WASHING POWDER

4Ps A MARKET MIX

 Product Variants

Pricing Strategy Prices of Variants

Product

Price

Place
Distribution Channel Place Available

Promotion
Advertising Publicity Sales Promotion

MAJOR PLAYERS

ARIEL

SURF EXCEL

TIDE

NIRMA

PRODUCT MIX SURF EXCEL

Surf Quick Wash

Surf Excel Blue

Surf Front Matic

Surf Top Matic

PRODUCT MIX TIDE

Tide Jasmine

Tide Nature fresh

PRODUCT MIX ARIEL

Ariel Quick wash Oxy blue

Ariel Spring Clean

Ariel Fresh Clean

Ariel Front-O-Mat

PRODUCT MIX NIRMA

Nirma popular

Super Nirma

PRICING STRATEGY

Optional feature pricing Product line pricing Cost plus pricing Competitive pricing Distributive pricing

Cost Plus Pricing Competitive pricing Customer segment pricing

Initially price leader strategy

low cost pricing

Later- reduced price strategy

PRICING
SIZE SURF EXCEL QUICK WASH SURF EXCEL BLUE SURF EXCEL MATIC SIZE ARIEL ARIEL ARIEL QUICK - SPRING FRESH WASH CLEAN CLEAN

Sachet 200gm 500gm 1Kg

Rs. 2 Rs. 23 Rs. 56

Rs. 2 Rs. 20 Rs. 41

Rs. 80 Rs. 155

Sachet 200gm 500gm 1Kg

Rs. 2 Rs. 26 Rs. 55

Rs. 2 Rs. 26 Rs. 55

Rs. 80

Rs. 107 -

Rs. 107 Rs. 107 Rs. 155

PRICING (Cont..)
SIZE NIRMA NIRMA POPULAR SUPER Rs. 23 Rs. 33 Rs. 27 Sachet 1Kg Rs. 37 250gm 600gm 1Kg Rs. 11 Rs. 28 Rs. 55 Rs. 11 Rs. 26 Rs. 51 Rs. 1.5 SIZE TIDE JASMINE TIDE NATURE FRESH

600gm

PLACE & DISTRIBUTION

TIDE
PLACE: 1. Malls 2. Discount Stores 3.Convenience Stores
Factory Wholesaler Regional Stockiest Retailer

SURF

PLACE : 1. Malls 2. Convenience stores

Factory

Factory

Company Warehouse

Wholesaler & Retailer

Distributor

Direct sales (30%)

Retailer

Level 1

Level 2

ARIEL
PLACE :
Factory

1. Malls 2. Convenience stores

Company Warehouses

Wholesalers

Retailers

NIRMA
PLACE : 1. Grocery Stores 2. Convenience Stores 3. Discount Stores

Factory

Distributors

Retailers

NIRMA DISTRIBUTION STRATEGY

Principal Channel (450 Distributors):1. Lowest cost system in India 2. For Speedy distribution 3. Flexibility

Parallel Channel (2000 Distributors):1. Wider Market reach 2. Speedy market intelligence 3. Competitive edge & Better focus 4. Compliments principal channel

PROMOTION - ARIEL

Demonstrations Sale contests 'Ariel - Whirlpool Super wash' - buy a Whirlpool Washing Machine for Rs.238/- in EMIs Newspaper advertisements: HT, TOI (National & Premium) TV advertisements: Premium TV channels (Star , Zee)

PROMOTION SURF EXCEL

o o o

First detergent brand to be advertised on TV . More than 300 channels across the globe. Ads in Magazines: FEMINA, LIFE etc. Children festival Radio city campaign Capturing market by slogans like Kadi safai , magar pyaar se., Dhoondhte reh jaoge. , Daag jaise bhi ho surf excel hai na. , daag achhe hain.

PROMOTION - TIDE

Through print media : Newspapers Catchy advertisements like ARREY YEH TO PURANA SHIRT HAI TV and Radio advertising Promotional Offers : 10% Extra, Free Bucket etc..

PROMOTION - NIRMA

NIRMA did not have a cost in its initial budget for advertising By the late 70s as televisions slowly started to spread into rural India, so did the Nirma ad campaign, with its simple message and catchy jingle Dudh si safedi NIRMA se aaye, Rangin kapda bhi khil khil jaaye. Sabki pasand NIRMA..the same jingle has been used since the last 42 years. Introduce bucket scheme to promote product hamper. Money back guarantee promotion scheme Relies more on advertisements in LOCAL newspapers & REGIONAL TV channels Ads in Magazines : Gruh sobha, Sarita, Maya etc