LAUNDRY CATEGORY

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Market Overview

Positioning of laundry detergent powders

SWOT for the brands

Highlights

5 Future prospects

MARKET OVERVIEW

The Indian detergent market is estimated to be around

13000Cr, comprises of Laundry soaps, synthetic

detergent powders and bars.

The detergent powder market in India is segmented on

the basis of three price categories:

Popular/Economy

Mid Scale

Premium/ Compacts

The Premium segment account for only 15% of the total

market volume.

Cont….. Sub-Category by Detergent Type

Detergent market

Machine washers

Liquid detergents

Detergent powders

Hand washers

Detergent powders Bars

Owners of washing machine

Cont….. Sub-Category by Detergent Type

• Increase in disposable income has seen consumer shift from bar to hand wash detergent

• Higher penetration of washing machines in 2nd and 3rd tier cities has driven the demand for hand wash detergents

Source: Indian Consumer Laundry Study by Du Pont -2013

LAUNDRY DETERGENT POWDERS- POSITIONING

BRANDS `BRAND POSITIONING ADVERTISING Stain Removal, Less Water,

Special offering for WashingMachine, Extra Bright Clothes.Middle and premium segment

Specific emphasis on school kids.Mothers now have the freedom tolet their kids experience life without

worrying about stains. Anassociation with colour BLUE toimply a whitening characteristic

"Best clean with less effort", For

heavy duty laundry. Massmarket consumers.

Lower & medium-price segment

Middle class woman going to a bankto send money order to his oldfather. Clear focus on savings.

Economy brand. Empowerment ofwomen.

Whiteness, Superior cleaning.

Lower price segment

The flash of light is synonymous withthe brand Rin The characters used ina regular day to day environment so

that people can relate with them,middle class environment

UNILEVER DETERGENT BRANDS

LAUNDRY DETERGENT POWDERS- POSITIONING

BRANDS `BRAND POSITIONING ADVERTISING

Whiteness, Value propositionwhen offering some smallerpacks at Rs. 11/- motivating

intention to buy aspect, reachingboth lower & upper class

segment consumers throughthese introductory packings.

For mid-priced segment

Typical rainy season problemsassociated with wearing white

clothes. Humorous ad. "White ho toTide ho” is a nice way to rhyme the

word and make it easy to recall.Trying to create transaction utility by

crossing out 43 and promoting theprice as Rs. 23/- . Significantly above

the JND

Stain removal, fragrance, washingmachine. Medium and premium

segment. oxygen-oxyblue, oxyrich

Technology focus. Packaging withcelebrity – Zaheer khan. No audio

video repetition, jingle etc.

P & G DETERGENT BRANDS

LAUNDRY DETERGENT POWDERS- MARKET SHARE

SWOT FOR SURF

SWOT FOR WHEEL

SWOT FOR RIN

SWOT FOR TIDE