Rin Detergent - to Position or Re-Position

RIN Detergent: To Position or Re-Position

Section A, Group 4

-Aditya Buddhadev, 169278005

-Anirban Biswas, 169278063

-Ankita Kamble, 169278013

-Balaji J, 169278026

-Noopur Parikh, 169278073

Sayan Poria, 169278022 

1. Evaluate Lever’s marketing planning and implementation regarding RIN from 1984 through 1988. What would you have done?

History

[pic 1]

Marketing Planning and implementation

[pic 2]

Other promotional activities

1. 1 free bar for every dozen bars ordered

Duration: 2-3 weeks each, offered 2 to 3 times a year

1. Leaflets explaining superior fabric wash properties given to distributors and retailers
2. Trade meetings organized trade meetings to promote the product
3. Distribution through 315 distributors to 60,000 retail outlets in the country

Our suggestions

• Can Conduct of market research after first year of introduction to assess consumer preference and to find the reason of customer disconnection.
• More Focus on promotions through advertisement to connect mass population
• Proper Market Research to study of Pakistani demography and not solely basing decisions on their knowledge of Indian demography, as the consumer reactions and preferences are different in both nations.

1. Identify and evaluate the alternatives available to Mr. Mustafa. What would you do? Why?

1. RIN as pure Fabric Washer

• RIN is the only NSD bar in the market and this can be used to the company’s advantage
• Can strengthen positioning as the only NSD bar amongst the consumers differently varying from the previous one

Product:

1. Non-blue colour NSD bar to differentiate from ‘Dish Washers’ in Pakistan
2. Iconic Blue colour Packaging should retain, because that’s RIN Trademark
3. Can make Rin 2 in 1 product(Fabric washer plus fabric softener)

Media campaign:

1. A female motherly figure to promote "Cleans better than others" and focus on
   features. A younger female can also be used to show transition from old to new but retaining trust & quality
2. More focus to target rural Pakistan

• Demonstrations & Free samples

Finance

1. New features will add to costs
2. Advertising and Promotions will be need an increase
3. Provide incentives to Distributors & Retailers effective RIN placement in stores

1. RIN as pure Dish Washer

• Focus to target ‘Actual’ consumer in place of ‘Original target’
• 5 years of promotional activity did not have a very positive impact on the sales
• The Consumers will able to identify better with ‘their’ RIN i.e. the way they have always perceived RIN as
• Eliminating the Fabric washer components from the original Product  : 33% reduction in variable cost

Media Campaign:
1.        Focus on ‘Dish Washing’ capabilities & features

• Demonstrations & Free samples
• Incentives to retailers to shelve RIN effectively

Finance:
1.        33% less variable cost due to elimination of special materials
2.        Additional cost for a new Advertising and Promotion campaign

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