Jr.
Ralph Snyderman
Margaret Whitman
Ernesto Zedillo

Annual Revenue

Annual revenue USD 79 billion (2009)

Employees 127,000
Stock symbol NYSE: PG

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Competitive analysis

From our survey we get surf excel as a major competitor of Ariel. Thus the survey conducted to

perform a comparative analysis between the two detergents brands surf Excel and Ariel. The

purpose of the survey is to analyze the comparison between these two brands on the basis of

customer loyalty and satisfaction level of the main asset of companies. And to judge the different

aspects associated and in favor of one brand more than the competing one.

Ariel Vs Surf excel

Today, brands are desire to become leader in its subsequent segment, and trying to come with

either an innovative concepts (including unique promotional scheme also) or by taking re-

position. Now a days majority brands are preferring to take reposition in market & then offering

strategically in order to generate awareness, brand position & recover tap as well as untapped

target market.

Surf Excel (Unilever Ltd.) V/s Ariel (P & G). Both are targeting especially children, as well as

these are premium brands. Surf Excel & Ariel are more focus on product uniqueness or it can say

that core competency of product along with its punch line.

Every detergent brands having single goal i.e. overcome stain from cloths. It is most

important than how brands are conveying message to consumers? How brands are

showing its unique features, quality & result orientation?

Recently 2 weeks ago, Surf Excel & Ariel both brands are roped out with new television

commercial campaign. On one side Surf Excel is being taking reposition for its brand Surf

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Excel blue whereas other side Ariel is being taking reposition by showing unique features in

Ariel Family Tree.

Brand Analysis:

(A) Surf Excel Family Tree: Sur excel Matic for washing machine, Surf excel bar, Surf excel

quick wash and Surf excel Easy wash (Surf Excel Blue is now Surf Excel Easy Wash)

Tagline: Daag Achche Hain (Stain are good). Tagline is very much effective and consumers

are enabling to identify brand from tagline. Surf Excel having strong brand position & brand

equity in Indian market.

Website Link: - http://www.surfexcel.in/category/products/

Advertisement Link: - http://www.youtube.com/watch?v=G_p2yx_Uv9k

Surf Excel has been released campaign in order to generate awareness about new packaging &

change the brand name i.e. Surf Excel Blue is not Surf Excel Easy wash. The ad film is shown

that mother is saying to her son to bring Same to Same pack i.e. mother is showing Surf Excel

Blue pack to son. And, son is reaching to shop, he is showing Surf Excel Blue pack & saying to

lady that he wants Same to Same pack. While lady is giving Surf Excel pack, suddenly boy is

being refusing & again demand for Same to same pack which has been shown.

Lady is replying to boy that Same to same pack but better. At the end of campaign, boy is

also conveying same message to his mother that Same to same but better. And, Voiceover is

telling Surf Excel blue is now Surf Excel Easy wash which is overcoming toughest stain from

cloths within few seconds.

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Surf Excel Easy wash is showing feature: overcome toughest stain from cloths within few

seconds.

Conclusion

Overall campaign is good. But, we can easily identify one small weakness i.e. the word Par

better (But better) which has been used in TVC campaign. It may give little negative impact

in the mind of consumers that Surf Excel Blue was not better if Surf Excel Easy wash is claiming

that about but better. It can be show as simply way Surf Excel Blue is now Surf Excel Easy

wash. Competitor brand i.e. Ariel has been taken a right time opportunity and it has also been

released new television commercial.

(B) Ariel Family Tree: Ariel complete - shine like new, Ariel anti bac, Ariel 24 hour fresh,

Ariel matic - for washing machine.

Tagline: - Chamak Rakhein Naye Jaisi (Keep Shining like new). Punch line is effective but

consumers having know-how about Ariel brand & when they are going to buy Ariel detergent

powder, they are clearly demand by using brand name Ariel.

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Now, new Ariel brands range is covered up Bar + Blue + Brush that removes toughest stain

from cloths and keep shining like new.

Website Link: - http://www.ariel.in/en-IN/Products/variant.aspx?product=Ariel

Advertisement Link:-

http://www.youtube.com/watch?v=ZUyJR29YN7c (Ariel Matic detergent for washing machine)

http://www.youtube.com/watch?v=TpYMg2HVyKo&feature=relmfu (Ariel Complete)

Ariel has been released two campaigns Ariel Complete & Ariel Matic from its brands range. The

Ariel Complete TVC has shown where brand is conveying message that now Ariel having

energy of Bar + Blue + Brush that removes toughest stain like of mud, ice cream, tea etc.

Whereas Aril Matic has been tied up with LG washing machine as an expert & Ariel Matic is

being using & established as washing machine detergent brand & performing well to remove

stain. The TVC has shown that one ball has been made of fabric cotton cloth which is being

passed through mass people. They are giving challenge to consumers that you can pass ball

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through the spot of ice cream, tea, mud & chocolates. Then after, they are being showing live

demonstration of Ariel Matic & Normal / local brand.

During the demo, Ariel Matic has been shown directly competitors products whereas Sur Excel

also having Surf Excel Matic brand as washing machine detergent powder. At the end of TVC,

brand has been shown whole brands range which has been covered up by Bar + Blue +

Brush.

Here, it can also say a small weakness is that TVC campaign shown LG as an expert for washing

machine detergent category. Consumers may be understanding differently like Ariel Matic will

be working well only whose having LG washing machine. Henceforth, it should be require

changing as strategically point of view.

Now Ariel became All in One brand for detergent powder segment.

Analysis of Questionnaires:

Following is the analysis of questioner; we distribute 20 questioners among suppliers and buyers,

we process those questioners through SPSS and results are as below.

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Market Share of washing Detergents:

After process we came to know that Market share of Arial is high , large numbers of people are

using Ariel as a detergent due to its several characteristics.

Market Leader of Washing Detergent

Suppliers claim that Arial is capturing the large portion of market as compared to others.

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BIBLIOGRAPHY:

http://www.ariel.co.uk/

http://www.coldisthenewhot.com/

http://www.coldisthenewhot.com/

http://www.ariel.in/en-IN/Products/variant.aspx?product=Ariel

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