Ariel Detergent Marketing Strategy: Analysis and Recommendations

This report provides a comprehensive analysis of Ariel detergent's marketing strategy. It begins with an introduction to marketing strategy and its importance, followed by a situational analysis that includes PESTLE and SWOT analyses to assess the internal and external business environment. The report then examines Ariel's unique selling proposition (USP) and evaluates its current marketing strategy, including growth and sales trends and profitability. Furthermore, it delves into segmentation, targeting, and positioning strategies, offering recommendations and SMART objectives for Ariel's future marketing endeavors. The report concludes by emphasizing the importance of effective marketing strategies for business success.

MARKETING STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK1.............................................................................................................................................4
Situational analyses.....................................................................................................................4
Competitive advantage (USP). ...................................................................................................6
Evaluation of current marketing strategy. ..................................................................................7
TASK2 ...........................................................................................................................................7
Segmentation, targetting, positioning.........................................................................................7
Recommendation and SMART objectives. ................................................................................8
CONCLUSION................................................................................................................................8
REFRENCE.....................................................................................................................................9

INTRODUCTION
Marketing strategy is a comprehensive business plan which is the combination of all the
objectives of marketing that the company aims to accomplish. A good and effective marketing
strategy needs lot of efforts and thorough market research and stresses on right product mix in
order to accomplish the maximisation of profit potential and sustains the businesses. These
strategies is a useful tool for the organisation as it emphasises on concentrating the scare
resources which needs effective utilisation. Organisation undertaken in this report is Ariel which
was founded in 1967 and deals in biological detergents. This report will explain the marketing
audit by explaining the internal and external business environment. It will include details about
the organisations position relative to other business industry including market share. It will
provide a critical evaluation of competitive position. This will also provide segmentation and
marketing objectives. The later part will suggest various tactics for being successful
organisations.
TASK1
Situational analyses.
Marketing strategy is not an easy task and before developing those strategies, the
organisation do situational analyses which helps in describing and assessing the internal and
external factors that have crucial impact on the operation and functioning of the company to
attain business objectives (Zeriti and. et. al., 2014). This is a very crucial part of the business
plan and has to be reviewed periodically in order to insure that it is updated. Therefore, the
following is the assessment of the internal and external business environment of Ariel and they
are discussed below :
PESTLE Analyses
A PESTLE analyses is the instrument which is used by the marketing department of the
company in order to insure the effectiveness and measurement of the external environmental
factors which have a crucial impact on the performance of the organisation (Vásquez and
Escamilla, 2014). This not only helps in identifying and monitoring the changes in the macro
environmental factors but is also useful in differentiating itself from the competitors and
develops competitive advantage. The following is the PESTLE OF aerial detergent discussed
below :

 Political factors : These factors includes the intervention of the government and are
concerned with the relevant factors which determines the extent to which it affects the
specific industry. It includes, government rules and regulations, trade , taxation, import,
export, etc. For instance, the Aerial is operating globally and any change in the taxation
policy of the country will affect the organisation as they will have to raise the prices of
tax which will further leads to increase in the prices of the product (Schmidt, Spann and
Zeithammer, 2014). Thus, it will affect the sales and profitability.
 Economic factors : These factors are concerned with the profitability and evaluation of
financial performance of the Aerial. It includes factors like inflation, deflation, recession,
international trade, etc. For instance, If inflate rate increases then it will increase the
prices of the products of the Aerial. This will instantly affect the buying power of the
customers and changes in the demand and supply model of the company.
 Social factors : These factors are concerned with the social belief and attitude of the
individuals towards the organisations. It involves demographic, work ethic, lifestyle
trends, etc. For instance, Aerial has already established a brand image in the market of
UK with the help of its cleaning power and hygienic aspects. It is eco friendly and is
made from accelerator which are safe for living beings.
 Technological factors : These factors are related to the latest innovation and research
which are made by the company in order to provide new products and compete in the
business environment. For instance, IT department of the company places a need for
continuous improvement in technological advancement so that the research and
development department can establish a new formula for the removal of its sustainability.
 Environmental factors : This is related to the various environmental elements like
environmental regulations, reduction of carbon footprints impact of adverse weather, etc.
Therefore, the material and ingredients used in the Aerial are eco friendly and totally
renewable in nature.
 Legal factors : It is related to the legal laws and legislations, which are proposed to
protect the rights and interest of organisation and employees (Öztamur and Karakadılar,
2014). For instance, Aerial in UK will use various legislations for its effective operation
like copyrights, trade mark and patent rights, customer protection laws, employment
laws, etc.

