Marketing Project on Ariel

In: Business and Management

Submitted By tiger1234
Words 1160
Pages 5

Procter & Gamble started its operations in the country in 1991 is marketing a range of consumer goods products. Ariel is the product of P&G. Ariel detergent gives cleaning in stain removal. Ariel contains unique ingredients that cannot be found in other detergents, thus it is designed to remove a multitude of stains better. Ariel is perfect for everyday washing needs. The unique formula has been designed to give brilliant cleaning and long lasting freshness.
KARACHI, 07 December, 2010: Procter and Gamble Pakistan inaugurated its state of the art Ariel Plant at Port Qasim.
The Plant manufactures P&G’s premium detergent brand, Ariel in Pakistan by combining breakthrough technology with world class innovation.

Overview Pakistani Market
Total market size by volume= 162,211 tones.
Total market size value= RS.19 billion.
Detergent market is growing by 16% annually.
Surf | 25,000 | 38 BILLION |
Bonus | 35,000 | 21 BILLION |
Brite | 10,000 | 16 BILLION |
Ariel | 6,000 | 11 BILLION |
Express | 4,000 | 5 BILLION |

Factors | Surf Excel | Ariel |
Launch | 1960 | 1998 |
Target market | Mothers belonging to sec A and B+ | Mothers belonging to sec B and B+ |
Price | APPROX. RS 200/KG | APPROX.RS 210/KG |
Packaging | Blue, pink and orange | Green, white and blue. |
Campaigns | 1990-Tough on stains-soft on hands.1996-Jaisa b dhag ho,surf excel hai na.2005-Dirt is Good.2007-Games masti2009-Metha khara pani.2010-Dadi aik minute.2011-Tools for school. | 2000-Arial Maa Campaign2008-Arial longest kurta with tariq aziz.2008-Ariel challenge with Zubeida tariq.2009-Garam pani thanda pani2010-Arial housewives add2011-Arial housewives add. |


Product Strategy:
* Product Differention-Form, Features, Performance, Reliability.

* Superior…...

Similar Documents

Ariel Pakistan

... marketing for charity by hiring celebrities but not focusing on product and performance  Surf Excel Focusing on kids and their learning process and to highlight the basic performance (stain removal) of their product. Whiteness and shine Both the detergent companies are focusing on the shine and whiteness of the detergents. Packaging & sizes Both the detergents are available in same sizes and packaging.   Point of Differences Among to Brands Bleach Content Ariel has a larger content of bleach in its formula that is better for cleaning of white fabric ultimately giving it a more shiny and clean look. According to Customer perception: • High bleach content in Ariel  Harmful for fabric fibers  Harmful for skin • Surf Excel is milder but strong Active ingredients Surf Excel is formulated with high quality phosphate builders and multi-active surfactant system to deliver superior cleaning in addition this formulation is further fortified with color safe bleach system and enzymes for superior stain removal in washing machines. Whereas Ariel came up with their enzimax short for cleaning enzymes similar to that of surf excel but positioned differently thereby utilizing half the water as compared to other detergents as advertised in their ads Surf has become a generic name Surf excel has a psychological advantage over any of its competitors as surf has achieved the level where surf has become a generic name for detergents category, thereby creating association......

Words: 4242 - Pages: 17

Marketing Project

...Enthaice Thai Restaurant | | | Consumer Behavior Keller Graduate School Of ManagementProfessor Kissi PeprahBenchawan SomroupJiraporn BenjapornpaisitNichamon Moramat | | | Consumer Behavior Course Project: Enthaice Thai Restaurant. 1. Marketing Analysis: * Company; Enthaice restaurant is the food establishment start up Thai restaurant in NYC. It will be located in Upper East Side, Manhattan, and NYC area. It will serve authentic traditional Thai food, providing the best experience at a reasonable price and great environment. Enthaice is the name which played by word from “entice” which refer to attractive surrounding or arousing hope and desire. The name was create for a strong brand recognition and set the restaurant apart from other competitive restaurants around the areas Enthaice is a convenient restaurant on third Avenue corner of 90th St. The restaurant is serving an authentic Thai food, wine, and beer. It will offer a modern décor and electric light in the relax environment. It will be a small warm Thai place around 30 seats. The dining room will decorate by black panel and white letter tile the other side and the wood panel in the middle. The room will be romantic set up in the dark light with candle and electric light color that can change different colors every day. Enthaice’s concept is simple and warmed with care. It will provide the perfect place to enjoy a Thai cuisine. It will offer delivery, catering, and...

