TECHNOLOGICAL INSTITUTE OF THE PHILIPPINES

QUEZON CITY

COLLEGE OF BUSINESS EDUCATION

Ariel Advertisement
Analysis

Submitted By: Submitted to:

Araña, Royce Jen Dr. Arlene Chan

Castro, Karl Eishley

Gotardo, John Paul

Montoya, Bernadeth

Tuazon, Alexander John

 Ariel Kulob Challenge advertisement
https://www.youtube.com/watch?v=EeclLdFquo8
Segmentation
Ariel’s segmentation is definitely broad. Our culture here in the Philippines is to
wash our own clothes which mean that we rarely avail laundry services. This makes the
segmentation of Ariel to be broad that we can assume nearly 70% of the Filipinos have
the need for their product.

 Demographics

Family size- (small, medium, large)

Gender- can be male or female
Age- 18 years and above
Social status- lower class to upper class

 Occupations

- Self-employed
- Professionals
- Housewife/husband

 Geography
- Urban, semi-urban. semi- rural
Target Market
Ariel targets almost the whole population because everyone washes their
clothes, but to be more specific, their primary target market as shown in Ariel’s
advertisement are the Filipino mothers or housewives. In the Filipino setting, the
mothers are usually the ones who wash the clothes of all the family members, whether it
is through hand washing or machine wash, aerial targets in all sections of the society
such as upper, middle and lower class. All classes of people need to wash their clothes.
Ariel has launched this small sachet for lower section of people who cannot afford a
larger packet. The major collection of Ariel is from urban cities. There are many factors
to consider at the time of choosing the target market. These factors are attractive of the
segment, competitive groups of the segment, capability to be effective of the segment,
and the firm’s ability to effectively compete.
Positioning
From its inception to this era within the span of 50+ years, Ariel has evolved itself in a
way how it is positioning itself. It uses a value-based positioning strategy to create a
positive more connecting image in the mind of the consumers. Ariel is a trusted brand
detergent which is found in most of the households. The product is known for the
satisfaction of the customer, but Ariel has to deal with a high number of competitors in the
market. Thus, the macroeconomic environment is very competitive and uncertain. The
most challenging part for Ariel detergent in recent times is to set up a sense that it is not
only for the premium class people, but also now it will serve the semi-rural upper middle-
class people as well in a reduced price. Converting it from a premium product to a new
marketing group will be a tough job for Ariel. Some general positioning strategy of Ariel is
given below:

 Premium brand against its competitors

• Superior technology
• Fragrance oriented detergent
• Importance to quality
• Low temperature wash detergent
• Environmentally friendly
• Contains double action system which gets fully dissolved
• Removes tough stains
• Gives shine to your white clothes
• Gives brightness to your colored clothes
 Finally, Ariel! Advertisement
https://www.youtube.com/watch?v=dIjZImAyoKs&feature=share&fbclid=IwAR31zqd0t-
3ysdxsVng3tdGvtIwO4foLJVfW4dMokM8p3ZyFPsbEDc-auVQ
Segmentation
Psychographic and Demographic segmentation is the two-dominant
categorization of the detergent market. Market segmentation is the process through
which market is divided into some similar groups which ultimately matches with the
objectives and resources of the company. They are a group of people with the same
needs and hence they buy the same product. In other words, segmentation is the
process of allocating consumers into defined markets to similar groups in summary the
segmentation of Ariel detergent market segments should be:

 Demographic:
Family size (small, medium, large) Benefits Quality, service, income,
Gender: Female Age: 25-35 years, 36-45 years, 46-55 years
Middle class and Lower class

 Occupations:
-Self-employed, skilled workers and Housewife

 Psychographic:
-Culture-oriented, Sports-oriented
  Behavioral:
-Benefits: Quality, Service, Speed User Status: Regular User, Potential
User, Non-user
* Marketing type- Niche marketing
* Geography- Urban and semi urban (existing segment), semi-rural (new
segment)
In semi-rural area consumers are now more aware of the quality of the detergent
and willing to pay for the quality product. So, by reducing prices a little bit in the
semi-rural area Ariel may do business successfully with a proper marketing
strategy.
Target Market
Ariel targets in all sections of the society such as upper, middle and lower class. All
class of people need to wash their clothes. Ariel has launched this small sachet for
lower section of people who cannot afford a larger packet. The major collection of Ariel
is from urban cities. There are many factors to consider at the time of choosing the
target market. These factors are attractiveness of the segment, competitive groups of
the segment, capability to be effective of the segment, and the firm’s ability to effectively
compete. In Ariel detergent target market, the targeting idea should be from the
premium product segment people who want quality. The major Target audiences of
Ariel are the following:

 Quality Conscious consumers

 Price Conscious consumers
 Color sensitiveness of cloths
 General Consumers having frequent stain problem on cloths
 Cheap but effective detergent powder
 Working Women and housewives
Positioning
Ariel is a trusted brand detergent which is found in most of the households. The product
is known for the satisfaction of the customer, but Ariel has to deal with high number of
competitors in the market. Thus, the microeconomic environment is very competitive
and uncertain. Ariel has developed a good reputation over many years for serving bets
detergent of the market for example sustainable development and usage of renewable
resources on.
The most challenging part for Ariel detergent in recent times is to set up a sense that it
is not only for the premium class people but also now it will serve the semi-rural upper
middle-class people as well in a reduced price. Converting it from a premium product to
a new marketing group will be a tough job for Ariel. Some general positioning strategy of
Ariel is given below:
 Superior technology for removing the toughest stains
 Fragrance oriented detergent
 Importance to quality
 Sustainable and environment friendly products
 Contains double action systems
 Gives a shine to cloths
 Gives brightness to white cloths more than any other powder detergent.
 Easy to wash
 Ariel “Couple” Advertisement
https://www.youtube.com/watch?v=LV-
R0TG_9eU&feature=share&fbclid=IwAR3ijLU0bMbRKWdmdxbEW_PoiXjICiYzhyK
wNWZu5F2W5nQFkUkqPwiZnFQ
Segmentation
Ariel is more focused on the customer centric approach for innovation in its different
sub-brands. It uses demographic, psychographic and geographic segmentation
strategies to segment the market.
• Demographic – Family size
• Benefits – Quality, Service, Income
• Niche Marketing
• Urban and Semi-Urban are
* User Status – Regular User, Potential User and Non-users
Target Market
Differentiated targeting strategy is used by Procter & Gamble to serve the changing
needs of the customer apply.
• General Consumers
• Color Sensitiveness of Clothes
• Washing Machine Users
 • Newly Married couples
• Time conscious consumers
• Women
Positioning
From its inception to this era within the span of 50+ years, Ariel has evolved itself in a
way how it is positions itself. It uses value-based positioning strategy to create a
positive more connecting image in the mind of the consumers.

 Premium brand against its competitors

• Superior technology
• Fragrance oriented detergent
• Importance to quality
• Low temperature wash detergent
• Environmentally friendly
• Contains double action system which gets fully dissolved
• Removes tough stains
• Gives shine to your white clothes
• Gives brightness to your colored clothes