Ariel Case

Segment of Detergent Ariel (Washing Powder) Selection of target Group for Ariel Families Preference for Selection Less competition, blue customer base, resulting in high business opportunity and growth. In the following case of Ariel when the product was launched, there was a Perception amongst customers that the detergent cake would give better whiteness. HUL and Nirma were the leading brands and competitors of Ariel. When Ariel entered the market place the researchers believed that Ariel will be successful because of its extensive formula.It is a low risk involvement product. But because of its competitors ariel had to advertise its product relating it to the Indian household. Consumer here behaves as a Value Maximize, not just a problem solver. Various Problems that influenced the consumer buying port were 1) The family values. 2) Habit of using a particular brand. 3) Dominance of mother in law . 4) Price of the product Product Differentiation Consumer might feel buying the product that is unnecessarily differentiated, or its distinctive features do not provide much value to consumer lifestyle or status.Conspicuous this is the risk related with social aspects. What society might perceive is the risk of consumer. Psychological this risk is associated with consumers make personality. Whether the detergent will be value for money. All these risks would lead the consumer seriously involved in Ariel buying decison. And thus, he would follow Cautious Buying behavior for buying Ariel. The decision making process would therefore involve every(prenominal) the necessary measuring rods, emphasizing on each step separately. trade strategies for each step are significant to ponder on. 1. NEED RECOGNITION-Need recognition for the TG selected for Ariel would be automatic. All families who want to see there clothes to be the most cleanly washed and without much effort. Therefore, the problems that Van would solve are The problem of white clothes getting crazy. The problem of extensive scrubbing of clothes. Status in the society. Marketing Strategy at this stage To advertise the product in a way that changes the perception of the consumer. To advertise through a demo of a pale white shirt washed in Ariel and coming out to be bright out after a wash in ariel. To Give an execution of the household involving the mother in law and daughter in law relation and the difference in choice. To attach a catchy jingle to the product. To conk out free samples. Mouth Publicity 2. INFORMATION SEARCH - If we consider the time when Ariel was launched, we find that it was different from then prevailing detergents. Internal Information for consumers consisted of two brands HUL,Nirma So, consumer was subjected to geminate Information Processing Job when Ariel was launched. Consumer wanted to receive every kind of information about the product. Marketer Strategy at this stage To provide all distinctive features of Ariel through print media advertisi ng and emphasizing on its spacious quality that is perfect for a family to use. To let the TG know that ariel is value for money product, its move technology and better formula. Company should promote the brand through central route to persuasion i. e. it should give logic in its advertisement to amplify the superiority of its product over the other brands available. 3. EVALUATION OF ALTERNATIVES- Since buying Detergent is a low involvement decision making process therefore the consumer would try to well evaluate the brand on various parameters like Cost Features Fragrance Quality 4. PURCHASE DECISION In executing a purchase intention, the consumer whitethorn make up to sub decisions like brand,Quality,Loyality towards the regular brand. Marketer Strategy at this stage In the initial stages Ariel did not attract many customers. So it decided to advertise its product by showing a relationship between the old and new of working. So they made an add in which they focused on convi ncing the mother in law to change her perception of the product which she has been using and adopt new better technology.