Words: 3630 - Pages: 15

Marketing Project

...Stroller Cool Marketing Plan 2012 Kristin Vanderbilt Marketing Management 08/16/2012 Executive Summary Stroller Cool is a brand new product that is unlike any other product on the market. Our product is simple, but will change the lives of caregivers all over the world. When doing preliminary research, we found that most caregivers face mounting stress when taking out children, mostly because of the amount of “stuff” they have to take with them. A stroller, diaper bag, snacks, bottles, etc. This makes for a very difficult situation, especially when a caregiver is going out by themselves. Our product is a simple cooler, with reusable cooler packs, that clips on the bottom of a stroller. You can store bottles, juice and small snacks, eliminating at least one bag and keeping things cool while you go about your business. As of right now, there is nothing else like this on the market, so we feel that we our product will sell. We plan on forming a partnership with Graco, the world’s premier stroller manufacture ("Graco," 2012), we will offer that the product will only fit on their strollers and in exchange we will ask that they assist with advertising. We will infiltrate the market with a solid product and will keep changing our product to reflect the suggestions of our consumer. We will focus on customer relations and go out our way to listen to consumers ideas as to how we can improve our product. By the end of the year, we plan on already putting out...

Words: 3188 - Pages: 13

Marketing Project

... they will return again and again! Market-Product Grid The chart below is a great example of the sources used to explain the Cynosure in depth. We have found studies based on the customers and the different companies that contribute to Cynosure. Below are some of the top marketing departments and medical healthcare facilities that fully support the customers of cynosure and encourage the project. We chose companies who participate and are involve in the company’s success through great customer service. We have targeted the most important people who might be interested for a better, brighter future. We are continuing to grow and planning to open a wider chain all over the world to help support students all over the world. Needed Information | Information Source | Priority | * CustomersNewly WedsParents Pregnant womenStudentsPeople with memory loss | * U.S. Census * UCLA: Medical dept. * International Medical Marketing and Suppliers | 2 | * SuppliersGoogleHenry Schein Medical | * Global Sources –Google * GMMI * The Global Medical Relief Fund | 1 | * International Medical Suppliers | * Technology Marketing | 3 | Target Markets During the process of researching target markets for our marketing plan, we interviewed the current CEO of Google and spoke to him about his thoughts on this product and the people that are being targeted. He suggested we shift our concentration to a different age group every year. We brought our...

Words: 3914 - Pages: 16

Marketing Project on Ariel

...PRINCIPLE OF MARKETING Procter & Gamble started its operations in the country in 1991 is marketing a range of consumer goods products. Ariel is the product of P&G. Ariel detergent gives cleaning in stain removal. Ariel contains unique ingredients that cannot be found in other detergents, thus it is designed to remove a multitude of stains better. Ariel is perfect for everyday washing needs. The unique formula has been designed to give brilliant cleaning and long lasting freshness. KARACHI, 07 December, 2010: Procter and Gamble Pakistan inaugurated its state of the art Ariel Plant at Port Qasim. The Plant manufactures P&G’s premium detergent brand, Ariel in Pakistan by combining breakthrough technology with world class innovation. Overview Pakistani Market Total market size by volume= 162,211 tones. Total market size value= RS.19 billion. Detergent market is growing by 16% annually. BRAND | BY VOLUME | BY VALUE | Surf | 25,000 | 38 BILLION | Bonus | 35,000 | 21 BILLION | Brite | 10,000 | 16 BILLION | Ariel | 6,000 | 11 BILLION | Express | 4,000 | 5 BILLION | COMPARATIVE ANALYSIS Factors | Surf Excel | Ariel | Launch | 1960 | 1998 | Target market | Mothers belonging to sec A and B+ | Mothers belonging to sec B and B+ | Price | APPROX. RS 200/KG | APPROX.RS 210/KG | Packaging | Blue, pink and orange | Green, white and blue. | Campaigns | 1990-Tough on stains-soft on hands.1996-Jaisa b dhag ho,surf excel hai na.2005-Dirt is Good...

