Marketing Audit and Evaluation of Ariel Detergent Brand

This report provides a comprehensive analysis of the marketing activities of Ariel detergent brand. It includes a marketing audit using tools like PESTLE and SWOT analysis, evaluation of the brand's competitive advantage, and assessment of the current marketing strategy. The report also discusses segmentation, targeting, and positioning strategies for Ariel.

Individual Report

Executive Summary
There are different marketing activities are adopted by companies to stay in market for
longer period of time. For this, marketing audit is performed by internal as well as external
analysis tools such as PESTLE and SWOT analysis. In addition, there is USP of each brand
which differentiate it from other brands in market place. In addition, brands are required to
undertake timely evaluation of marketing approaches to make necessary improvements in current
market practices.

Table of Contents
PART 1.......................................................................................................................................................3
INTRODUCTION.......................................................................................................................................3
Main Body...................................................................................................................................................3
Situational Analysis:................................................................................................................................3
SWOT Analysis:......................................................................................................................................5
Competitive Advantage (USP):...............................................................................................................6
Evaluation of current marketing strategy:................................................................................................6
PART 2.......................................................................................................................................................8
Segmentation, targeting, positioning.......................................................................................................8
Recommended objectives and goals:.......................................................................................................9
Recommended marketing strategies on the basis of application of marketing mix................................10
CONCLUSION.........................................................................................................................................13
REFERNCES............................................................................................................................................14

PART 1
INTRODUCTION
In current business world, marketing is a vital function under which different activities
are performed in order to advertise as well as promote products at wide level. There is huge
competition prevailing in market so it is imperative to maintain unique selling point (USP) to
sustain in competitive market place for longer duration (Singh, 2016). There are a lot of
marketing tactics such as marketing mix, STP and more are used with an aim to generate huge
sales as well as profit margin. For current report, Ariel brand has been selected which is
renowned detergent product at global level. It was first introduced in UK in 1967. The brand is
owned by Procter & Gamble and has become a renowned brand in many countries such as India,
China, Brazil and more. The report includes internal as well as external analysis with the help of
appropriate tools such as SWOT analysis, PESTLE and more. In addition, different USP of
brand has also been discussed in the following report. Further, it also comprises STP approach
along with SMART goals to attain predefined objectives. Lastly, recommendation regarding
marketing strategies on the basis of application of marketing mix is also discussed in the present
report.
Main Body
Situational Analysis:
It is stated that each and every business is operated in a particular environment. It has
affected with external environment that comprise a lot of factors related to outside environment
which are beyond the control of managers. For this purpose, a model called PESTLE analysis is
discussed as under:
Political factor: It is concerned with political conditions, government policies that are
prevailing within country. It is stated that political conditions of a country significantly affects
business performance and profitability in various terms such as change in current government
policies will also bring change in existing business policies (Gunn, Kawada and Michas, 2019).
In context of Ariel, it is a renowned brand which is working in different countries such as Brazil,

Maxico, India, China and more. So, Business managers need to identify political environment of
country and modify their strategies accordingly to sustain in market for longer run.
Economical environment: Economical conditions of different countries differ in terms of GDP,
interest rate, rate of unemployment, disposal income and other factors. While starting a business
venture, it is imperative for an individual to first understand prevailing economic conditions of
country and then prepare strategies accordingly. In the current scenario, economical conditions
of UK are favorable that will help in growth and success of Ariel in an efficient manner.
Social factors: It includes behavior, attitude personality and other factors which are
related with internal personality of an individual. While purchasing a product or service,
customers consider a lot of factors which significantly affect their buying behavior. For this,
business manager needs to analyze prevailing trends in market in order to get the information
regarding preferences, needs as well as demand of customers and produce product to attain their
maximum level of satisfaction. In context of Ariel, managers need to gain information regarding
needs and preferences of customers and prepare strategies accordingly in order to meet with
market demands in an efficient manner (Collin and et. al., 2017).
Technological factors: As per the current business scenario, it is imperative to undertake
new and advance techniques to perform different business task in an efficient manner. There are
a lot of technological advancements such as artificial intelligence, robotics and more have been
introduced in market place to bring higher efficiency and ease in business. In this regards, an
entrepreneur needs to have thorough understanding about new and advanced technology and
their implications in business to drive positive outcomes. It is analyzed that there are a lot of
technologies are followed by managers of Ariel so that they can undertake different business
function with higher effectiveness and efficiency.
Legal factors: It comprises different legislations, rules regulations made by government
to regulate organizations in an appropriate way. These rules adhere that business is operated in a
systematic manner. There are regulations such as data Protection act, business law, consumer
protection law, equality at work place and more which need to obey by a business owner to run
business in smooth manner and avoid any kind of legal hassles in future. In this regard, manager
of Ariel obey different rules and regulations such as import, export laws, business laws and more

