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EMG111-E01
STP OF ARIEL
Ariel leads the fabric and home care segment in the parent company which is Procter
& Gamble (P&G) worldwide. It has been able to sustain the position of market leader with
the percentage of 30% share in the market across global even though it has the same
detergent brands as Tide.
Segmentation
Ariel is more attentive when it comes to customer-centric approach for innovating its
different sub-brands. There are three segments in this product to segment the market this
are the demographic, psychographic and geographic segmentation strategies.
Demographic Segmentation helps to divide the big amount of population into specific
customer groups such as age, stage in life-cycle, gender, income, and religion, race and
rationality. Ariel is typically used by middle-aged women and young adult women who wash
their clothes of their family. The women whose married consumed the product in a large
quantity as they wash clothes of all the members of family. Washing powder is used by all
section of society regardless of their occupation and background in education.
Psychographic Segmentation used for lifestyle of people, their activities and interests
as well as opinions to describe the market segment. The area who has a major usage of
detergent is mostly area of urban, the major share sales are from the large cities and the rural
areas are more reliant on local detergents. Ariel sells its products in urban areas and has a
low range product in the rural areas.
Geographic segmentation splits the market based on the parts of geography such as
location, used language and other basic elements that separate one geography from the
other. Detergent, washing powder or bars is important requirement to all the people
regardless of their lifestyle and personality. The upper middle class is conscious about the
brand that’s why they buy the expensive products.
Targeting
Differentiated targeting strategy is used by P & G to serve the changing needs of the
customers apply because they both used the position and differentiate in competing
business.
Positioning
Ariel is a reliable brand detergent that is found in every households. This product is
recognized for the customer satisfaction and better than the other company because it has a
brand loyalty. Ariel creates an easy way of lifestyle for the customers. The image of this
product in the mind of the customer is good that’s why they don’t give a second thought in
buying the product. The product’s positioning strategy is solid in the eyes of the customers.
It should be stronger in respect with the other competitors and must better on them to be
appealing to the customers.
From the beginning to this era within the span of 50+ years Ariel has grown itself in
a way how it positions itself. It uses value-based positioning strategy to create a positive
more connecting image in the mind of the consumers.
Reference:
https://www.marketing91.com/marketing-strategy-ariel/
https://www.locusassignments.com/solution/assignment-marketing-strategy-ariel