RIN (Re)Positioning

Pune Centre
30.03.19
 RIN in Pakistan
1984 – RIN launched in PAK
Several consumer promotion schemes:
• discounts/ coupons/ Leaflets & delivering free
samples to homes/girls’ colleges/ bazars with
max. women’s footfall
• several changes in bar weight and price
1988 – survey revealed –
used more as a dish wash than fabric wash!
1984-1988
Survey findings
Consumer Applications of RIN

Both Fabric
20% Washer
15%

Dish Washer
65%
 What went wrong?
Advertisements?
Brand ambassadors?
Pricing?
Marketing strategy?
Brand positioning?
 What went wrong?
Brand positioning?
The color BLUE created the image of dish
wash bar because majority dish washers in
PAK were BLUE in color
Strategy adopted from the Indian market –
fabric washers were BLUE in color
Shelved separately at super markets –
neither with dish washers nor fabric washers
 Case Question
• Should Rin re-position itself into dishwash
category, or should it continue to sell in
fabric wash?
 (Re)Positioning
Fabric + Dish • Benefit from whichever segment
Washer sales come from
ALTERNATIVES

Fabric Washer • Maintain the brand focus

• Target the segment which is actually

Dish Washer generating Sales

2 variants – Fabric • Customers will not be left confused as

/ Dish washer to – What is RIN actually meant for?
Alternate1 – Fabric + Dish Washer
• Basis
– Unique repositioning of RIN against competitors
– Will cater to the entire customer base – intended/
unintended – not loosing any of them
• Strategy/ Promotions
– A new label – Fabric + dishwasher
– Brand ambassador – any all rounder celebrity
– New Advertisement – multipurpose use
– Selecting from the women-oriented promotional activities
done before e.g. Juma bazars, haat etc.
– Change of soap color (perhaps)
– Change of packaging color, indicating both applications
– Educating retailers on “how to shelf (NEW) RIN”
 Alternate2 – Fabric Washer
• Basis
– RIN is the only NSD bar in the market; hence it makes
sense to further penetrate the lucrative market as a unique
product
– Secondary sales in the form of ‘dish washing’ will continue
to happen in any case
• Strategy
– Color - Non-blue; different from other ‘dish-washing’ bars
in Pakistan
– New fragrance – with a sense of re-launching
– Almost similar promotional techniques
– Higher retailer incentives as compared to other NSD;
ensuring proper shelving
• Additional cost of new product, new packaging
 Alternate3 – Dish Washer
• Basis
– Targeting the “actual” 65% of customers
– The customer will be able to identify better with ‘their’ RIN, i.e. the way
they have always perceived RIN as
• Strategy
– Blue in color (but a different than competitors), similar packaging but
with minor changes
– Eliminating fabric wash ingredient would reduce variable costs by 33%
without hampering dish wash properties
– Focus on ‘dish washing’ qualities; RIN as their preferred dishwasher
– Give max retailer incentives in dish washer category
• Financial implications
– New packaging
– New advertisements
– Saving in variable cost – 33%
 Alternate4 – separate Fabric &
Dish washer RIN
• Basis
– Lever will have a clear focus on the two target segments – both segments can be
targeted properly
– The entire market (possible usage) for RIN can be tapped
– Customers will not be left confused as to – What is RIN actually meant for?
• Strategy
– Both products should be completely different in look and feel
– Fabric Washer – Non-blue color, new fragrance
– Dish Washer – Blue (but separate from competitors), 33% reduction in variable cost
– Advertising with new features of both products – 2 celebrities
– Advertisements targeting both hard soaps and other bars
– Retailers to be educated about the two products
– Shelving the two variants in their respective categories
• Financial implications
– Additional cost of separate production and packaging
– Retailer incentives for 2 products
– increase in expenditure in the form of advertisements and sales promotional
campaigns
 Conclusion
• As such, despite increase in advertisement and
sales promotion expenditure initially, we believe
positioning RIN as a fabric + dish washer would be
the best strategy
• Increase in sales is almost certain
– The ‘two-in-one’ concept will definitely appeal to the
middle, lower middle and lower income class
population of Pakistan
• Increasing sales by targeting all customer
segments reduces the per unit production
costs as RIN production plant remains highly
underutilized
 Team Pune
• Priya Thakur
• Amruta Patwardhan
• Renuka Varier
• Asawari Pande
• Vaibhav Lanjewar
• Nikhil Patil
• Sriram Krishnamoorthy
• Anirudh Ghosh
• Karan Wadhawani
• Sujit Kumar Sahoo
• Agnimitra Chakraborty
• Brijesh Nandakumar
• Divya Tiwari