in order to run business smoothly. By this way, they are able to avoid legal hassled which may
impact business functions in significant manner (Barghathi, Ndiweni and Lasyoud, 2020).
Environmental factor: Now, companies are highly concerned about the environment
thus adopt such kind of activities which are in favor of environmental protection. For this they
avoid such kind of activities which enhance pollutions and considered harmful for environment.
By this way, business managers can maintain positive image of company in front of customers
that will lead towards higher growth and success. It is stated that manufacturing activities,
packaging of Ariel is based on sustainability. For this, they use such kind of ingredients that are
environmental friendly and do not put negative impact over environment.
SWOT Analysis:
It is a tool which is used for internal analysis. It provides significant information
regarding capabilities, strengths of company. In addition, it also includes weak points of
organization which need to improve to attain predefined business goals and objectives. For this
purpose, SWOT analysis is mentioned as under:
Strengths Weakness
 It is analyzed that quality of brand is
exponential which is helpful to
maintain higher trust of customers over
brand Williams, 2019).
 There is large market share is owned by
Ariel as it is considered as the second
largest market share holder in the
category of detergent at global level.
 It is stated that Ariel works in cost
sensitive market where customers do
not use premium detergent for regular
work. It puts negative impact on overall
sales of brand.
 There are several other detergent such
as Surf Excel and more are already
present in market which are providing
extensive competition to brand in
global market place.
Opportunities Threats
 There is opportunity for Ariel to
expand business in emerging as well as
rural markets that will help brand to
enhance its identity in international
 There are a lot of counterfeit product
are present in international as well as
global market place that will create
threat for current position of brand in

market.
 To specifically target rural audience
Ariel can come up with lower cost
detergents with similar cleaning process
in order to capture higher market share.
market.
 Ariel is working under the price
sensitive market so they need to aware
about competitive pricing and adjust
their own pricing strategy accordingly
(Kumar and Pansari, 2016).
Competitive Advantage (USP):
There is extensive competition prevailing in market due to presence of a lot of other rival
firms. So, it is imperative for an organization to stay aware about market trend, strategies of
competitor thus prepare their own strategy accordingly. For this it is vital to maintain unique
point for which customer purchase a particular product and service. USP refers to the unique
point which serves as a point of difference in different products. In this regard, USP of Ariel is
mentioned as under:
 It is analyzed that Ariel is in market from past several years and has build a strong brand
image among customers. The USP which differs Ariel from other detergent is it’s quality.
It is considered as a detergent which is helpful in getting rid from toughest strains. In
addition, Ariel first introduced fragrances in detergent.
 In addition, Ariel has been created positive image among target segment and now it is
considered as synonym of detergent. There are a lot of detergent brands are present in
market but Ariel is taken by target audience as one of the best detergent brands at global
level. Therefore, positive brand image of company and trust make it unique & provide
competitive edge to survive in market for longer run (Laszlo and Zhexembayeva, 2017).
Evaluation of current marketing strategy:
It is sated that Ariel is a global brand having tremendous presence in international
market. It is only possible with the help of its effective marketing strategies which play a crucial
role in differentiating one company from other. In this regards, evaluation of present marketing
strategy of Ariel is given as under:

