Launch of a New Detergent

•A Snapshot of the Industry

•Suggested pricing and TA for the
new product
•Positioning Statement
•The launch campaign
The Detergent Industry
• Key Players :- HUL, P&G and Nirma

• Existing brands :-
 The Detergent Industry
• The Branded Detergent industry in
India is worth around Rs 4500 cr.
• The Market - 23 million tons in
volume
o 7 million tons-bars/ 16 million
tons-detergent powder
o 30% detergent cakes / 70%
detergent powder
• The industry is currently growing
at 2-3%
Source :- Russell Davies
Dated 2007- 2010 Imint.com Financial Express
 Market Share %

HUL P&G Nirma Others

Source- HUL Q309 report, A.C.Nielson

Dated 2007 - 2010 (Imint, economic times, financial express)
The Competitors
• Ariel – Stain Removal
• Surf – Stain Removal
• Henko – Stain Removal
• Sunlight- Color care
• Rin- Whiteness
• Tide- Whiteness
• Wheel - Whiteness
• Nirma – Whiteness
• Other local brands-
Whiteness
Current Affairs
• Grammage and price wars
by major players– HUL and
P&G.

• Ad- wars by Rin and Tide.

• Heavy media spends by

HUL . ( upto 35% more than
FY2008 spends) – HUL
report.
Presenting Aegis
A superior stain removal
system that protects colors.
Money Matters

• The intention is to enter the

stain removal segment at an
extremely competitive price,
to spark off a price war.
The Price Point
• Stain Removal detergents :-
– Ariel Oxy Blue – Rs 152 / Kg
– Surf excel QuickWash – Rs 155/ kg
– Surf excel Blue – Rs 82 / 750 gms
(Approx Rs 114 / Kg)
– Henko – Rs 119 / 1Kg
–Aegis
• [Rs 95 / 1 Kg]
• [Rs 65 / 750 gms]
The Consumer is…
• SEC B+, SEC A - F/M (Primarily
female as buying decision rests with
them)
– Currently use mid range (whiteness)
detergent/ Existing stain removal
systems.
– They love the clothes they wear,
because clothes are an expression of
their personality.
– They need tough stains to be
removed but want their colors to
shine bright.
Positioning Point

• Colors are who you are.

Not Stains.

• Under the dirt we accumulate while

doing what we love, lie the true
colors of who we are. Aegis enables
you to take pride in wearing clothes
that are YOU. Be proud of the colors,
and not the stains.
The Launch Campaign – Strategy
• High impact simultaneous
launch of communication
across Television, Print,
OOH, and events in Gujarat.
• One month long campaign
with repeated exposures.
• Primary focus on Television
and print, followed by
events and promotions
• Use of ambient media /
Installations
The Launch Campaign - Creatives
• Wall paintings on pan/ dirt stains.
• Window Wipers in Malls/Supermarkets (Big
Bazaar.
• Trains / Buses – Vinyl stickers on the stains.
• Leading Newspapers – Faded jacket – with
Aegis ad on the
• Print
• Hoardings
Ambient Media
Hoarding
Print Ad
Print Ad
TVC - Storyboard
Thank You
• Sumit Das
• Suraj Das
• Sushmita Nair
• Sapna Asnotkar
• Tanvi Bhandari
• Tanvi Labde
• Tanya Kumar
• Vandana Pai