Words: 1160 - Pages: 5


... very hard problems before starting his survey. Mr. Tahir also wants to take a solid decision for launching “ARIAL”. But whenever he want to make decision, on the same time, any problem came again. After a long time, his manager ordred his to take serious decision for finalizing the marketing plan for the launch of Ariel. The launch would be a culmination of almost two years of extensive research and development efforts that Malik and other team members had put in. In addition, Ariel would be P&G’s first entry in Pakistan in a product category that was extremely important for P&G worldwide. Both P &G headquarters in Cincinnati and the regional head office in Brussels were kneely following up on this launch. Ariel was scheduled for launch in less than two months. P&G’s goal is to be the finest consumer goods company in Pakistan… Pakistan offers one of the greatest opportunities for growth that P&G has in the world. Ten years from now we should be many times larger than we are today, and I am confident that we will be. And even then we’ll have enormous opportunities. We are in Pakistan to build a great business over time. Mr. Tahir Malik starts his survey in the consumer markets and focus on the people who were using the soaps for washing the clothes. After a part of time, he take decision to launch the “ARIAL”. For launching “ARIAL”, he decided to make an advertisement. He selected different rural women and showed them on TV. Mr. Tahir’s decision for advertisement was......

Words: 2377 - Pages: 10

Marketing Project

...Acknowledgement I make this as an opportunity to thank all mighty Allah and all my colleagues, friends and others to support me to complete my project. Also i would like to thank specially my inspirational lecturer Mr.T.L. sooriarachchi for his guidance that makes this project a successful one. I would like to thank to thank ACBT staffs for their helps and information to make this project successful. Thank you Executive summery From this project it covers all the aspects of activities of ACBT organization with regarding for the move for the new market.via this project reader can understand wt kind analysis and to be made in entering to a new market and how it would be done. And also the reader can know the importance of market orientation as well the distribution arrangements for a service organization in a new market. mean time reader can understand the promotional activities ,pricing methods using relevant strategy and the marketing mixes ,extended marketing mixes with regarding ACBT to Jaffna market. on the other hand via this project reader can have a better understand of market segmentation and target marketing. also the steps to enter into foreign country via other institutions or universities and more over the reader can get a idea of foreign market and domestic market variations. and the last reader can be able to make sure the difference of business to business marketing rather than consumer marketing. Contents 1.0 Various elements of marketing...

Words: 7143 - Pages: 29

Marketing Project

...MKTG304 Marketing Project Session 2, 2014 Reflective Journal Outline Department of Marketing and Management MACQUARIE UNIVERSITY FACULTY OF BUSINESS AND ECONOMICS REFLECTIVE JOURNAL OUTLINE Overview As part of evaluating the participative process, an individual reflective journal is required to be maintained throughout the course, due for submission after the group presentation and final group report has been submitted. There are two parts to this assignment. The first Part A consists of a pre-activity self-rating of graduate capabilities. The ratings are intended to be your perception of your own capabilities. This perception should draw on your prior experiences, including your university or other studies, paid employment or volunteer work, and from sport, hobbies and other interests. The self-assessment will not be graded, nor will it be shared with others in your class. Part A serves the purpose of allowing the student to focus on graduate capabilities and reflective points to be considered while collecting material and writing up the final reflective journal. Part A is due in your tutorial class in Week 4, Thursday 28th August. Part B, consists of the self assessment post activity audit of graduate capabilities and a 2,000 word reflective journal report. The self assessment post activity audit will not be marked, but will act as support for your findings in the final report. The final report provides your analysis and reflections about the process...

Words: 4072 - Pages: 17

Groupe Ariel

...Groupo Ariel: A Project Analysis On June 23, 2008, a Monday morning, Francois Belliard arrived at his office in Groupo Ariel’s corporate headquarters in Toulon, France. The prior week, Belliard had requested additional financial information about an investment proposal from Ariel-Mexicana, a wholly-owned subsidiary that operated a manufacturing facility and a regional sales office in Jalisco, Mexico. The information had arrived late Friday, too late for Belliard to analyze due to the weekend. He sat down this morning to examine the proposal, as it was Belliard’s job to evaluate cross-border projects for Ariel, a global manufacturer of printing and imaging equipment. This type of cross-border proposal was not unusual as Ariel was in the process of expanding its global presence beyond Europe. The Mexican investment proposal called for the purchase and installation of new automated machinery to recycle and refurbish toner and printer cartridges for the local market. Recycling and refurbishment had become a large portion of Ariel’s business in all its markets; both European and foreign. This process and market had burgeoning margins and was proving to be a centerpiece of Ariel’s future growth. Many office product retailers operated formal toner cartridge recycling programs, both for environmental reasons of keeping reusable waste from landfills and demonstrating cost savings to customers over continually buying new OEM product. Writing in a leading trade journal, one industry...

