Barnd Story.

8/13/2019 Barnd Story.

1/7

UNIVARSITY OF KARACHI

DEPARTMENT OF PUBLIC ADMINSTRATION

STRATEGIC MARKETIN PROJECT

BRAND STORYTEAM NAME

OWER BANG- The Dirt Busters

TEAM MEMBERS: SUBMITTED TO:

FAIZAN RASHID SHAMAILA BURNY

SABA HAROON

HANIA SHAHBAZ

TALAL AHMED


2/7

COMPANY PROFILE:

Procter & Gamble Pakistan, headquartered in

Karachi, commenced operations in Pakistan in

1991. Our goal was to become the finest global

consumer goods company operating locally in

Pakistan. To fulfill this goal, we are serving

Pakistani consumers with 12 high quality brands.Over the past 21years many P&G brands,

IncludingAriel, Safeguard, Pantene, Head &

Shoulders, Pampers and Always, havebecome

famous household names and Pakistanis have

trusted us to improve theireverydaylivesAs a

company with vast global experience, P&G has

always believed in the potential Pakistan has as a

country. Since its inception in Pakistan, P&G has invested significantly in Pakistan. In 1994 P&G

acquired a soap-manufacturing facility Hub, Baluchistan. In 2004, a PUR facility was set up to

produce P&Gs water purifying technology. The P&G Hub plant is the first of its kind in the

world. It provides people access to safe drinking water and is able to export millions of liters

across the globe. Today, the Hub plant is equipped with state-of-the-art manufacturing

technologies and quality assurance processes and systems, reflecting the company's values of

safe, hygienic and ethical manufacturing practices. P&G Pakistan headquarters are consistently

upgraded to the company's progressive values. Investments of $ 1.6 million have taken place in

the work-space environment to date. The P&G Pakistan head office today hosts high-speed

digital networks and advanced systems and facilities. Strengthening its commitment to invest

further in Pakistan, the company has recently setup a state-of-the-art Ariel plant at Port Qasim.

The launch of this manufacturing facility is testimony of P&Gs successful history in the country

and symbolizes P&Gs confidence that Pakistan will continue to provide a stable and conducive

business environment over the long-term. The facility is expected to improve localindustrialization prospects by creating tremendous potential opportunity of business over the

next few years. P&G has attracted outstanding individuals since the day it began operations in

Pakistan. Employees are the foundation of P&G Pakistans success. The company nurtures local

talent in the country and has invested significantly in training and development of its

employees. Currently more than 50 employees from Pakistan are serving in P&G locations

abroad.


3/7

FAMILY OF PRODUCTS:Personal & beauty:

Cosmetic , oral care and hair careHouse & home:

Laundry care, dish soap, snacks & coffeeHealth & wellness:

Prescription drugs , health careBaby & family:

Pet care & nutrition


4/7

HISTORY

Ariel is a marketing line of laundry detergents made by Procter & Gamble. It is the flagship

brand in Procter &. Ariel first appeared on the UK market in 1967 and was the first

detergent with stain-removing enzymes. It was a high-sudsing powder designed for twin-tub and top-loading washing machines. With the rise in popularity of automatic front-

loading washing machines, a suitable low-suds variant was launched in the early 1970s.

The mid-eighties saw the range expanding to encompass liquid detergent and compact

powder.

The compact powder was originally known as "Ariel Ultra"; and was subsequently

reformulated into the nineties as "Ariel Futur". This was possibly in response to Unilever's

launch of the ultimately doomed "Persil Power", which was seen to damage clothes.

Compact powders never proved popular in the UK; so when the tablet variant appeared in

July 1999, the compact version disappeared.

In Pakistan, Ariel was introduced in 1998. It was very challenging task for the company toenter in the detergent market of Pakistan. Because the people were already using the other

brands and it was difficult to change their perception about the new thing. But with the

aggressive marketing and promotion Ariel did it very well and captured a huge market

share. Because Ariel is the leader in detergent segment across the world and it was the first

to introduced different fragments in detergent with enzyme technology.

INTRODUCTION OF KHALID FARED

Mr. Khalid Fared is the Brand Manager of Ariel. He became the part of P&G in 2006 as

assistant brand manager of Ariel. He became the Brand manager in 2010. He graduated

from LUMS (Lahore University of management sciences) in 2006. Since then, he is the part

of P&G.

Ariels tagline is Recipe for success


5/7

PRODUCT DEPTH: Ariel biological, Biological with bleach for whites. Ariel color and style , a biological bleach free product to protect colors. Ariel sensitive (without enzymes to protect skin) Ariel biological with Febreze Ariel fresh clean.

PRODUCT STRATIGY Product classification service consumer goods. product differentiation-form, features, performance and reliability superior technology CSR initiative Attractive packing Catchy tagline

PRICING STRATIGY: optional-feature pricing product- line pricing cost- plus pricing competitive pricing distribution pricing

PLACEMENT: IN- store placement strategy Rural penetration Already existing strong links in urban areas Strategy location warehouse Increase wholesale dealer in small towns who can cover the nearby village

PROMOTION: Media Radio Consumer promotion Fragrance oriented and eco friendly Newspapers Various promotion offers


6/7

TARGET MARKET OF ARIEL

Ariel has adopted the strategy of market aggregation. ARIEL target market includes Middle

Class, Upper Middle Class and Upper Classes of the population of Pakistan. The Ladies of

Pakistan who are very conscious about their family.

MARKETING POSITIONING

Ariel is considered to be a trusted and premium brand of Pakistan. Procter and Gamble is

positioning their product in the best of their customer satisfaction. As charging money they

are positioning their product as best use as well as providing quality in response.

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.

INUGRATION OF NEW PLANT FOR ARIEL:

It was a biggest achievement for P&G to establish a plant for detergent. The management

had taken this decision because of the excellent feedback from the consumers. The new

plant of Ariel is in Port Qasim Karachi.

CRISES SITUATION :In 2008, when company suddenly increases the price of Ariel. At that time , there were

other competitors as well and they are also giving a tough competition to Ariel . this price

incresment was laid to Ariel in bad condition and suddenly the sells went down and

company got a huge loss on that step. Anyhow, the expert got the solution of it and came up

with a solution that we have to fight it with aggressive marketing promotions. In which, we

will convince our consumers about pricing adjustment. After a 3 years struggle , Ariel

succeed in getting his position back .

PROMOTIONAL CAMPAGINS:Ariel came up with different promotional campaigns in different. They also came up with

Ariel challenge Ariel ik dhulai challenge . this campaign was very famous among the

peoples . it also came up with promotional campaign of world largest kurta . Ariel Worlds

Largest Kurta is a unique symbol of national unity. As a national dress, worn by men,

women and children, from Karachi to the Khyber, the Kurta captures the culture and


7/7

identity of Pakistan. That was the CRS project. Corporate Social Responsibility programs

are an important part of our business culture. The Ariel team is going the extra mile and

will be creating small kurtas from the Ariel Worlds Largest Kurta to donate to children of

the Edhi Child homes across Pakistan.

Barnd Story.

Documents

Transcript of Barnd Story.