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PENETRATION STRATEGY
Introduction
In 1991, Procter & Gamble India launched
Ariel detergent.
Compact Detergent
ARIEL ULTRAMATIC
TIDE
Segmentation of Detergent
market in India
Segmentation Of
Detergent
Powder Market
Premium
Mass Market
Mid – priced
Ariel- Ultramatic &
Wheel , Fena,
Spring clean Surf Surf Excel Blue, Tide,
Nirma,Ghadi etc.
-Automatic & Quick Stain Champion
wash,
SWOT Analysis
Strengths Weakness
A product of P&G, world leader in Poor promotional activity.
detergent segment. Intermittent availability.
Epitomize stain removal, even the Improper pricing strategy.
toughest stain in 1st wash. No advertisement recall value
Pioneered the use of enzyme tech.
1st to introduce different fragrances
in detergent.
Opportunity Threats
5700 crore detergent market. Existing players
A big untapped rural market. Spurious/counterfeit products in
rural areas
Has the potential to become the
market leader. Aggressive price competition
Sustainable Competitive Advantage
Brand Imprint
CSR Initiatives
29% 38%
P&G
HUL
Nirma
Henkel SPI C
Other