Brand Update : Rin

Hindustan Unilver Ltd ( HUL ) is a master marketer. The owner of some of the iconic brands in the Indian FMCG space, I used to look at the marketing practices of this company with a sense of awe and admiration.

And at the same time, this is a company known for getting the brands & consumers into a state of utter confusion. In the name of change, HUL brand mandarins experiment with their brands and some of the strategies can drive Philip Kotler to suicide.

Take the case of Rin. Rin is a power brand in the HUL's brand portfolio. This 500 crore brand is deeply etched in the mind of the Indian consumer with its strong association with whiteness.
Then there is the iconic Surf. The brand has remained in the top slot thanks to sustained product and communication innovation.

Now in the past two years, HUL has been trying to find out how to mess up these two brands in the detergent cake market.
In April 2007 , HUL had initiated a process to migrate Rin Supreme to Surf Excel bar. The brand migration was a high profile one. The ads screamed : Rin Supreme is now Surf Excel.

After a couple of months later, ads of Rin detergent cake began to pop up in TV. Now there is a high profile campaign featuring Bomman Irani for Rin Advanced Detergent cake. So Rin detergent cake is still alive ?

The new ad talks about Sabooth ( proof ) of whiteness. Now Rin Advanced comes with a whiteness chart which will prove to the consumers that Rin offers better whiteness than other cakes.
So what about Surf Excel bar and Rin Supreme ?

Well . I suppose I need to take a lesson on brand portfolio management from HUL .

Ok Lets go back to history of this brand . During early 2000, Rin had two variants Rin Shakthi and Rin Supreme. Shakthi was a low priced detergent cake and Supreme was the premium variant ( Product line extensions ). Some where down the line, HUL dropped Rin Shakthi . Then in 2004, Rin Shakthi was relaunched as Rin Advanced.
Then in 2007 Rin Supreme was migrated to Surf Excel.

For What ? Frankly speaking I am clueless. Is it a brand rationalisation or brand confusion ?

The result of all these is visible in the Economic Times' Brand Equity Survey results for the last 4 years.
Rin was featured among top ten brands in the list during 2004,2005 & 2006. In 2004, the brand was in number 8 , in 2006 the brand was in number 3 and in 2006 the brand was in number 9.

In 2008, Rin was not even in the top 20 list , it had the rank of 21.

As a customer I walked into a super market in 2000 to buy a detergent cake. I see two variants of Rin : Supreme and Shakthi. I take Shakthi and happily walk away.

In 2004 I walk into the store to buy Rin Shakthi and I find that Rin Shakthi is not there but there is Rin Advanced and Rin Supreme. I walk away with Rin Supreme.

In 2006 I walk into the store to buy Rin Supreme , I find that now Rin Supreme is Surf Excel . I walk away with Tide detergent cake.

In 2008 , I still buy Tide.

If your strategy cannot be explained in one minute, then your strategy is not worth considering.

Related Brand
Rin Migration to surf
Rin

Brand Update : Rin Vs Tide

Rin Strikes Again. But for the better or worse ?

Last day, I saw the latest ad for Rin , a comparative ad directly against the competitor Tide. It was a shocker.

Watch the ad here : Rin Vs Tide

This is the first time that HUL has directly compared Tide with Rin. The ad even have the tagline " Rin offers better whiteness than Tide".

According to ET, P&G has took HUL to court over this ad. The ad was timed to coincide with the long weekend so that HUL could play the ad before the Court hearing.

HUL is currently under severe pressure from its aggressive competitors. The market share of most of HUL brands has come down drastically over the last few years. The brands are facing pressure at all price points. Along with the domestic pressure, HUL is facing the heat from the parent Unilever. The Indian operations is under direct scrutiny by the Unilever CEO Paul Polman.

Last year, HUL tried to restructure its brand portfolio and increased the adspend on most of the core brands. But it could not arrest the decline of the shares of some key brands to the competitors like P&G , Godrej and ITC.

This desperation has clearly manifested in the latest ad for Rin. What on earth do a brand like Rin get into a direct comparative spat with its competitor. The ET report mentions that the ad was created because HUL executives feel that Tide is slowly neutralizing the whiteness (point of difference) USP of Rin. Hence Rin is trying to tell the consumers that it has more whitening property than Tide using a direct comparison.

