RIN Detergent To Position or RepositionGroup 7: Palak Tuli, ,Shweta Sharma, Chirag Mahajan, Supreet Srinivas, Aditya Thangeda, Monish Banerjee

Summary Case ScenarioLBPL a subsidiary of Lever Brothers International produced and marketed a variety of consumerproducts in Pakistan.

Launched by LBPL as a solid, blue bar in 1984, RIN was the only NSD available in the market.

Suffered from low market demand unsuccessful promotional strategies till 1987

Increase in 1988 market share compared to 1987 New Media Campaign employed with Movie Star

Survey commissioned to study consumer perception and usage of RIN

Survey Result: Used more as Dishwasher than as Laundry bar

Promotion Strategies Used by LBPLAd Campaign Thunder Ad. A little amount of RIN washes large lot of clothes1984: Price Off Campaign Reduced prices by 0.501985: Price Off Campaign Newspaper coupon schemePromotional shows and demonstrations2 new sizes introduced to cater to wider customer baseMedia campaign with Well known Movie Start attack on rivalsIncreased Sales significantlyTrade promotions lasting 2-3 weeks , 2-3 times a yearExample: One Free soap for every 12 soaps bought100% coverage in retail outlets selling detergents

Major IssuesThere was a mismatch between the companys product offering and the Customer Perception of the brand. Consumer associated RINs blue colour with dish washer bar rather than a laundry barPromotional Strategy went wrong Thunder Ad message misinterpreted as laundry in rainy daysWrong Retail position Shelved with wrapped personal soaps rather than with Laundry soapsSurvey showed RIN used more as Dish washerReplicated Indian RIN marketing strategy Did not work for Pakistan

AlternativesRIN as a Fabric washerRIN as a Dish washerRIN as a Fabric + Dish washerSeparate RIN bars to cater to both Dishwashing and Laundry

RIN as Fabric WasherChange to a Non-Blue colour to move out of the perception of Dish washing barTry to penetrate the market as it is the only NSD barNew improved packaging to distinguish it from personal soaps Strategic shelving of RIN in Laundry Segment in Retail storesFocus on a new marketing campaign to showcase the relaunchNo new R&D cost, so can easily relaunch

RIN as Dish WasherTarget on the major consumer of the product33% reduction of variable costsConsumer already identifies with brandMedia campaign to concentrate on dish washing now

RIN as Fabric + Dish WasherSingle product 2 usesNew promotional strategy to focus on both usesLeverage Movie Star brand valueAlso target Dish washer consumers as primary customersNo additional development costs

2 RIN bars for both segmentsLaunch of a new non-Blue RIN for LaundryChange to Existing RIN to remove fabric wash ingredients and relaunching as Dish washing bar New Development costs New individual campaigns for each of the segmentHuge growth potential as Full Spectrum of Customers now covered

Conclusion

Repositioning RIN as a fabric + dish washer would be the best strategyIncrease in sales is almost certainThe two-in-one concept will definitely appeal to the middle, lower middle and lower-income class population of PakistanIncreasing sales by targeting all customer segments reduces the per unit production costs as RIN production plant remains highly underutilized

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