RIN DETERGENT

Group 12Nancy Pahuja: 13P151

Sandeep Chatterjee:13P165Shweta Verma:13P170Versha Mangla:13P179

Vikrant Sharma:13P180

Case Brief

• Market of fabric wash in Pakistan.• Growth in market from 1987

• Laundry soap : 5%• Non soap detergent: 12%• Non soap bars : 29%.

Range of prices:• Laundry soap: Rs.10/kg to Rs.15/kg• NSD : Rs.20/125gm to Rs.48/kg

market share of fabric wash (263050

tonnes)Laundry soap

Non soap detergent

non soap bars

DISHWASH SOAP MARKET (60000

tonnes) hard soapsbars

RIN in the market Presence limited to only NSD with

price as Rs.3.25/130 gm. Surf and Sunlight had 50% of the

market. Launched in april 1984 at Rs.

3.25/125gm. “A little amount of RIN washes a

large lot of clothes” tagline was used.

Consumer promotion schemes A Rs 0.50 price-off campaign from August

to December 1984 resulted in only 10% increase in sales.

From January to March 1985, a discount of Rs 1.00 was offered to consumers on the purchase of two RIN bars on presentation of a newspaper coupon.

A Rs 0.70 price-off campaign from April to July 1985 resulted in only 10% increase in sales.

Consumer promotion schemes RIN’s size was reduced to 125 gm

and a 250gm pack was also introduced.

Prices: Rs 2.5/125gm Rs 4.25/250gm

Relaunch of RIN Matronly movie star endorsed the

brand with the tag line:” you get much more out of RIN than you pay for”.

Unique selling point was rich lather produced.

Yearly sales reached 1000 tonnes: launch successful.

Prices revised: Rs 3.25/125 gmRs 6/250 gm

Distributor and dealers network 315 Distributors distributed RIN to

60000 retailers. 100% coverage of retail outlets

selling detergents in Pakistan. Distributor margin increased from

2.91% of retail selling price to 3.3% in 1985

Retailer margin since relaunch was: 7.4%

RIN as a “fabric washer” Rin is the only NSD bar in the market so there is a

great opportunity in re-launching the Rin bar as a unique bar

Packaging-The new bar should be non-blue in colour as people confuse it with most of the dish washing bars and even the packing should largely be non blue

A new media campaign should be launched with the focus on new product features and more focus on outcome through a well known female personality

Retailers should be given maximum margin amongst all the fabric washing products and proper shelving of the bar should be ensured

RIN as a “fabric washer” RIN is the only NSD in the market hence it

makes sense to further penetrate the market

Make it non-blue in color to distinguish it from other “dish-washing” bars in Pakistan

Completely new fragrance as we in a way launching a new product all together

RIN as a “fabric washer” Media Communication

× A female personality can be used for focusing on new features and outcomes

× The mid-aged movie star can be used along with a new star to depict the idea of new vs. old

× More focus on rural Pakistan

RIN as a “fabric washer” Distribution Network× To ensure shelving of RIN properly

give higher margins to retailers

Financial Implication× Additional Cost on new product

development × Continuing expenditure on

advertisement and trade promotion

Single RIN as a Fabric + Dishwash bar

PROS:• Differentiation : Unique product with 2

capabilities• No conflict : Customers can use RIN as dish

wash bar• Tremendous increase in target market size

CONS:• Will need to reduce special fabric wash

ingredients in dish wash bar• May create confusion, specially among RIN

fabric users.

Recommendations They should launch a dual purpose single

soap for both Fabric and Dishwashing in order to cover its both type of customers.

Run a new campaign in order to generate awareness among the people about its dual purpose, especially Fabric washing.

Special attention should be given to color, packaging and fragrance.

Thank you