ARIEL

Introduction • First appeared on the UK market circa 1968 and was the

first detergent with stain-removing enzymes

• In 1991, Procter & Gamble launched Ariel detergent in India with features like:

– Compact Detergent

– The Enzyme Technology

– Smart Eyes

– Superior cleaning in a choice of Fragrances

• Has the tag line:

“Ariel Sirf yaadein taaza rakhe, daag nahin”

Market Scenario• Three major players, Hindustan Lever Limited (HLL), Procter

& Gamble (P&G) and Nirma.

• When Nirma began challenging Surf's dominance in the detergent market, HLL launched various counter measures.

• The entry of P&G onto the scene further intensified the competition, creating a new market segment - the compacts.

• There was a price war unleashed by P&G in the detergent category

Market Share

• 13% P&G

• 38% HUL

• 29% Nirma

• 2% Henkel SPIC

• 18% Other

Segmentation of Detergent market in India

Segmentation Of Detergent Powder Market

• Premium: Ariel- Ultramatic & Spring clean ,Surf -Automatic & Quick wash

• Mid – priced: Surf Excel Blue, Tide, Stain Champion

• Mass Market: Wheel , Fena, Nirma, Ghadi

Positioning

• Ariel has had an over-riding premium in pricing as compared to competing brands

• It has been marketed as a concentrate detergent which is “superior and thus expensive”

• Ariel has been indigenously developed on the local customer needs by reducing the price to about half

• P&G is clearly targeting the mass market in India, by making its products more affordable.

Penetration Strategy• Foreseeing opportunity in penetration, P&G launched of

Tide

• Their strategy to launch Tide in order to compete with Mid – priced Surf Excel Blue was spelt out tacitly

• In September 2003, superior quality Ariel sachet was launched at Rs. 2 per sachet

• The add-on benefits in the new product are better fragrance, better enzymes for dirt fighting

Core and Augmented Product

Superior Cleaning

Fragrances

Encourages customer feedback

Guarantee

Re-usable packing

ProductsBased on Research conducted by Ariel on the Indian

laundry market 2 exciting fragrances were launched–

Ariel Spring Clean with a floral fragrance inspired by the roses that bloom in Indian spring time, and

Ariel Fresh Clean with a refreshing fragrance inspired by the subtle refreshing scent of the

jasmine flower

The two unique fragrances of Ariel offers Indian consumers an unbeatable combination of ‘superior cleaning’ and ‘a choice of fragrances’

Expensive

Economical

High Innovativeness

Low Innovativeness

Ariel Front-O-Mat

Perceptual Mapping

Ariel Fresh & Spring Clean

Features• Ariel is the world’s leading detergent and epitomizes ‘stain

removal’

• Ariel contains safe ingredients for normal fabrics and skin under recommended usage conditions for laundry

• Meets the Company’s stringent human and environmental safety standards

• 1st to introduce different fragrances in detergent.

BRANDINGPARENT BRAND• Owned by Procter & Gamble, Ariel has a long-standing

reputation for reliability and efficacy in the premium fabric care market

BRAND BUILDING

• Created a Brand Imprint for itself by positioning it as a Premium Brand

• Also It has maintained Technological Superiority

• The brand has enjoyed endorsement from celebrities such as Shabana Azmi, Sharmila Tagore, TV’s most popular ‘saas-bahu’ duo Smriti Iraani and Apara Mehta.

Future Strategies• More aggressive promotion in rural areas

• Difference in packaging i.e launching Rs.5 and Rs.10 sachets

• Strengthening the marketing channels and penetrating deeper in the consumer market

• Also the national coverage would be dealt with by increasing the company's warehouses and creating C&F agents in the smaller cities

• Thus creating desirability and increasing availability of the brand ‘Ariel’