In my personal opinion, Rin chose a wrong way of telling its superiority to the consumer . Last time I saw a direct comparative ad war was between Horlicks and Complan. Horlicks started the direct comparative ad and got a very very aggressive reply from Complan. The current status is that Horlicks stopped the comparative ad and Complan is continuing its aggression against Horlicks. It was an unnecessary move from Horlicks which woke up a laid-back competitor like Complan. I think that in that ad war, Complan won over Horlicks ( not in sales terms but in share of noise ).

The same thing is going to happen with Rin. It is going to lose this war primarily because there was no need for a direct comparison with Tide atleast in the ads. . If you observe the ad, 22 seconds of the 30 second ad is dedicated to Tide alone. That means in around 75% of the time, the ad talks about Tide. Interestingly the ad even mentions the USP of Tide as " It has fragrance and has whitening property". Then the rest of the 8 seconds talks about Rin. So if HUL has blasted some 30 lakh in the current promo, 22.5 lakh of it was spent on promoting Tide. Why should you ever mention your competitor in your ads ???

Watching the ad, one homemaker commented " I never knew Tide and Rin was from the same company, otherwise how can they show these two brands together in the same ad ? " .

The current campaign lacks any long term objectives. The brand is chosing a short-term path when the issue was a long-term competitive threat.Instead of spending such money on this crap ad, HUL could have run some serious sales promotional campaigns which could have prompted consumers to opt for Rin . It could have filled the retail outlets with Rin POPs. It could have run retailer campaigns to fill the shelves with Rin rather than Tide. HUL still has a huge distribution reach and strength compared to P&G, it could have won the war hands down had it capitalized on the retailer support alone. If Rin was too worried, it could have bought back Big B as the brand ambassador which could have added punch to the tagline " Chamakte Rahna".

Now the outcome of the ad war will be that HUL will be retrained by ASCII or the Court from further playing the ad . It means that Rin had adapted an unethical means against the competitor which will cause an unwarranted blemish on the brand reputation. Second outcome is that it will encourage Tide to be more aggressive in the market. Tide now has been officially and publically acknowledged as the competitor for Rin. Third outcome is that an ad war will start which will benefit the respective advertising agencies and the media.

Related Brands

Rin

Tide

Rin : Whiteness Strikes

Brand : Rin
Company: HLL
Agency: JWT

Brand Count : 174

Indian fabric wash industry is worth Rs 5100 crore and Rin is one of the super brands in the detergent bar segment. Rin was launched in 1969. The brand came into existence when there was severe quota restrictions from the government in the Laundry bar segment. Rin was launched as a detergent bar.

For 37 years ,this brand has been the market leader in the segment. The brand faced all the issues of competition , customer preference changes and price warriors.But it withstood all the challenges.
Rin is positioned on the whiteness platform. For years the brand is associated with whiteness. This positioning is reinforced by the famous Mnemonic of Lightning. Initially the brand was facing competition from laundry bars. Hence the task for the brand was to educate the customers about the new category of detergent bars. The campaign positioned the brand as the better way to wash indicating the category supremacy over laundry category. Later when the category evolved the positioning based on whiteness was communicated.
The success of Rin prompted lot of competitor activity in the segment. Many products came into the market with lesser price. Rin countered the competition by the famous " Zara Sa Rin " claiming the brand to be more powerful than the less priced brands ( source: superbrands.com/india).
Rin had its fair share of extensions. The brand had variants Rin Supreme, Rin Shakthi and Rin Advanced . The brand later extended to detergent powders to bridge the gap between Wheel and Surf.
Rin is facing its toughest competition in the form of Tide from P&G. The brand which came to India as a detergent powder brand has extended to bar category. Tide is positioned on the same whiteness platform with similar communication.

HLL is known for its obsession with market shares. It never compromises on the market share and is not stingy in investing in brands. 2005 saw one of the boldest marketing initiatives for Rin. None other than Amitabh Bachchan was roped in as brand ambassador ( model) for the brand. The ads were trying to reinforce the positioning of Rin as the premium detergent soap. I was surprised seeing Big B endorsing such a brand.
There are reports that Surf Excel is extending to bar soap category and will be replacing Rin Supreme at the premium end. The logic is that Rin has a firm image of whitening bar while Surf has the strength of being a stain remover. HLL is trying to have Surf Excel to extend its leadership in the entire detergent soap category.
Rin has always tried to create the brand excitement alive by launching new variants or new promotions or some innovations. For example in 2002 , the brand came out with a direct comparison with other laundry bars telling the customer that the soap is mud-free . The positioning was focused on Pure Clean Technology that makes the brand mud-free.

