WASHING DETERGANTS

BBA II
SECTION G


Presented to:
Maira Zubair

GROUP MEMBERS

Ahmed Ali
Aima Abid
Hira Jaffar
Hira Waqar
Ramsha Sohail

OUTLINE
The project is about Ariels marketing mix and we have
recommended some changes in the two major Ps of this
product.

The Ps in which we recommended some changes is
Product and Promotion.

Furthermore it contains:

- Introduction of Ariel
- Competitors analysis and SWOT analysis
- Brief introduction of previous Ps (Product and
promotion)
- Our recommended Ps (Product and Promotion)

INTRODUCTION
Brand of proctor and gamble.
Launched in Pakistan in 1997
Impeccable cleaning in stain removal.
Unique ingredients
Ariel is a Market Challenger
One of the most used brands
Main competition Surf Excel
No clear point of differentiation or USP
Trying to create image of economical detergent



COMPETITION ANALYSIS


The major competitors of Ariel are as follow:


SWOT ANALYSIS
Opportunities
Rapid market growth
Changing customers needs
& wants as life style change
To create relation with
society on the social
marketing basis
Pakistan peoples moves
from soap to detergent
Savings are more important
due to economical issues

Threats
There is very tough
competition in detergents
markets
Low profit margins
Smuggled brands of CHINA
New competition in the
market
Heavy promotion of other
brands
Increases in prices due to
fuel prices

STRENGTHS
Enjoying economies of scale
Good will in the market
Strong financial position
Have Strong distribution
channel in Pakistan
Abundant financial
resources
Good brand name
Well brand image
Committed employees

WEEKNESS
Weak spending on R & D
Internal operating problems
Low promotional activity



PRODUCT
The product includes the following:

Quality
Features/Range
Branding
Packaging

RANGE

Arial has diversified its product range in the recent years. It
includes:

Ariel excel gel
Ariel powder
Ariel excel liquitabs
Ariel tablets

But in Pakistan they only have one product in the
category of washing detergents.

Quality:

Complies with International Quality Standards .
Most of the goods are CE and FCC approved and meets the
requirements of customers.


Packaging:

Packaging of Ariel is quite attractive
Includes eye catching colors like green, white and red
good color combination as well and the material used for the packet
is also good.

Good brand name
Precise and short
Easy to remember
Logo is eye catching

Branding
PROMOTION
The promotion consists of all the different techniques of
promoting a product which includes advertising through
print media, electronic media etc. It includes the
following:

Advertising
Sales promotions
Public relations
Direct marketing

Ariel is just using the following mediums of
promoting their brand:

Radio advertisements
Stands in shops (very few)
Occasional billboards
Tv commercials

They are not being involved in any personal marketing
which enhances and increases customer awareness
and perception about the product.

OUR RECOMMENDATIONS
Ariel has a very good market in Pakistan
Huge brand name for Surf Excel
Many people generally in Pakistan identify any
detergent as Surf.
Ariel needs to buck up their promotional campaign
Should improve their Product as well
should improve their Product as well
PRODUCT
Product is a very important marketing mix
The Quality of Ariel is very good so we wont suggest
any changes in it because it is already competitive
enough.
Major change which is required is in Features/Range
People want to see more options in Ariel
Ariel should also come up with line extension
Variety in product always attracts customers
It will also expand its market





According to our research in which we conducted personal
interviews one of the questions was:

Do you prefer detergents with lots of range or extensions
to choose from or just a one simple detergent?

56%
44%
NO
YES
The brand name Ariel is good.
But what it needs to amend is its tag line
They should focus on one aspect or a point of
differentiation from competitors and that is SAVINGS
Ariel is trying to portray itself as an economical and good
detergent.
We suggest that the tagline should be

Mehngai aur Daag Dono Ko Dhodalay

At the back of the packet
Include small tips for women like how to store different
eatables for long or money saving tips like home
remedies etc.
This would make the packaging more attractive
In order to save some money a bit cheap raw material
could be used
Ariel could ask packages to use a bit thin paper to make
the packet.
Packaging is very important but a little bit cheap raw
material will not have an effect on sales
PROMOTION
Promotion is a very essential part of the marketing mix
As mentioned before promotion includes the following
major things:

Advertising
Sales promotions
Public relations
Direct marketing

Advertising

Ariel is using low budget promotional strategy
In advertising we are going to use both the print media and
the non-print media.

Television commercials which are going to be run on
drama channels.

In printed media, the company can also make
advertisements in magazines and billboards. Magazines
will include cooking magazines and women digests.

SALES PROMOTION

Coupons and scratch and win offers will be.

Trade promotions include obtaining distribution
and shelf space encouraging retailers to
advertise our brand. The retailers will be given
incentives to promote our product and to keep
our stands and banners etc.

Sponsoring boards for stores which will have
the tagline and logo of Ariel.

PUBLIC RELATIONS

Sponsoring upcoming events associated with women like
the exhibitions of home accessories or women clothes.


Arranging a food melas in three major cities of Pakistan,
this will have two benefits. One is that money could be
earned in the form of stalls and tickets and secondly PR
will improve.

DIRECT MARKETING

Creating fan pages on social networks like
Facebook and Twitter, females can get tips
online. They could also enter a lucky draw
online by answering a few questions about
Ariel.

CONCLUSSION
Improving promotional activity and improving
the product will help increase sales and
secondly reducing price just a little bit and
saving money from packaging would result in
success.

We Are now open for any questions !