ARIEL

Ariel is a detergent made by Procter & Gamble. It was the first detergent with stainremoving enzymes. It was a powder designed for twin-tub and top-loading washing
machines.
This case talks about the Ariel brand of washing powder by P&G.
The Procter & gamble (P&G) was founded in 1837 by an Englishman, William Procter
and an Irishman James gamble it began as a small family company manufacturing soap
and Candle in America but now P&G operates in 80 countries and employs 135,000
employees worldwide and markets 300 brands in 160 countries.
Ariel is a detergent made by Procter & Gamble. It was the first detergent with stainremoving enzymes. It was a powder designed for twin-tub and top-loading washing
machines.
The case is about understanding the purchase decision behavior of customers in a region
which will be different from another region/culture. Ariel had a value proposition that a
separate detergent bar was not required while washing clothes. But Indians are habituated
to detergents, especially for cleaning dirty collars and those hard to clean spots. Thus lets
apply the CDM model proposed by Howard and Sheth.
Input variables- The marketing team researched about the input variables affecting
Indian customers, like family, income group, the buyer, price range desirable by potential
customers. It underestimated the importance of bars during washing, as we come to know
later.
Behavioral Determinants: It is the unsaid, taken for granted thinking elements in
consumers minds. For Indian customers, washing is a 2 step ritual with washing powder
and bar both involved. Ariel didnt understand that and thus wasnt successful. It couldnt
justify the extra cost of Ariel in lieu of bar.
Perceptual Reaction: Informations from inputs are not accepted at their face values by
the consumer but are proposed in the mind of the consumer and then interpreted.
Ariel executives though that not having to scrub would be a defining feature of Ariel. But
Indians compared it with similar washing powders and found out that it was costly and
couldnt still clean those collar ring spots.
Inhibitors: External constraints. In Ariel case, price and lower quantity to be used were
inhibitors. Frequently Indian consumers equate quantity with washing done. They didnt
readily accept Ariels claim of lower usage required. Further price became another
inhibitor. Also, they kept using bars.
Purchase: As the customers didnt like the new amalgam of old and new; they were not
readily accepting Ariels value proposition. Thus, the ads didnt translate into purchase
decisions.

CONSUMER PERCEPTION (& ARIEL)

Perception is a process by which individuals organize and interpret their sensory
impressions in order to give meaning to their environment. However, what one perceives
can be substantially different from reality.
In Ariels case, though the washing powder was of superior quality to existing brands; the
marketing proposition was not accepted by target customers.
The consumers in India perceived washing to be a 2 step ritual of washing powder and
detergent bar. They were not comfortable with using only washing powder to complete
their washing ritual. The ads to promote Ariel didnt emphasize much to change the
washing ritual as perceived and practiced by Indians.
Perceptual selection towards Ariel was weak as it was costlier and people still wanted to
use bars.
The contrast between Ariel and competing brands wasnt enough to convince people to
select Ariel over others. People also have perceptual defense. They want to continue with
their existing lifestyle if its working. The old saying, If it isnt broke, dont fix it
applies here.