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Launch of a New Detergent
A Snapshot of the Industry
Suggested pricing and TA for thenew product
Positioning Statement
The launch campaign
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The Detergent Industry
Key Players :- HUL, P&G and Nirma
Existing brands :-
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The Branded Detergentindustry in India is wortharound Rs 4500 cr.
The Market - 23 million tons involume
o 7 million tons-bars/ 16 milliontons-detergent powder
o 30% detergent cakes / 70%detergent powder
The industry is currentlygrowing at 2-3%
Dated 2007- 2010Source :- Russell Davies
Imint.com Financial Express
The Detergent Industry
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Ariel Stain Removal
Surf Stain Removal
Henko Stain Removal
Sunlight- Color care
Rin- Whiteness
Tide- Whiteness
Wheel - Whiteness
Nirma Whiteness
Other local brands-
Whiteness
The Competitors
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Grammage and price warsby major players HULand P&G.
Ad- wars by Rin and Tide.
Heavy media spends by
HUL . ( upto 35% morethan FY2008 spends) HUL report.
Current Affairs
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Presenting Aegis
A superior stain removal
system that protects colors.
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The intention is to enter the
stain removal segment at an
extremely competitive
price, to spark off a price war.
Money Matters
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Stain Removal detergents :-
Ariel Oxy Blue Rs 152 / Kg
Surf excel QuickWash Rs 155/ kg
Surf excel Blue Rs 82 / 750 gms
(Approx Rs 114 / Kg)
Henko Rs 119 / 1Kg
Aegis
[Rs 95 / 1 Kg]
[Rs 65 / 750 gms]
The Price Point
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SEC B+, SEC A - F/M (Primarilyfemale as buying decision rests withthem)
Currently use mid range(whiteness) detergent/ Existingstain removal systems.
They love the clothes theywear, because clothes are anexpression of their personality.
They need tough stains to beremoved but want their colors toshine bright.
The Consumer is
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Colors are who you are.
Not Stains.
Under the dirt we accumulate while
doing what we love, lie the true
colors of who we are. Aegis enablesyou to take pride in wearing clothes
that are YOU. Be proud of the
colors, and not the stains.
Positioning Point
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High impact simultaneous
launch of communication
across
Television, Print, OOH, and
events in Gujarat.
One month long campaign
with repeated exposures.
Primary focus on Televisionand print, followed by
events and promotions
Use of ambient media /
Installations
The Launch Campaign Strategy
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Wall paintings on pan/ dirt stains.
Window Wipers in Malls/Supermarkets (Big
Bazaar. Trains / Buses Vinyl stickers on the stains.
Leading Newspapers Faded jacket with
Aegis ad on the Print
Hoardings
The Launch Campaign - Creatives
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Ambient Media
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Hoarding
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Print Ad
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Print Ad
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TVC - Storyboard
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Sumit Das
Suraj Das
Sushmita Nair
Sapna Asnotkar
Tanvi Bhandari
Tanvi Labde
Tanya Kumar
Vandana Pai
Thank You