Product Detergent Bars

RIN
Mfg- M/s.RMCPL,Dhule,Maharashtra

Tide Naturals

Surf excel

Mfg-

Mfg-Silvassa Detergent Factory,Silvassa

Active wheel
Mfg-MIDC Lote

Parshuram,Maharashtra

Segmentation, Targeting & Positioning

RIN
-Segment: Home Care Detergent Bar
-Target: Every Indian Household
-Position: plays an integral part in enabling
people to look good by providing
demonstrably superior whites

Surf excel
-Segment: Home Care Detergent Bar
-Target: Every Indian Household.
-Position: It has constantly upgraded itself over the
years, to answer the constantly changing
washing needs of the Indian homemaker

Active Wheel
-Segment: Home Care Detergent Bar
-Target: Consumers at the mass end of the
detergent segment
-Position: Aims to bring delight back into the lives
of lacs of women across India, by giving
the a magical wash experience of lemons
and
thousands of flowers.

Tide

-Segment: Home Care Detergent Bar

-Target: Lower middle class (Tier 3 & Tier 4).
-Position: A detergent powder which provides
cleanliness keeping the hands of the
washer
smooth at the same time

 RIN
-USP: Rin strives to deliver best in class
whiteness through continuous
innovation
and product
improvements supported
by
memorable campaigns

Surf excel
-USP: Surf Excel offers outstanding stain
removal ability on a wide range of stains

Active Wheel
-USP: Transforming even as tedious a chore
as laundry into a delightful experience

Tide
-USP: A tier-3 (lower middle class) detergent
which is primarily used in the segment
as a special wash detergent

 RIN
- Pack size and price
-80gm=Rs.5/- ,150gm=Rs.10/-4 Soap Pack (4x250g) = Rs.62/-

Surf excel
- Pack size and price
-100gm=Rs.10/- , 150gm=Rs.15/-250gm=Rs.27/- , 450gm=Rs.49/-4 Soap Pack (4x200g) = Rs.88 /-

Active Wheel
- Pack size and price

-100gm=Rs.5/-(green)
-190gm=Rs.10/-(blue)

OK Active Wheel
- Pack size and price
-150gm=Rs.10/-

- Pack size and price

-85gm=Rs.6/-140gm=Rs.10/-4 Soap Pack (4x250g) = Rs.72/-

Tide