Case Analysis Marketing management

Fabric Wash Market

0.5 5.5
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

94

Decision Problem
Preferred use of RIN Bar 20 Dishwash 15 65

Fabric
Both

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 Sole NSD bar product in the fabric washing market Superior cleaning capability Weakness Price is competitive to utensil detergent bars Color resembles that of utensil detergent bar

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

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

4 P Analysis
Product Solid blue NSD bar Instant lather and tough Has fluorescence for brightness Fragrance after wash Price April 84 July 85 price between 2.95 and 3.15 for 130 gm June 86 onwards two variants 125 gm Rs 2.50/250 gm Rs 4.75/In August 88 125 gm Rs 3.25/250 gm Rs 6.00/Promotion Using pricing of campaigns Free sample distribution Print media promotion Real time road shows

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

Current Segment Target Positioning

NSD Fabric Washing bars Portrayal as premium fabric wash bar

Customers seeking value as a fabric washing bar Point of Parity Fabric wash bar Desired cleanliness Point of Difference Abundant and instant lather Prevents redeposit of dirt Pleasant fragrance More brightness Frame of Reference Fabric washing market and better experience

Re-Positioning Strategy
Segment Laundry soap and NSD bar consumers

Emotional Branding Advertising RIN as a fabric protecting washing bar and target the health of womens 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

Target Customers using laundry soap for washing Position Safe wash bar for clothes and hands