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RIN Detergent To Position or
RepositionPGHR 09 - Group 10
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Agenda
The Situation1
Alternatives in Hand2
Evaluating the Alternatives in Hand3
What we feel4
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Things to be further evaluated first before zeroing downon a strategy
Issues The Idea
Are Laundry soaps
also used for Dish-
washing
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
Does the
consumer survey
actually serve the
purpose
Consumer survey gives results for Sep 88 Jan 89, while prices
had been raised earlier in August
Possibility that consumers have stopped using RIN as fabric
washer due to price increase
Why hasnt any
company tried toenter the NSD bar
market during the
last 5 years
Why havent other players entered the market during the last 5
years?
What can be the possible reasons?
Is their an unorganized market in Pakistan? Its strength?
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Alternatives in Hand
Focus on primary as well as secondary function
Let us gain from whichever segment sales come
from
RIN as a Fabricwasher
RIN as a Fabric+ Dish washer
RIN as a Dishwasher
1
2
3
The Idea
The Idea
Focus on the primary function Let us maintain our
brands focus
Focus on the secondary function Let us target the
segment that is actually generating sales
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Agenda
The Situation1
Alternatives in Hand2
Evaluating the Alternatives in Hand3
What we feel4
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Alternative 1 Re-positioning RIN as a product that can be
used both as a fabric as well as dish washer
Premise
Will uniquely position and clearly differentiate RIN from
competing products, which are either fabric washers or dish
washers
Will be able to cater to its entire customer base, the intended
as well as the unintended, while not sacrificing any of them
Media Communication Campaign
A well-known Pakistani cricket all-rounder can be used to
endorseRIN is like me
Considering the target audience as housewives, a well-
known female personality who is involved in several activities
can also be used. Example Hema Malini is India
Demonstrations, free samples and plays in urban areas;
haats, mandis and melas in rural areas
RIN as a Fabric + Dish washer Alternative 1
RIN as a Fabricwasher
RIN as a Fabric+ Dish washer
RIN as a Dishwasher
1
2
3
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RIN as a Fabric + Dish washer Alternative 1
RIN as a Fabricwasher
RIN as a Fabric+ Dish washer
RIN as a Dishwasher
1
2
3
Alternative 1 Re-positioning RIN as a product that can be
used both as a fabric as well as dish washer
Distribution Network
Retailers to be sensitivized about the new product
Giving them incentives to shelve RIN separately, using it asthe dividing section between fabric washers and dish
washers
Customer will easily be able to identify RIN
Financial Implications
No tinkering with the product, only with the packaging Additional expenditure would be only in the form of
advertisements and sales promotional campaigns
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RIN as a Fabric + Dish washer Alternative 2
RIN as a Fabricwasher
RIN as a Fabric+ Dish washer
RIN as a Dishwasher
1
2
3
Alternative 2 RIN in two separate brand variants One, as a
washing powder and; Second, as a dish washer
Premise
Lever will have a clear focus on the two target segments
both segments can be targeted properly
The entire market (possible usage) for RIN can be tapped
Customers will not be left confused as to What is RIN
actually meant for?
