The Marketing mix of Active Wheel analyses the 4Ps of Active Wheel, which includes the Product, Price, Place, and Promotion of Active Wheel. Active Wheel is a subsidiary of its parent company, HUL. It is associated with the FMCG industry as a home care brand. It is an Indian-origin brand introduced to the consumer market in 1988. In 2000, it was declared the market leader in the detergent section and is currently one of the topmost products used in the South Asian region. It faces competition from the following-
- Nirma Ltd
- Rin
- Surf Excel
About Active Wheel
- Type: Laundry soap and detergent
- Industry: Consumer goods
- Founded: 1952
- Founder: Unilever
- Headquarters: Mumbai, India
- Area served: India, Philippines, and other parts of Asia
- Key people: Nitin Paranjpe (Chairman) and Sanjiv Mehta (CEO)
- Number of employees: 50
Table of Contents
Active Wheel Product Strategy
Active Wheel is one of the most extensively used detergent bars and brands in India in terms of sale volumes. It promises to offer fragrant freshness and deep cleaning to its users. The active Wheel is available in two formats: detergent powder and detergent bar, which are for washing clothes. It is one of its parent company’s most trustworthy and prestigious brands.
All of its products are formulated by progressive technology and qualitative chemical compounds. The product undergoes rigorous testing to pass the specially defined parameters set by the quality auditors. This is why the brand has held on to its position despite severe competition from rival brands and companies. Some of the products in its product portfolio are as follows-
- Active Wheel 2 in 1 Detergent Fresh – It has been projected as a super detergent with the power of a thousand. It has been created with the help of a new technology that easily washes away the tough dirt. The clothes are no longer squeaky clean but also fragrant fresh.
- Active Wheel Lemon and Orange – It comes with a pleasing fragrance of orange and lemon and is very effective in removing dirt with minimum effort.
- Active Wheel Blue Detergent Cake – It is available in bar form of 850 gm and has excellent cleansing properties. The bar has a refreshing fragrance and is gentle on hands.
- Wheel Detergent Powder Lemon and Jasmine Green – It is one of the most challenging powders that have the power to remove the toughest of stains without causing any harm to clothes. The detergent powder leaves a pleasant fragrance of jasmine and lemon.
- Active Wheel Lemon Detergent Powder – This is one of its oldest products and is still a favorite amongst customers.
Active wheel detergent powder is available in packet packaging of half kg and one kg.
Active Wheel is a brand known for its range of laundry detergents in India, offering products primarily in the detergent powder and bar categories.
The product mix of Active Wheel in 2023 is as follows (Source)
- Detergent Powder: This is the flagship product of Active Wheel, known for its effectiveness in removing stains and keeping clothes bright. It usually comes in different sizes and packaging options to cater to customer needs, from small sachets for single use to large bags for regular use.
- Detergent Bars: These are solid bars used for hand-washing clothes. Like the powder, they are formulated to remove tough stains and are prevalent in markets where consumers prefer washing clothes by hand.
- Fragrance Variants: The powder and bars often come in various fragrances. For example, some products might be infused with floral or citrus scents to provide freshness to the washed clothes.
- Specialized Products: Depending on market trends and consumer needs, Active Wheel might offer products targeting specific washing needs or machine types, such as detergents for washing machines.
- Budget-Friendly Options: Active Wheel is known for its affordability, catering to a broad consumer base, mainly rural and semi-urban.
It’s important to note that product lines can vary based on geographical location and consumer preferences, and the company might have updated its product range or introduced new variants after my last training data in April 2023.
Active Wheel Place Strategy
Active Wheel started its journey from India and, with time, has spread its product presence successfully in South Asia. It is one of the most popular brands in several countries and is a market leader in places like Sri Lanka, Nepal, and Bangladesh.
Active Wheel has a Pan-India presence that has spread to every nook and corner of India. It is said to be part of nearly two hundred million households, and this has been possible because of the firm and widespread distribution network of its parent company, HUL.
Active Wheel has taken the help of its parent company to create a strong presence in the consumer market. HUL had research centers in Mumbai and Bengaluru, but later, the company incorporated both the sites to its present destination in Bengaluru.
The company operates via its headquarters based at Andheri East in Mumbai. Its distribution channel includes the typical distributor, manufacturer, stockist, and retailer to reach consumers in corner shops, grocery stores, malls, supermarkets, and hypermarkets.
Active Wheel’s place strategy is as follows:
- Extensive Rural Reach: Active Wheel primarily targets rural and semi-urban markets in India, ensuring broad availability in small towns and villages with high demand for affordable laundry solutions.
- Distribution Through Traditional Channels: The brand leverages traditional retail channels, such as small local shops and Kirana stores, making it easily accessible to its target consumer base.
