Ariel Detergent Brand Marketing Strategy Assessment EXECUTIVE SUMMARY 2 INDIA

Marketing Strategy
Assessment

EXECUTIVE SUMMARY
Report has been highlighted the marketing audit of the Ariel Detergent Brand. It also has
been evaluated the present marketing strategies adopted by company’s brand. It has been
demonstrated the STP strategy for the brand. It has been analysed the smart objectives of the
brand. It has been recommended about the marketing strategies which are based upon the
marketing mix of the brand.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
Overview of Chosen Brand.........................................................................................................1
PART 1............................................................................................................................................1
Marketing Audit...........................................................................................................................1
Marketing Audit of Ariel Company............................................................................................1
PART 2............................................................................................................................................8
Segmentation, targeting and Positioning.....................................................................................8
SMART Objectives.....................................................................................................................9
Recommend marketing strategies, based on the application of the marketing mix to your
chosen brand................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing refers to the activities which is carry out by the company for the purpose of
selling and promoting their products and services to the customers. Marketing audit is an
important concept of marketing which is essential for the company to improve their marketing
plan and strategy (What Is Marketing ?, 2019).
Present report will highlight the marketing audit of the Ariel Detergent Brand. It will also
evaluate the present marketing strategies adopted by company’s brand. It will demonstrate the
STP strategy for the brand. It will do analysis the smart objectives of the brand. It will
recommend about the marketing strategies which is based upon the marketing mix of the brand.
Overview of Chosen Brand
Ariel brand is a laundry detergent product which was introduced by Procter & Gamble
(P&G) Company in year 1967. It was introduced in United Kingdom for the first time. After that,
detergents under this brand are sold by company to Europe, Latin America, East, Southeast and
South Asia, South Africa, Maghreb, North Africa, Pakistan and the Middle East market.
PART 1
Marketing Audit
Marketing audit refers to the inspection of the marketing plan, objectives, strategies and
activities conducted by marketing department of the company in order to look upon the
effectiveness of the marketing and identify the areas which required to be improved. It is a kind
of mirror for the organization which helps them to know about the strengths and weaknesses of
their activities and its impact on the firm. It is very important for the business to become
successful for the long time as it helps in analysis of various external, internal and competitive
factors which may impact the profitability of the organization (Baker and Saren, 2016).
Marketing Audit of Ariel Company
Marketing Audit of Ariel Company are as follows -
SWOT ANALYSIS OF ARIEL BRAND -
Swot analysis of the Ariel Washing powder Company are as follows -
Strengths Weaknesses
Strong Brand Name
Price Quantity and Variety
Substitute Products
Limited Market
Opportunities Threats
Expansion of Business Tough Competition
1