Market Plan for Ariel Bio Concentrate Research Paper

Market Plan for Ariel Bio Concentrate
A marketing plan for Ariel bio concentrate washing detergent.
# 154210 | 2,018 words | 12 sources | 2015 | UA
Published on Aug 31, 2015 in Economics (General)

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From the Paper:

"The Championship Whites Campaign in P&G for Ariel has made the brand claw back from the rival, Unilever, in terms of market share. According to Stuart Derrick, this has been possible especially because P&G has taken advantage of tennis link by associating with Lawn Tennis Association (LTA) in UK. This campaign can be rated as the highest ever promotion. This gave the Ariel brand a very high value share of a half-billion market. The Ariel share in laundry category increased to 51.8 percent as a result of the campaigns.
"The Ariel brand manager, Martic Stead believes that offering consumers an opportunity to redeem the free tennis lesson can easily consolidate the LTA-Ariel association. This can deliver an uplift exceeding any other campaign. This campaign is supported by ad bursts fronted by the British tennis pro. Henman Tim. The campaigns have also been affected through PR push and use of joint-funded posters with the Zanussi at Waterloo in Southern station which is the main transit point for people as they travel to Wimbledon (Pagani 2004, p. 46).
"Ariel is the second best selling laundry brand in UK. The main aim of the marketing campaigns is to close the share gap against Persil from Unilever. Laundry is a category that is prone to various challenges with low association with advertising. This makes the campaigns to be too generic until recently where some brands are pushing through. However, Ariel faces some threats in areas where the consumers are more loyal to other brands. This means that battling for retail space has to be effective since some retail spaces like supermarkets introduce new brands into their shelves that should otherwise be reserved for detergents."

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