2006 was another innovation of launching a cover for the soap that will prevent wastage of the soap. Although this innovation may be trivial, the brand is kept alive in the mindspace.And that is the strength that has helped this brand to manage its product lifecycle.

source:businessline,agencyfaqs,superbrands

Brand Update : Rin and Surf Excel

2006 saw a unique marketing move from HLL. Rin Supreme bar is being migrated to Surf Excel. Although the decision is made in 2006 , the ads are being aired more frequently in 2007 ( I have only recently noticed this after one of my students pointed out this ).I was wondering why HLL is messing up their successful detergent brand like Rin?
Indian Detergent market is valued at around 5100 crore ($1.2 bn).Detergent bar market makes up for 43% of this market .HLL commands 38% of the fabric wash market.
The latest move comes in the wake of the high profile launch of Tide detergent bar. Tide and Ariel always created problems for Surf and Rin. The migration of Rin Supreme bar to Surf Excel bar is aimed at countering Tide.
While Rin is heavily positioned on th whiteness platform and Surf Excel on the Stain Removal platform, the new Surf Excel detergent bar is aimed to take both these attributes.The ad is already on air featuring kids conveying " Good News and Bad news" to their mothers.

It is true that the detergent bar market is important for HLL because in India, homemakers use a combination of bar,detergent and whiteners on their clothes. Hence any move from competitors should be seriously dealt with. But this migration initially did not make sense with me. Why spent money migrating brands? Does HLL gain by migrating Rin to Surf excel?

But I feel that the logic behind the migration is to protect Rin and its USP of whiteness .It is true that Rin supreme can counter Tide bar because both have whiteness positioning. Had HLL used Rin to counter any competition other than Tide, it will have to focus on the Whiteness Platform alone and any additional attribute may affect the parent Rin detergent powder brand. While having Surf Excel detergent bar will help HLL to counter competition not only from Tide but other competitors since Surf is known for its stain removal property. There will not be any dilution in the equity adding attribute of whiteness to Surf unlike Rin. My conclusion is Surf Excel has the ability to be a generalist than Rin.( MyView).
Is it good news or bad news?

source:businessline

Related Brands
Surf Excel
Rin

Brand Update : Rin Vs Tide , The Strategy

According to latest news report, the Calcutta High Court has restrained HUL from airing the controversial campaign against Tide. HUL has been given 72 hours to comply with the order ( Source)

The high decibel comparative ad of Rin generated huge buzz in the market. The direct comparative campaign evoked mixed reaction across the media. That single controversial ad generated crores worth of buzz about the brands in question.

The current high profile aggressive stand of Rin has a background story. There was a proxy war going on between Rin and Tide since December 2009. During December, P&G launched the low priced variant of Tide branded Tide Naturals. Tide Naturals was priced significantly lower to the Rin. Tide Naturals was launched at Rs 50 per Kg , Rs 10 for 200 gms and Rs 20 for400 gms. Rin was priced at Rs 70 per Kg at that time.

The reduced price of the Tide variant was an immediate threat to Rin. Since Tide already has an established brand equity, Rin was bound to face the heat. Although HUL had another low priced brand Wheel priced at Rs 32/Kg, Tide was not in the same category of Wheel.

Rin had to cut the price to resist the market share erosion. As discussed elsewhere in the blog, HUL was facing a steady erosion in the market share in most of the categories. In the detergent category itself, the brand faced a market share fall of 2.5% in December 2009. With P&G starting a price war, HUL had to react and it did by cutting the price of Rin by 30% to Rs 50 per Kg. ( Source ) .

HUL also reacted to the Tide Natural's price war in a ' Guerrilla Marketing ' way. It took P&G to the court regarding the Tide Natural's advertisement. The contention was that Tide Naturals was giving the impression to the consumers that it contained natural ingredients like Sandal. The court ordered P&G to modify the campaign and P&G had to admit that Tide Naturals did not contain any Natural ingredients. ( another example of a brand swaying over to unethical marketing practices).

While P&G opened a war in the price front, HUL retaliated by opening two war fronts. One was the direct comparative ad and other through the court order asking P&G to modify Tide Naturals Ad and to admit that Tide Naturals is not ' Natural'.

