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THE DETAILED CLIENT BRIEF:

Date: June 15, 2016


Assumed Premise: P&G has launched Ariel Liquid detergent in
May 15, 2016 and they have come to you with a research brief
after a month. Liquid detergent, as a segment, is very small in India.
Surf Excel Liquid is the only prominent brand. There are other very
niche brands like Genteel or Ezee.
Among SEC A households in 10 lakh+ population towns, liquid
detergents are used by only 2% households. 48% households use
premium detergent powders like Surf Excel, Ariel, etc. Rest of the
50% households use cheaper brands like Wheel, Ghari, Sunlight, etc.
THE BASIC BRIEF:
Ariel Liquid detergents launch has been in 53 markets (in all 10lakh
plus population towns, i.e. Metros as per 2011 Indian population
census Refer Annexure). After one month of its launch, companys
internal data show that it has not been doing well in the market
across the country. In East, the performance has been
especially poor - only 50% of the Sale Target being achieved in
one month.
The brand has been targeted to SEC A households who use
premium detergent powders or liquid detergents. Its MRP
has been in parity with its main competitor Surf Excel
Liquid but some consumer promos are being run initially. The
positioning of the brand has been soft on hands and
clinically proven two-times better cleaning than any
detergent powder and these have been communicated through
its ads. Ariel Liquid has targeted both, washing machine users
and non-users.
A brand health research is required immediately, to estimate
Awareness, Trial, etc in key markets and sub-groups of relevant
target group. The study should clearly diagnose the problems that
the brand is facing (e.g. is it a price perception related
problem, is it that the benefits have not been
communicated, is it that the distribution is poor or is it that
a need for liquid detergent is not being felt by some
markets?). In addition, any other research could be done that
would show, at an all market level is it that the Ariel Liquid
customers are coming from Ariel detergent powder users
itself? Or are they coming from Surf Excel users? Or
completely from other user bases? Also, among the few people
who have started using Ariel Liquid (estimated to be 0.5% among

target group, by July 15), there is a need of detailed


understanding of the usage experience, satisfactions and
dissatisfactions.
The final findings of the research need to be shared by the end of
September 2016.

ANNEXURE 1
LIST OF TOP METROS AS PER 2011 CENSUS

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32

Delhi
Greater Mumbai
Kolkata
Chennai
Bangalore
Hyderabad
Ahmedabad
Pune
Surat
Jaipur
Kanpur
Lucknow
Nagpur
Ghaziabad (NCR)
Indore
Coimbatore
Kochi
Patna
Kozhikode*
Bhopal
Thrissur *
Vadodara
Agra
Vishakhapatnam
Malappuram*
Thiruvananthapuram*
Ludhiana
Kannur*
Nashik
Vijayawada
Madurai
Varanasi

UA
Extended UA
2011
2011
16,314,838 21,753,486
18,414,288 20,748,395
14,112,536 14,617,882
8,696,010
8,917,749
8,499,399
8,728,906
7,749,334
6,240,201
6,352,254
5,049,968
4,585,367
3,073,350
2,920,067
2,901,474
2,497,777
2,583,911
2,358,525
2,167,447
2,151,466
2,117,990
2,046,652
2,030,519
1,883,381
1,854,783
1,817,191
1,746,467
1,730,320
1,698,645
1,687,406
1,613,878
1,642,892
1,562,769
1,491,202
1,462,420
1,435,113

2001
Census
12,877,470
16,434,386
13,205,697
6,560,242
5,701,446
5,742,036
4,525,013
3,760,636
2,811,614
2,322,575
2,715,555
2,245,509
2,129,500
968,256
1,506,062
1,461,139
1,355,972
1,697,976
880,247
1,458,416
330,122
1,491,045
1,331,339
1,345,938
170,409
889,635
1,398,467
498,207
1,152,326
1,039,518
1,203,095
1,203,961

33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53

Meerut
Faridabad (NCR)
Rajkot
Jamshedpur
Srinagar
Jabalpur
Asansol
Vasai - Virar
Allahabad
Dhanbad
Aurangabad
Amritsar
Jodhpur
Ranchi
Raipur
Kollam
Gwalior
Durg-Bhilainagar
Chandigarh
Tiruchirapalli
Kota

1,424,908
1,404,653
1,390,933
1,337,131
1,273,312
1,267,564
1,243,008
1,221,233
1,216,719
1,195,298
1,189,376
1,183,705
1,137,815
1,126,741
1,122,555
1,110,005
1,101,981
1,064,077
1,025,682
1,021,717
1,001,365

1,161,716
1,055,938
1,003,015
1,104,713
988,210
1,098,000
1,067,369

1,042,229
1,065,327
892,483
1,003,917
860,818
863,495
700,113
380,091
865,548
927,864
808,515
866,354
703,150

Note: The definition of Urban Agglomeration (UA) has changed.


Extended UA population in many large towns is the actual
population to work with, however, they are not in like-to-like
comparison with 2001 census numbers.

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