ARIEL

PODS
GROUP 1- Team Acers
TABLE OF CONTENT
Industry Overview Creative Strategy-2

5-C Analysis Creative Strategy-3

STP Budget

Consumer Survey & Insights Sales Promotion

IMC Objectives Public Relations Strategy

Creative Strategy-1
Plan of Action

Evaluation & Risks

INDUSTRY OVERVIEW

10% Laundry Detergent

CAGR driven by
↑
↑ incomes,
awareness
Powder Detergent,
Liquid Detergent,
Pods
about hygiene,
etc.

Detergent Consumers look

70% industry India's Laundry 60% for superior
Sales coming from Market Share cleaning, eco-
urban areas, rural Market Size: Detergent dominated by friendly, gentle on
demand expected INR 25,000 Cr Industry Powder skin, fragrance,
to be 35% by 2025 Detergents colour protection

75% Key Competitors

Market Share
dominated by Tide Pods, Persil
Powercaps, Gain
HUL, P&G & Nirma Flings
alone
5-C ANALYSIS

Company Customers
Ariel is a brand of laundry detergent owned by Procter The target market for Ariel Pods India includes
& Gamble. The brand was introduced in India in 1991 individuals and families who are looking for a
and has since become one of the leading laundry convenient and effective laundry solution. The
detergent brands in the country. Ariel Pods India is a product is particularly attractive to busy individuals
product extension of the Ariel brand, introduced in who have limited time for laundry and want a hassle-
India in 2018. free option.

Collaborators Competitors Context

Ariel Pods India is sold through a variety Ariel Pods India faces competition from There is a growing segment of consumers
of channels including modern retail other laundry detergent brands such as who are willing to pay a premium for
stores, e-commerce etc. P&G also Surf Excel, Tide, and Rin. These brands premium products. The Indian govt. has
collaborates with other companies and also offer a range of products including also introduced regulations on the use of
organizations to promote its products liquid detergents, powder detergents, chemicals in detergents to protect the
and reach a wider audience. and fabric conditioners. environment.
STP
Attributes
Segmentation

Convenient Everlasting Soft & Clean

Freshness
Young Value College PODs POPs
Professionals Seekers Students Ariel PODs are more Ariel PODs are as effective
convenient and easy to use as Ariel's laundry powder
24-36 yrs, Single or 18-35 yrs, singles 18-25 yrs, when compared with other and soap.
newly married with who live on budget compromises the. laundry solutions.

Positioning
a busy life. Needs constrains. Wants Wants cheap and Easy to store compared to
value for money. affordable product. convenient solution powder.

Perceptual map
Urban middle-income households with a Ariel with its latest Convenience
focus on working women. These would innovation The 4 in 1 PODS
positions itself as an X X X
include Value seekers and single and newly innovative product to keep
Targeting

(Ariel& Tide (Persil) (Gain

married individuals. our laundry fresh, bright, pods) Flings)
and clean.
Households with children are looking for
effective and safe cleaning solutions. Ariel pod also positions itself
(Tide price
as a convenient solution
Young professionals who live in cities and that is time and effort-
Powder)

need easy laundry solutions. These would saving. The pod are easy to X X (Ariel
include early professionals and college use and is simple to store
and needs no measurement. X Powder)

students. (Tide Soap)

CONSUMER
SURVEY INSIGHTS
Ariel's Awareness PROBLEMS RECGONIZED
Others
Less interest and trial in tier 1 cities.
1%
lack of awareness in tier 2 & 3 cities.
Low willingness to switch to PODs. High product
Tide Pods
42% stickiness towards detergent liquid.
Ariel Pods
57%
Low accessibility in nearby stores.

Top of mind- Detergents OBSERVATIONS

Ghari Tide has a higher brand recall in the powder and soap
17.3%
segment but Ariel has higher awareness in the PODs
Others
38.8% segment
Wheel
16.9% The recent cause marketing aids to the above degree
of awareness and ad recall thus increased ToM.
Nirma Tide
6% Ariel 13.5%
7.5%
INTEGRATED MARKETING COMMUNICATION

Key Problems

Identified
Lack of Awareness Cust. Preferences Price Sensitivity Ease of Access Habit Formation

