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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
RIN Detergent To Position or Reposition
Topic Name:
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
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 customers
leading to greater sales in 1987-88.
Issues:
• Are Laundry soaps also used for Dish-washing.
Aisha Imtiaz (11124022)
Continue . . .
Issue
• Does the ‘consumer survey’ actually serve the purpose
The Idea
• Consumer survey gives results for 1988 to 1989, while
prices had been raised.
• Possibility that consumers have stopped using RIN as
fabric washer due to price increase
Alternatives in Hand
The Idea
RIN as a ‘Fabric + Dish’
washer
RIN as a ‘Fabric’ washer
RIN as a ‘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 brand’s focus
Focus on the secondary function – Let us target the segment that is actually generating sales
RIN as a ‘Fabric + Dish’ washer
Premise
• 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 well-
known 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 outcomes
through 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 the
maximum 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 washer
Premise
• Targeting the ‘actual’ customer, instead of the intended
one.
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 feel
RIN as a ‘Fabric +
Dish’ washer1
Priority Rationale
• Let us target the entire customer
segment
− Plant is already under utilization
• Also, positioning only as a ‘fabric
washer’ hasn’t yielded desired
outcomes
RIN as a ‘Fabric’ washer
2
Priority Rationale
• Looks at only a part of the entire market
• Positioning only as a ‘fabric washer’ hasn’t yielded desired outcomes till now
• Changes in product features and subsequent promotion can have desired outcomes
RIN as a ‘Dish’ washer 3
Priority Rationale
• Customers might be left confused – what RIN actually stands for?
• Complete U-turn might leave RIN in no man’s 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
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