SWOT Analyses
SWOT analyses helps in identification and analyses of the strength and weakness which
is internal to the business environment whereas opportunities and threats that are internal to the
organisation. It helps in measurement of the organisations competitive position and in the
development of the strategic planning. The following is the SWOT of Arial discussed below :
Strength
 Arial has the superiority in its quality
which aims to eliminate the toughest
stains and dirts.
 It provides various variants in the
detergents which gives the numerous
options to the customers to choose
from.
 The leading brands of the washing
machine companies also suggests to use
Arial while washing clothes.
Weakness
 Premium pricing strategy of the Arial
induces customer to use this detergent
less and only for occasion wear dresses
while for daily wear clothes the
customer prefers cheap or less costly
detergent.
 It faces strong competition in the
market of UK with other detergent
companies.
Opportunities
 Arial can expand its market base to the
new segments and innovative products
to the existing markets which will
provide an immense opportunity to the
company.
 Growth and improvement in the
technological market will help the
company to produce low cost
detergents so that it will help to tap
rural people.
Threat
 Faces big threat and opportunity from
present and future potentials of the
market like Tide, Vanish, etc.

Competitive advantage (USP).
The unique selling proposition of the Arial is that it exist in the market from decades with
the perspective and aim of eliminating the dirtiest and toughest stains which are difficult to
remove (Lusch and Vargo, 2014). The company is promoting its brand with the help of various
promotional tools like advertisements in the news paper, internet, television. It also uses digital
hoardings, bill boards and celebrity endorsements which creates different image of the brand in
the mind of customers as compared to its competitors. Their sustainable brand image and
prominent USP will helps the company in establishing a unique position in the market. This also
assures the sustainability of the environment by insuring less consumption of resources like
water.
Evaluation of current marketing strategy.
Growth strategy : From the year of the conception of Arial, it is growing at a rapid pace
which has helped the company in establishing its position in the market of UK (Foxall, 2014).
As the business environment is highly dynamic and competitive in nature, the Arial has brought
in various changes in its formation, operation, variants, etc. Earlier the price of Arial was high
but presently if offers numerous ranges of the products at different prices by considering the
buying pattern of all the customers. This has enhanced the growth of the company.
Sales trend : Though Arial has numerous competitors in the UK market, but still it has
survived by competing effectively in the market. Its sale is increasing continuously and the
current market share of the company in the detergent industry of the UK occupies 57 percent of
the market (Proposed market plan for Arial, 2018).
Profitability : Arial is one of the most profitable brand in detergent not only in UK but
also in other countries where it operates. It has accomplishes the profitability with the use of
effective marketing, promotional strategies, advanced technology in processing and renewing the
raw materials, participation in CSR programs, etc.
TASK2
Segmentation, targetting, positioning.
Segmentation : It is the process of dividing the market into smaller sections with similar
attributes and characteristics (Baker, 2014). Therefore, Arial will segment the market on the
basis of demographic segmentation which includes targeting the women, on the basis of age it

targets those who range between 25 to 50 years. On income basis it targets those who have
higher income.
Targetting : Arial target customer are those who are colour sensitive in nature, wants
clean and refreshing clothes, house wives and working women, those who are more concerned
about using environment friendly detergent powder.
Positioning : Arial aims to remove the dirtiest stains which are tough to remove to
position itself in the market. Further it has used Tim Henman, a tennis star in their
advertisements in UK which has helped in creating a strong brand positioning of the company.
Recommendation and SMART objectives.
SMART objective : The Arial aims to establish and acquire at least 30 percent of the
rural market segment of the UK by 2020 and develop itself as a top and most preferred brand in
rural sector of the UK as well.
Recommendation : To accomplish the business objective, Arial will concentrate on
developing marketing mix of the company an its is discussed below :
 Product : The company should develop product which will be be useful for the house
wives and women in the rural areas of the UK. It will be of standard quality and enhances
the soothing and refreshing fragrance. The packaging must be in bright colours which
will attract the people towards it. It will also insure less consumption of water.
 Price : Arial will mark its product at lower price which will be easily affordable for the
rural people. This is because they are more price conscious rather than quality.
 Place : It should be marketed in rural areas of the UK at the retail shops and outlets
available. This delivery and packaging is done by the distribution channel.
 Promotion : For promoting the product in the rural market, the Ariel should focus on
various promotional tools like organising campaign so that people can be aware about the
product, give samples, advertisements on poster, television, radio, etc.
CONCLUSION
From the above report it has been understood that marketing strategy are very important
for every business organisation. Each and every step in the business requires effective planning
so that the business goals can be accomplished. For situation analyses, proper PESTLE and

SWOT is needed to be done which helped in investigating various external and internal business
environment and factors which can affect the organisation.