A. Key Message to Brand Manager: All communication shall be cohesive. 1. 2. 3. Subconscious perception of benefits (Refer D.

1) Uniformity of Message Do you need brush along with your machine? Switch your powder (Refer F.2.a) Two Phased Plan Teaser and Launch

Packaging is exactly similar to the detergents creating confusion in the mind of customer. Product form (Powder) and the usage pattern depicted in TV commercials is again same as any detergent Capsule Form One Capsule with each wash hence no confusion about usage proportions Innovative packaging would lead to trials & Create Category Differentiation and Increase Penetration Would create differentiation on store shelves even if kept along with other detergents

B. Advise to Key Account Managers: The entire plan shall be divided in two groups 1. 2. Plans that can be executed uniformly across locations Plans that need pilot testing to be done ( Refer F.2)

For certain plans we will use existing channels to minimise cost C. New Touch Points: Several new touch points have been identified in the communication strategy below D. Design of Shelf: Shelf design will be different for Tier A and Tier B cities Tier A/ Metros require reassurance of benefits. Points of focus1. 2. 3. Proximity to Washing Machines and Electronics section Placed separately from Regular Detergents Benefits of Pink Noodles, Blue and Green Speckles clearly and boldly mentioned through posters, hangings etc Keep only a few Ariel MATIC packs centred between other detergents with boards carrying the message boldly Only for those want to get rid of Brushing COMPLETELY! (Sirf unke liye jo Brush se MUKTI PANA CHAHTE HAIN) ; The idea is to convey that the product shares the limelight amidst regular products.

Tier B city customers need to be made aware of the product 1.

E. Calculation of Returns and Cost Components in Plan The returns are twofold Immediate (due to push), and Long Term due to trickledown of strategies to create future pull for the product. Major cost components will be distribution costs and royalty issued to salesmen. In ideas that we have proposed most of the cost can be minimised by outsourcing/ utilising/ replacing the existing resources. F. NEW Communication Touch Points to stimulate Trials Generation. Stores have high scalability but low receptivity; goal is to improve upon receptivity 1. School uniform sellers; White clothes section at malls Merchandising at New Pilot Locations like 2. Family restaurants: mothers are worried about kids staining clothes. Suggestion for aesthetic issues: small wooden toys - including a lidless washing machine (4 - 6 inches long each) on each table with Ariel MATIC crafted in black; Small Ariel MATIC logo on pristine white napkins 3. Malls have bins to collect used clothes to help flood/ calamity struck people; Use Washing Machine shaped bins for the same; Additional message Are your donated clothes properly cleaned?; Tie-ups with NGOs to bear/ share the logistics cost pertaining to distribution of the collection G. Other Strategy 1. Bundling Currently it is Ariel MATIC + Pantene a. Replace it with Whisper : Better subconscious symbol of benefits: We did an exercise with 30 women to identify that cleanliness, hygiene, germ-free, disease free have similar psychological impact; Pantene is perceived more as a style product than a cleanser More involved purchase: Choices for shampoo are far too many as compared to that for sanitary napkins