Essay on Proposed Market Plan for Ariel

5918 Words Nov 28th, 2011 24 Pages
Marketing Management II

Market Plan
Company: P&G
Product Category: Laundry Detergent
Submitted to: Dr. S. R. Singhvi

Section A; Group 2 1. 2. 3. 4. 5. Amlan Pati (07) Daman Bir Singh (22) Rajat Gupta (43) Shishir Shukla (47) Tanuj Goyal (56)

Market Plan for P&G Detergents

CONTENTS

I. II. III. IV. V. VI. VII. VIII. IX. X. XI. XII. XIII. XIV. XV.

Executive Summary………………………………………………………………...……….2 Segmentation, Target Market and positioning…......................................3 Competitor Analysis………………………………………………………………………….5 Perceptual Map…………………………………………………………………………………7 Industrial Analysis…………………………………………………………………………….8 Market Environment……………..…………………………………………………………..9 SWOT Analysis…………………………………………………………………………………10
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Ariel caters to Sec A1 to Sec B2 category, Tide Plus and Tide Natural target consumer from Sec B1 to Sec E1 category. The usage reduces as we move down the socioeconomic class as other brands from popular category like Nirma, Fena, wheel and commodities get higher priority over P&G detergents due to their lower price. Brands, Positioning– as conveyed through the advertisements and survey S.no. Brand Name Proposition/Positioning Stain Removal, Less Water, Special offering for Washing Machine, Extra Bright Clothes. Middle and premium segment "Best clean with less effort", For heavy duty laundry. Mass market consumers. Lower & medium-price segment. Whiteness, reaching both lower & upper class segment consumers through small introductory packing. For mid-priced segment Stain Removal, Oxygen power, Kills germs. washing machine Middle and premium segment Whiteness benefit. Lime and indigo ingredient. Mass market consumers. Lower & medium-price segment Whiteness, Superior cleaning. Lower price segment Stain removal, fragrance, washing machine. Medium and premium segment. Whiteness. Lower price segment. No special benefits of the powder mentioned Low price, sold in open according to weight, sold on name of branded product

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Surf Excel

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Wheel Tide

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