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WASHING POWDER
4P’s – A MARKET MIX
• Advertising• Publicity• Sales
Promotion
• Distribution Channel
• Place Available
• Pricing Strategy
• Prices of Variants
• Product Variants
ProductPrice
Promotion
Place
4Ps
MAJOR PLAYERS
NIRMA
ARIELSURF EXCEL
TIDE
PRODUCT MIX – SURF EXCEL• Surf Quick Wash
• Surf Excel Blue
• Surf Front Matic
• Surf Top Matic
Hard to Soft water
Color Care Variant
Specially Designed for Washing Machines
•Tide Jasmine
•Tide Nature fresh
Dirt Magnet – Jasmine Fragrance
Sweet Fragrance, (specially) Washing
Machine
PRODUCT MIX – TIDE
•Ariel Quick wash Oxy blue
•Ariel Spring Clean
•Ariel Front-O-Mat
•Ariel Fresh Clean
Removes Tough stains
Floral Fragrance, easy to wash clothes
Mogra Fragrance
Esp. Washing Machines, Avoids need to scrub
clothes.
PRODUCT MIX – ARIEL
•Super Nirma
•Nirma popular Low end product, Convert Cake user to Detergent
User
Basic product, Easily creates foam
PRODUCT MIX – NIRMA
PRICING STRATEGY
Optional feature pricing
Product line pricing
Cost plus pricing
Competitive pricing
Distributive pricing
Cost Plus Pricing
Competitive pricing
Customer segment pricing
Initially –”price leader strategy”
Later- reduced price strategy
low cost pricing
PRICING
SIZE SURF EXCEL QUICK WASH
SURF EXCEL BLUE
SURF EXCEL MATIC
Sachet Rs. 2 Rs. 2 -
200gm Rs. 23 Rs. 20 -
500gm Rs. 56 Rs. 41 Rs. 80
1Kg Rs. 107 - Rs. 155
SIZE ARIEL QUICK - WASH
ARIEL SPRING CLEAN
ARIEL FRESH CLEAN
Sachet Rs. 2 Rs. 2 -
200gm Rs. 26 Rs. 26 -
500gm Rs. 55 Rs. 55 Rs. 80
1Kg Rs. 107 Rs. 107 Rs. 155
PRICING (Cont…..)
SIZE NIRMA POPULAR
NIRMA SUPER
600gm Rs. 23 Rs. 27
1Kg Rs. 33 Rs. 37
SIZE TIDE JASMINE
TIDE NATURE FRESH
Sachet - Rs. 1.5
250gm Rs. 11 Rs. 11
600gm Rs. 28 Rs. 26
1Kg Rs. 55 Rs. 51
PLACE & DISTRIBUTION
Factory
Regional Stockiest
Wholesaler
Retailer
TIDE
PLACE:
1. Malls2. Discount Stores3.Convenience Stores
SURF
Factory
Company Warehou
se
Distributor
Retailer
Factory
Wholesaler &
Retailer
Direct sales (30%)
Level 1 Level 2
PLACE :
1. Malls2. Convenience
stores
ARIEL
Factory
Company Warehous
es
Wholesalers
Retailers
PLACE :
1. Malls2. Convenience
stores
NIRMA
PLACE :
1. Grocery Stores
2. Convenience Stores
3. Discount Stores
Factory
Distributors
Retailers
NIRMA DISTRIBUTION STRATEGY
Principal Channel (450 Distributors):-
1. Lowest cost system in India2. For Speedy distribution3. Flexibility
Parallel Channel (2000 Distributors):-
1. Wider Market reach
2. Speedy market intelligence3. Competitive edge & Better focus4. Compliments principal channel
PROMOTION - ARIEL Demonstrations Sale contests 'Ariel - Whirlpool Super wash' - buy a Whirlpool
Washing Machine for Rs.238/- in EMIs Newspaper advertisements: HT, TOI (National &
Premium) TV advertisements: Premium TV channels (Star ,
Zee)
PROMOTION – SURF EXCEL First detergent brand to be advertised on TV .
More than 300 channels across the globe. Ads in Magazines: FEMINA, LIFE etc…. Children festival Radio city campaign Capturing market by slogans likeo Kadi safai , magar pyaar se….,o Dhoondhte reh jaoge…. ,o Daag jaise bhi ho surf excel hai na…. ,o daag achhe hain….
PROMOTION - TIDE Through print media : Newspapers Catchy advertisements like ARREY YEH
TO PURANA SHIRT HAI TV and Radio advertising Promotional Offers :
10% Extra, Free Bucket etc..
PROMOTION - NIRMA NIRMA did not have a cost in its initial budget for
advertising By the late 70’s as televisions slowly started to spread into
rural India, so did the Nirma ad campaign, with its simple message and catchy jingle
“Dudh si safedi NIRMA se aaye, Rangin kapda bhi khil khil jaaye. Sabki pasand NIRMA”..the same jingle has been used since the last 42 years.
Introduce bucket scheme to promote product hamper. Money back guarantee promotion scheme Relies more on advertisements in LOCAL newspapers &
REGIONAL TV channels Ads in Magazines : Gruh sobha, Sarita, Maya etc…
THANK YOU !!!
BHARTIVERMA
MANISHBAHL
AMITKANABAR