Ariel detergent.
Compact Detergent
ARIEL ULTRAMATIC
TIDE
Segmentation Of
Detergent
Powder Market
Premium
Mass Market
Mid – priced
Ariel- Ultramatic &
Wheel , Fena,
Spring clean Surf Surf Excel Blue, Tide,
Nirma,Ghadi etc.
-Automatic & Quick Stain Champion
wash,
Strengths Weakness
A product of P&G, world leader in
detergent segment.
Poor promotional activity.
Epitomize stain removal, even the Intermittent availability.
toughest stain in 1st wash. Improper pricing strategy.
Pioneered the use of enzyme tech. No advertisement recall value
1st to introduce different fragrances
in detergent.
Opportunity Threats
5700 crore detergent market. Existing players
A big untapped rural market. Spurious/counterfeit products in
Has the potential to become the rural areas
market leader. Aggressive price competition
Sustainable Competitive Advantage
Brand Imprint
CSR Initiatives
29% 38%
P&G
HUL
Nirma
Henkel SPIC
Other
immediately.
ARIEL BAR: Dissolution bar specially for
washing machines.
Better punch line so that it has good brand
recall value like : ARIEL KI DHULAI,DILO KO
PAAS LAYI
Association with popular people.
Implementation of Four Ps.
Maintaining strong supply chain, besides