IMC OBJECTIVES

1 2
A COHESIVE MESSAGING
ENHANCE BRAND STRATEGY EFFECTIVELY
AWARENESS AND COMMUNICATES
FOSTER GREATER UNIQUE VALUE
ADOPTION OF ARIEL PROPOSITION OF ARIEL
PODS PODS
CREATIVE STRATEGY 1 MEDIA STRATEGY
#1 "Ariel Pod Challenge" #1 Television & Paid Media
The challenge would involve participants sharing their before TV ad featuring a working mother,
using Ariel Pods to ease her daily chores,
and after laundry photos using Ariel pods on social media giving her extra time with her kids.
platforms such as Instagram, Facebook, and Twitter. To
The entire ad campaign is to focus on the further
participate, users would have to follow Ariel's social media extension of already existing Ariel campaign "
#Sharetheload" but this time with Ariel Pods"
accounts and use the campaign hashtag Most creative videos
will win prizes like a year's supply of Ariel Pods. Frequency: Continuous for 1-2 months

TARGET AUDIENCE 24-36 yrs, Single or newly married with #2 Print Ads
a busy life print ads that appear in magazines and
newspapers.
featuring high-quality images of the product
highlight Ariel Pod key features.
Ariel Pods are convenient, affordable &
PRODUCT POSITIONING easy-to-use solution for busy young
Frequency: Continuous for 3-6 months
adults
(seasoanlity to be considered)

#3 Social Media
MAJOR SELLIING IDEA One Pod, One Load, One Step Behind-the-scenes with Kusha
Create a series showing her daily routine
Showing how Ariel Pods helps her keep her
clothes clean and fresh.
These videos can be shared on Instagram and
TONE OF THE CAMPAIGN Fun, upbeat and energetic YouTube

#Airpod Challenge to be used to engage the

customers in the journey through creative videos

Increased sales, brand awareness & Frequency: Monthly posts, story sharing & reels
EXPECTED RESULTS loyalty
CREATIVE STRATEGY 2 MEDIA STRATEGY
#1 "Ariel Pod Colour Challenge" with brand endorsers Followers: 75 Mn
The challenge would encourage participants to showcase their favourite
clothing items that have retained their original colours despite repeated Total posts: 1900
Engagement rate: 8.6%
washing. Participants would be asked to share photos or videos of their
Avg. views: 7.6 Mn
clothes on social media platforms, such as Instagram or TikTok, using the
Avg. likes: 2 Mn
hashtag #ArielPodsColourChallenge

Why Ranbir Kapoor and Alia Bhatt are perfect choices?

Ariel Pods-Keep Your Clothes
TARGET AUDIENCE
Looking New WIDE REACH
Ariel Pods are perfect solution for
PRODUCT POSITIONING
young fashion conscious individuals
APPEAL TO FASHION ENTHUSIASTS

YOUTHFUL ENERGY
MAJOR SELLIING IDEA Sophisticated and Stylish
Campaign Idea- "#Stay Fresh and Fabulous" - The campaign could
feature Ranbir and Alia in various fashion-forward outfits and
20-35 yrs, young people following settings, showcasing how Ariel Pods helps them stay fresh and
TONE OF THE CAMPAIGN fashion & want to preserve their fabulous no matter what they wear or where they go.
clothes
Media Channels- Social Media, Ads & fashion magazines

Higher conversion rate, positive

Frequency- One ad campaign, Instagram reels, collaborators'
EXPECTED RESULTS word of mouth & Increased sales videos
CREATIVE STRATEGY 3 MEDIA STRATEGY
#3"Ariel Pods Laundry Day Challenge" Television and other Display Media
Encourage consumers to share photos or videos of their laundry day using
Ariel Pods, sharing tips and tricks with each other. The most helpful and TV adverts and big billboards showing
creative tips will win prizes like a laundry service for a month. the ease of use of Ariel Pods, and its
convenience. This will help drive
awareness and can push trials/usage.
18-35 yrs, working professionals,
Target Audience: 18-35 years old working professionals
TARGET AUDIENCE prioritize time saving-convenient
solution Frequency: As part of the overall IMC, this campaign
should run for 3-4 months.
Ariel Pods are the perfect solution for
PRODUCT POSITIONING working individuals who need a quick and Social Media
convenient laundry solution
The TV adverts help in creating mass awareness,
Ariel Pods offer a complete laundry Social Media can help drive trials by focusing on
MAJOR SELLIING IDEA solution in one easy step, saving time and creating user generated content.
effort for busy working individuals. Campaign Idea- #ArielPodsMagic - The campaign
encourages users to show how easy and convenient it is to
do laundry now, almost like magic.
TONE OF THE CAMPAIGN Informational and Fun
SM influencers can drive the trend till user generated
Higher conversion rate, positive content start coming in.
EXPECTED RESULTS word of mouth & Increased sales
Frequency: Daily/Weekly posts, Virality can drive frequency
BUDGET

