Global Detergent Brands

Presented By :-ANIL (69)

BIKASH (68)KARUN (67)UTSAV (70)

Detergent War of GLOBAL brands in INDIA

Who is actually causing Brand war?

Detergent Market Segmentation. Brand war on 4P Perspective.

Product Price Place Promotion

Road Ahead….

Detergent

Family of compounds that acts as a cleaning agents.

ROLE :

Just one perspective – Cleaning Clothes

What our new generation really looks for: Mindset……Changing Perspective….. Delightful Washing experienceFragnancePrice – sensitiveness After wash effects on handsDo i need bleach for my whites ? Does my detergent prevents discoloration? Etc..

•

Who is actually causing Brand war?

Detergent Market Segmentation. Brand war on 4P Perspective.

Product Price Place Promotion

Road Ahead….

Segmentation of Detergent Powder Market

Ultra – Premium

- Amway(SA8)

Premium-Surf

Automatic, Ariel

Ultramatic

Mid – Priced

- Surf Excel Blue, Tide,

Henko

Mass – Market- Wheel,

Fena, Nirma, Ghari

Detergent Market Segmentation :

Who is actually causing Brand war? Detergent Market Segmentation.

Brand war on 4P Perspective. Product Price Place Promotion

Road Ahead….

Brand war in Détergent Industries…… F

OC

US F

OC

US

PRODUCT WAR

1. VARIETY2. QUALITY3. FEATURES4. PACKAGING

PLACE WAR

1.CHANNELS 2.COVERAGE3.LOGISTICS4.INVENTORY

WAR b/w GLOBAL Detergent Giants

Growth of Detergent Market in INDIA

1960 1980 2003 2005 20110

1

2

3

4

5

6

7

8

9

10

0.00800000000000001

2.3

3.8

4.9

8.8Market Size

Years

In M

illi

on T

onne

s

Promotions

Rin Vs Tide.WEBM

SURF (HUL)

Lalita ji (1992)

“ HUL Touches 2 out of 3 customers In india “

Surf to SURF EXCEL (1996)

Kadi Safai Magar PYAR se .

Social Causes

- Do bucket Paani ab rozana hai bachana- Scholarship Campaign for Unfortunate Students .

The Iconic “ DAAG ACCHE HAI “ Campaign

ARIEL (P&G)

TO increase Brand recall Value – Ariel ki dhulai , dilo ko paas layi

P-R-I-C-E

Flash back to the 80’s

• The First Detergent War was fought in the 80’s when a small manufacturer in Gujarat aggressively marketed a detergent powder called ‘ Nirma ’ nationally at one-fifth

the price of existing brands (SURF).

The launch changed the profile of the Indian detergent industry.

The GLOBAL Brands LOST their Market Share

Pricing

Original Price(/Kg)

Revised Price(/Kg)

ChangeIn %

Category Realignment From To

P & G Brands

Ariel 135 99 -27 Premium Premium

Tide 85 46 -46 Mid-Priced Popular

HUL Brands

Surf Excel 140 100 -29 Premium Premium

Surf Excel Blue 90 67 -26 Mid-Priced Mid-Priced

Rin Supreme 80 80 0 Mid-Priced Mid-Priced

Rin Shakti 40 40 0 Popular Popular