Ppt

Group Members:Farhan Fayyaz(9282)

Tajdar Ahmed Hashmi(8056)

Aamir Abdul Aziz (9424)

Faisal Iqbal

Abdul Samad

PROBLEM STATEMENT

“To study the factors related to the declining market share of Ariel in the detergent industry.

Market Share of Detergent Industry Main Players

7.36.3

5.3 5

12.3

15.1

16.6 17

11 10.7 11 11.2

5.4 5.66.4

7

2 1.8 1.7 1.7

0

2

4

6

8

10

12

14

16

18

2006,07 2007,08 2008.09 2009.10(till date)Fiscal Years

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Ariel Surf Bonus Bright Express

Research Methodology

Exploratory Research

Focus Group Interviews

Experience Surveys

Questionnaire

Self Administered










Questionnaire




Self Administered

Questionnaire




Experience Surveys

Self Administered

Questionnaire

Causal Research




Location Group Member’s House, Gulistan-e-Johar

Occupation House wives

No of respondents 7

Date conducted 27th October 2009

Time taken 45 minutes

Availability Yes

Findings The participants pointed out the following factors responsible for the declining market share of Ariel:

Lack of Selling and Promotional ActivitiesAmbiguous Consumer PerceptionBrand SwitchingCompetitor ProductsPrice

Location Kahmir Road, Gulistan-e-Johar, FB Area

Occupation Retailers

No of respondents 10

Date conducted Mid October 2009

Time taken 5 days

Availability Yes

Findings The participants pointed out the following factors responsible for the declining market share of Ariel:

Lack of Selling and Promotional ActivitiesBrand SwitchingCompetitor Products

•The declining market share of Ariel in the detergent Industry is due to a lack of Sales and Promotional activities.

•The declining market share of Ariel in the detergent Industry is due to poor quality (Stain removing ability) perception of the consumer.

•The declining market share of Ariel in the detergent Industry is due to Brand Switching of previous consumers of Ariel.

•The declining market share of Ariel in the detergent Industry is due to inappropriate pricing strategy of Ariel.

•The declining market share of Ariel in detergent Industry is due to increased competitive activities.

To study the impact of the following factors on the declining market share of Ariel in the detergent Industry.

•Advertising and Promotional campaigns •Brand Switching•Consumer Perception

Quality (Stain removing ability)PriceFeaturesPackagingAvailability

Kashmir Road (A)100 Respondents

Sample Frame: Detergent Users

Sample Unit: House wives

Sampling Technique: Non-Probability/Convenience Sampling

Gulistan-e-Jauhar (B) 60 Respondents

FB Area 40 Respondents

Sample size: 200 Respondents

Detergent Qualities

Significance of various qualities of detergents in the eyes of Respondents

Ranking based on Consumer Preference

As per the previous graph we obtain the Ranking of Detergent Features according to the preferences of consumer based on the product of votes earned by a category and the rank that was voted.

Ranking based on Consumer Preference

Consumer Ranking of qualities possessed by Ariel

Ariel Feature Points Earned Rank

Stain Removing Ability (58x1)+(43x2)+(19x3)+(16x4)=265 1st

Price (43x1)+(51x2)+(10x3)+(9x4)+(7x5)=346 2nd

Fragrance (37x1)+(49x2)+(22x3)+(13x4)+(19x5)=348 3rd

Packaging (28x1)+(29x2)+(33x3)+(27x4)+(14x5)=363 4th

Availability in the Market (24x1)+(47x2)+(52x3)+(12x4)+(11x5)=377 5th

Consumer Preferred

Aspects(Consumer Ranked)

Aspects offered by Ariel(Consumer Ranked)

1234

5

1

2

4

5

Stain Removing Ability(1,1)

Price(2,2)

Packaging(4,5)

Availability(3,5)

Fragrance(4,3)

18%

18%64%

Points

Points allotted by Respondents to different detergents based on their likings

•The declining market share of Ariel in the detergent Industry is due to a lack of Sales and Promotional activities. (ACCEPT)

•The declining market share of Ariel in the detergent Industry is due to poor quality (Stain removing ability) perception of the consumer. (REJECT)

•The declining market share of Ariel in the detergent Industry is due to Brand Switching of previous consumers of Ariel. (ACCEPT)

•The declining market share of Ariel in the detergent Industry is due to inappropriate pricing strategy of Ariel. (REJECT)

•The declining market share of Ariel in detergent Industry is due to increased competitive activities. (ACCEPT)

Aspects offered by Ariel(Consumer Ranked)

1234

5

1

2

4

5

Stain Removing Ability(1,1)

Price(2,2)

Packaging(4,5)

Availability(3,5)

Fragrance(4,3)

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