LAUNDRY CATEGORY

Market Overview

Positioning of laundry detergent powders

SWOT for the brands

Highlights

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

Deterge
nt
market
Machine
washers
Liquid
detergen
ts

Deterge
nt
powders

Hand
washers
Deterge
nt
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

UNILEVER DETERGENT BRANDS

BRANDS

`BRAND POSITIONING
ADVERTISING
Stain Removal, Less
Specific emphasis on school kids
Water,
.Mothers now have the freedom to
Special offering for
let their kids experience life without
Washing
worrying about stains. An
Machine, Extra Bright
association with colour BLUE to
Clothes.
imply a whitening characteristic
Middle and premium
segment

"Best clean with less

effort", For
heavy duty laundry.
Mass
market consumers.
Lower & medium-price
segment

Middle class woman going to a bank

to send money order to his old
father. Clear focus on savings.
Economy brand. Empowerment of
women.

Whiteness, Superior
cleaning.
Lower price segment

The flash of light is synonymous with

the brand Rin The characters used in
a regular day to day environment so

LAUNDRY DETERGENT POWDERS- POSITIONING

P & G DETERGENT BRANDS

BRANDS

`BRAND POSITIONING

ADVERTISING

Whiteness, Value proposition Typical rainy season problems

when offering some smaller associated with wearing white
packs at Rs. 11/- motivating clothes. Humorous ad. "White
intention to buy aspect,
ho to
reaching
Tide ho is a nice way to
both lower & upper class
rhyme the
segment consumers through
word and make it easy to
these introductory packings.
recall.
For mid-priced segment
Trying to create transaction
utility by

crossing out 43 and

promoting the
price as Rs. 23/- . Significantly
above
the JND
Technology focus. Packaging
Stain removal, fragrance,
washing
with
machine. Medium and
celebrity Zaheer khan. No
premium
audio
segment. oxygen-oxyblue,
video repetition, jingle etc.

LAUNDRY DETERGENT POWDERS- MARKET SHARE

SWOT FOR SURF

SWOT FOR WHEEL

SWOT FOR RIN

SWOT FOR TIDE