Introduction

RIN :

Rin was launched in India as a bar in 1969 with the iconic lightning mnemonic. Rin powder was launched in 1994 as Rin Power White Rin Matic for washing machines, launched in July 2008 Sold in developing markets in Africa, Asia and Latin Americas Brilhante (Brazil), Rin (India) and under other local brand names. Rin was launched in a bar form in a test market in 1969 and extended nationally in 1970. It was launched as the first detergent bar Initially, the brand was positioned as - 'Rin is not a soap, it is a totally new idea for washing clothes'. The memorable baseline 'Whiteness strikes with Rin' was introduced and a strong brand property - the mnemonic of the lightning flash was developed. Rin was positioned as the only way to get superlative whites. Based on the powerful consumer insight of 'human envy' the creative execution of 'white - off-white crossover' was developed. The idea being that 'with Rin you get striking whites that others can't help but envy'. This route was hugely successful in establishing a superior brand image in the consumer's mind. In the late 1980s, Rin faced its first real competition with the launch of lowprice discount detergent bars. At prices 60% lower than Rin, they were positioned as a low sog product. Its communication now boldly stated that 'just a little of Rin' achieves superlative whiteness. The advertising campaign 'Zara sa Rin' went on to become a 'white - off-white crossover' was developed. The idea being that 'with Rin you get striking whites that others can't help but envy'. This route was hugely successful in establishing a superior brand image in the consumer's mind. Proof of performance in the communication was depicted in the form of a wash-rewash test where the brand claimed to remove dirt from clothes washed with ordinary brands. Since then a continuous

programme of product innovation and improvement has taken place on the brand

TIDE:
Tide is the name of a popular laundry detergent in the market of Canada, the United States and other countries. It is manufactured by Procter & Gamble. First introduced in test marketed in 1946 with national distribution reached in 1949 Tide is the Worlds Oldest & Most Trusted Detergent brand and is the Market Leader in 23 Countries around the world. The brand regularly introduces new products and technologies to beat the laundry blues. Launched in India in mid-2000 It gives outstanding whiteness due to its anti redeposition global technology Anti-redeposition Agents help keep soils from re-settling on clothes after they have been removed during the wash itself It offers solution to virtually any stain The brand in India being a relatively new entry has only two types of products namely Tide detergent and Tide bar Tide detergent is available in India in packs of 200 gm, 500 gm, 1 kg, 2 kg and 20 gm single use sachet.

The War Begins

January 2004 saw the advent of New Rin Powder with a unique double whiteness proposition. Also, it maintained that unlike the other detergents available in the market, the new Rin dissolved in water completely leaving no mud like residue behind, the product also promised enhanced fragrance. The product was priced at Rs. 42 for a one kg pack. Rs. 80 for a 2 kg pack, Rs. 20 for 500 grams, Rs. 10 for the 250 gram pack and Rs. 1 for the 25 gram sachet. This was a bold and a confident move from HUL. All these years, Tide had been pitted against Rin on the `whitening' platform. Even P&G did not seem to be too aggressive for the brand, however realizing that pricing being one reason for not being accepted by the market, it slashed the prices and the product entered into the midmarket segment rather than the premium segment. The price slashing exercise was seen to bring in tremendous improvement in the volumes of sales and the market share. The price was brought down to Rs. 23 for 500 grams as against the previous price of Rs. 43, Rs. 50 for 750 grams as against Rs. 70 at which it was available earlier. Therefore, the market saw a slash from 20 to 50% in case of the Procter & Gamble product Tide. Thus, with these price slashes, the market observed the two armies on the battlefield of being desirous to fight.

The Era Of 2007-09

Since 2007, Tide has been steadily gaining share with Rin close behind it. Tide had set the standards in delivering whiteness and cleansing benefits unmatched by other detergents. The point of difference that it suggested was that the powder would prevent dirt molecules from setting on the clothes, thereby giving better cleanliness and whiteness to the clothes. An

additional augmentation was the pleasant lemon flavor added to the powder to enhance the fragrance component. This led to Rin losing out its leadership position in the market ground in terms of whiteness also. The year 2009 saw a substantial gap in the value share, where Tide was capturing 8% of the market share and Rin only had 5.1% of the market share.

