Professional Documents
Culture Documents
Rin
Rin
Clothes talk for us. Rin plays an integral part in enabling us to look good
by providing demonstrably superior whites, giving us the confidence to realize
our ambitions
Clean white clothes play a critical role in our lives by creating a good
impression and being recognized by society. Sparkling white clothes not only
help us form great impressions on the people we meet but also provide us
confidence to realize our ambitions. Rin understands this need and strives to
deliver best in class whiteness through continuous innovation and product
improvements.
Rin was launched in India as a bar in 1969 with the iconic lightning
mnemonic. Over the years, the brand has grown to become synonymous with
“sparking white clothes” for its consumers.
Rin detergent powder was launched in 1994. This was the first product
extension from the iconic brand that stood for whiteness in laundry.
In 2007, the brand was extended to include bleach in its portfolio. Bleach
being another “whiteness” solution for numerous Indian households was a
logical extension for the brand.
Rin also added Rin Matic, a specialist washing machine powder to its
portfolio, based on the insight that ordinary powders do not deliver performance
under machine wash conditions, thus leading to an unsatisfied consumer need.
In 2012, Rin Perfect Shine, a liquid blue was launched. It is yet another
category extension from a brand that promises to deliver sparkling white clothes
through its various products.
The 'Rin' brand today is trusted by millions of households across the country
through its various product offerings, and continues to grow and gain the love
and confidence of the Indian consumer.
Market
History
Rin was launched in a bar form in a test market in 1969 and extended
nationally in 1970. It was launched as the first detergent bar at a time and in a
scenario where there were stringent rules imposed on the organised sector
manufacturing laundry soaps. It was also realised at that time that powders
would never completely replace laundry soaps.
Once the detergent bar category was created and the consumers made
aware of the functional superiority of Rin bar, the subsequent task then was to
build emotional equity for the Rin brand. To meet this objective, Rin was
positioned as the only way to get superlative whites. Based on the powerful
consumer insight of 'human envy' the creative execution of 'white - off-white
crossover' was developed. The idea being that 'with Rin you get striking whites
that others can't help but envy'. This route was hugely successful in establishing
a superior brand image in the consumer's mind.
In the late 1980s, Rin faced its first real competition with the launch of
low-price discount detergent bars. At prices 60% lower than Rin, they were
positioned as a low sog product. They adopted a challenging note in their
communication and took on the perceived negatives of Rin bar. To counter their
threat, the power and economy of Rin was emphasised. Its communication now
boldly stated that 'just a little of Rin' achieves superlative whiteness. The
advertising campaign 'Zara sa Rin' went on to become a
brand anthem.
The early 1990s also saw Rin successfully battling powder concentrate
brands attempting a foray into detergent bars. Rapid improvements were made
to ensure formulation superiority and Rin bar was re-launched as the Rin
Supreme bar in 1995. Positioned on 'less sog and more whiteness' it reinforced
itself as the detergent bar that washes whiter than any other detergent bar in the
market.
This is further sub-divided on the basis of price into concentrates (in the
case of powders), premium, mass-premium/mid-price and mass-market.
The wash frequency per week in India is 6.9 and the incidence of any
product usage is almost 97%. Recent trends show an increase in the usage of
detergent powders and a decline in the usage of laundry soaps. This is a clear
indication that the detergent market in India is maturing and that consumers are
moving up the price ladder.(Source for all market data: Internal Panel Data)
Achievements
Rin was the face of detergent bars in India. For nearly twenty years, from
1969 to 1989, it reigned the market, with a 40% market share. With superlative
performance to back it, Rin was synonymous with whiteness.
Rin has shown substantial growth over the years. In fact, its three variants
- Rin (Shakti) Powder, Rin Shakti bar and Rin Supreme bar, put together, make
it amongst the largest brands in the Hindustan Lever portfolio.
Rin also enjoys the status of being the Most Trusted Detergent Brand in the
country (Source: Brand Equity Survey 2003 on India's Most Trusted Brands).