I think that it was Rin which won the Round 1 of this war. It generated enough Buzz about the brand with all the media talking about the campaign. Rin was also able to neutralize the aggression of P&G to certain extent.

Tide chose not to respond because further fuel to the fight can highlight the fact that Tide Naturals does not contain any 'Natural Ingredients " which may negatively affect the brand's standing in the consumer's mind. So it is better to play the role of a " poor" victim at this point of time.

P&G can celebrate because of the free advertisement it got for Tide Naturals because of the comparative ad of Rin.

It is interesting to see the academic angle of this concept called Comparative advertising. From my little digging of information, it was evident that the academic research is also clueless about the effectiveness of comparative advertising. There are enough evidence to prove that comparative ads work better than non-comparative ads and vice versa. So academicians are as clueless as the practitioners in this regard.

According to academic literature, Comparative ads are those ads which involves directly or indirectly naming competitors in an ad and comparing one or more attributes in an advertising medium ( Alan T. Shao, Yeqing Bao, and Elizabeth Gray,Comparative Advertising Effectiveness:A Cross-Cultural Study Journal of Current Issues and Research in Advertising, Fall 2004)

There are two broad types of comparative ads. One is the Direct comparative ads which compares the competitor in more than one attribute. The second type is the Indirect comparative ad which projects the brand as the Leading Brand rather than comparing on certain attributes.

In the marketing world ( globally) comparative ads are commonly used across categories. Some of the relevant observations regarding comparative ads are given below.

• Comparative ads are perceived to be beneficial to the consumers since more information is provided to him by the competitors. Comparative ads are encouraged in certain markets like USA by the regulators because it increases transparency and provides more information to consumers.

• The comparative ads generally result in counter arguments which often creates such a noise that it discounts the original argument/information. Consumers tend to discount the claims by both the competing brand because of the arguments.

• Comparative advertising strategy is more effective for smaller brands rather than established large brands. By challenging a larger brand through comparative ad , the small brands tend to derive more acceptance and awareness than the larger brand.

• Comparative ads are found to be more effective for categories where consumers tend to use their analytical mind. Comparative ads tend to fail where consumers use imagery while evaluating the brands. For example, products like automobiles use comparative ads extensively and with effectiveness.
• There are also studies which shows that male consumers are more attracted towards comparative ads compared to female consumers.

Although Indian marketing world have seen lot of comparative ads, the current Rin Vs Tide is a rare case of direct comparative ad where the brand has taken the competitor brand's name and challenging it head on. That is the main reason behind the media noise about the campaign.

P&G India always was a laid back competitor in the FMCG market . Despite having the product portfolio and market strength , it never realized its potential. The company was happy with their minuscule market share in the various categories in the FMCG business . I am not sure whether P&G will react aggressively to the current HUL onslaught and if at all they did ,will it sustain the fight for long.

Related Post

Rin Vs Tide Round 1

Brand Update : Rin Vs Tide Round II

After the high profile direct attack on Tide, Rin has entered the second stage of its aggressive marketing campaign. The brand has started a new campaign called the Rin 1 crore Challenge. The brand is running a commercial featuring the challenge.

This time, Rin has refrained from directly naming Tide . The brand is using the traditional format of masking the competitor in this challenge campaign. The brand has announced Rs 1 crore prize money if any other detergent can prove that it provides more whiteness than Rin ( conditions will definitely apply).

The new ad strikingly resembles the Rs 1 crore purity challenge campaign of HUL's Pureit brand. Pureit's successful campaign may have prompted Rin to copy the campaign format.

The new campaign is aimed at reinforcing the positioning of Rin as "The detergent that provides the best whitening of clothes". By offering a staggering amount, it is conveying the confidence about the brand promise. It is courageous on the part of the brand to make such a move.

Another striking factor about the new campaign is the new brand ambassador for Rin. No its not Amitabh Bachchan . Rin has roped in Kajol as the new brand ambassador. HUL has really flexed its marketing muscle fully. Kajol gives the campaign some amount of authenticity and attraction to the viewers. I doubt whether such challenge campaigns evoke customer participation but it gives opportunity for marketers to advertise and organize events for brand promotion.

It is nice to see the HUL reviving its competitive spirit. HUL is a marketing machine which went into slumber in the last few years. This is a company that has the best marketing minds of India. Good to see these minds back in action.

Somebody wake up P&G....

