MARKETING PRESENTATION

SUBMITTED TO Naveed Ilyas

PRESENTATION BY Rozina Wazirali Aiman Pervez Adnan Zafar Faizan Razi

UNILEVER
Rin Shock TVC.flv

UNILEVERUNILEVER- Mission
To meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.

RIN DETERGENT
 Rin is the latest addition to Unilever Pakistan s detergent portfolio.  Rin is formulated to offer whiteness.  The goal for Rin is to be the brand of choice for today s striving families who appreciate the role that their clothes play in their desire to move ahead in life.

RINRIN- Customer Perceived Value

 Customer Perceived Value is the difference between the
prospective customer s evaluation of all the benefits and all the costs of an offering and the perceived alternatives.

 Total  Total

customer benefits is the perceived benefits which customers get from Unilever s Home care product in terms of product, services, personnel and image values. Customer Cost is the perceived bundle of costs customers expect to incur in evaluating, obtaining, using and disposing of the given market offering which includes monetary, time, energy and psychological costs.

RINRIN- Customer Perceived Value

CPV
Total Customer Benefit

Total Customer Cost

RINRIN- Customer Perceived Value

Total Customer Benefit
Image Value Personnel Value Service Value Product Value
In between low and high. High because wearing whiter clothes is prestigious. Not applicable in case of a product. Clean clothes with maximum whiteness at minimal cost.

RINRIN- Customer Perceived Value

Total Customer Cost

RECOMMENDATIONS
 They can increase their offering by improving economic, functional and psychological benefits of its image, product, personnel and service.  They can reduce customer s non monetary cost by reducing time, psychic by giving them the best cleaning as maintaining the whiteness and energy cost.  Monetary cost should not be reduced as reducing it will not have much affect on its sales.

The Marketing Environment

Micro Environment
THE COMPANY Company s internal functions in harmony to provide superior customer value and satisfaction. SUPPLIERS Relationship as partners MARKETING INTERMEDIARIESPromote / Sell / Distribute CUSTOMER Consumer Market COMPETITORS Filling but shelf space, may eat share of its own product

Macro Environment
DEMOGRAPHIC: Women esp. house wives, age bracket : 18-45yrs ECONOMIC: Country like Pak, people look for cheaper options. NATURAL: Unilever avoid using sulphates and carbonates in their detergents. Detergents / bars are consumed more due to soap surds TECHNOLOGICAL: POLITICAL: Political scenarios, local supplier issues etc CULTURAL: Family Values, respect love, care for family. Clean and white cloths is a sense of pride.

Strategic Planning
Strategic fit between
Organization s Goals Capabilities Changing Marketing Strategies Opportunities

RIN was introduced as laundry detergent bar in 1984 RIN is successfully running in Srilanka & India Launch was held in Oct 2008, considered successful Re-campaign scheduled for Jan 2010

Expectations from RIN

Rin addresses the consumer desire for cleanliness and offers a promise of making a good impression, in order to progress in society. The goal for Rin is to be the brand of choice for today s striving families who appreciate the role that their clothes play in their desire to move ahead in life. Rin s credentials in terms of delivering to this need stems from the whiteness/brightness functional promise and a rich and relevant emotional payoff. Rin offers an exceptional fragrance that truly highlights the strength of the brand to offer a winning solution in terms of a great wash, brilliant perfume and an overall superior clean at an affordable price.

Growth Share Matrix

INDUSTRY ANALYSIS

Volumes (Tons)
Powders
Unilever CP P&G Others 2,006 24,978 71,428 11,465 99,563 329,796 207,434 2,007 38,016 78,451 11,597 99,820 342,164 227,884 2,008 49,171 77,188 13,083 100,274 318,342 239,717 2,009 60,538 90,006 8,710 84,581 318,899 243,834

Soaps Powder (Total)

Values (PKR)
Powders
2,006 Unilever CP P&G Others 3,097,283 3,428,533 1,479,006 3,385,138 9,885,316 11,389,960 2,007 4,793,000 3,939,000 1,524,000 3,592,000 10,666,000 13,848,000 2,008 7,833,000 5,053,000 2,017,000 3,841,000 10,649,000 18,744,000 2,009 11,078,391 7,470,476 1,768,209 4,398,188 12,566,969 24,715,264

Soaps
powders (total)

CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR- Characteristics Targeted BEHAVIOUR-

 Cultural Factor
Marketers targeted Punjab specially the rural areas where men mostly wear white clothes and want maximum whiteness

 Psychological Factor
People in villages perceive that they will be given more respect if their clothes are whiter.

