RIN Detergent
Lever's marketing planning and implementation from 1984 to 1988 was ad hoc at best. The company essentially marketed RIN by trial and error, relying on a number of assumptions rather than consumer research. When the company launched RIN it supported the product with a strong advertising campaign, but did not support the choice of pricing, package size and advertising with research. As a result, the thunder and lightning campaign proved relatively ineffective and the price/package combination did not appeal to consumers. It does not appear that Lever fully understood what its target market would be.
The company followed the launch with a number of different promotional programs, none of which was particularly successful. The company overestimated the price elasticity of demand, and failed to interpret this overestimation as a sign that consumers were avoiding RIN for reasons other than price. The movie star promotion proved the most successful of the marketing strategies during this period resulting in steadily increasing sales. However, these successes are being hampered by a few key factors. The product may not be right -- the laundry soap industry is dominated by liquids in Pakistan. There are issues within the distribution chain in that merchants are not placing RIN with other laundry soaps. In addition, there is evidence that the company has never taken the time to understand its customers. It often tries to explain RIN in writing. The target market -- females -- has a literacy rate of 36%, meaning 2/3 of the target market is not receptive to written messages. In addition, although Urdu and English are official languages in government and business, the poor education of women means that most women in Pakistan speak their local language only. Urdu is the local language of only 8% of Pakistanis. To reach the female audience would require promotion in Punjabi, Pashto, Sindhi, Siraiki and other major local languages.
I would have made a number...
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