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    Rin Detergent Case Analysis

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    Rattan Preet Singh
    Rin detergent was initially launched in 1984 as a solid blue bar for fabric washing but saw disappointing sales for the first three years. In 1986, the package size was reduced and a new advertising campaign was launched positioning Rin as a cleaner, brighter, and more economical wash than soaps, which led to successful relaunch and increased sales. The document recommends repositioning Rin as an economic dishwashing bar since people commonly associate its blue color with dishwashing bars and its price point is more in line with dishwashing products. It suggests using cost as a unique selling point, placing Rin with other dishwashing bars, and potentially launching a Rin liquid dishwash product.

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    Rin Detergent Case Analysis

    Uploaded by

    Rattan Preet Singh
    2K views9 pages
    Rin detergent was initially launched in 1984 as a solid blue bar for fabric washing but saw disappointing sales for the first three years. In 1986, the package size was reduced and a new advertising campaign was launched positioning Rin as a cleaner, brighter, and more economical wash than soaps, which led to successful relaunch and increased sales. The document recommends repositioning Rin as an economic dishwashing bar since people commonly associate its blue color with dishwashing bars and its price point is more in line with dishwashing products. It suggests using cost as a unique selling point, placing Rin with other dishwashing bars, and potentially launching a Rin liquid dishwash product.

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    Rin Detergent: Case Analysis

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    Rin detergent was initially launched in 1984 as a solid blue bar for fabric washing but saw disappointing sales for the first three years. In 1986, the package size was reduced and a new advertising campaign was launched positioning Rin as a cleaner, brighter, and more economical wash than soaps, which led to successful relaunch and increased sales. The document recommends repositioning Rin as an economic dishwashing bar since people commonly associate its blue color with dishwashing bars and its price point is more in line with dishwashing products. It suggests using cost as a unique selling point, placing Rin with other dishwashing bars, and potentially launching a Rin liquid dishwash product.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    2K views9 pages

    Rin Detergent Case Analysis

    Uploaded by

    Rattan Preet Singh
    Rin detergent was initially launched in 1984 as a solid blue bar for fabric washing but saw disappointing sales for the first three years. In 1986, the package size was reduced and a new advertising campaign was launched positioning Rin as a cleaner, brighter, and more economical wash than soaps, which led to successful relaunch and increased sales. The document recommends repositioning Rin as an economic dishwashing bar since people commonly associate its blue color with dishwashing bars and its price point is more in line with dishwashing products. It suggests using cost as a unique selling point, placing Rin with other dishwashing bars, and potentially launching a Rin liquid dishwash product.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 9

    RIN DETERGENT TO POSITION OR REPOSITION

    Kush Kumar 13P149 Aviral Bansal 13P135 Rochak Mathur 13P163 Rattan Preet Singh 13P161 Devasheesh Mathur 13FPM91

    Overview
    Lever Brothers Pakistan Ltd a FMCG company in Pakistan In 1984 launch RIN as solid, blue NSD bar as fabric washer in 130 gm standard pack Advertised as being introduced from heavens by thunder and lightning bolts Disappointing sales for first three years

    Overview Contd
    Promotional schemes didnt help much In June 1986 package size reduced to 125 gms and new 250 gms package size introduced New advertising campaign designed to portray as cleaner, brighter and more economical wash than soaps Successful relaunch and sale reached 1200 ton

    Fabric Wash Market


    Total fabric wash sales of 263,050 tonnes
    NSD Powder, 5.50% NSD Bar, 0.50%

    Laundary Soap, 94%

    Laundry soap retailed for Rs. 10-15 /kg NSD Powder price range : Rs. 20-48 /kg Sunlight & Surf had 50% of NSD powder Market

    Dishwash Market
    Total dishwash sales of 60,000 tonnes
    Bars, 12.00%

    Hard Soaps, 88%

    Hard soap retailed between Rs. 20-40 /kg Dishwashing Bars retailed between Rs. 25-40 /kg

    Why people view RIN as Dishwasher ?


    Representative Heuristics
    People associate blue color with dishwash bars

    Retailers shelved RIN with wrapped personal soap or completely separate Company portrayed as Economic Soap
    In terms of price was more suitable and competitive as Dishwash Bar Avg price of RIN Rs. 26/kg ( Rs. 3.25 for 125gm ) Price range of Dish wash bar: Rs. 25-40 /kg Price range for laundry soap: Rs. 10-15/kg

    Recommendation
    Reposition RIN as economic Dishwash Bar Use cost as SCA
    Eliminate fabric wash ingredient Can pass some cost advantage to customers

    Position it on Shelves along with other Dishwash Bars Can also launch RIN liquid Dishwash

    For Fabric wash Market


    Can launch a new fabric wash bar under the Brand name of Sunlight and Surf Keep its colour any other than blue Place it on shelves in Laundry Section

    Thank You

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