PRESENTED BY:

OWAIS HAIDER KHAN SWATI (12110)

SHAHARYAR NASIM BAQAR (10893)

INTRODUCTION
Procter & Gamble started its operations in the
country in 1991.
In July 1997, they launched Ariel in Pakistan
based on a sophisticated and advanced formula.
Ariel contains unique ingredients and it is
designed to remove a multitude of stains better.
The unique formula has been designed to give
brilliant cleaning and long lasting freshness.

OVERALL MARKET AND MARKET

SHARE
The total detergent market size in Pakistan is 162,211 tons (in volume)
whereas Rs. 19 Billion (in Value). The Detergent market is growing by 5.7%
annually for the past 2 year.
Ariel caters the wholesale markets and retailers.
Their target market are Housewives belonging to SEC B and B+.

BRAND

MARKET SHARE

SURF

25%

Bonus

35%

Brite

10%

Ariel

6%

Express

4%

Rin

2%

Rest

18%

BRAND POSITIONING
The current positioning of ARIEL a One washing is enough
to remove stains.
In 2012, Ariel positioned towards its in-direct competitorwashing soap users; the brand targeted the lower middle
class segment. Choosing the MAA concept through Sania
Saeed, it focused on mechanics, tailors and the working
class giving them the Izzaat through Ariel.
Positioning was changed after a year to One washing is
enough to remove stains. Target market at that stage was
also transformed to SEC A&B.
They are focusing on the quality and they are also in a
motive to facilitate the customer as providing a whole
range which they can.

BRAND STRATEGY
PROMOTION

Media: P&G promoted the Ariel both in the electronic and print media.
Radio: P&G heavily advertise their products on FM in Pakistan. Ariel is also advertised a lot on radio.
Hoardings: In big cities like Lahore, Karachi, Rawalpindi etc., one can see the hoardings of Ariel on main roads of
the city.
Various Other Promotional Techniques: There are some other various techniques of promoting the Ariel e.g. in big
stores like metro etc.

Ariel Wasim Badami TVC

In July 2014, Ariel launched campaign in which Wasim Badami was used in that advertisement to verify the claims
of the product that it cleaned better than the rest.

Ariel Wasim Akram TVC

Ariel to Endorse MasterChef Pakistan

MasterChef Pakistan, the cooking reality show presented whose co-sponsorship rights were enjoyed by Ariel held
in April 2014. This time P&G has put forward their washing powder brand, Ariel for promotion.

Ariel launched their campaign in June, 2013 before which they introduced their new Ariel with micro-cleaning
boosters. P&G for which they hired the legendary cricketer Wasim Akram for the advertisement of both in
electronic and print media.

Ariel Digital Campaign

In 2013, A banner of Ariels stain removal in 1 wash campaign was placed at the top most position of pakium.com.
There was a particular banner lands on Ariels Facebook page where we see a contest running asking women the
most useful household tip they have learnt from their mothers.

Ariel Ek Dhulai Mein Mushkil Daag Behter Nikale Campaign

Ariel promotes its power of cleaning via this campaign. PG used the Out of House Campaign for their Ariel that
reaches the consumer while they are outside the home. They placed these types of advertisements on Shahrae
Faisal (In January 2013) and Dolmen Mall, Clifton round about (in January 2014).

Ariel Aik Dhulai Challenge Campaign

In April 2014, Ariel aik dhulai challenge was placed as a TVC, which came with LG washing machine placed with a
big ball of cloth running here, there and everywhere collecting all type of stain and dirt.

Ariel MAA Campaign

In April 2012, Ariel initiated a commendable global campaign to celebrate the joys of motherhood. Ariel wants to
honor the mothers who have taken it upon themselves to drive their family to success in every part of life. Ariel
Maa Campaign wanted to reach out to consumers to talk about a mothers love. Ariel campaign was launched on
Pring in the first week of April 2013 and the response was overwhelming.