Swot Analysis Of Ariel Marketing

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HLENGEKILE NDLELA Ariel marketing plan BY: HLENGEKILE NDLELA Contents TARGET MARKET 1 DESCRIPTION OF ARIEL 1 PRICING STRATEGY 2 DISTRIBUTION STRATEGY 2 MARKETING COMMUNICATION STRATEGY 2 LOCATION STRATEGY 2 BIBLIOGRAPHY 3 AUTHENTICITY 3 TARGET MARKET • Demographic-Ariel is mostly used by young and middle aged women who wash clothes for the whole family. Married women like this product as they wash clothes for the whole family. Washing powder is used by anyone in the community irrespective of their personality or lifestyle. • Psychographic- Washing powder is a requirement for anyone in the community irrespective of their personality or their lifestyle. The upper middle class like brand so they go for the expensive products. • Sociographic-…show more content…
Ariel introduced itself into the market in 1967 with a combination of a compound based on enzyme and encapsulated bleach which was new at that time. In 1980’s and 1990’s the other washing powders offered whiteness and brightness to the clothes but only for two or three washes. And then in the year 1992, Ariel had a new form of bleach free washing powder, which brightened the clothes and prevented them from fading. In 2001, in order to save time, bars of soap were introduced to give unbeatable results easily and quickly. Ariel is a brand of Procter and Gamble with its headquarters in Ohlo,…show more content…
It is known for removing stains in just one wash. The price of Ariel is in accordance with the premium range of competitors available in the market. The price of Ariel is a bit higher than the competitors but people are ready to pay higher price for Ariel because it does not harm the quality of cloth. The Ariel target market is mainly for upper middle class who can pay higher price for the quality. For lower middle class, Ariel has launched a small sachet. In the rural areas, Ariel has launched low price products which expanded the company. DISTRIBUTION STRATEGY Ariel is supplied by Procter and Gamble European Technology Centre Company started making a product that would remove though stains in just one wash. Although the price of Ariel is a bit higher than the competitors, people buy it because of its quality. MARKETING COMMUNICATION STRATEGY Ariel target market is mainly for upper middle class who can pay higher price for the quality. For lower middle class, Ariel has launched a small sachet. In the rural areas, Ariel has launched low price products which expanded the company. LOCATION STRATEGY The major usage of the washing powder is the urban areas. The major shares of sales come from the large cities. In rural areas people are still dependant on local washing powders. The company sells its premium products in urban areas and low range product in rural

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