Ariel Marketing Strategy – Marketing Strategy of Ariel: Ariel is a division of parent company Procter & Gamble and leads the home and fabric care market. It has managed to keep the market leader position, with approximately 30% market share worldwide, thanks to its detergent brands Tide & Ariel.
Ariel At A Glance – Marketing Strategy of Ariel
Company : Procter & Gamble
CEO: Jon R. Moeller
Founder: William Procter | James Gamble
Year founded: 31 October 1837, Cincinnati, Ohio, United States
Headquarters: Cincinnati, Ohio, United States
Annual Revenue: US$70.95 billion
Profit | Net income: US$12.76 billion
Number of employees : 101,000
Products & Services: Ariel laundry detergents | Ariel Matic 3in1 PODS | Ariel Complete Washing Powder | Ariel Colour Care Washing Powder | Ariel Matic Front Load Washing Powder
Competitors: Surf Excel | Henkel | Nirma Ltd
Ariel Fun Facts: In 2012, the innovative Ariel PODS were released for the first time, becoming the first 3 compartment liquid tab. The most advanced Ariel detergent designed to tackle over 900 laundry challenges. Now you have more time to spend on what’s important to you – your life, family and goals.
Marketing Strategy of Ariel
Ariel’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Ariel? Let us discuss.
Segmentation, Targeting, Positioning – Ariel Marketing Strategy
Ariel’s focus is on the customer-centric approach to innovation within its various sub-brands. To segment the market, it uses psychographic, geographic, and demographic segmentation strategies.
P & G uses the targeted strategy to meet the changing requirements of its customers.
Ariel has changed its positioning since its inception. This spans over 50+ years. To create a positive and more connected image in the consumer’s mind, it uses a value-based positioning strategy.
Ariel Mission Statement
Ariel Vision Statement
“Imagination, determination and technological empowerment”
“Your Laundry will thank you”
Competitive Advantage – Marketing Strategy of Ariel
Strong parent company: Procter & Gamble, the parent company, manages large brands and makes them available in more than 180 countries around the world. P&G being such a financially sound company in the FMCG industry is helping the company to use the resources to keep its number one spot in most markets.
Production & manufacturing system: P & G has manufacturing plants around the globe in different product types. This allows the company to use its state-of-the-art manufacturing plants for production, making it accessible worldwide in the most cost-effective and convenient way. It boasts 50+ factories that produce Fabric and Home Care products around the globe.
Ariel is an environmentally-minded company: Ariel is committed to reducing our dependence on non-renewable energy sources and working towards a more eco-friendly environment.
BCG Matrix – Ariel Marketing Strategy
Ariel Matic, Ariel 3in1 hand-wash, and Ariel Matic are all popular worldwide. They have a market leader position globally, so it is Stars in the BCG matrix.
Distribution Strategy – Marketing Strategy of Ariel
To make products available to wholesalers and end customers, it uses different delivery/ distribution channels. The distribution of Ariel products is made possible by the use of supermarket chains, grocery shops, Kirana stores, and other pop-moms stores. The company has been able to control the inventory, decrease lead time, and manage transportation costs by strategically and continuously working with suppliers and distributors.
Brand equity – Ariel Marketing Strategy
Ariel dominates the detergent market with such high TOMA (Top-of-mind awareness) The company’s high engagement through customers’ first moment-of-truth and second moments of truth are helping to create high visibility on the market.
Competitive Analysis – Ariel Marketing Strategy
The detergent and home care segments are extremely competitive globally. Each company has a share of the market with similar products. Its innovation in product design and constant advertising, customer engagement via different mediums, and positioning have helped to create positive word-of-mouth in this market.
Market Analysis – Marketing Strategy of Ariel
The detergent and fabric segment is extremely competitive. However, it also presents some of the most critical risks that can affect the performance of any company. This industry is highly competitive and companies operating in it face risk from both the customer side and the supplier side.
Customer Analysis – Ariel Marketing Strategy
Ariel’s customers include supermarket chains, Pops & Moms, departmental stores, and e-commerce websites. Groce shops are also among them. These are the wholesale customer segment groups that make different SKUs of the brand accessible to end retail customers.
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