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8/18/2019 RIN Pakistan
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321
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Group
:
Knowledge
Seekers
Members
:
Aisha
Imtiaz
(
11124022
)
Farah
Zaheer
(
11124019
)
Yasir
Mehmood
(
11124017
)
Ahmad
Arif
(
11124027
)
Submitted
To
:
Mr
.
Shoaib
Muhammad
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RIN Detergent
To Position or Reposition
Topic Name:
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Farah Zaheer (11124019)
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Introduction
• In early January 1989, Irfan Mustafa, General
manager, personal products and market research,
lever brothers Pakistan limited.
• Laundry detergent bar RIN, which had been
introduced to the Pakistani market in 1984.
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Continue . . .
• RIN promote as fabric washer.
• RIN had reached reasonably satisfactory levels in
1988.
• Conduct a survey (RIN used for dish washing )
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PROBLEMS
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The Idea
• Possible that laundry soaps are also used for
dishwashing
• Promotion of RIN as being better than laundry soaps
might have added only new ‘dish-washers’ as customers
leading to greater sales in 1987-88.
Issues:
• Are Laundry soaps also used for Dish-washing.
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Aisha Imtiaz
(11124022)
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Continue . . .
Issue
• Does the ‘consumer survey’ actually serve the purpose
The Idea
• Consumer survey gives results for 1988 to 1989, while
prices had been raised.
• Possibility that consumers have stopped using RIN as
fabric washer due to price increase
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Alternatives in Hand
The Idea
RIN as a ‘Fabric
+ Dish’ washer
RIN as a
‘Fabric’ washer
RIN as a ‘Dish’
washer
Focus on primary as well as secondary
function – Let us gain from whichever
segment sales come from
Focus on the primary function – Let us
maintain our brand’s focus
Focus on the secondary function – Let us
target the segment that is actually
generating sales
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RIN as a ‘Fabric + Dish’ washer
Premise
• Will uniquely position and clearly differentiate RIN
from competing products, which are either fabric
washers or dish washers
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Continue . . .
Media Communication
• A well-known Pakistani female actress can be used to
endorse – ‘RIN is like me’
• Considering the target audience as housewives, a well-
known female personality who is involved in several
activities can also be used.
• Free samples and plays in urban areas as well as rural
areas.
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Continue . . .
Distribution Network
• Retailers to be sensitivized about the two products
• Shelving of the two variants in their respective
categories; Incentives for positioning RIN as the
dividing line
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Ahmad Arif
(11124027)
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Continue . . .
Financial Implications
• Additional costs to be borne on new product and
packaging
• More retailer incentives, for both variants
• Heavy increase in expenditure in the form of
advertisements and sales promotional campaigns
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RIN as fabric washer
Premise
• RIN is the only NSD (nonsoap detergent) bar in the
market; hence it makes sense to further penetrate the
market as a unique product
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Continue . . .
Media Communication
• More focus on new features; more focus on outcomes
through a well-known female personality
• Even the same mid-aged movie star can be used along
with a younger movie star
−Customers will clearly get the idea of ‘old’ vs. ‘new’
• More focus on rural Pakistan.
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Continue . . .
Distribution Network
• Identify the margins earned by retailers – give them the
maximum among all fabric washing products.
Financial Implications
• Additional costs on new product development, new packaging
• Continuing expenditure on advertisement and trade promotion –
this time for a new product.
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RIN as dish washer
Premise
• Targeting the ‘actual’ customer, instead of the intended
one.
Media Communication
• Focus on ‘dish washing’ qualities; RIN as their
preferred dish-washer.
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Continue . . .
Distribution Network
• Identify the margins earned by retailers – give them the
maximum among all dish washing products
− Retailers will ensure shelving of RIN properly.
Financial Implications
• Additional costs on new packaging
• Initial expenditure on advertisement and trade promotion – this
time for a new theme.
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Yasir Mehmood
11124017
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What we feel
RIN as a‘Fabric +
Dish’ washer 1
Priority Rationale
• Let us target the entire customer
segment
− Plant is already under utilization
• Also, positioning only as a ‘fabric
washer’ hasn’t yielded desired
outcomes
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RIN as a‘Fabric’washer
2
Priority Rationale
• Looks at only a part of the entire
market
•
Positioning only as a ‘fabric washer’hasn’t yielded desired outcomes till
now
• Changes in product features and
subsequent promotion can have desired
outcomes
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RIN as a
‘Dish’ washer 3
Priority Rationale
• Customers might be left confused –
what RIN actually stands for?
• Complete U-turn might leave RIN in noman’s land
• Also, dish-washing market is smaller
and more competitive than fabric
washing market
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Conclusion
• As such, despite increase in advertisement and sales promotion
expenditure initially, we believe positioning RIN as a fabric + dish
washer would be the best strategy
• Increase in sales is almost certain
− The ‘two-in-one’ concept will definitely appeal to the middle,
lower middle and lower-income class population of Pakistan
• Increasing sales by targeting all customer segments reduces the per
unit production costs as RIN production plant remains highly
underutilized
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