m



Ê j
 

  
 


  
 

 
ñHousehold products
ñPersonal products
ñFoods
Ê d

 

  
ñPresident & Officers
ñEach responsible for necessary operations.
Ê î

   


ñales force divided into six regions.
ñEach regions into- districts, areas/units, sales
territories
ñOrganization allowed maximum flexibility for making
decisions.
 

 



jever brother used two different channels of
distribution:-

Chain
Wholesalers Chain stores
headquarters

Retailers Consumers

Chain
stores


 



½nd method
Manufacturers (jever Brothers )

Retailers

Consumers
 
  

mmm 
Ê 

 
ñjaundry detergents
ñDishwashing detergents
ñFabric softeners
ñToilet bars
Ê S  
 
ñ
î£ (1964)- Premium fabric softener
ñ   j - Priced 11-14%
below premium price
 Ô


 
6




ta- Puf, 4.1
javender
achet, 6.6

Downy- (
Final Touch- P&G), 34.1
(jever
Brothers), 15.36
 G



6




j  
 

Downy- ( P&G)

Final Touch-
(jever Brothers)

   
 

Bounce
Cling free
 

  



  
:-
ña premium quality liquid softener
ñat a price that was really less expensive than other
premium fabric softeners.
j
 

Downy
nuggle
Final touch
ta-Puf
   G

 
Ê To convince consumers that nuggle was quality
liquid fabric softener and was really less
expensive than premium liquid fabric softeners.
Ê It was positioned among £Downy & Final Touch.
Ê Used memorable advertising £featuring   
 î 
  
 

Ê Used television as advt. Medium- reached 90%
target audience , had twice as many prime-time
announcement as Downy.
Ê pent $17 million on advt.
  
 

  
   
!!  !


 "
[!!  
 
Ê nuggle was being positioned under Multiple Brands
with a Ý
 with the leading brand (Downy).
Ê To realize desired growth in fabric softener jever
brothers launched multiple brands £ Final Touch and
later nuggle but not to compete with each other and
create cannibalism.
Ê nuggle͛s positioning was price benefit that provided
consumers a better value for their money.
  
 

  
   
[ !#


 
Ê In order to gain a larger share of the total
market, lever brothers introduced   
 
  
 to compete with the 
" "

îso that the overall sales of the two
brands increases substantially.
Ê The two brands provided a more aggressive front
against competitors like P&G (leading brand) and
achieved a good market share and sales in fabric
softeners zone.
Ê But company didn͛t use Private labelling to maintain
originality, uniqueness and quality.
    
Ê It was priced 11-14% less than premium brands.
Ê Not a price brand- because price brands did not provide
the same quality like premium brands.
Ê nuggle gave equivalent performance as like premium
brands.
Ê For effective introduction , it provided its ales
representative with:
ñMPO cassette
ñ 4 page brochure
ñ Display Banners etc.
Ê Was ready to reduce its price even if its competitors
reduced their price in order to maintain correct price
differential.
   

Ê jever brothers entered for multiple product
strategy.
Ê Not concentrating on a single product.
Ê Here jever brothers came up with Final Touch &
nuggle in the liquid fabric softeners market.
   
 

Ê jever brothers introduced standard products.
Ê They did not go for its product customization.
Ê Product customization depends on the type of
the business.
Ê Under standardized products:-
ñIt was merchandized nationally.
ñIt yielded cost benefits.
   

Ê ales of jiquid softeners of jever brothers increased
over ½0% since introduction of nuggle.
Ê With introduction of nuggle, there was huge fall in
shares of ta-puf & Rain Barrel.
Ê Final Touch & Downy experienced smaller percentage
loss in business due to cannibalism effect.
Ê jever brothers wanted to use nuggle and Final Touch
to enhance its market position so it could overtake its
competitors like P&G as number 1 liquid fabric softener
manufacturer.