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RIN Detergent – To Position or Reposition

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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 customersleading 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, whileprices had been raised.

Possibility that consumers have stopped using RIN asfabric washer due to price increase

Alternatives in HandThe IdeaRIN as a Fabric + Dish washer Focus on primary as well as secondary function Let us gain from whichever segment sales come from Focus on the primary function Let us maintain our brands focus Focus on the secondary function Let us target the segment that is actually generating sales

RIN as a Fabric washer RIN as a Dish washer

RIN as a Fabric + Dish washerPremise 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 outcomesthrough 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 themaximum 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 washerPremise Targeting the actual customer, instead of the intendedone.

Media Communication Focus on dish washing qualities; RIN as their preferred dish-washer.

Continue . . . Distribution Network Identify the margins earned by retailers give them the maximum among all dish washing products Retailers will ensure shelving of RIN properly.

Financial Implications Additional costs on new packaging

Initial expenditure on advertisement and trade promotion this time for a new theme.

Yasir Mehmood 11124017

What we feelPriority

Rationale Let us target the entire customer segment

RIN as a Fabric + Dish washer

1

Plant is already under utilization Also, positioning only as a fabric washer hasnt yielded desired outcomes

Priority

Rationale Looks at only a part of the entire market

RIN as a Fabric washer

2

Positioning only as a fabric washer hasnt yielded desired outcomes till now Changes in product features and subsequent promotion can have desired outcomes

Priority

Rationale Customers might be left confused what RIN actually stands for?

RIN as a Dish washer

3

Complete U-turn might leave RIN in no mans 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