Words: 2121 - Pages: 9

Reading Ariel

...Craziness in Desperation --Reading Ariel Abstract: The American poetess Sylvia Plath with her short, yet brilliant life is a notable figure in the field of twentieth-century American poetry. Ariel is one of her late poems which marks her maturity in poetry and is of great importance to the study of her works. Through interpretation of Ariel, we can learn her psychological struggle which stems from the conflicts of the duality in identity. Key Words: Sylvia Plath, poetess, identity, craziness The poem Ariel is the title poem in the posthumous poem collection of the same name of the American Poetess, Sylvia Plath who plays a remarkable role in mid-twentieth American poetry, especially in the movement of Confessional Poetry. As a woman writer, Plath was always in conflict of her two identity -- a woman as a docile and domestic housewife, mother or daughter and on the other side a writer of independence and free mind. She was forever struggling all her life which she ended at the age of 31. Her suicide, which is often related to her disastrous marriage with English laurel poet Ted Hughes, alongside with her identity as a woman poet drew much public attention right after her death and has remained a contested topic until today. Her poems has been constantly reprinted in the UK and USA as well as in numerous translated versions. She is widely “recognized as one of the leading figures in twentieth-century Anglo-American literature and culture”.1 Her late poems which are...

Words: 3236 - Pages: 13

Marketing Project

...Marketing Project Part IV March 8, 2015   Marketing Project Part IV Coca-Cola is one of the largest global corporations. It is one of the successful marketers in the world. It operates in almost all countries of the planet. So it has a well-designed and flexible marketing strategy. Coca-Cola has a marketing strategy called: Think- Education is essential to achieve sustainable, active, healthy lifestyle. Drink- Providing product and package variety is their commitment to consumers. Move- Physical activity is vital for health and well-being. This strategy focuses all aspects of its marketing view and strategies. All its marketing activities including promotional activities, branding, and distribution are done on this view. Market position of the company is very strong. It divides the whole world into six operating groups named Latin America, North America, Pacific, European Union, Eurasia, and Africa ( UKessays, n.d). In the last few months, Coke sharing has reached new levels with the creation of shareable Coca-Cola, this can which can be twisted, turned and split in half to share between friends. This idea has further increased the popularity of Share a Coke and has contributed to the overall success of the campaign and the brand as a whole (Outside the box, n.d). This is not the only angle of the “Share a Coke” campaign. Despite the apparent marketing and profit benefits which can be associated with the huge success of Coca-Cola, a perhaps less-documented but...

Words: 976 - Pages: 4

Marketing Project

...Johnson & Wales University Providence, Rhode Island College of Management Marketing Final Project Walmart MTKG 5500 Spring Term 2015 Professor Kim By: Andreas Ulrich, Chia-Yi Lin, Lauren Hahn and, Min Zhang May 13th, 2015 Abstract This document discusses how Walmart is one of the largest retailers in the world with how the mass production utilizes its resources to be cost effective in its selling price of all their products which makes the brand very well known in this aspect. Walmart has evolved since it first began the company and has changed their marketing strategy to better suit their customers’ interests and demographics. The company has become well known internationally for the brand image Walmart created for them and sets them aside from their competitors. Their excellent marketing strategy stems from the four P’s of price, product, distribution (place), and promotion. The pricing is low, but efficient from the cost control of the resources they obtain. The products walmart issue to the product range varies according to the needs of customers. The distribution is industrialized internationally and continues to expand. Walmart uses the differentiated strategy to target their customers. The organization utilizes product diversity, low- price strategy, e-commerce, long-term growth strategy, and technology innovation for future business. However, there are suggestions that were made for better expansion were product development, different...

