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    Ariel

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    Ganifza
    Ariel is Procter & Gamble's flagship laundry detergent brand in many markets globally. In India, Ariel has led in product innovations like compact detergent technology and enzyme technology for superior stain removal. The document analyzes consumer consumption patterns and brand perceptions of Ariel detergent powder in India. It finds that while quality is the most important factor for consumers, they are also influenced by offers and are open to switching brands for better benefits. Many consumers are unaware of Ariel's promotional campaigns.

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    Ariel

    Uploaded by

    Ganifza
    181 views13 pages
    Ariel is Procter & Gamble's flagship laundry detergent brand in many markets globally. In India, Ariel has led in product innovations like compact detergent technology and enzyme technology for superior stain removal. The document analyzes consumer consumption patterns and brand perceptions of Ariel detergent powder in India. It finds that while quality is the most important factor for consumers, they are also influenced by offers and are open to switching brands for better benefits. Many consumers are unaware of Ariel's promotional campaigns.

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    Ariel is Procter & Gamble's flagship laundry detergent brand in many markets globally. In India, Ariel has led in product innovations like compact detergent technology and enzyme technology for superior stain removal. The document analyzes consumer consumption patterns and brand perceptions of Ariel detergent powder in India. It finds that while quality is the most important factor for consumers, they are also influenced by offers and are open to switching brands for better benefits. Many consumers are unaware of Ariel's promotional campaigns.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    181 views13 pages

    Ariel

    Uploaded by

    Ganifza
    Ariel is Procter & Gamble's flagship laundry detergent brand in many markets globally. In India, Ariel has led in product innovations like compact detergent technology and enzyme technology for superior stain removal. The document analyzes consumer consumption patterns and brand perceptions of Ariel detergent powder in India. It finds that while quality is the most important factor for consumers, they are also influenced by offers and are open to switching brands for better benefits. Many consumers are unaware of Ariel's promotional campaigns.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 13

    Consumption Pattern of Ariel

    Introduction
    Ariel is a marketing line of laundry detergents made by Procter & Gamble. It is the flagship brand in Procter & Gamble's European, Mexican, Japanese, Brazilian, Peruvian, Turkish, Filipino, Columbian and Venezuelan portfolios. The US based P&G is the number one maker and marketer of household products. In 1991, Procter & Gamble India launched Ariel detergent. Ariel has continuously led other detergents in product innovation. It was the first to bring the compact detergent technology in India; the enzyme technology for superior and safe stain-removing power; the proprietary smart eyes technology which helps detect and remove stains better than any other detergent; and now for the first time superior cleaning in a choice of fragrances. Ariel contains safe ingredients for normal fabrics and skin under recommended usage conditions for laundry, and meets the Companys stringent human and environmental safety standards. Ariel in its choice of two fragrances Spring Clean and Fresh Clean, is available at all leading general and chemist stores and the price remains unchanged at Rs. 145 for 1.5kg; Rs. 99 for 1kg; Rs. 50 for 500gm; Rs. 22 for 200gm and Rs. 2 for a 20gm sachet.

    SALES OF LAST

    Market Share
    40 35 30 25 20 15 10 5 0 P&G H UL N a irm O thers

    Do u use detergent? Yes 85 No 5

    100 80 60 40 20 0 Yes N o

    Most of the consumers are using detergent powder and very few use detergent cake

    Which brand comes in your mind when u think of detergent? Ariel Tide Surf Excel Rin Any other 30 15 32 10 3

    3 5 3 0 2 5 2 0 1 5 1 0 5 0 Ariel T idee S E urf xcel R in Others

    Which Factor is more important for u? Quality Price Packaging Quantity 32 26 12 20

    35 30 25 20 15 10 5 0 Quality Price Packag ing Quantity

    Quality is more important which influence a customer

    While purchasing a detergent powder, what quantity do usually go for? 500 gm 200 gm 1 kg Sachet 32 25 10 23

    35 30 25 20 15 10 5 0 500 g m 200 g m 1 kg S achet

    How frequently do you buy a detergent powder?

    Monthly Weekly Daily Cant Say

    22 38 10 20

    40 35 30 25 20 15 10 5 0 Monthly Weekly Daily C s ant ay

    Can good ad influence your buying decision?

    Yes 58

    No 22

    60

    50

    40 Y es No

    30

    20

    10

    Which promotional activities affects you the most to buy ariel detergent powder?

    Advertisement Offers and schemes Display Other

    32 38 12 8

    40 35 30 25 20 15 10 5 0 Ads Offers D pla is y Others

    Consumers are conscious for offers and scemes and look for extra benefit in the product after that advertisements affect the most.

    Have you seen any promotional campaign of ariel? Yes 38 No 52

    60 50 40 30 20 10 0 Y es No

    From the aboe graph clear that manydetergent usershave not seen any promotional campaignsof Ariel

    Are you satisfied with staining actin of ariel detergent powder? Satisfied Very Satisfied Neutral Disstisfied 32 26 22 10

    35 30 25 20 15 10 5 0 S atisfied Very S atisfies N eutral Dissatisfied

    Most of the consumers are satisfied with the staining action ariel detergent powder.

    If you get extra benefit and offer in other brand(other than Ariel) would ypu like switch over?

    Yes No Cant say

    42 38 10

    50 40 30 20 10 0 Yes No C nt say a

    Most consumers say that they will switch to other brand if they will get extra benefit some other brand.

    Obseration & Finding

    After doing this research and collection of data there were some finding which can be communicated to the organization so that they can make new policies and strategies.

    Consumers today are very selective, they definitely look for quality in the products which they aree purchasing Consumers after purchasing the product and using it do evaluation the value they get from the product.

    Consumers are satisfied with he quality and sustaining of ariel detergent powder. Consumers are also looking extra benefits in the product. Consumers are not buying large packs instead they are buying small quantities. Consumers can switch to some other brands if they find some extra benefits in some other brand. Lack of promotional campaign for making the consumers aware about the ariel detergent powder.

    Conclusions:

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