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 didn’t 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 NSD Bar,
Powder, 0.50%
5.50%

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