Tide Naturals enters the Market - December 2009

The cold war of the two brands turned into an aggressive war when P&G came out with a new product called Tide Naturals. Tide Naturals was an attempt by the organization to enter into the mid-market segment, which the parent product, Tide was not catering to, and at the same time, to give the benefit of line extension to Tide Naturals. The notable fact was that Tide Naturals was priced lower than Rin. There was an approximate difference of Rs. 20 in the prices for a one kilo gram pack. The reason behind this strategy of P&G was to cater to the rural markets. This move from P&G posed an immediate threat to HUL. Rin faced a share fall of 2.5% in December 2009 so the only available option was to react by cutting the prices. The price was cut down by 30% to Rs. 50.

Rin Vs Tide : The Ad Campaign

The Rin commercial, launched on Friday, February 28, openly compares Rin and Tide Naturals, with a claim of delivering better whiteness at an affordable price. Have you seen this ad? Chaunk Gaye like Tides punch line says it, a new Rin commercial (shown time after time in programme after programme) featuring two mothers with shopping baskets, waiting for their respective children to return from school. One of the ladies has Rin in her basket while the other has Tide Naturals.. The first one (lets call her Woman 1 like they do for extras in movie credits) praises Tide speaks smugly about the brands fragrance combined with whiteness "Tide hain, Khushbhu bhi aur safedi bhi". She has taken a Tide Naturals pack featuring prominently. A bus, presumably school bus, arrives with their children. Woman 1s son steps out of the bus first and his shirt is a dull shade of white. A second boy alights and his shirt is an immaculate white & Tide Auntie staring in wonder . He moves towards Woman 2 who uses Rin, of course. Woman 2s son asks Woman 1 Aunty Chaunk Kyun Gai ? with the obvious reference to Tides caption Chaunk Gaye ! thereby certainly providing enormous mirth to HULs sales force at least, for it is still debatable whether this particular campaign will make them laugh all the way to the bank. A blurred disclaimer appears in the bottom twice during the TVC that says...

" Schematic representation of superior whiteness is based on Whiteness Index test of Rin Vs Tide Naturals as tested by Independent lab"

Promotion
Tide:
The campaigns have a desi touch and are well executed. TV and radio advertising are important channels to promote Tide which involves a good opening punch line Advertisements have a good recall value Other creative promotional techniques used: 1. Advertising starring ShekharSuman, White StripeCampaign and the Bagbhan Commercial have help madeTide a household name. 2. Tide has created India's Longest Clothesline which ran around the famous Necklace Road on the perimeter of the historical Hussein Sagar Lake to illustrate the superior value that Tide offers consumers.

Rin:
Sparkling white - clean clothes not only help us form great impressions on the people we meet but also provide us confidence to realize our ambitions. Rin understands this need and strives to deliver best in class whiteness through continuous innovation and product improvements 1.Uski saari, meri saari se safed kaise in the 90s to Safedi ka Shehanshah with Amitabh Bachchan. 2.In 2007, Rin introduced the first ever shade in the laundry category, offering proof of whiteness to consumers with the Kya Saboot Hai campaign with Boman Irani. 3.In 2008 Rin has been re launched and now provides Dugni Safedi, Dugni Chamak as compared to ordinary powders.

Distribution In India
TIDE:
Tide detergent is manufactured by a Kochi based third-party. The product is available at kirana stores, big retail outlets, convenience stores Tide being a product that serve to satisfy the immediate need of people must always be available in both retail stores and wholesalers stores. In India, company uses the traditional way to reach customers.

WHOLESALER STOCKIEST

REGIONAL

CONSUMER FACTORY

RETAILER