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Pune Centre
30.03.19
RIN in Pakistan
1984 – RIN launched in PAK
Several consumer promotion schemes:
• discounts/ coupons/ Leaflets & delivering free
samples to homes/girls’ colleges/ bazars with
max. women’s footfall
• several changes in bar weight and price
1988 – survey revealed –
used more as a dish wash than fabric wash!
1984-1988
Survey findings
Consumer Applications of RIN
Both Fabric
20% Washer
15%
Dish Washer
65%
What went wrong?
Advertisements?
Brand ambassadors?
Pricing?
Marketing strategy?
Brand positioning?
What went wrong?
Brand positioning?
The color BLUE created the image of dish
wash bar because majority dish washers in
PAK were BLUE in color
Strategy adopted from the Indian market –
fabric washers were BLUE in color
Shelved separately at super markets –
neither with dish washers nor fabric washers
Case Question
• Should Rin re-position itself into dishwash
category, or should it continue to sell in
fabric wash?
(Re)Positioning
Fabric + Dish • Benefit from whichever segment
Washer sales come from
ALTERNATIVES