RIN DETERGENTTO POSITION OR REPOSITION

Kush Kumar – 13P149Aviral Bansal – 13P135

Rochak Mathur – 13P163Rattan Preet Singh – 13P161

Devasheesh Mathur– 13FPM91

Overview• Lever Brothers Pakistan Ltd a FMCG company in

Pakistan

• In 1984 launch RIN as solid, blue NSD bar as fabric washer in 130 gm standard pack

• Advertised as being introduced from heavens by thunder and lightning bolts

• Disappointing sales for first three years

Overview Contd• Promotional schemes didn’t help much

• In June 1986 package size reduced to 125 gms and new 250 gms package size introduced

• New advertising campaign designed to portray as cleaner, brighter and more economical wash than soaps

• Successful relaunch and sale reached 1200 ton

Fabric Wash Market• Total fabric wash sales of 263,050 tonnes

• Laundry soap retailed for Rs. 10-15 /kg• NSD Powder price range : Rs. 20-48 /kg• Sunlight & Surf had 50% of NSD powder Market

Laundary Soap;

94.00%

NSD Powder; 5.50% NSD Bar; 0.50%

Dishwash Market• Total dishwash sales of 60,000 tonnes

• Hard soap retailed between Rs. 20-40 /kg• Dishwashing Bars retailed between Rs. 25-40 /kg

Hard Soaps; 88.00%

Bars; 12.00%

Why people view RIN as Dishwasher ?• Representative Heuristics– People associate blue color with dishwash bars

• Retailers shelved RIN with wrapped personal soap or completely separate

• Company portrayed as Economic Soap– In terms of price was more suitable and competitive as

Dishwash Bar– Avg price of RIN Rs. 26/kg ( Rs. 3.25 for 125gm )– Price range of Dish wash bar: Rs. 25-40 /kg– Price range for laundry soap: Rs. 10-15/kg

Recommendation• Reposition RIN as economic Dishwash Bar

• Use cost as SCA– Eliminate fabric wash ingredient– Can pass some cost advantage to customers

• Position it on Shelves along with other Dishwash Bars

• Can also launch RIN liquid Dishwash

For Fabric wash Market

• Can launch a new fabric wash bar under the Brand name of Sunlight and Surf

• Keep its colour any other than blue

• Place it on shelves in Laundry Section

Thank You