Well known brands RIN & Tide
washing powder, aggressively fight with each other in detergent powder segment
as well as strong rival in market. But, now Kanpur (U.P.) based brand Ghari
(RSPL) is also moving slowly to compete with them. However, Ghari has required
to more strategically planning in order to cover market share.
Brand Analysis:-
Specially talking about RIN (HUL)
V/s Tide (P & G), both brands are appealing on “Whiteness” in every TVC campaign,
targeting to middle class consumers, both brands are already well-established &
taken position in market.
V/S
Brand Analysis:-
RIN (HUL):- It is always coming with aggressive & challengeable
brand campaign that challenge about “Whiteness on Cloths”. RIN washing Powders
is already being endorsed by Bollywood Stars Mrs. Kajol. Overall, she is
perfect as brand celebrity, completely fit to brand RIN. All major RIN washing
powder are awakening to women & appealing to take challenge which creates
enormous positive energy along with background children voice at the end of
campaign.
Tagline: - Chamkte Rehana… Tagline itself is making strong brand RIN &
approaching aggressively.
Core Competency: - It is challenging as “Dugni Safedi (Twice Time Whiteness), because RIN has yellow
fighters that remove yellowness from cloths & cloths remain as “Whiteness”.
A month ago RIN has released new
campaign “RIN Challenge” which was
being endorsed by Kajol, the campaigning strategy was approaching household
& shown them Demo with the presence of Team RIN. Kajol is approaching one
housewife & trying to find out “Whiteness”, she is showing yellow shirt
where housewife is saying that it can not possible more whiteness. Kajol is
giving challenge & calling to “TEAM
RIN”, group of women are entering with RIN Powder & showing demo where
Kajol is highlighting brand core competency “Yellow Fighters”.
At the end of campaign, Kajol is
challenging “ab agla ghar apka (Now, next home is your)!
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Tide (P & G):- It is
always coming funny & straight away campaign with simple line “Chaunk Gaye? (Shocked?). Since many days
Tide has extend brand & introduced “Tide Plus” that is also targeting to
Laundry Consumers (Kind of Dhobi Ghat) because Laundry people are also doing
business, they have also own consumers & offering them to make white
cloths. It is good strategy to tap niche market where Tide can cover good
market share & make loyal consumers.
At the end of every campaign,
voice over is coming with Punch line “Tide
hai, toh White hai” & “Tide plus Jo de White Plus”.
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Conclusion: - RIN & Tide brands already established in market
& consumers are very much aware with both brands. Both brands have loyal
consumers that they are directly demand at provision stores, Kirana Stores or
at mall. It is very less chance to switch over from one brand to another brand.
Consumers are already being using & once they are accepted RIN or Tide,
then it has rarely chance to switch over to either RIN or Tide vice versa. And,
that’s why Tide has been choosing different market apart from existing.
Moreover, Ghari detergent is also
trying to tap & compete with RIN & Tide. It is growing slowly &
steadily. It may chance to give much impact on RIN & Tide if Ghari will
make well Strategy.
RIN V/s Tide ….Continue…