BUYING DECISION BEHAVIOUR

Habitual Buying Behaviour

 Low involvement.  Bought frequently.  Less expensive.  An alternative brand can always be used.

BUYING DECISION BEHAVIOUR- Implication BEHAVIOURThree Important Factors

 Key point should be stressed in the ads.

MAXIMUM WHITENESS

BUYING DECISION BEHAVIOUR- Implication BEHAVIOUR Visual symbols remembrance.

can be used for easy

 TV ads should be shown repetitively and frequently.

NEW PRODUCT ADOPTION

 Awareness
Many people are not aware of Rin Detergent.

 Interest
Since it s a product of low involvement, people don t really seek information about it. All the information they get is from ads.

 Evaluation
This stage is also not very critical as detergents are not very expensive and are bought frequently.

NEW PRODUCT ADOPTION

 Trial
The ratio of people trying Rin detergent to other detergent is very less.

 Adoption
Rin detergent is not yet adopted by the consumer market.

DRAW BACK
 CONSUMPTION PIONEERS
In detergent market, Surf Excel, Ariel and Bonus are consumption pioneers i.e, they had been in the market for a long time and consumers are quite satisfied with the washing quality as well as the prices. This is also one of the reasons that people have not yet adopted Rin detergent as their regular washing powder.

RECOMMENDATIONS
 Most of the people are unaware of the existence of Rin as a detergent powder.  Attention catching TV ads.  Ads should frequently.
be shown repetitively and

STRATEGIC MARKETING

MARKET SEGMENTATION

TOP CLEAN MID CLEAN MASS

MARKET SEGMENTATION
Living Standard Measure (LSM): (LSM):
 Segmentation is done on the basis of Living standard measure (LSM), which ranges from 1 to 15  1 denotes those people who are living from hand to mouth  15 denotes extremely rich and elite class  LSM is measure by a number of variables such as no of mobile phones in a house, no of cars, income bracket, etc. Rin lies between 5 -7  At 6 people can afford washing machine for washing.

SEGMENTATION
Geographic Segmentation Location Density Population Climate Punjab & Sindh Urban, Suburban, Rural 100million approx All weather

Demographic Segmentation Age Gender Family Size Family Income Occupation 24 - 40 Female All size of Families More than 3,000 Housewives / Mothers /Working Women

SEGMENTATION
Behavioral Segmentation Purchase Occasion Benefit sought User status Usage rate Readiness stage All whiteness/brightness Regular user, Potential user Low No Knowledge Non user,

SEGMENTATION
Psychographic Segmentation Class Lifestyle Personality

Upper Middle, Lower middle

Strivers Pride in family

RECOMMENDATIONS
 Reduces wrinkling so less ironing.  Uses less water-with water issue.  Anti bacterial formula-doesn t allow germs to form when you sweat.  Going for different skin types/allergies-people who have dry.

TARGET MARKET
 Rin Targets the Mid Clean section of the detergent market.  Unilever already has a product for the Top Clean section so they launched Rin for slightly lower income class.

POSITIONING STATEMENT

POSITIONING STATEMENT
Positioning of Rin has following features: features:
     Brand name High quality Attractive packing Whiteness/ Brightness Chonka dene wali suphedi

PERPETUAL MAPPING
High Quality

Low Price

High Price

Low Quality

RECOMMENDATIONS

 Unilever can target a different market segment for Rin.

TACTICAL MARKETING

PRODUCT

RIN
 Consumer Product  Convenience Product

PRODUCT ATTRIBUTES
 Quality
Between Top clean section and mass section.

 Feature

The competitive tool for Rin is its claim for ultimate whiteness

PACKAGING
Nothing special is done for packaging, only it is available in 4 different packet sizes

   

1 kg 500 gm 80 gm Sachet

PRODUCT MIX
PRODUCT-MIX WIDTH PRODUCTPersonal Beauty Fair & Loveley Ponds Lifebuoy A-1 Karak Pearl Dust Detergents Rin (1984) 1 kg pack 500 g pack 80 gm pack Sachet Surf Excel (1995) Soap Lux Lifebuoy Shampo Clear Sunsilk Tea Supreme Lipton Toothpaste Close Up

PRODUCTPRODUCTLINE LENGTH

BRANDING STRATEGY
BRAND POSITIONING: Earlier people used NEEL after washing, to whiten their clothes, now Rin is positioned in a way to give ultimate whiteness which reduces the after wash time which is perceived as a benefit.

