Marketing Mix Of Rin and 4Ps (Updated 2023)

The Marketing mix of Rin analyses the 4Ps of Rin, including the Product, Price, Place, and Promotions. Rin is a home care brand and is associated with the FMCG sector. It is the secondary brand of its parent company, Hindustan Unilever. Rin was introduced in the Indian consumer market in 1969 and has created a niche market since then. Rin is one of the most popular brands that emphasizes its product quality by creating a good impression on its customers. Some of its competitors are as follows-

• Active Wheel
• Surf Excel
• Tide Naturals

About Rin

• Type: Laundry detergent brand
• Industry: Consumer goods
• Founded: 1983, India
• Founder: Hindustan Unilever Limited (HUL)
• Headquarters: Mumbai, Maharashtra, India
• Area served: India and other parts of the world.
• Current CEO: Sanjiv Mehta
• Number of employees: 100,000
• Major Products: Rin, Surf Excel, Comfort, Fair & Lovely, Axe, Dove, Sunsilk, Vaseline, Lakme

Rin Product Strategy

Clothes are an essential part of a good image and lifestyle. Rin is a detergent brand that guarantees spotless white apparel so that a person can make a positive impression—Rin endeavors toward product improvement via continuous innovation.

The company’s first product launched was a detergent bar. Over the years, it has increased its portfolio to include other items like detergent powder in 1994 and bleach, a whiteness solution, in 2007. It added a specialist washing powder for washing machines titled Rin Matic. Moving with time, it introduced a liquid version in 2012. Rin Perfect Shine was a category extension that guaranteed better results.

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

1. Rin Detergent Powder: Classic powder form used for hand and machine wash; Known for its brightness and whitening capabilities.
2. Rin Liquid Detergent: A liquid form of Rin detergent for effective washing; Suitable for both colored and white clothes.
3. Rin Detergent Bars: Solid bar form for hand washing clothes; effectively removes tough stains.
4. Rin Refresh Lemon & Rose Detergent Powder: A variant with lemon and rose fragrance, it offers the same cleaning efficiency with added scent.
5. Rin Advanced Detergent Powder: An upgraded version designed for more arduous stain removal, Often marketed for its advanced formulation.
6. Rin Ala Fabric Whitener: A specialized product for white clothes; Aims to enhance the brightness of white fabrics.
7. Rin Matic Washing Machine Powder: Specifically formulated for use in washing machines; Designed to provide optimal cleaning in machine wash settings.

Rin Place Strategy

Rin has a Pan-India presence that has penetrated the consumer market quite easily. Rin utilizes the facilities and excellent distribution network of its owner company, Hindustan Unilever, to send its products to the consumer market. Its network extends to every part of the country, including both rural and urban areas. HUL has nearly forty manufacturing plants and a research facility in Bengaluru to develop further innovative products and increase the quality of existing products.

Its headquarters base is at Andheri East in Mumbai. The distribution channel of HUL includes services of 2,000 suppliers and 4,000 stockists that extended its presence to reach 250 million rural and 6.3 million urban outlets. Rin products are easily obtainable via hypermarkets, supermarkets, convenience stores, discount stores, and corner shops.

Here’s a summary of Rin’s place strategy:

1. Intensive Distribution Strategy: Rin employs an intensive distribution strategy to ensure high market penetration and reach. This approach is essential for mass marketing and makes Rin products widely available in various retail locations.
2. Direct Distribution Channels: In its country of origin and where it has subsidiary operations, Rin utilizes direct distribution channels. This includes sales through modern retailing channels and e-commerce platforms, enhancing market penetration and accessibility.
3. Selective Distribution for Premium Products: Rin employs a selective distribution strategy for its premium product lines. This ensures that these high-end products are available in specific, strategically chosen locations, catering to a niche market.
4. E-Commerce and Online Retail Presence: Rin also leverages e-commerce channels for broader reach and convenience. The availability of Rin products on online platforms allows consumers easy access to their range of products.

Rin Pricing Strategy

Pricing is a critical aspect of an organization because it is the only medium that allows it to flourish and move forward. Rin is a trusted brand by millions of households and has held its own because of its pricing policy. Brand Rin caters to a mass market and has adopted the mid-pricing policy. It faces stiff competition from within its parent company brands and other external brands and has maintained a competitive pricing policy.

It has kept product prices reasonable so that consumers find it affordable and can easily make a purchase. The brand also encourages bulk buying and offers incentives. It has implemented a promotional pricing policy and suddenly slashed its product prices by 30% to increase bulk sales and gain maximum exposure.

Rin’s pricing strategy is crafted with a clear understanding of its target market and competitive landscape, focusing on affordability while maintaining quality. Here’s an expert analysis of Rin’s pricing strategy:

1. Value-Based Pricing: Rin’s pricing is grounded in a value-based approach. The brand ensures that the price of its products reflects the high-quality raw materials used and the value addition provided by its unique formula. This strategy caters to consumers looking for effective cleaning solutions at a reasonable price.
2. Competitive Pricing: Rin positions its prices in line with its main competitors in the detergent market. This competitive pricing ensures that Rin remains a strong choice for consumers comparing products based on cost-effectiveness and quality.
3. Segmented Pricing Strategy: Rin employs a segmented pricing strategy for different product variants. This includes different pricing for its premium products like the Rin Advanced Detergent Powder, catering to a segment of consumers willing to pay more for advanced cleaning capabilities.
4. Economic Pricing for Mass Market: Understanding the price sensitivity of its primary market segment, Rin maintains an economically feasible pricing structure for its standard products. This ensures accessibility to a broader consumer base, especially in price-sensitive markets.
5. Dynamic Pricing Based on Market Trends: Rin adapts its pricing strategy based on market trends, economic factors, and consumer buying patterns. This dynamic approach allows Rin to stay competitive and relevant in the ever-changing market.

Rin Promotion Strategy

Rin has become synonymous with tag sparkling white clothes and to maintain its image, it has adopted aggressive and comparative advertisement policies. It launched ad campaigns comparing its product to a similar one of a rival brand. This created a furor and increased its brand awareness to maximum levels. Rin has also integrated a human envy element in its advertisements and marketed it as a brand that is the envy of its rival brands because of its high quality. Its confident and bold advertisements are shown via television and radio in electronic media, newspapers, magazines, and billboards in print media, Twitter, Facebook, and YouTube in social media.

Rin has popular taglines attached with its brand like Whiteness Strikes with Rin; Zara sa Rin; No mitti, Bijli giri and Dugni safedi dugni chamak. Rin has roped in several famous personalities to act in its commercials like Priya Tendulkar, Tanvi Azmi and Miss World, Lara Dutta.

Some Recent Video ads and Print ads for Rin are:

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