RIN Pakistan

8/18/2019 RIN Pakistan

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Group

:

Knowledge

Seekers

Members

:

Aisha

Imtiaz

(

11124022

)

Farah

Zaheer

(

11124019

)

Yasir

Mehmood

(

11124017

)

Ahmad

Arif

(

11124027

)

Submitted

To

:

Mr

.

Shoaib

Muhammad


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RIN Detergent

To Position or Reposition

Topic Name:


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Farah Zaheer (11124019)


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Introduction

• In early January 1989, Irfan Mustafa, General

manager, personal products and market research,

lever brothers Pakistan limited.

• Laundry detergent bar RIN, which had been

introduced to the Pakistani market in 1984.


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Continue . . .

• RIN promote as fabric washer.

• RIN had reached reasonably satisfactory levels in

1988.

• Conduct a survey (RIN used for dish washing )


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PROBLEMS


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The Idea

• Possible that laundry soaps are also used for

dishwashing

• Promotion of RIN as being better than laundry soaps

might have added only new ‘dish-washers’ as customers

leading to greater sales in 1987-88.

Issues:

• Are Laundry soaps also used for Dish-washing.


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Aisha Imtiaz

(11124022)


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Continue . . .

Issue

• Does the ‘consumer survey’ actually serve the purpose

The Idea

• Consumer survey gives results for 1988 to 1989, while

prices had been raised.

• Possibility that consumers have stopped using RIN as

fabric washer due to price increase


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Alternatives in Hand

The Idea

RIN as a ‘Fabric

+ Dish’ washer

RIN as a

‘Fabric’ washer

RIN as a ‘Dish’

washer

Focus on primary as well as secondary

function – Let us gain from whichever

segment sales come from

Focus on the primary function – Let us

maintain our brand’s focus

Focus on the secondary function – Let us

target the segment that is actually

generating sales


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RIN as a ‘Fabric + Dish’ washer

Premise

• Will uniquely position and clearly differentiate RIN

from competing products, which are either fabric

washers or dish washers


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Continue . . .

Media Communication

• A well-known Pakistani female actress can be used to

endorse – ‘RIN is like me’

• Considering the target audience as housewives, a well-

known female personality who is involved in several

activities can also be used.

• Free samples and plays in urban areas as well as rural

areas.


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Continue . . .

Distribution Network

• Retailers to be sensitivized about the two products

• Shelving of the two variants in their respective

categories; Incentives for positioning RIN as the

dividing line


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Ahmad Arif

(11124027)


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Continue . . .

Financial Implications

• Additional costs to be borne on new product and

packaging

• More retailer incentives, for both variants

• Heavy increase in expenditure in the form of

advertisements and sales promotional campaigns


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RIN as fabric washer

Premise

• RIN is the only NSD (nonsoap detergent) bar in the

market; hence it makes sense to further penetrate the

market as a unique product


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Continue . . .

Media Communication

• More focus on new features; more focus on outcomes

through a well-known female personality

• Even the same mid-aged movie star can be used along

with a younger movie star

−Customers will clearly get the idea of ‘old’ vs. ‘new’

• More focus on rural Pakistan.


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Continue . . .


• Identify the margins earned by retailers – give them the

maximum among all fabric washing products.


• Additional costs on new product development, new packaging

• Continuing expenditure on advertisement and trade promotion –

this time for a new product.


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RIN as dish washer

Premise

• Targeting the ‘actual’ customer, instead of the intended

one.

Media Communication

• Focus on ‘dish washing’ qualities; RIN as their

preferred dish-washer.


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Continue . . .


• Identify the margins earned by retailers – give them the

maximum among all dish washing products

− Retailers will ensure shelving of RIN properly.


• Additional costs on new packaging

• Initial expenditure on advertisement and trade promotion – this

time for a new theme.


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Yasir Mehmood

11124017


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What we feel

RIN as a‘Fabric +

Dish’ washer 1

Priority Rationale

• Let us target the entire customer

segment

− Plant is already under utilization

• Also, positioning only as a ‘fabric

washer’ hasn’t yielded desired

outcomes


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RIN as a‘Fabric’washer

2

Priority Rationale

• Looks at only a part of the entire

market

•

Positioning only as a ‘fabric washer’hasn’t yielded desired outcomes till

now

• Changes in product features and

subsequent promotion can have desired

outcomes


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RIN as a

‘Dish’ washer 3

Priority Rationale

• Customers might be left confused –

what RIN actually stands for?

• Complete U-turn might leave RIN in noman’s land

• Also, dish-washing market is smaller

and more competitive than fabric

washing market


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Conclusion

• As such, despite increase in advertisement and sales promotion

expenditure initially, we believe positioning RIN as a fabric + dish

washer would be the best strategy

• Increase in sales is almost certain

− The ‘two-in-one’ concept will definitely appeal to the middle,

lower middle and lower-income class population of Pakistan

• Increasing sales by targeting all customer segments reduces the per

unit production costs as RIN production plant remains highly

underutilized


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RIN Pakistan

Documents

Transcript of RIN Pakistan