Related Posts

Rin Vs Tide Round 1

Rin Vs Tide Strategy

Brand Update : Rin

It has been quite a while since I wrote about Rin. The brand was moving through various experiments in extensions and positioning. The brand merged one of its extensions with Surf Excel and withdrew some others. Frankly it was a real mess.

The brand was also experimenting with its promotional messages. Rin is positioned on its " Whitening " ability. The brand has remained focused on its core brand promise. But Rin was experimenting a lot with the communication of this promise. The brand could not find a tagline that was powerful enough to convey the brand promise.

In 2008, the brand came up with the promise of Double Whiteness. Rin adopted the tagline " Duguni Safedi, Duguni Chamak " .
Watch the tvc here : Rin

The ad was catchy but somehow for me, a connection with the tagline, the theme and the brand was not strong. Rin was trying to ladder up to a higher level need but the connection couldn't be established.

This year , Rin came with another advertisement with a new tagline " Chamakte Rahna " ( meaning Keep Shining).
Watch the tvc here : Rin Chamakte Rahna

The brand has finally found its right positioning statement. Chamakte Rahna is a wonderful tagline with immense potential and possibilities for new campaigns. The tagline has a strong connection with the brand promise and at the same time helped the brand to ladder up . The ad is also very nicely made .
Chamkte Rahna is a tagline that gives the brand new opportunities to communicate with the consumers. The core idea that the tagline conveys is " to realize one's potential " . Rin has already started promoting its new found positioning theme during the Dance Premier League where the contestants are made to say the tagline. The brand is celebrating the tagline quite well.

Kudos for the brand team.

Related Post
Rin

Sunlight : Sunset?

Brand : Sunlight
Company: HLL
Agency: O&M

Sunlight is the oldest brand in the HLL’s portfolio. Launched in India in 1888, this brand is a heritage brand. Sunlight came to India as a detergent brand.
Indian fabric wash market is expected to be around 5700 crore. Sunlight over these 118 years had its life cut out in the “power brand strategy” of HLL.
Sunlight was famous as a detergent or laundry cake which was very popular in the early times. The change in the customer lifestyle has tilted the market towards powder detergents. HLL focused its efforts on the powder detergents market and Sunlight was lost in the woods. Detergent cakes are losing consumer preference because of the advantages of powder detergents. Earlier, powder detergents were considered to be premium and with the rationalizing of prices, consumers have shifted towards powders.

Under the “Power brand “strategy, HLL decided to phase out Sunlight brand and focus on Wheel and Rin. But in 2004, Sunlight came with the new avatar as a Powder detergent. What made the company think about this brand is unknown. Sunlight detergent is now positioned as an affordable detergent with differentiation of “Color Guard” feature. The detergent also has the Pure Clean Technology that minimizes the “Insoluble” in the detergents. Sunlight is priced above Wheel and below Rin. The brand is promoted more in Eastern India and Kerala.

Why a brand that have such a heritage become a liability for HLL. It’s because HLL failed to use Sunlight to counter the onslaught of Nirma. Instead it chose a new brand Wheel. With the introduction of Wheel as a powder detergent and with the decline of the detergent cake market, Sunlight lost its relevance. HLL also extended Wheel and Rin to Detergent cakes so further sidelining the Sunlight brand.

Now Sunlight is used as a brand to effectively fill the gap between Wheel and Rin, so that no competitor can come in that price point. It is also interesting to note that this brand does not feature in HLL’s website. The brand have a very relevant brand name which denotes brightness and cleanliness, it is a brand name you cannot afford to lose. Sunlight should be positioned as a " Value for Money " brand. This segment is vacant in the Indian Detergent market. Wheel is perceived as a low priced brand, Surf Excel is a midsegment brand while Rin is for whiteness. Sunlight with its colorguard and Pure clean technology is in a position to create a market for itself.

Brand Update : Tide gets Ayushmann Khurrana as the brand ambassador

 P&G's detergent brand has now a brand ambassador- Ayushmann Khurrana. The brand which is pitching for the leadership position in the detergent category is fighting the whiteness battle with Unilever's Rin. Tide cleverly uses " Surprising Whiteness" as the theme while Rin uses the lightening mnemonic to reinforce the brand's promise. 

The new campaign featuring Ayushmann Khuranna follows the time-tested theme. The interesting part is that the brand ambassador plays all the character in the ad including that of the lady. According to reports, Ayushmann is now the hot pick for brands in Bollywood as he has delivered back to back hits and has a next-door person image and is relatable. Around 7 years ago, Rin had roped in none other than Amitabh Bachchan as the brand ambassador. 

