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Case Analysis
Marketing management
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94
5.5
0.5 Laundry Soap
NSD Powder
NSD Bar
RIN currently governs theentire NSD bar market
RIN brands of NSD powder;Surf, Sunlight control 50%of the
market
Fabric Wash Market
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Decision Problem
Current steps to be taken regarding marketing of thelaundry
detergent bar RIN?
Identify and evaluate alternate various alternativesavailable to
him.
6515
20
Dishwash
Fabric
Both
Preferred use of RIN Bar
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Strengths•Sole NSD bar product in thefabric washing
market•Superior cleaning capability
Weakness•Price is competitive to utensildetergent
bars•Color resembles that of utensildetergent bar
Opportunities•
Potential to capture 247000laundry soap market
segment•Capability to do productdifferentiation by introducing
acheaper dish wash bar andseparately dominate NSD bar
market
Threat•
Popular use as dish washing bar•Entry of a specific product
fordishwashing may affect currentsales
SWOT Analysis
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Product•Solid blue NSD bar•Instant lather and tough•Has
fluorescence for brightness•Fragrance after wash
Price• April 84’ – July 85 – pricebetween
2.95 and 3.15 for 130 gm• June 86’ onwards two
variants125 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 distributorsserving 60000 retailers•Mostly shelfing
along withnormal soaps
Promotion•
Using pricing of campaigns•Free sample distribution•Print media
promotion•Real time road shows
4 P Analysis
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Current
Segment – Target – Positioning
NSD Fabric Washingbars
•Customers seeking value as afabric washing bar
Portrayal as premium fabric washbar
Point of Parity Point of Difference Frame of Reference
•
Fabric wash bar•Desired cleanliness
•
Abundant and instantlather•Prevents redeposit
ofdirt•Pleasant fragrance•More brightness
Fabric washing marketand better experience
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Re-Positioning Strategy
Image Differentiation Appealing to the currentimage of RIN
by portrayingit as an exclusive fabric washsoap
Product revampChange the colorof the bar todistinguish from
current stereotypeof dish wash barEnd of Line positioning
Positioning the productstrategically at the retailersend to help
influence thechoice of consumer
Emotional Branding Advertising RIN as a fabricprotecting
washing bar andtarget the health of women’shands while washing.
TargetCustomersusinglaundrysoap for
washing
SegmentLaundrysoap andNSD barconsumers
PositionSafe wash barfor clothesand hands
