Description
It covers the history of Rin in Pakistan. It details what went wrong with rin positioning in Pakistan and also the future roadmap for Rin in that country.
HISTORY
1984
• RIN a blue NSD Bar was introduced in Pakistan • Introduction was backed by media promotion • RIN was introduced in a 130 gm pack and the sales never crossed 700 tonnes over the next 2 years
1986
• RIN package size was reduced to 125 gm and a new package of 250 gm was introduced • Production efficiencies reduced Variable cost of RIN by Rs 1 Per Kg • A new media campaign against laundry Soaps was launched with a middle aged Movie Star endorsing RIN
1988
• Sales of RIN increased as a result of the media campaign and sales crossed 1000 tonne for year 1987 and 1988 • Domestic Research Bureau was asked to conduct a consumer survey ascertaining the perception of RIN and usage
DILEMMA
Only 15% of the respondent surveyed were using RIN as a Fabric Washer
65% were using RIN only for Dish Washing while rest 20% were using RIN for both
The popular Dish washer in Pakistan was of blue color and a similar Strategy worked wonders in the Indian Market
What went wrong
? Comprehensive Market research was lacking ? Product Awareness campaign before the launch of
product didn’t happen ? Packaging of the product left a lot to be desired ? Distribution awareness of the product was also skewed resulting in improper position of RIN on shelves at stored ? Advertising and promotion was targeted on Television commercials at a time when television penetration in Pakistan was very low
What went wrong ….
? Target was only middle size families when they could
have targeted laundries too ? Initial promotion of the brand was misleading e.g. lightning etc ? They unknowingly filled the gap in the dishwashing industry where 1 kg packs was a practice
Probable future Road map
? Corroborate DRB findings through Extensive research –
?
?
?
?
Higher Sample Size Introduction of RIN dishwasher and Fabric Washer brands under the umbrella of RIN The Fabric Washer needs to be reintroduced with innovative packing , new color and associated fragrance The Dishwasher brand does not need a formal re-launch and the same packaging can be retained The launch of fabric washer needs to be backed with exhaustive promotion campaign with focus on door to door and kiosks modes of promotion
Probable future Road Map…
? Awareness about the product to the distributors and
? ? ?
?
retailers should be undertaken Offering RIN with SUNLIGHT and SURF detergents Use of Pakistani Cricketers in future promotional drives including media advertisement The Product needs to be positioned differently when compared to the existing fabric wash BAR in the market The RIN dishwasher experiment can be taken to similar emerging markets globally.
doc_665107832.pptx
It covers the history of Rin in Pakistan. It details what went wrong with rin positioning in Pakistan and also the future roadmap for Rin in that country.
HISTORY
1984
• RIN a blue NSD Bar was introduced in Pakistan • Introduction was backed by media promotion • RIN was introduced in a 130 gm pack and the sales never crossed 700 tonnes over the next 2 years
1986
• RIN package size was reduced to 125 gm and a new package of 250 gm was introduced • Production efficiencies reduced Variable cost of RIN by Rs 1 Per Kg • A new media campaign against laundry Soaps was launched with a middle aged Movie Star endorsing RIN
1988
• Sales of RIN increased as a result of the media campaign and sales crossed 1000 tonne for year 1987 and 1988 • Domestic Research Bureau was asked to conduct a consumer survey ascertaining the perception of RIN and usage
DILEMMA
Only 15% of the respondent surveyed were using RIN as a Fabric Washer
65% were using RIN only for Dish Washing while rest 20% were using RIN for both
The popular Dish washer in Pakistan was of blue color and a similar Strategy worked wonders in the Indian Market
What went wrong
? Comprehensive Market research was lacking ? Product Awareness campaign before the launch of
product didn’t happen ? Packaging of the product left a lot to be desired ? Distribution awareness of the product was also skewed resulting in improper position of RIN on shelves at stored ? Advertising and promotion was targeted on Television commercials at a time when television penetration in Pakistan was very low
What went wrong ….
? Target was only middle size families when they could
have targeted laundries too ? Initial promotion of the brand was misleading e.g. lightning etc ? They unknowingly filled the gap in the dishwashing industry where 1 kg packs was a practice
Probable future Road map
? Corroborate DRB findings through Extensive research –
?
?
?
?
Higher Sample Size Introduction of RIN dishwasher and Fabric Washer brands under the umbrella of RIN The Fabric Washer needs to be reintroduced with innovative packing , new color and associated fragrance The Dishwasher brand does not need a formal re-launch and the same packaging can be retained The launch of fabric washer needs to be backed with exhaustive promotion campaign with focus on door to door and kiosks modes of promotion
Probable future Road Map…
? Awareness about the product to the distributors and
? ? ?
?
retailers should be undertaken Offering RIN with SUNLIGHT and SURF detergents Use of Pakistani Cricketers in future promotional drives including media advertisement The Product needs to be positioned differently when compared to the existing fabric wash BAR in the market The RIN dishwasher experiment can be taken to similar emerging markets globally.
doc_665107832.pptx