With washing machines getting into many homes, detergent brands have launched their own variants for machine use. The current campaign is for Tide Ultra variant which is for the machine wash segment. 

Related Post

Tide Vs Rin 

Ariel Detergent : Firing All Cylinders

Brand: Ariel

Company: P&G

Brand Analysis Count: #603 

The Indian detergent market worth over Rs 29000 crore is a fiercely competitive market with a whole lot of organized and unorganized players, global and local players vying for a pie of the market.HUL commands the detergent market with around 39% share with its power brands like Surf, Rin, Wheel, Sunlight etc. 

P&G has been fighting the market leader with Ariel and Tide pitching these brands against Surf and Rin respectively. Ariel is a global brand which has a history dating back to 1967. The brand came to India in 1991 and ever since, the brand has been fighting Surf head-on. 

Ariel has always positioned itself as a stain-fighting detergent, thus directly challenging Surf. In the marketing journey, it had used all possible strategies in challenging the market leader. While Surf although a premium-priced detergent tried to appeal to the value, Ariel steadfastly focused on performance in terms of stain-removing. For this, Ariel launched a series of product enhancements and form variants.

In the promotion front, the brand used every trick in the book. While Surf moved from value-based pitching to an emotional " Dirt is Good" theme, Ariel focused on the logic of stain removal. The brand is using the celebrity chef Sanjeev Kapoor in the last two to three years in their campaigns. The theme is revolving around food-stains which are toughest and in a sort of challenge format shows that Ariel cleans the stains better. 

Last year, the brand also used Bollywood actor Anil Kapoor in their campaign again highlighting the brand's core promise. 

Not to be left behind in the emotional positioning, Ariel in 2016 launched a campaign Share The Load with the hashtag #sharetheload. The theme focused on the fact that women in households are often deprived of basic necessities of life such as sleep because they are forced to take an entire load of managing the households. Hence Ariel decided to be their voice and launched a campaign asking everyone in the house especially men to share the load. The campaign was there for one year and then stopped. In 2020, the campaign was again restarted and was well received by the audiences. The campaign is nicely done and is relevant to the brand since it is talking for its customer- the women of the household. 

In 2020, the brand also came out with product innovation - The Pod. Pod is a unique detergent capsule where there are three components of detergent packed using a thin film. One is a stain-remover, another detergent and a whitening element. This capsule has to be put into the washing machine along with the clothes and the capsule breaks to release the detergents. 

The USP of this pack is the convenience and more than that this product also showcases the brand's focus and innovative character. As a consumer, there is a novelty value and added convenience but how it fits the laundry budget is something debatable. 

Despite all these efforts, Surf still rules the premium laundry segment. Ariel should be credited with a single-minded focus and consistent positioning and also its ability to come out with new product innovations. The brand has remained premium over its competitors and resisted a price war with the competitors. It is patient and focused and I think the brand is letting customers patronize the brand based on the merit than anything else.

Tide : Neat strategy

Brand : Tide

Company:P&G

Agency; Leo Burnett

Tide is the largest selling detergent brand of P&G worldwide. Tide was launched with much fanfare in 2000.

Indian detergent industry is estimated to be around Rs5000 crore and is dominated by the marketing giant HLL. P& G although was in the Indian market for a long time was not a serious player in the detergent market. But when the Indian market opened up and the economy began to prosper, P&G could not resist entering the Indian marketin a big way. As always MNCs are too proud of their brands that they want a premium from the consumers. Here also ,Tide was launched as a premium brand and as usual got a luke warm response from the value conscious Indian consumers. P&G had to settle with a miniscule 8 % of the detergent market.

Then came 2003 and the price war started and now there is no premium brands in the detergent market in India. The price war enabled P&G to popularize the brand and increase the penetration. Although HLL and P&G did not increase their marketshare because of the price cut, the overall market size increased because the regional players lost their share to these giants.

P&G had a serious problem after the price cut because there was a chance of cannibalizing between Ariel and Tide because there was no significant differentiation between the two brands.

Now Tide has found its formula, the same global positioning as a Detergent that cleans perfectly. So using whiteness ( safedi) as a base Tide has now unleashed the campaign highlighting its whitening power against HLL's Rin which has the same positioning.

