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    Case Study "Rin Detergent: To Position or Repostion

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    RIN detergent was introduced in 1984 in Pakistan but sales remained low at 700 tonnes per year from 1984-1987. In 1987, a new media campaign was launched positioning RIN's benefits over laundry soaps like superior washing and brighter fabrics. A 1988 survey found that 65% of users still used RIN for dishwashing due to its blue color association with dishwashing bars. The document provides sales data for laundry soaps, non-soap detergents, and bars from 1987-1988 and discusses Lever's lack of entry in the laundry and dishwashing markets until 1985.

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    Case Study "Rin Detergent: To Position or Repostion

    Uploaded by

    Corporate keeda
    2 views8 pages
    RIN detergent was introduced in 1984 in Pakistan but sales remained low at 700 tonnes per year from 1984-1987. In 1987, a new media campaign was launched positioning RIN's benefits over laundry soaps like superior washing and brighter fabrics. A 1988 survey found that 65% of users still used RIN for dishwashing due to its blue color association with dishwashing bars. The document provides sales data for laundry soaps, non-soap detergents, and bars from 1987-1988 and discusses Lever's lack of entry in the laundry and dishwashing markets until 1985.

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    SectionC_Group6_RIN DETERGENT TO POSITION OR REPOSITION

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    RIN detergent was introduced in 1984 in Pakistan but sales remained low at 700 tonnes per year from 1984-1987. In 1987, a new media campaign was launched positioning RIN's benefits over laundry soaps like superior washing and brighter fabrics. A 1988 survey found that 65% of users still used RIN for dishwashing due to its blue color association with dishwashing bars. The document provides sales data for laundry soaps, non-soap detergents, and bars from 1987-1988 and discusses Lever's lack of entry in the laundry and dishwashing markets until 1985.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    2 views8 pages

    Case Study "Rin Detergent: To Position or Repostion

    Uploaded by

    Corporate keeda
    RIN detergent was introduced in 1984 in Pakistan but sales remained low at 700 tonnes per year from 1984-1987. In 1987, a new media campaign was launched positioning RIN's benefits over laundry soaps like superior washing and brighter fabrics. A 1988 survey found that 65% of users still used RIN for dishwashing due to its blue color association with dishwashing bars. The document provides sales data for laundry soaps, non-soap detergents, and bars from 1987-1988 and discusses Lever's lack of entry in the laundry and dishwashing markets until 1985.

    Copyright:

    © All Rights Reserved
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    Case Study

    “RIN DETERGENT: TO POSITION OR REPOSTION


    Group no - 6
    Alok Ranjan 2110133
    Gaurav Srivastava 2110142
    Harsh Gulati 2110144
    R S Krithika 2110162
    Raju Yadav 2110164
    Sakshi Jethwani 2110170
    Shubham Rakesh Agarwal 2110181
    TIMELINE
    1984 1985 1984-1987 1987
    1985
    RIN was introduced in INR 1 off on purchase of Sales was low – 700 tonnes/yr New Sales Campaign
    2 bars INR 0.70 price-off campaign
    Pakistani Market, Fabric
    Washer

    01 02 03 04 05
    • RIN was introduced in April 1984 at a price of INR 2.95 per pack size of 130gm
    • A thunder and lightning theme was used for ad campaigns
    • For the first 3 years, sales of RIN were low at sub-700 tonnes/yr level
    • Several consumer promotion schemes were tried during this period but none of them could produce the desired results  In
    1987, a new media campaign was launched that targeted the laundry soaps by emphasizing on the benefits of using RIN over
    soaps:
    • Superior fabric washing
    • Abundant and instant lather
    • Cleaner, brighter and more economical wash

    A survey was conducted in 1988 and its results were:


    • RIN was positioned as a fabric washing but still 65% of the users used it as a dishwashing bar
    • Consumers associated blue color with a dishwashing bar which could have led them to perceive RIN as a dishwashing bar
    • In 1988, Total Fabric washer’s sale was 2,63,050

    Quantity

    Laundry Soap;
    247000 Non-Soap De-
    300000
    tergent; 14500
    200000 Quantity

    100000
    0
    Non-Soap Bars; 1550
    Laundry Soap

    Non-Soap Detergent

    Non-Soap Bars
    % Growth from 1987-1988

    Laundry Soap: 5%

    NSD Detergent: 12%

    NSD Bar: 29%


    • Lever had no entry in the laundry soap segment
    • No product of levers in dish washing market
    • Introduced, sunlight liquid dishwash in early 1985 & discontinued in late 1987,
    because lever failed to achieve sales of 20 tonnes/year
    Dishwash Sales in 1988 NSD Powders

    Bars; 7200; 12%

    Surf+Sunli
    Others ght
    50% 50%

    Hard Soaps; 52800; 88%

    Hard Soaps Bars Surf+Sunlight Others


    4328 Respondents

    Dish Fabric
    Washing
    Both Washing

    65% 20% 15%

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