rin vs tide final ppt
TRANSCRIPT
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Topic name : BRAND WARClass : MBA A/1Presented by: Bhoomika shah(9)
Palak Narang (60)
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Brand Wars
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Introduction Sales promotion technique.
It involves the comparison of product with the competitors product.
It drives sales by comparing the features or services of a brand with that of its closest competitor.
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Brand War Reasons
To generate attention and larger number of views.
To make certain claims.
A way to let down the competitors product.
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Rin Vs Tide
VS
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The War Begins Initially Tide was trailing behind Rin but since 2007, sales
picked up, and its market share rose posing a threat to HUL whose share started eroding.
In December 2009, introduction of lower version of TIDE for rural market.
HUL’s aggressive response to P&G.
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The Ad Campaign
Rin launched a commercial in February 2010 comparing Rin
and Tide naturals.
The ad goes this way……….
Thus claiming better whiteness than tide naturals at an
affordable price.
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P&G’s Reaction P&G takes HUL to court over Rin advertisement.
It filed a case of injunction, based on disreputation.
P&G has filed a case in the Calcutta High Court
against Hindustan Unilever‘s for injunction, based on
disreputation.
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HUL’s Defence
The spokesperson of HUL says…… ‘this claim is based
on laboratory tests done through globally
accepted protocols in independent third-party
laboratories’.
HUL had engage P&G directly, backed by laboratory data and
certification of a superior quality product.
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Outcome Advertisement was banned .
Truth of tide naturals.
Consumers’ disregard towards blatant approach by HUL.
Claims of RIN were indirectly accepted.
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Conclusion “Every coin has two sides”.
Comparative advertisements are important to make people aware.
It can prove to unethical if the claims are misleading.
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