The campaigns has a desi touch and well executed. The pricing is competitive and hence HLL is forced to rope in none other than Big B to defend Rin.

Through the new strategy Tide aims to capture the safedi segment while Ariel will fight Surf in the Color segment.

A marketing fight worth watching....

Brand Update : Ujala Techno Bright

In an aggressive move to take on the giants of Indian detergent market, Ujala has launched its premium range of detergent brand Ujala Techno Bright. Touted as an advanced stain removing detergent, the brand is currently promoted in the southern Indian market.

Jyothi Laboratories which are the owners of Ujala brand, which is the market leader in the cloth whitener category, have big plans for the brand. Ujala Washing Powder which was launched in 2003 so far was catering to the lower price segment. The brand is very popular in the Southern states. Jyothi Laboratories wants to take this brand to the next level and fight against the mighty Surf , Rin , Tide and Ariel.

For this Ujala has roped in none other than Sachin Tendulkar to endorse Ujala Techno Bright. The launch ad is currently running across Southern States. According to news reports, Sachin will endorse the Parent brand : Ujala and Techno Bright may be the first sub-brand to get the endorsement from Sachin.

It seems little odd that a cricket maestro is endorsing a detergent brand but such a move is going to give a big boost to Ujala's brand equity. Across the diverse Indian geographical markets, Sachin's endorsement of Ujala brand will improve visibility and to a certain extent positively impact the image of Ujala. Further, the presence of Sachin Tendulkar will add momentum to the acceptance of Ujala's brand extensions across India.

Ujala Techno Bright 's attempt to challenge Surf is no small fight.Surf has incredible brand equity and premium perception which is not easy to break. Ujala through Techno Bright is aiming for an upward stretch ( low priced to premium) which is a difficult strategy. Consumers perceive Ujala Washing Powder as a medium/low priced product and to make them pay the price of Surf for this product-line- extension is not an easy task. The presence of Sachin Tendulkar may be of some help but will that be enough to break the perception is something to watch for.

The launch ad of Techno Bright is nothing much to talk about. The creative is average and talks about the efficacy of the product in a rational way. The brand right now has not attempted to talk about anything more than functional aspects.

It is interesting to see that despite having a strong personality like Sachin as the brand ambassador, Techno Bright has not used him in the package . I do not know whether the contract restrict such a usage , but the brand would have gained so much if it used Sachin Tendulkar on the brand package because it can impact the purchase decision at the store.

With Ujala Whitener generating cash for the company, Jyothi Lab is attempting bigger role for Ujala brand. Having Sachin as the brand ambassador at this point when his brand equity is at the peak is a very smart marketing move. The company has a strong distribution network and has shown its capability to humble mighty competitors like Reckitt Benckiser. It will be worth the time to watch how Ujala plays this game.

Related Brand

Ujala

Brand Update :Surf Excel

Surf Excel has come out with a new campaign 10/10 ( pronounced 10 on 10). The campaign is aimed at raising fund for the educationally challenged poor kids. Every Surf Excel will have a piece of stained cloth. When washed, this cloth will reveal a number out of 10. SMS this number to 455 and that amount goes to a NGO that works in the field of education for poor. The campaign is set to collect Rs 25 lakh for the underprivileged..

These type of campaigns are aimed at making the brand more humane. The brand gains from the positive attitude created by such campaigns. Some theorist calls this Corporate Social Responsibility. But as Drucker said “ The main purpose of business is to make profit” and as we say to create wealth for stakeholders. The problem is that only a management student understands such concept. An ordinary person will view business as some thing that makes profit for a select few. Hence corporate are forced to display some actions to justify that they mean good to the society.

The latest Surf campaign also intends to do that. The brand is trying to ladder up to a higher level than just the Cleaning ability. Lifebuoy also has successfully taken up the cause of preventing diarrhea thorough its Swasth Chetana campaign. The brands like Surf and Lifebuoy uses children in the advertisements. There are some people who consider themselves as “ Moral Policemen” whose main job is to make the life of marketers difficult. These campaigns act as a Preemptive measure to silence those critics.

It is a laudable effort from HLL to take such initiatives for the brand. The brands benefits immensely by associating with such activities through the positive vibes created by such campaigns. Another brand from HLL , Fair and Lovely also has taken up such initiatives to contribute to the cause of women empowerment.

Image Source : agencyfaqs.com

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Fair & Lovely