Growth: It refers to growth and expansion of a brand which is essential to drive higher
sales as well as profitability. In context of Ariel, it is regarded as one of the prestigious and
trustworthy detergent brand within UK. The brand has positioned within country in such a
manner that customers have higher faith and trust over it thus give preference to Ariel over other
rival products. It is analyzed that now Ariel has been introduced small packets of detergent in
terms of attracting lower income group of people and acquire large market share. For getting
acknowledgement, the brand undertakes extensive marketing and promotional activities that will
enhance its current market position in an efficient manner (Mothersbaugh, Hawkin and Kleiser,
2019) .
Sales: Sales is a crucial component of marketing which is regarded as the result of
marketing efforts. If, company has good marketing strategy then it will help to driven more sales
& revenue. There is great interrelation between sales and marketing. In marketing, managers
prepare different strategies to attract more number of customers. By this way, they enhance their
present customer base which will generate huge sales for company. In reference of Ariel, sales
of company is increasing rapidly which resulted to the exponential marketing efforts. Due to this,
they are able to give stiff competition to rival firms and attract more number of buyers. Ariel
uses different kind of marketing strategies such as online marketing, TV and newspaper
advertisements, celebrity endorsement and so on. These all activities are helpful in terms of
attracting more number of customers to attain higher sales and profitability (Donthu, Kumar and
Pandey, 2020).
Profitability: In UK, there are several companies which are working in the field of
detergent but Ariel has built different identity in market. Thus, the brand is able to drive
exponential profit. It is considered as one of best quality detergent so customers are ready to pay
some extra amount to get such product. This is possible due to effective marketing efforts of
company. Also, with marketing strategies organization is able to grab the attention of more and
more people. It will not only enhance customer base but also help to drive higher sales and profit
margin. By this way, Ariel owns a large customer market of UK and earns exponentially high
profit margin in comparison of other competitors.

With above discussion, it is monitored that marketing strategy of Ariel is effective and
make the company enable to stand out in competition. Due to this, brand is able to earn higher
sales as well as profit margin that will ensure its future growth and success.
PART 2
Segmentation, targeting, positioning
It refers to a tool that is used to divide the whole market into smaller segments so that
company can target a particular group of customers in terms of using their available resources in
best possible way. In addition, this strategy is also helpful and positioning the product among
target segment in right manner. Components of STP approach are given as under:
Segmentation: It is a process under which people are characterized in a particular group
as per their behavior, attitude, personality and other factors (Andaleeb, 2016). The rationale
behind using segmentation is to choose a particular segment which best fits with the prevailing
situation and strategies of company. For this, the whole population is divided into smaller and
manageable components. After then, business manager selects an appropriate segment with an
am to ensure business success and growth. Different factors of segmentation are given as under:
 Demographic segmentation: It is based on different factors such as age, income,
occupation, marital status and so on. In context of Ariel, they are using demographic
segmentation as they generally offer product to premium customers. In addition,
detergent is generally used by young and middle class household woman to wash the
clothes. It is also analyzed that all the individual regardless their occupation, status use
detergent daily life.
 Geographical segmentation: In this, Ariel is often used in urban areas where people are
highly conscious about the quality of product. On other side, in rural population still
depend on local detergents and avoid using such kind of expensive and premium
products.
 Psychographic segmentation: It is stated that all individuals regardless their personality,
behavior, attitude and more use detergent in their daily routine. But, there is a difference
on the basis of class and status of people. In this regard, upper class people seek for
premium and exclusive products to meet with their daily requirements.

Targeting: After segmentation, the next step is targeting. In this, managers select a particular
segment to target and prepare strategies accordingly. Here, they consider ample of factors such
as needs, demand, profitability, cost, price of product & more before selecting a target segment.
In addition, managers need to undertake extensive market research while selecting target
segment. In contest of Ariel, they are targeting huge segment as each and every person use
detergent in daily work. Now, Ariel has launched small packets to target all income group people
whether upper class, middle as well lower class. But, majority of customers of Ariel are
household females of urban areas who engage in household chores. So, the company is targeting
to huge segment that will help to attain higher level of sales and profit (Mody, Suess and Lehto,
2019).
Positioning: It refers to the way in which customer perceive the products and services that
are being offered by company. In the current business world, there is extensive competition
prevailing in market so it is imperative for managers to position the product in right way. It will
help organization to enhance their market share and face competition in an efficient manner. In
context of Ariel, it is a well known brand, which is generally used in most of the households. It
has successfully created higher brand value and trust among people so people trust over the
brand and purchase it without considering about other substitutes (Thoeni, Marshall and
Campbell, 2016). So, the positioning of Ariel is positive in the eyes of target audience that is
essential to get an edge over competitors. It is stated that people perceive Ariel as a loyal and old
brand which offers quality product in affordable price range.
Recommended objectives and goals:
It is sated that there is smart goals need to adopt by companies to ensure their betterment.
It also provides guidance as well as directions to perform different activities in order to attain
predefined objectives in stipulated period of time. For this purpose, smart goals of Ariel are
mentioned as under:
Specific(S): As per this, business objectives need to be specific which provide clarity
about actions. For this purpose, company needs to identify specific goals and also communicate
role and responsibilities of different individuals to attain those objectives. In refrence of Ariel,
they can prepare a goal to enhance annual sales by 30 % .