- Presence in Urban Markets: While focusing on rural areas, Active Wheel also ensures availability in urban markets, such as supermarkets and retail chains, to cater to a diverse customer base.
- Partnerships with Local Distributors: Active Wheel partners with local distributors who have an in-depth understanding of regional markets and consumer behavior to strengthen its reach.
- Online Availability: Recognizing the growing e-commerce trend, Active Wheel is also available online, allowing it to reach a wider audience and cater to the convenience of digital-savvy consumers.
Active Wheel Pricing Strategy
Active Wheel has targeted mass consumers with its product. It wants to break the stereotype of associating only women with the detergent brand. Hence, it hired a famous actor to participate in its commercial to include men concerned for their wives as potential customers.
The brand has positioned itself as a caretaker brand that sympathizes with women who must do laundry daily. Hence, it has brought forward a magical detergent that will enable a wash experience by not harming their hands and bringing back the joy in their lives.
The detergent market is very price-sensitive and competitive. Active Wheel has adopted a reasonable pricing policy and kept its product prices affordable so every household can easily purchase. As the detergent brand wanted to create a niche by capturing the mass market, it has also adopted a penetration pricing policy.
Active Wheel faces a lot of competition in the consumer market. It has maintained a competitive pricing strategy by maintaining its product prices on par with the prices adopted by rival brands. As the company aims to occupy the top position in the detergent market, it has kept all its options open by offering the best value to its end customers.
Active Wheel’s pricing strategy is crafted with a keen understanding of its target market and competitive landscape, reflecting a blend of value-based and penetration pricing approaches. Here’s a breakdown:
- Value-Based Pricing: Active Wheel is positioned as an affordable yet effective laundry solution. The brand sets prices reflecting the value perceived by the consumer, ensuring the product is within reach of its primary rural and semi-urban target audience.
- Penetration Pricing: To establish a strong foothold in the highly competitive detergent market, Active Wheel initially adopted a penetration pricing strategy. This involved setting lower prices than competitors, aimed at quickly attracting a large customer base and gaining market share.
- Economy Pricing: Consistent with its focus on affordability, the brand employs an economy pricing model. This means keeping operational and marketing costs low, which makes the product priced economically while maintaining a quality standard that meets consumer expectations.
- Psychological Pricing: Active Wheel often uses psychological pricing tactics, such as slightly reducing the price point (e.g., pricing at Rs. 99 instead of Rs. 100) to make the product appear more affordable and appealing to cost-conscious consumers.
- Dynamic Pricing Strategy: Recognizing the diverse and evolving market, Active Wheel may adjust prices in response to changes in raw material costs, competitive actions, or differing economic conditions across regions. This flexibility ensures the brand remains competitive and accessible to its target audience.
This pricing strategy helps Active Wheel balance affordability, market competitiveness, and profitability, catering to its vast and diverse consumer base while standing strong in a competitive market.
Active Wheel Promotion Strategy
Active Wheel has adopted an aggressive marketing plan to create positive brand awareness in the consumer market. It has gone with no-holds-barred and has created some outstanding and innovative campaigns that have been a hit with its target audience.
The brand recognizes the power of celebrity endorsement and hence had roped in the superstar of Indian cinema, Salman Khan, and famous actress Prachi Desai to act in its ad campaign. The ad was a massive hit as it was the first time people looked at a male and a superstar male in a detergent advertisement who was concerned for his wife, who had to undertake the daily core of laundry.
Active Wheel advertises via print, electronic, and digital media on television, radio, newspapers, magazines, and billboards. In December 2011, Active Wheel started a unique marketing policy via digital media.
It asked its consumers to give a missed call on the number 1800-3000-1599. The ad campaign proved that people received an auto-generated call and heard snippets of conversation between a couple. This ad campaign proved a hit, and the brand successfully created further visibility in the consumer market.
Some of its famous taglines are Mehangi wali dhulai budget mein samai and Nimbu ki Shakti aur hazaro phoolo ki khushboo. The company has been the most trusted brand and has received several awards and recognition. As per the ET Brand Equity 2016 report, Active Wheel is fifth in the Fabric Care Category as the Most Trusted Brand.
Active Wheel’s promotion strategy is as follows:
- Regional Advertising Campaigns: The brand focuses on regional advertising campaigns, using local languages and culturally relevant themes to resonate with its target audience in rural and semi-urban areas.
- Celebrity Endorsements and TV Commercials: Active Wheel leverages a marketing mix of celebrity endorsements and engaging TV commercials to build brand recognition and trust, often featuring well-known personalities that appeal to the mass market.
- In-Store Promotions and Discounts: The company employs in-store promotions, including discounts and bundled offers, particularly in traditional retail outlets, to encourage trial and repeat purchases among cost-conscious consumers.
Some Recent Video ads and Print ads of Active Wheel are:
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