ariel
DESCRIPTION
4 P's and STP for ArielTRANSCRIPT
• 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
• 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
• Optional-feature pricing• Product-line pricing• Cost-plus pricing• Competitive pricing• Distribution pricing
• 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
• Media• Radio• Hoardings• Consumer promotion• Newspaper• Various promotional techniques
Segmentation
• General consumers• Newly wedded couple• Women • Washing machine users• Color sensitiveness of clothes
Targeting
• Demographic- Family size• Niche markets• Urban and Semi-Urban areas• User status- Regular user, Potential user and
Non users
Positioning
• Premium brand against its competitors• Superior technology• Fragrant oriented detergent• Low temperature wash detergent• Environment friendly
• 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
Thank you