A detergent is a surfactant or a mixture of surfactants with "cleaning properties in dilute solutions. Detergents, as a constituent of the overall FMCG industry, accounts for a near 12% of the tota...
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we “Cawnpore Monochem Industries” are a Sole Proprietorship Firm, renowned as a prominent manufacturer, importer and exporter of a comprehensive range of Detergent Raw Material, Detergent Chemical ...
we “Cawnpore Monochem Industries” are a Sole Proprietorship Firm, renowned as a prominent manufacturer, importer and exporter of a comprehensive range of Detergent Raw Material, Detergent Ch…Full description
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Group : Knowledge Seekers
Members : Aisha Imtiaz (11124022) Farah Zaheer (11124019) Yasir Mehmood (11124017) Ahmad Arif (11124027) Submitted To : Mr. Shoaib Muhammad
Topic Name:
RIN Detergent To Position or Reposition
Farah Zaheer (11124019)
Introduction •
In early January 1989, Irfan Mustafa, General manager, personal products and market research, lever brothers Pakistan limited.
•
Laundry detergent bar RIN, which had been introduced to the Pakistani market in 1984.
Continue . . . •
RIN promote as fabric washer.
•
RIN had reached reasonably satisfactory levels in 1988.
•
Conduct a survey (RIN used for dish washing )
PROBLEMS
Issues: •
Are Laundry soaps also used for Dish-washing.
The Idea •
Possible that laundry soaps are also used for
dishwashing •
Promotion of RIN as being better than laundry soaps
might have added only new ‘dish-washers’ as customers leading to greater sales in 1987-88.
Aisha Imtiaz (11124022)
Continue . . . Issue •
Does the ‘consumer survey’ actually serve the purpose
The Idea •
Consumer survey gives results for 1988 to 1989, while
prices had been raised. •
Possibility that consumers have stopped using RIN as
fabric washer due to price increase
Alternatives in Hand
The Idea RIN as a ‘Fabric + Dish’ washer
Focus on primary as well as secondary function – Let us gain from whichever segment sales come from
RIN as a ‘Fabric’ washer
Focus on the primary function – Let us maintain our brand’s focus
RIN as a ‘Dish’ washer
Focus on the secondary function – Let us target the segment that is actually generating sales
RIN as a ‘Fabric + Dish’ washer
Premise •
Will uniquely position and clearly differentiate RIN from competing products, which are either fabric washers or dish washers
Continue . . . Media •
Communication
A well-known Pakistani female actress can be used to endorse – ‘RIN is like me’
•
Considering the target audience as housewives, a wellknown female personality who is involved in several activities can also be used.
•
Free samples and plays in urban areas as well as rural areas.
Continue . . . Distribution
Network
•
Retailers to be sensitivized about the two products
•
Shelving of the two variants in their respective categories; Incentives for positioning RIN as the dividing line
Ahmad Arif (11124027)
Continue . . . Financial •
Implications
Additional costs to be borne on new product and packaging
•
More retailer incentives, for both variants
•
Heavy increase in expenditure in the form of advertisements and sales promotional campaigns
RIN as fabric washer Premise •
RIN is the only NSD (nonsoap detergent) bar in the market; hence it makes sense to further penetrate the market as a unique product
Continue . . . Media •
Communication
More focus on new features; more focus on outcomes through a well-known female personality
•
Even the same mid-aged movie star can be used along with a younger movie star −
•
Customers will clearly get the idea of ‘old’ vs. ‘new’
More focus on rural Pakistan.
Continue . . . •
Distribution Network
Identify the margins earned by retailers – give them the maximum among all fabric washing products.
Financial
Implications
•
Additional costs on new product development, new packaging
•
Continuing expenditure on advertisement and trade promotion – this time for a new product.
RIN as dish washer Premise •
Targeting the ‘actual’ customer, instead of the intended one.
Media •
Communication
Focus on ‘dish washing’ qualities; RIN as their preferred dish-washer.
Continue . . . Distribution •
Identify the margins earned by retailers – give them the maximum among all dish washing products −
Retailers will ensure shelving of RIN properly.
Financial •
•
Network
Implications
Additional costs on new packaging Initial expenditure on advertisement and trade promotion – this time for a new theme.
Yasir Mehmood 11124017
What we feel Rationale
Priority
•
Let us target the entire customer segment
RIN as a ‘Fabric + Dish’ washer
−
Plant is already under utilization
•
Also, positioning only as a ‘fabric
1
washer’ hasn’t yielded desired outcomes
Rationale
Priority •
RIN as a ‘Fabric’ washer
•
2
•
Looks at only a part of the entire market Positioning only as a ‘fabric washer’ hasn’t yielded desired outcomes till now Changes in product features and subsequent promotion can have desired outcomes
Rationale
Priority
•
RIN as a ‘Dish’ washer
•
3 •
Customers might be left confused – what RIN actually stands for? Complete U-turn might leave RIN in no man’s land Also, dish-washing market is smaller and more competitive than fabric washing market
Conclusion •
As such, despite increase in advertisement and sales promotion expenditure initially, we believe positioning RIN as a fabric + dish washer would be the best strategy
•
Increase in sales is almost certain −
The ‘two-in-one’ concept will definitely appeal to the middle, lower middle and lower-income class population of Pakistan
• Increasing sales by targeting all customer segments reduces the per unit production costs as RIN production plant remains highly underutilized