Measurable (M): In this, goals need to be prepare in such a manner that they can be
measure in regular intervals. For this, business managers need to identify predefined benchmarks
and then compare actual results with standards. In present scenario, Ariel can measure set goals
through sales and revenue data and more. For this, they need to keep an eye on sales data on
constant basis to get better outcomes.
Attainable (A): According to this concept, goals need to be attainable. So, they need to be
prepare in such a manner that one can easily achieve those goals with due efforts. In this regards,
manager need to check the feasibility of goals that it can be achieve or not. In context of Ariel,
their goal is to increase the annual sales of company with a predefined rate. This goal can be
easily achieve by company with relevant efforts and strategies.
Relevant(R): It is analyzed that goal need to be relevant. Here, managers and employees
need to maintain higher level of coordination to attain predefined goals in stipulated period of
time. In context of Ariel, goal of organization is highly relevant with growth and success of
company. So, managers prepare effective strategies so that they can attain desired goals.
Time bound (T): In this, there is a particular time frame need to determine for attainment
of goals. This time frame also motivates employees to put efforts to accomplish goal of
company. In current scenario, there is a particular period of time has been determined by
managers to attain set objectives.
Recommended marketing strategies on the basis of application of marketing mix
Product: It refers to the product which is manufactured to meet with needs and
requirements of customers. A product comprises features, characteristics as well as attributes so
that market demand can be fulfilled in an efficient manner. In this regards, Ariel is a detergent
powder which is useful to wash the clothes and remove tough stains. It is a washing powder that
is also considered suitable in terms of use in washing machines and provides appropriate results
to users. There is a lot of competition prevailing in market due to presence of other detergent
powder such as surf Excel and more. So, Ariel can modify its product and introduce new product
in the form of gel and liquid to fulfill different requirements of customers in an appropriate way.
Price: It is considered as a component of marketing mix in which business manager
determine price of a product and service. Before determining price, they undertake extensive

market research and gather appropriate information so that product will be accepted by target
segment. There are different kinds of pricing strategies such as premium pricing, value based
pricing, competitive pricing and more are used by companies with an aim to set an appropriate
price for their product. In context of Ariel, they are using premium pricing strategy as the
product specifically for premium range of customers. The brand has priced it's detergent a little
bit higher than competitors to create distinct identity in marketplace. It is recommended that
Ariel can introduce detergent in lower price range to cater the needs of lower as well as middle
income group of customers. By this way, they will be able to attain higher level of sales and
profitability (Kumar, Shankar and Aljohani, 2020).
Place: It refers to the physical place from where the product and services are provided to
customers. In context of Ariel, it owns efficient distribution network that includes ample of
dealers, distributors as well as suppliers. The product is easily available at supermarkets retail
stores as well as local stores. It is stated that Ariel owns a lot of where houses from where
products are supplied to retailers and at the end made available to end users. So, it is convenient
for the customers to find the products in timely manner. Apart from this, now Ariel has been
ensured significant present at online stores and Internet from where customers can easily order
and gain the product at right time (Baker and Hart, 2016).
Promotion: It is one of the crucial marketing functions under which different strategies
are used to promote products and services at wide level. There are different ways which can be
used in terms of promoting a product such as celebrity endorsement, TV and newspaper
advertisement, digital media & so on. In reference of Ariel, it is an old brand which already has
been created sufficient loyalty and positive image in the mind of customers. However, it uses
traditional as well as new marketing practices to promote product at global level. In current time,
Ariel is using print media, broadcasting, TV commercials, celebrity endorsement as well as
online mediums to enhance their reach and increase existing market share. It is suggested that
Ariel can use some effective techniques such as Google Analytics, search engine optimization,
effective website marketing to stay competitive environment for longer period of time (Mintz
and et. al., 2020).

CONCLUSION
It is concluded that marketing strategies play an imperative role in terms of getting
business aims and objectives. There are different frameworks related to internal as well as
external analysis which are adopted to ensure enlargement of business. Discussion has been
carried out about SWOT analysis for analyzing internal capabilities of organization in an
efficient manner. It is summarized that there are some unique points which differentiate a
product from other. Further, marketing mix as well as STP is vital business strategies which are
often used by marketers for enhancing existing sales and profit margin.

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