Escolar Documentos
Profissional Documentos
Cultura Documentos
Presented By:
Rinky Sachdeva
Keshav Rustagi
Parshant Gupta
Shobhit Saxena
Shashank Kapoor
Aditya Goel
Contd..
Market leader among organized players is
HUL 37% followed by Nirma 30% and
Procter and Gamble 12%
Other brands in the running are Henko from
Henkel, Jyothi Laboratories' Techno Bright,
Ghari and innumerable ones in the
unorganized sector
Any Detergent with the basic ingredients in
place will do an equally good a job of
cleaning. So the major component of cost is
the cost of marketing.
Market Segmentation
Frame of reference
Geographical Split
Active Wheel
Variants
Market Positioning
Competitive Environment : 3 Cs
Customer
The lower-most socio-economic segment: B2 to E2
Competitors
Ghari, Nirma, Fena and local players
Corporation
HUL : Hindustan Unilever Limited
Points of differences
Celebrity Brand Ambassador: Salman Khan
More emphasis on fragrances of flowers and less
on functionality unlike other detergent brands
that highlight stain removing and whitening
powers
Competes with local detergent players
Innovative campaigning in rural and semi-urban
areas of India
TVC and radio campaigns revolve around
husband-wife conversation
Surf excel
Brands heritage
Market positioning
Customers
Socio-economic class A1 to B1
Mainly washing machine users
Financially well-off as many innovative
campaigns make use of internet like stainremoving games on surf-excel website and
twitter contests
Potential Target
Variant
Target
Associations
Stain Removal.
Powerful cleaning.
Good fragrance.
Keeps the colors of clothes bright
Attractive packaging.
Daag tu acha hota hain.
Daag nai to seikhna nai.
Points of differences
First FMCG for detergent
Contd..
Many BTL campaigns of Surf-Excel revolve around
making lives better for children
TIDE
TIDE
Potential Target : Women ages 18 to 54 years
old, middle classes.
Frame Of Reference : Detergents Giving Shiner
Clothes.
Points of Differences: Whiter Clothes, Variants
like Tide Naturals (lemon and chandan)
Evaluation
Tide was really successful in positioning itself as
a brand which can give you better results than
your expectations.
Tide showed people the extra shade of
brightness in White, when people used to get
satisfy with the Normal White.
Brands Heritage
Tide is a brand of Procter and Gamble.
Being under the umbrella of P&G, it enjoys high
position in market and It is easier for the brand
to penetrate into the consumer minds and win
the trust.
Consumers
Tide successfully positioned itself as a brand
which gives Whiter Clothes than any other
detergent.
So, the people who wears uniforms (specially
white or light colored) were readily attracted
towards the brand.
Housewives were also concerned about the
clothes of their husbands. Tide successfully
targeted them also by showing similar things in
advertisements.
Competitive Environment
Tide made an entry at the perfect time when
advertisement industry was booming and
consumer was becoming more aware about their
choices due to increase in information inflows.
There were many brands who were focusing on
the dirt removing properties of their detergents
and going into the technicalities of their
composition.
Points of Differences
Tide showed people that you can actually get
whiter and shiner clothes by using tide
Brand did not focus on composition of product
too much and kept it simple
Thank you