Procter & Gamble

Ariel
Marketing Strategies

By:
Anand Vijay Kumar Ganpaa
PGDM-RM(0911-003)
 Procter & Gamble Co.

Type Public (NYSE: PG)

Founded 1837
Headquarters One Procter & Gamble
Size Plaza, Cincinnati, Ohio,
USA 45202
Key people A. G. Lafley, Chairman and
CEO
Industry Consumer goods
Revenue ▲ US$83.503 billion (2008)

Net income ▲ US$12.075 billion

(2008)
Employees 138,000
 Procter & Gamble

 Procter & Gamble Co. is a Fortune 500, American global corporation based in
Cincinnati, Ohio.

 That manufactures a wide range of consumer goods.

 As of 2008, P&G is the 23rd largest US company by revenue and 14th largest by profit.

 It is 10th in Fortune's Most Admired Companies list (as of 2007).

 P&G is credited with many business innovations including brand management, the soap opera,
and "Connect & Develop" innovation.

 According to the Nielsen Company, in 2007 P&G spent more on U.S. advertising than any other
company.
 Procter & Gamble
Family of Products :

Personal & Beauty

- Cosmetics, Oral Care, Hair Care
House & Home
- Laundry care, Dish Soap, Snacks & Coffee
Health & Wellness
- Prescription drugs, Health Care
Baby & Family
- Pet Care & Nutrition
Procter & Gamble
 Procter & Gamble
 Introduction
 Ariel is a marketing line of laundry detergents made by Procter & Gamble.
 It is the flagship brand in Procter & Gamble's.
 Launched in 1991 in India
 Compact detergent
 Enzyme technology
 Smart eyes
 Superior cleaning in a choice of fragrances
Product Depth:
 Ariel Biological, biological with bleach for whites.
 Ariel Color and Style, a biological bleach free product
to protect colors.
 Ariel Sensitive (formerly known as Ariel Non Bio,
without enzymes supposedly protecting sensitive skin).
 Ariel Biological with Febreze.
 Ariel Front-O-Mat
 Ariel Fresh Clean
 Ariel Spring Clean
 Procter & Gamble
Marketing Strategies:
 Procter & Gamble
Product Strategy :

 Products Classification- Service Consumer good.

 Product Differentiation- Form, Features, Performance, Reliability
 Superior Technology
 CSR Initiatives
 Attractive Packaging
 Catchy Tag-lines
 Established as a brand itself.

Pricing Strategy :

 Optional-Feature Pricing.
 Product- Line Pricing.
 Cost-plus pricing
 Competitive pricing
 Distribution pricing
 Procter & Gamble
Place:
 In-store placement strategy
 Already existing strong links in urban areas
 Rural penetration
 Develop marketing channels as strong and penetrated so that it would gain access to remote areas
 Strategic location of warehouses
 Increase wholesale dealer in small towns who can cover the nearby villages
 National coverage would be dealt with by increasing the company's warehouses and creating C&F
agents in the smaller cities
• Promotion:
 Media
 Radio
 Hoardings
 Consumer promotion
 Fragrance oriented and eco friendly
 Newspaper
 Various promotional offers
 Procter & Gamble

Segmentation, Targeting and Positioning

 Procter & Gamble
Target Customer :
 General Consumers
 Color Sensitiveness of Clothes
 Washing Machine Users
 Newly married couples
 Women

Segmentation :
 Demographic- Family Size
 Benefits- Quality, Service, Income.
 Niche Marketing
 Urban & Semi-Urban area
 User Status- Regular User, Potential User & Non-users.
 Procter & Gamble
Positioning :

 Premium brand against its competitors

 Superior technology
 Fragrance oriented detergent
 Importance to quality
 Low temperature wash detergent
 Environmental friendly
 Contains double action system which gets fully dissolved
 Removes tough stains
 Gives shine to your white clothes
 Gives brightness to your colored clothes
 Cold is the new hot
Thank You