• Ariel is a marketing line of laundry detergents made by Procter & Gamble

• It is the flagship brand in P&G• Launched in 1991 in India• Compact detergent• Enzyme technology• Smart eyes• Superior cleaning in a choice of fragrances

• Products classification- service consumer good• Product differentiation- form, feature,

performance and reliability• Superior technology• CSR initiatives• Attractive packaging• Catchy tag-lines• Established as a brand itself

• Optional-feature pricing• Product-line pricing• Cost-plus pricing• Competitive pricing• Distribution pricing

• In-store placement strategy• Rural penetration• Strategic location of warehouses• Increase wholesale dealers in small towns who

can cover nearby villages• Already existing strong links in urban areas

• Media• Radio• Hoardings• Consumer promotion• Newspaper• Various promotional techniques

Segmentation

• General consumers• Newly wedded couple• Women • Washing machine users• Color sensitiveness of clothes

Targeting

• Demographic- Family size• Niche markets• Urban and Semi-Urban areas• User status- Regular user, Potential user and

Non users

Positioning

• Premium brand against its competitors• Superior technology• Fragrant oriented detergent• Low temperature wash detergent• Environment friendly

• http://www.youtube.com/watch?v=w3-E_M_-tZk

• http://www.youtube.com/watch?v=L2aUb7LRkXs

• http://bannerblog.com.au/2010/04/liquid_ariel_stain_remover.php

Thank you