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Case Analysis Marketing management

Case Analysis Marketing management

Fabric Wash Market

0.5 5.5 94
0.5
5.5
94

Laundry Soap

NSD Powder

NSD Bar

RIN currently governs the

entire NSD bar market

RIN brands of NSD powder;

Surf, Sunlight control 50%

of the market

Decision Problem

Preferred use of RIN Bar 20 Dishwash Fabric 15 Both 65
Preferred use of RIN Bar
20
Dishwash
Fabric
15
Both
65
  • Current steps to be taken regarding marketing of the laundry detergent bar RIN?

  • Identify and evaluate alternate various alternatives available to him.

SWOT Analysis

Strengths

Weakness

Sole NSD bar product in the fabric washing market Superior cleaning capability

Price is competitive to utensil detergent bars Color resembles that of utensil detergent bar

Opportunities

Threat

Potential to capture 247000 laundry soap market segment Capability to do product differentiation by introducing a cheaper dish wash bar and

Popular use as dish washing bar Entry of a specific product for dishwashing may affect current sales

separately dominate NSD bar

market

4 P Analysis

Product Solid blue NSD bar Instant lather and tough Has fluorescence for brightness

Price April 84’ – July 85 price between 2.95 and 3.15 for 130 gm June 86’ onwards two variants

Fragrance after wash

  • 125 gm Rs 2.50/-

  • 250 gm Rs 4.75/-

In August 88’

  • 125 gm Rs 3.25/-

  • 250 gm Rs 6.00/-

Place Through 315 distributors serving 60000 retailers Mostly shelfing along with normal soaps

Promotion Using pricing of campaigns Free sample distribution Print media promotion Real time road shows

Current Segment Target Positioning

Portrayal as premium fabric wash bar

NSD Fabric Washing bars

Customers seeking value as a fabric washing bar

Current Segment – Target – Positioning Portrayal as premium fabric wash bar NSD Fabric Washing bars

Point of Parity

Point of Difference

Frame of Reference

Fabric wash bar

Abundant and instant

Fabric washing market

Desired cleanliness

lather

and better experience

Prevents redeposit of dirt

Pleasant fragrance More brightness

Re-Positioning Strategy

Segment Laundry soap and NSD bar consumers
Segment
Laundry
soap and
NSD bar
consumers
Target Customers using laundry soap for washing
Target
Customers
using
laundry
soap for
washing

Position

Safe wash bar

for clothes and hands

Re-Positioning Strategy Segment Laundry soap and NSD bar consumers Target Customers using laundry soap for washing

Emotional Branding

Advertising RIN as a fabric

protecting washing bar and

target the health of women’s

hands while washing.

Product revamp

Change the color of the bar to distinguish from current stereotype of dish wash bar

Image Differentiation

Appealing to the current image of RIN by portraying it as an exclusive fabric wash soap

End of Line positioning

Positioning the product strategically at the retailers end to help influence the choice of consumer