Ariel Case

subdivision of Detergent Ariel (Washing Powder) Selection of target Group for Ariel Families Preference for Selection less(prenominal) competition, high customer base, resulting in high business opportunity and growth. In the watching case of Ariel when the harvest was launched, there was a Perception amongst customers that the detergent cake would give split whiteness. HUL and Nirma were the leading brands and competitors of Ariel. When Ariel entered the market the researchers believed that Ariel will be successful because of its extensive formula.It is a junior-grade try involvement product. that because of its competitors ariel had to advertise its product relating it to the Indian household. Consumer here behaves as a apprize Maximize, non just a problem solver. Various Problems that influenced the consumer buying fashion were 1) The family values. 2) Habit of using a particular brand. 3) Dominance of overprotect in law . 4) Price of the product Product Differentia tion Consumer might tincture buying the product that is unnecessarily differentiated, or its distinctive features do not add some(prenominal) value to consumer lifestyle or status.Conspicuous this is the risk link 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. every(prenominal) 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 handle would therefore involve all the necessary steps, emphasizing on from each one step separately. Marketing strategies for each step are significant to deliberate on. 1. NEED RECOGNITION-Need recognition for the TG selected for Ariel would be automatic. All families who want to fall upon there clothes to be the most cleanly washed and without much effort. Therefore, the problems that Van wo uld solve are The problem of white clothes acquire blanch. The problem of extensive scrubbing of clothes. Status in the society. Marketing system at this stage To advertise the product in a agency 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 shake off an act of the household involving the mother in law and daughter in law relation and the difference in choice. To attach a slick jingle to the product. To distribute free samples. Mouth Publicity 2. INFORMATION face - If we consider the time when Ariel was launched, we find that it was different from then prevailing detergents. inner Information for consumers consisted of two brands HUL,Nirma So, consumer was subjected to Double Information Processing Job when Ariel was launched. Consumer cherished to receive every kind of information about the product. seller strategy at this stage To provide all distinctive features of Ariel through stain media advertising 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 advanced technology and better formula. Company should promote the brand through central route to scene 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 exhaustively evaluate the brand on various parameters like Cost Features sugariness Quality 4. PURCHASE DECISION In executing a barter for intention, the consumer may 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 take out many customers. So it decided to advertise its product by showing a relationship between the old an d new of working. So they made an add in which they focused on convincing the mother in law to change her perception of the product which she has been using and gather in new better technology.