BRAND NAME
 Easy to pronounce  Distinctive  Name can only be extended for washing products (e.g. earlier rin was a dishwash bar)

BRAND DEVELOPMENT
BRAND EXTENSION - Existing brand name, changing
the product category.  Rin was introduced as detergent bar which was later converted to dishwash bar because after a survey it was found that it was used as a dishwash bar. It continued to market as a dishwash bar but was relaunched as a detergent powder.

PRODUCT LIFE CYCLE STRATEGY (PLC)

 Product Development
 Introduction  Growth  Maturity  Decline

RECOMMENDATIONS
 Product depth can be increased by adding Rin for coloured clothes because ratio of people wearing white clothes is very less in Pakistan.  Name should be changed as Rin either does not mean anything or is an obsolete word.  Devise industrial bags of about 10/20 Kg and sell it to hotel, hospitals and laundries

PRICE

PRICING

TOP CLEAN MID CLEAN MASS

3 x Index Price 2 x Index Price 1 x Index Price

PRODUCT MIX PRICING STRATEGY

PRODUCT LINE PRICING

 Strategy is to bring Mass Market to Mid Clean section.  Price is set lower than Surf Excel.

PRICE

1 Kg Rs. 138

500 g Rs. 70

80 g Rs. 10

Sachet Rs. 5

Source: AMI s grocery store DHA

PRICE
400 g Surf Excel Ariel Brite Rin Express Bonus Tristar Bonus Active -90 70 -56 --500 g 99 --70 ---1 Kg 190 199 190 138 135 65 105 Mass Mid Clean Top Clean Segment

RECOMMENDATIONS
 Cannot play much on price because reducing cost will cause to reduce quality, ultimately targeting mass market which is contrary to their strategy.

PLACE

DISTRIBUTION CHANNELS
To help make product available for use or consumption by customers, organizations use distribution channels.  A company s decisions directly affect every other marketing decisions.  Distribution channels often involve long term commitments to their franchisees, retailers, dealers.  For distribution of Rin, Unilever has many distributers.  Unilever is doing their distribution of Rin in downstream.

IMPORTANCE OF DCs
Companies pay little attention to their distribution channels through which they looses competitive advantage.  E.g. from book- If three manufacturers want to distribute their product to three customers  Without distributer M*C= 3*3 = 9  With distributer M+C = 3+3 = 6

CHANNEL LEVELS
 For the distribution of Rin, Unilever uses indirect marketing channels.  They use more than one intermediary levels.  They got more than one distributors which looks after Rin s distribution.  From them it goes to modern trade, wholesalers and retailers.

FLOW OF MARKETING CHANNEL

Head Office Unilever Factory

Distributer 1

Distributer 2

Distributer 3

Distributer 4

Modern Trade, Wholesalers, Retailers

PROMOTION

PROMOTION
 For the promotion of Rin, like many other companies Unilever use the concept of Integrated Marketing Communication (IMC).  IMC builds brand identity and strong customer relationships.  ATL No customer interaction like print and electronic media.  Brand ambassador

EFFECTIVE COMMUNICATION
As Rin have introduced in 90 s as well so people are familiar with the product name but still perceive it as a dishwash/ bar.

For Effective Communication  Target Audience-> Punjab and Sindh  Buyers Readiness Stage:

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

EFFECTIVE COMMUNICATION
 Designing a message
 Rational Appeal  Emotional Appeal

 Choosing media
 Non personal Communication

 Selecting the message source

 Unilever hire celebrity ( Adnan Siddiqi) for communicating Rin to their target audience.

 Collecting Feedback

RECOMMENDATIONS
 They should communicate more effectively
 Increase the frequency of their advertisements.  Educate consumers .  Communicate Rin is a unilever product

 They have to adapt both pull and push strategies  They have to increase their distribution.
Pipeline:

New Campaign

CONCLUSION

DRAWBACK
 When we started the project, we were told by unilever that it s a new product and is doing really good in the market and we started off with this project taking it as one of the hit products, but when we surveyed the markets and asked random people at our offices and neighbours etc. we came to know that there are hardly people who use this product that is because the best detergents in market (Ariel and Surf Excel) are not very expensive and mid class people (Target market) can easily afford it, secondly the price difference is only of Rs. 20-30, so people prefer paying a little more to get more. As compared to Bonus, bonus is very cheap and the price difference between bonus and top clean detergents is much more so people stay with the choice of bonus.

QUESTIONS