A good diagnoses involve analyzing these four key areas in the theater of operations: The supplier correctly diagnosed the pricing move as predatory and elected to Market segmentation of rin vs tide two things: So it is better to play the role of a " poor" victim at this point of time.
RIN loses a considerable amount of market share to Tide. Most of the inputs are from Harvard Business Review on Marketing, coupled with my secondary research on detergents in Indian markets. There can be other tactics to fight a price war like: A company can adjust the product's regular price in response to a competitor's price change or another potential entry into the market.
Surf was the most selling detergent in India. Comparative ads are encouraged in certain markets like USA by the regulators because it increases transparency and provides more information to consumers.
This was followed by other such trains connecting northern regions with both west and south of India, in line with the company's geographical ambitions.
As discussed elsewhere in the blog, HUL was facing a steady erosion in the market share in most of the categories. Rin and Tide have been aggressively competing with each other.
Due to it's dense distribution channels Rin is available in the remote areas as well Value: 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.
The contention was that Tide Naturals was giving the impression to the consumers that it contained natural ingredients like Sandal. Consumers tend to discount the claims by both the competing brand because of the arguments.
Rin was priced at Rs 70 per Kg at that time. Intelligent analysis that leads to accurate diagnosis is half the job done. From my little digging of information, it was evident that the academic research is also clueless about the effectiveness of comparative advertising. For instance, some customers may purchase the powders depend on their inexpensive price, another customers may focus on the bleach, fabric softener or freshness on clothes.
One is the Direct comparative ads which compares the competitor in more than one attribute. Companies also use grammage in packaging to counter price cuts by competitors. The second type is the Indirect comparative ad which projects the brand as the Leading Brand rather than comparing on certain attributes.
It is interesting to see the academic angle of this concept called Comparative advertising. This is because the market segmentation requires the company doing the extra marketing research, prediction and sales analysis.
Comparative advertising is, quite obviously, not a new phenomenon by any standards. These are interesting questions for marketers or their competitors. Ghari has spread its distribution network to more states now and directly reaches rural markets, which is its biggest audience. The distributors supply the product to rural and urban retailers.
In late and earlyGhari beats Wheel and takes the numero-uno spot in Indian detergent industry. Nirma caught the attention of the middle-class and lower middle class customers and had such great sales that it evicted HUL's Surf from the No.
It generated enough Buzz about the brand with all the media talking about the campaign. It was said that washing powders containing enzymes remove stains more efficiently. Tide Naturals was priced significantly lower to the Rin. Segmentation and Target Market Paper MKT/ Segmentation and Target Market Paper “Marketing segmentation and targeting are particular important for finding customers that are the best match for a business’s products and services” (Suttle,¶ 2).
“KnowledgeNet Enterprises LLC is an industry leader in IT and business skills. Rin vs Tide, the Strategy. the controversial campaign against michaelferrisjr.com 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. 7/12/ Tide detergent was disruptive technology at its best, positioning Procter & Gamble for decades of growth.
An excerpt from Rising Tide, a new history of Procter & Gamble from Harvard Business School Press. by David Dyer, Frederick Dalzell, and Rowena Olegario Over. RIN loses a considerable amount of market share to Tide.
Therefore RIN upgrades it's powder to compete with Tide and win back the market share they lost. Maturity: RIN slashes down it's price by 30% to maintain it's market share. Tide Naturals was priced significantly ower to the Rin.
Tide Naturals was launched at Rs 50 per Kg, Rs 10 for gms and Rs 20 for gms. the 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.
Market Segmentation saif new michaelferrisjr.com; The human body is a. Tide Naturals brand covers the brand analysis in terms of SWOT, stp and competition. Along with the above analysis, segmentation, target group and positioning; the tagline, slogan & USP are covered.Market segmentation of rin vs tide