Words: 3675 - Pages: 15

Case Study Ariel Project

... individual objectives, there is a lack of consistent vision. There is also a lack of leadership and communication due to an unstable executive team. In the start to pursue the project was done haphazardly and hurriedly, without taking the current development projects in to consideration, which because of Ariel, would suffer serious setback in their schedule. Throughout the study, various instances are observed where lack of leadership is felt and hence, to improve decision-making TerraCog should have a strong leader, a cohesive group with a consistent vision, and have more effective and ongoing communication. Alternate Solutions: The way forward can be divided in to various options and their individual merits will be discussed, followed by recommended solution. 1. Lower Quality – TerraCog has built its core business on quality over technological superiority, lowering the quality would be an option in order to bring the product to market at the desired price. Production would suffer the most in the sense that Barren has already been reprimanded for producing low quality in the past. Also, given that TerraCog’s business was built on quality, it wouldn’t likely make sense to not remain consistent with the company’s image. 2. Launch Product at $475 – Sales would suffer immensely at the expense of Design & Development and Production. In the end, this option wouldn’t make any sense since sales drive the business. 3. Launch Product at $400 – At this price, the......

Words: 1128 - Pages: 5

Marketing Project

...TABLE OF CONTENTS SECTION PAGE 1. INTRODUCTION 1 1.1 Scope of Report 1 1.2 Sources and Methods 1 2. NEW PRODUCT IDENTIFICATION 2 2.1 Product Function 2 2.2 Branding Strategies 2 3. MACROENVIRONMENTAL IMPACTS 3 3.1 Demographic, Economic and Social 3 3.2 Cultural, Legal and Political 3 3.3 Natural and Technological 4 4. SECONDARY SOURCES 5 5. MARKET SEGMENTATION AND TARGETING 7 5.1 Segments 7 5.2 Target Markets 7 6. SALES POTENTIAL 8 6.1 Year One 8 6.2 Year Two 8 6.3 Year Three 9 7. MARKETING MIX 10 7.1 Product 10 7.2 Price 11 7.3 Place 11 7.4 Promotion 12 8. CONCLUSIONS AND RECOMMENDATIONS 14 8.1 Conclusions 14 8.2 Recommendations 14 WORKS CITED AND CONSULTED 34 LIST OF APPENDICES SECTION PAGE A- Sales Potential Population Information 15 B- Projected Sales and Income Statement 16 C- Forecasted Sales Growth and Profit Graph 17 D- I-Fit Advertisement 18 E- I-Fit PowerPoint Presentation 19 F- Daily Star: “Apply Nanotech to Up Industrial Agri Output” 21 G- iX-Factory: “Lab-on-a-Chip” 23 H- “‘Mind the Gap’: Science and Ethics of Nanotechnology” 25 I- Index Mundi Statistics: Japan, United States, European Union and China 27 J- CBC News: “Who are Canada’s Top 1%?” 29 K- The Guardian: “Ofcom: UK is Nation of Early Adopters and Online Spenders 31 L- Statistics Canada 33 1. INTRODUCTION After being appointed the...

Words: 5107 - Pages: 21

Marketing Project

...Company: Blue Cotton Brands name: Armin Table of Content Business Objective……………………………………………….2 Problem Statement……………………………………………….3 Solution Statement……………………………………………….4 Marketing environment………………………………………….5-6 Customer’s profile………………………………………………...6 Business Objective Our company’s goal is to create superior value in the mind of customers by providing best quality product for the people who can afford it. Our company is providing a T-shirt with the best quality and as we all know quality needs cost so the price of our product is high. The main objective of our business is customers’ satisfaction and that we can get by knowing the need of customers and delivering superior values to them. Our business don’t want to have short term relationship with customers we will see at the long term business relationship with them as we know the loyal customers will never leave you in hard situation which is an advantage for the business, as there are some companies who wants to just deliver the service and get profit they don’t care about the customer satisfaction which costs them to lose customer. Another objective of our business is to create an image in the society as our product is for upper class and our prices are high we need to obtain this objective because if we don’t have an reputation or image of our product we can’t attract as much customers we are targeting and this may cause our company to bankrupt so we need to obtain it, on the other hand it needs...

Words: 2564 - Pages: 11