Marketing Mix of Ariel and 4Ps (Updated 2023)

The Marketing mix of Ariel analyses the 4Ps of Ariel, including the Product, Price, Place, and Promotions. Ariel is a laundry detergent product under the flagship brands of its parent company, “Procter & Gamble.” This international brand has spread its base in different parts of the world with its regularly updated products. Some of the companies that provide stiff competition are as follows.

• Surf Excel
• Henkel

About Ariel

• Type: Laundry detergent brand owned by Procter & Gamble.
• Industry: Household products
• Founded: 1967, Germany
• Founders: Procter & Gamble
• Headquarters: Cincinnati, Ohio, USA
• Area served: Worldwide
• Current CEO: Jon Moeller
• Number of employees: 100,000+
• Major products: Laundry detergent, fabric softener, and other laundry care products.

Ariel Product Strategy

Ariel is a high-quality product popularized as a detergent with enzymes for removing stains without hampering the clothes. As the use and popularity of washing machines have grown primarily, detergents were required to clean the clothes and to keep them fresh. Ariel has met this industry demand by introducing new and excellent products regularly. It is a biological product free from any form of bleach and can protect the natural colors of the clothes. The company has also re-launched its products with various innovations to keep pace with customer needs in the changing times. With its unique ingredients, Ariel assures its consumers of impeccable clothes cleaning.

The new Product Mix of Ariel in 2023 is as follows (Source).

1. Ariel Powder Detergent: The classic Ariel product, available in multiple sizes, is formulated to provide deep cleaning and stain removal. It’s suitable for hand washing and machine washing.
2. Ariel Liquid Detergent: A more modern formulation, Ariel liquid detergent is designed for ease of use, especially in washing machines. It’s known for its sensitivity at low temperatures and preventing color fading.
3. Ariel Pods or Capsules: These are pre-measured, single-use capsules of detergent that offer convenience and prevent overdosing. They dissolve quickly in water and are suitable for different types of washing machines.
4. Ariel Matic: Specifically designed for fully automatic washing machines (both top load and front load), Ariel Matic offers optimized cleaning for machine washes and is available in powder and liquid forms.
5. Ariel with Different Fragrances: Ariel also offers detergents with various fragrances, catering to consumers who prefer scented laundry.
6. Ariel for Different Fabrics: Some Ariel products are specially formulated for different fabrics, like woolen or delicate, providing tailored cleaning solutions.
7. Ariel Stain Remover: This range includes woolen products specifically designed to target tough stains, enhancing the effectiveness of regular detergents.

Ariel Place Strategy

Ariel was introduced in the UK market in 1967, and it came to gain market share in the Indian market in 1991. It has an extended market in countries like Japan, Mexico, Pakistan, Brazil, India, Venezuela, Peru, and Columbia.

Ariel has maintained a strong distribution and marketing plan and supply channel. It also has provided its distributors with better incentives to maintain an efficient and fast work pace. Its distribution channel consists of wholesalers, retailers, and consumers. Various warehouses are strategically located at the national level so that the products can be conveniently stored there.

The warehouses also serve as a direct link to the retail outlets as they can easily replace their used stock quickly. Ariel has also adopted a penetration policy to capture the rural market. It has increased the number of wholesale dealers in towns and other small rural areas to penetrate the remote areas and gain access to the nearby villages. The company has various tie-ups with retail stores in urban areas that have helped it become a household product. Ariel can be readily available at every retail outlet because it has an in-store placement strategy. Ariel products are also available at online shopping stores for consumers’ convenieconsumers’e’s the pHere’stHere’s of ApHere’strategyetail Distribution: Ariel is widely available in supermarkets, grocery stores, and convenience stores worldwide. This extensive retail presence ensures that Ariel products are easily accessible to a broad consumer base in various international markets.

1. Online Marketplaces and E-Commerce Platforms: Recognizing the growing trend of online shopping, Ariel has made its products available on various e-commerce platforms. This approach caters to the convenience of digital consumers and expands its reach to those who prefer online shopping.
2. Strategic Placement in Department Stores and Hypermarkets: Ariel collaborates with large department stores and hypermarkets for prominent shelf placement. This visibility in high-traffic areas increases brand awareness and encourages impulse purchases.
3. Partnerships with Laundry and Cleaning Services: Ariel partners with professional laundry and cleaning services, supplying them with bulk products. This broadens its market and reinforces the brand’s professional cleaning quality.
4. Targeted Distribution in Emerging Markets: Ariel actively targets emerging markets, adapting its distribution strategy to suit local retail environments and consumer habits. This may include smaller pack sizes or different product formulations to cater to specific regional needs and preferences.