ASSUMPTIONS BUDGET ALLOCATION

Next ten-year revenue CAGR 7%

Projected Revenues (INR in crores) 14980

Revenue from Ariel Pods (INR in

100.3
crores)

Marketing Budget (INR in crores) 20

BUDGET
Budget = (P&G’s FY22 sales) * (10Y CAGR) *
(Pods revenue Contribution) * (Marketing
spend) = (14,000 Cr) * (1.07) * (0.67%) *
(20%) = INR 20 Cr (Approx)
 PLAN OF ACTION AND IMPLEMENTATION TIMELINE

Media Sales Public

Strategy Promotion Relations
Time Creative Strategy TV and other
Social
Influencer Display Consumer Trade Publicity PR Tools
Media
Media

Q1 2023
Campaign 2
Q2 2023 Campaign 3 Campaign
1
Q3 2023 Pop up Stores
Q4 2023 Campaign 1
Q1 2024 Engaging Events
Campaign 2
Q2 2024
Q3 2024 Sponsors
Q4 2024
Evaluation and
Monitoring
SALES PROMOTION

Consumers Trade
Coupons and discounts: This can be done through Discount & Offers: Offering discounts or special
online or offline channels, such as social media offers to retailers encourages them to stock up on
platforms, email campaigns, or in-store promotions. Ariel Pods and promote the products.

Free samples: Distributing free samples of Ariel Point of Purhcase displays: Eye-catching displays of
Pods is another effective way to promote the Ariel Pods at the point-of-purchase, can draw the
product. This can be done through in-store attention of customers and encourage them to
promotions or events. make a purchase.

Bundling promotions: Offering Ariel Pods as part of In-store Demonstrations Conducting in-store
a bundle deal with other complementary products demonstrations of Ariel Pods can help educate
can be an effective way to increase sales. custome and encourage them to try the product.

Loyalty programs: Creating a loyalty program that Co-branding: Partnering with other brands to create
rewards customers for purchasing Ariel Pods can joint promotions or bundling products together can
help build a loyal customer base. This can include increase the appeal of Ariel Pods to customers.
discounts, free samples, or exclusive offers.
PUBLIC RELATIONS STRATEGY
Target Goals & PR Strategies
MEDIA MODEL
Educate Aware

Ariel can use several paid advertising channels to advance its

Press Info Strong Celebrity Virals
PAID reach to customers. They can increase their presence using Tv
releases graphic msgs Endorsements adverts, print ads, influencer marketing & billboards

Entertain

Ariel needs to further build on the trust & connect with its
EARNED customers. It will not only influence people's purchasing
Public Art Videos
decision but also earn the loyalty of its sponsors.

Implementation This includes using social media channels such as Instagram &
FB to showcase campaigns and induce mass awareness. Ariel
SHARED
can use user-generated content to increase consumer
Define key goal engagement with the brand.
Define target audience
& message
Here, Ariel should develop its own pop-up stores to increase
Continuous the accessibility of pods to the general public.
OWNED
Offline/online events We also suggest Ariel to conduct its own engaging events
monitoring
offline as well as online to get publicity.
EVALUATIONS AND RISKS
Campaign Specific KPI Strategic
1. Impressions 1 1 1. Lower ROI than expected due to
2. Cost per Impression
low adoption rates
3. Awareness %
2. IMC not efficient to convince the
4. Conversion Rate
efficiency of pods over detergent
5. Digital Media Metrics: Mentions; Shares; Reposts; reviews

Department Specific KPI Functional

1. Marketing KPIs: New customers acquired,
1. High Inventory costs
Customer acquisition cost (CAC),
Average spend per customer, 2 KPIs RISKS 2
2. Unattractive trade promotions to
push pods over detergent
Conversion and Retention rate
3. Improper merchandising
2.Public Relation KPIs: Top of Mind Recall,
Positive comments, viewership, share activity
3.Supply Chain KPIs: Inventory turns, stockout, margins

IMC Specific KPI Campaign

1. Market Share 1. Using AR technology in creating art
2. Repeat Purchase 3 3 with ariel pods migh alienate segment
3. NPS of individuals that are not tech savvy
4. Awareness %
THANK
YOU