Product
Both products should be completely different in look and feel Fabric Washer Non-blue color, new fragrance
Dish Washer Blue (but separate from competitors), 33%
reduction in variable cost
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RIN as a Fabric + Dish washer Alternative 2
RIN as a Fabricwasher
RIN as a Fabric+ Dish washer
RIN as a Dishwasher
1
2
3
Alternative 2 RIN in two separate brand variants One, as a
washing powder and; Second, as a dish washer
Media Communication Campaign
Fabric Washer
More focus on new features; more focus on outcomesthrough a well-known female personality
More focus on rural Pakistan as well; haats, melas etc
Dish Washer
Features of the new product
Advertisements targeting both hard soaps and other bars
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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RIN as a Fabric + Dish washer Alternative 2
RIN as a Fabricwasher
RIN as a Fabric+ Dish washer
RIN as a Dishwasher
1
2
3
Alternative 2 RIN in two separate brand variants One, as a
washing powder and; Second, as a dish washer
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 a Fabric washer
RIN as a Fabricwasher
RIN as a Fabric+ Dish washer
RIN as a Dishwasher
1
2
3
RIN as a pure Fabric washer taking initiatives to further
penetrate the fabric wash market in Pakistan
Premise
RIN is the only NSD bar in the market; hence it makes sense
to further penetrate the lucrative market as a unique product
Secondary sales in the form of dish washing will continue to
come by in any case
Product
Non-blue in color, make it different from other dish-washing
bars in Pakistan
Packaging should however have a tinge of blue, but largely
non-blue
Completely new fragrance we are in a sense re-launching
the product
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RIN as a Fabric washer
RIN as a Fabricwasher
RIN as a Fabric+ Dish washer
RIN as a Dishwasher
1
2
3
RIN as a pure Fabric washer taking initiatives to further
penetrate the fabric wash market in Pakistan
Media Communication Campaign
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
Otherwise almost similar promotional techniques
More focus on rural Pakistan as well; haats, melas etc
Distribution Network
Identify the margins earned by retailers give them the
maximum among all fabric washing products
Retailers will ensure shelving of RIN properly
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RIN as a Fabric washer
RIN as a Fabricwasher
RIN as a Fabric+ Dish washer
RIN as a Dishwasher
1
2
3
RIN as a pure Fabric washer taking initiatives to further
penetrate the fabric wash market in Pakistan
Financial Implications
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 a Dish washer
RIN as a Fabricwasher
RIN as a Fabric+ Dish washer
RIN as a Dishwasher
1
2
3
RIN as a pure Dish washer re-launching RIN as a dish
washer and not as fabric washer
Premise
Targeting the actual customer, instead of the intended one
Five years of promotional activities does not seem to haveborne much fruit
The customer will be able to identify better with their RIN,
i.e. the way they have always perceived RIN as
Product
Blue in color (but a different than competitors), similar
packaging but with minor changes
Elimination of special fabric wash ingredients; 33% reduction
in variable cost
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RIN as a Dish washer
RIN as a Fabricwasher
RIN as a Fabric+ Dish washer
RIN as a Dishwasher
1
2
3
RIN as a pure Dish washer re-launching RIN as a dish
washer and not as fabric washer
Media Communication Campaign
Focus on dish washing qualities; RIN as their preferred dish-
washer
Distribution Network
Identify the margins earned by retailers give them the
maximum among all dish washing products
Retailers will ensure shelving of RIN properly
Financial Implications
33% lesser variable cost; Additional costs on new packaging
Initial expenditure on advertisement and trade promotion
this time for a new theme
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Agenda
The Situation1
Alternatives in Hand2
Evaluating the Alternatives in Hand3
What we feel4
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What we feel
Let us target the entire customer segment
Plant is already underutilized
Also, positioning only as a fabric washer hasnt
yielded desired outcomes
RIN as a Fabricwasher
RIN as a Fabric+ Dish washer
RIN as a Dishwasher
1
2
3
The IdeaPriority RationalePriority
Looks at only a part of the entire market
Positioning only as a fabric washer hasnt yielded
desired outcomes till now
Changes in product features and subsequent
promotion can have desired outcomes
Customers might be left confused what RINactually stands for?
Complete U-turn might leave RIN in no mans land
Also, dish-washing market is smaller and more
competitive than fabric washing market
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Alternative 1 vis. a vis. other possible strategies
1
2
3
Alternative Premise AdditionalExpenditure Time PeriodInvolved
Comparative
Chances ofIncrease in sales
F+D Alternative
1 vs. Alternative 2
Similar Less as focus
on a single
product
Less as no
product
tinkering in
alternative 1
Similar
F+D Alternative
1 vs. RIN as a
Fabric washer
Strong Larger Less asproduct
tinkering in
second case
Very High
F+D Alternative
1 vs. RIN as aDish washer
Very
Strong
Similar
promotion
Less product
cost in case 2
Less as
product
tinkering insecond case
Very High
Positives against alternatives Negatives against alternatives
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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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Thank You