Ariel Pricing Strategy

Ariel is a product that has become a second name for best quality and various varieties. The brand has established an efficient team that helps collect the data and analyze multiple market trends. It then decides to adopt the best possible Pricing and marketing strategy for its product. As Ariel is a premium quality product, the company has set up a premium pricing policy.

Although the prices are a bit higher than the prices of other products, because of its excellence in washing the clothes without any damage to them and its ability to remove stains, the consumers are not hesitant to purchase this product. Most clothes, especially those belonging to the children, are generally washed through Ariel. When washing clothes, they have some stains or other stains, so the housewife feels that spending extra cash to remove them without hampering them is beneficial in the long run.

At first, Ariel had targeted the brand-conscious and upper-middle-class market where technological superiority is more important than price. Later, the company decided on a penetration policy for the rural area and launched products with various pricing ranges. Therefore, for some of the products, the brand has kept a competitive pricing policy that has helped it take market share and create a new consumer base.

Ariel’s price strategic understanding of its diverse consumer base and competitive landscape. Here’s a breakdown of the strategy and approach:

1. Premium Pricing Strategy: Ariel positions itself as a premium brand in the detergent market, often pricing its products higher than some competitors. This premium pricing is justified by its reputation for superior cleaning performance, innovation, and brand trustworthiness, appealing to consumers who prioritize quality.
2. Value-Based Pricing: Ariel’s price is provided to customers. Its advanced formulations, which offer effective stain removal and fabric care, support its higher price point, catering to consumers who seek top-notch laundry results.
3. Market Skimming for New Products: Ariel may adopt a market skimming approach when introducing new products, especially those with innovative features (like pods or specialized detergents). This involves initially setting higher prices to target early adopters willing to pay more for the latest laundry technology before gradually lowering the price.
4. Competitive Pricing in Sensitive Markets: In highly competitive or price-sensitive markets, Ariel adjusts its Pricing while maintaining its premium brand perception. This might involve offering promotions or smaller pack sizes at lower price points.
5. Promotional and Discount Pricing: Ariel uses promotional pricing strategies, such as discounts, bulk purchase deals, or bundling with other products. These tactics are particularly effective in attracting cost-conscious consumers and encouraging the trial of new products.
6. Dynamic Pricing Based on Market Fluctuations: The brand adapts its Pricing in response to changes in raw material costs, competition, and economic factors. This dynamic pricing strategy helps maintain profitability while staying competitive in different markets.
7. Geographical Pricing Strategy: Ariel’s price in countries and regions, considering local purchasing power, market demand, competition, and distribution costs. This geographical pricing approach ensures market relevance and maximizes global reach.

Through these varied pricing strategies and competitive advantage, Ariel effectively positions itself as a high-quality, reliable detergent brand, appealing to a broad spectrum of customers in diverse global markets, from premium segments to more price-conscious consumers.

Ariel Promotion Strategy

One of the major differentiators for Ariel is its promotion strategy. To differentiate itself from competitors, Ariel’s always focuses on their latest technology to make their detergent powders. Ariel has always maintained that ‘seeing is believing,” and therefore, it has created various ad campaigns to make its product visible in the eyes of the consumers.

Like a typical FMCG company with a target of mass marketing, the ads are placed on hoardings, newspapers, billboards, and magazines. Attractive and memorable ads can be seen on every television network and heard over the radio. Ariel has also utilized the internet medium, and all the ads and product information can be viewed at various sites. The brand has created perfect punch lines like “Ariel KiDhulai Dilo Ko paas Lai” to combat this competitive market.

Ariel has launched an ad campaign, “Clothed in Confidence,” emphasizing the importance of clean and fresh clothes for an individual’s confidence level. The brand has used various fragrances in the detergent to attract consumers, and this concept has proved to be a substantial promotional booster for the company. It has signed up for a social program called the “Shiksha Programme” to help provide necessary education.

For various activities, it has maintained a strong association with popular people who will help market their products. “Jeanette Kwakye,” the British athlete, is the brand ambassador of Ariel. In India, the brand ambassador for this product is the actor Soha Ali Khan, who has been associated with it.

Some Recent Video ads and Print ads for Ariel are:

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