ariel
DESCRIPTION
4 P's and STP for ArielTRANSCRIPT
![Page 1: Ariel](https://reader036.vdocuments.net/reader036/viewer/2022062418/555b2685d8b42ae82e8b4588/html5/thumbnails/1.jpg)
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• Ariel is a marketing line of laundry detergents made by Procter & Gamble
• It is the flagship brand in P&G• Launched in 1991 in India• Compact detergent• Enzyme technology• Smart eyes• Superior cleaning in a choice of fragrances
![Page 3: Ariel](https://reader036.vdocuments.net/reader036/viewer/2022062418/555b2685d8b42ae82e8b4588/html5/thumbnails/3.jpg)
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• Products classification- service consumer good• Product differentiation- form, feature,
performance and reliability• Superior technology• CSR initiatives• Attractive packaging• Catchy tag-lines• Established as a brand itself
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• Optional-feature pricing• Product-line pricing• Cost-plus pricing• Competitive pricing• Distribution pricing
![Page 6: Ariel](https://reader036.vdocuments.net/reader036/viewer/2022062418/555b2685d8b42ae82e8b4588/html5/thumbnails/6.jpg)
• In-store placement strategy• Rural penetration• Strategic location of warehouses• Increase wholesale dealers in small towns who
can cover nearby villages• Already existing strong links in urban areas
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• Media• Radio• Hoardings• Consumer promotion• Newspaper• Various promotional techniques
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Segmentation
• General consumers• Newly wedded couple• Women • Washing machine users• Color sensitiveness of clothes
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Targeting
• Demographic- Family size• Niche markets• Urban and Semi-Urban areas• User status- Regular user, Potential user and
Non users
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Positioning
• Premium brand against its competitors• Superior technology• Fragrant oriented detergent• Low temperature wash detergent• Environment friendly
![Page 12: Ariel](https://reader036.vdocuments.net/reader036/viewer/2022062418/555b2685d8b42ae82e8b4588/html5/thumbnails/12.jpg)
• http://www.youtube.com/watch?v=w3-E_M_-tZk
• http://www.youtube.com/watch?v=L2aUb7LRkXs
• http://bannerblog.com.au/2010/04/liquid_ariel_stain_remover.php
![Page 13: Ariel](https://reader036.vdocuments.net/reader036/viewer/2022062418/555b2685d8b42ae82e8b4588/html5/thumbnails/13.jpg)
Thank you