Rin Detergent

To Position or Reposition

Amisha Rai Disha Gupta Neha Desai Sidhesh Kamath Sivia Goyal

Company

Market

Lever Brothers Pakistan Limited (Levers) Product line: shampoos, skin and shaving creams, edible oils, margined, toilet soaps, sources and laundry detergents.

NSD bar : RIN is the only NSD Powder: Surf and Sunlight Liquid Dish wash: Sunlight

Background

Price in market
RIN: Rs. 3.25 125grms i.e. Rs. 26 per kg Hard soaps for dishwashing: Rs 20 to Rs 40 per kg Bars for dishwashing: Rs. 25 and Rs. 40 per kg Liquid ZIP dishwashing: Rs. 23 per 600ml

RIN

Consumer Promotion Schemes

1. December 1984: Rs 0.50 price off campaign January 1985: Rs 1.00 off on two bars April 1985: Rs. 0.70 off campaign Live demos to women in Juma Bazar

June 1986:
Production efficiencies Promotional shows Trade discounts Endorsed by a movie star Attacked laundry soaps

2. 3. 4.

April 1987:
Rs. 2.80 for the 125 grms Rs. 5.30 for the 250 grms

Expected 50% increase but got only 10%

August 1987
Rs. 3.25 for the 125 grms

Companys Dilemma
Domestic Research Bureau (DBR) conducted survey in 12 sample cities Survey results

Reasons:
Color of the soap Price Lack of awareness

Dilemma
To make it a dish washing soap To continue with fabric washing soap

15 % use as fabric washing 65% only for dish washing 20% for both fabric and dish

Analysis
Positioning: Designing the companys offering and image to occupy a distinctive place in minds of target market Product: RIN Target Customers: Middle class consumers who do not possess a washing machine for washing clothes Benefits:

Lathers more profusely Cleaner brighter wash Economical Does not let particles settle even on soaking

Value Proposition:
The movie star stating you get much more out of RIN then you pay for

Point of Difference

Definition: Attributes and benefits consumers

strongly associate with a brand, positively evaluate and believe they could not find to the same extend with a competitive brand

In this case the consumers saw benefits in the soap more as a dish washing agent. They chose this over other competing brand meant for dish washing. It was because of

Color Cost Faulty placement by shop keepers

Competitive Point of Parity:

Definition: Associations that are that are not

necessarily unique to the brand but may in fact be shared with other brands.

Consumers find this product breaks even in areas which are targeted by dish washing products in the market The cleansing quality of the detergent is as good if not better then the current dish washing agents

Suggestion

Split the products into two Advantages

One for dish washing, blue One for clothes detergent, green The consumers that prefer RIN will continue to use it Not too much technical or production change Will develop new cliental for both products Color change for both the products will make it in synch with the current in market Total variable cost to make RIN detergent to dish washing bar saves 33% Variable cost

Thank You