Ariel Case

Segment of Detergent Ariel (Washing Powder) infusion of target Group for Ariel Families Preference for Selection Less competition, high customer base, resulting in high business opportunity and growth. In the following case of Ariel when the crop was launched, there was a light 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 the researchers believed that Ariel lead be successful because of its extensive formula.It is a low jeopardy interlocking 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 acquire behavior were 1) The family look ons. 2) Habit of use a particular brand. 3) Dominance of pay off in law . 4) Price of the product Product Differentiation Consumer business leader f eel buying the product that is unnecessarily differentiated, or its distinctive features do not add 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 own 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 qualification process would therefore involve all the necessary steps, emphasizing on each step separately. marketing strategies for each step are hearty to ponder on. 1. NEED RECOGNITION-Need recognition for the TG selected for Ariel would be automatic. All families who ask to see there habilitate to be the most cleanly rinse and with come forth much effort. Therefore, the problems that Van would solve are The problem of white clothes getting pale. 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 by dint of 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 act of the household involving the mother in law and lady friend in law relation and the difference in choice. To attach a catchy jingle to the product. To distribute free samples. Mouth Publicity 2. instruction SEARCH - If we consider the time when Ariel was launched, we find that it was different from then public detergents. Internal Information for consumers consisted of two brands HUL,Nirma So, consumer was subjected to Double Information Processing byplay when Ariel was launched. Consumer wanted to receive every kind of information about the product. trafficker Strategy at this stage To provide all distinctive features of Ariel through print media advert ising and emphasizing on its spacious quality that is faultless for a family to use. To let the TG know that ariel is value for money product, its advanced engineering and better formula. Company should promote the brand through central alley to persuasion i. e. it should give logic in its advertisement to amplify the high quality 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 look for to thoroughly evaluate the brand on various parameters like address Features Fragrance Quality 4. PURCHASE DECISION In executing a purchase intention, the consumer may make up to sub decisions like brand,Quality,Loyality towards the symmetrical 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 bare-ass of working. So they made an ad d in which they focused on convincing the mother in law to change her perception of the product which she has been using and adopt new better technology.