Ariel Detergent: Marketing Audit and Strategic Analysis Report

This report provides a comprehensive marketing analysis of Ariel detergent, a product of Procter & Gamble. It begins with an executive summary and an introduction outlining the report's objectives, which include a marketing audit focusing on external and internal factors. The report utilizes SWOT and PESTLE analyses to evaluate the internal strengths and weaknesses, as well as external political, economic, socio-cultural, technological, environmental, and legal factors impacting Ariel. The report also examines Ariel's unique selling proposition (USP) and competitive advantages. Task two focuses on segmentation, targeting, and positioning strategies, followed by recommended SMART goals and strategies for the marketing mix, including product, price, place, and promotion. The report concludes with recommendations for the marketing mix to enhance Ariel's success in the international market. The report is a student contribution to Desklib, which provides resources for students like past papers and assignments.

Running head: MARKETING 0
“Procter and Gamble”

MARKETING 1
“Executive Summary”
The famous detergent that has been opted for this report is ‘Ariel’. In addition, Ariel has been
considered as Procter and Gamble product. The first part of the report contains the discussion
made on the analysis of the external and internal factors. This analysis has been done with the
help of tools named as ‘Pestle Analysis’ and ‘SWOT Analysis’. The second part of the report
contains the explanation of the significant concept named as USP concept of Ariel product. In
addition, in this part the focus given on the various strategies, which assists the company and
helps the company in attaining the targets and goals. Moreover, this part also covers the
description of the smart goals, which guides the company in acquisition of the set targets. At the
end of the report, the recommendation suggested is for the marketing mix, which is related to
Ariel product. This mix helps the company by providing the direction and boosts the successful
ratio in the international market.
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TOC
“Executive Summary”..................................................................................................................................1
“Introduction”.............................................................................................................................................3
“Task First”..................................................................................................................................................3
“External Environment and Internal Environment”.....................................................................................3
“SWOT ANALYSIS: Internal environment”...............................................................................................3
“Pestle analysis”......................................................................................................................................5
“Company’s competitive advantage edge: USP”.........................................................................................7
“Differential advantage”..........................................................................................................................8
“Evaluation of Current marketing strategy”............................................................................................8
“Task Second”..............................................................................................................................................8
“Segmentation, targeting and positioning”.............................................................................................8
“Targeting”............................................................................................................................................10
“Positioning”..........................................................................................................................................10
“Smart recommended objective and goals”..........................................................................................11
“Strategies that are recommended and it is related with the marketing mix of Ariel”.............................11
“Product”...............................................................................................................................................11
“Price”...................................................................................................................................................11
“Place”...................................................................................................................................................12
“Promotion”..........................................................................................................................................12
“Conclusion”..............................................................................................................................................12
“References”.............................................................................................................................................13
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“Introduction”
The brand of the detergent, which has been opted for this paper, is ‘Ariel’. There are two task
explained in this report. The emphasis of the first task is on marketing audit of the company.
This part also covers the SWOT analysis, USP concept competitive advantage, and market
position analysis. The second task covers the explanation of goals and objectives of the
company. In addition, this part contains the product’s segmentation, product’s targeting and
product positioning in the market. Overall, the explanation of the two tasks is based on the
research, which is related with the enhancement in the company’s market share. In addition, this
discussion helps in increasing the profits of the company and builds up the reputation of brand.
“Ariel” is among the superb detergents, which offered to consumers globally. In 1967, this
product was introduced. The “Ariel” is considered as the “Procter and Gamble Company”
product. This Company is one of the leading international organizations of consumer goods in
America. Its main branch is situated in Ohio in US at Downtown Cnicinnat. This company is
placed in eighty countries. In addition, this company is counted among the credible brand that
has builds the trust in customer’s lives. The countries in which “Procter and Gamble Company”
is situated are Asia North America and Germany. The different subsidiaries, which are also
offered by the company for the market for example shaving products such as ‘Gillette’. However
the emphasizes of “Procter and Gamble Company” is on detergent products marketing like
‘Ariel’ as this detergent one of the leading detergent products in the global market in the terms of
product sales (P&G, 2019).
“Task First”
“External Environment and Internal Environment”
“SWOT ANALYSIS: Internal environment”
a.) “Strength”
‘Ariel’ is the famous detergent articles that the “Procter and Gamble Company” have. As per the
observation, the company sustains the best brand reputation in the international platform. In
addition, P&G Company is also among the Ariel’s parental organizations. In the detergent
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product sector, this company is among the leading companies and considered as the popular
leader worldwide. The Ariel is the holder of the good image in the market international.
Moreover, the enzyme technology used in this product helped to achieve the company’s
extension in the global rivalry market.
The “P&G Company” is able to achieve the growth with the help of the proper research and
sustainable development. The presence of this company is an significant aspect. In addition, the
analysis of this company shows that this company is placed in other countries as specified above.
For Ariel detergent article, this company’s channel of distribution is properly followed in rural
and urban sites. This supply channel has strongly helps the organization in providing the best
articles served to the consumer. Moreover, the company has focused on the sponsorships
properly, that is related to lifestyle events, which helps in boosting up the good reputation of the
organization. The “Ariel” detergent product is famous and has provided guarantee to remove the
stains along with the variety of perfumes. (DeVane, Wagner and Murch, 2016).
b.) “Weakness”
Strategically plans are measured for enhancing the Ariel’s promotion, are not so effective.
Hence, it is one of the weaknesses majorly possessed by the company, which had a greater
impact on the sales. Another strategy is pricing is not effective because of the shifts in the
product prices. Moreover, the advertisements done by the company is not properly done due to
this the consumers of the product are not aware which is also considered as one of the major
weakness of the company (Dabija, 2018).
c.) “Opportunity”
The detergent market is larger, however it has been seen that there are some markets where they
are not fully tapped. In the rural market also, this companies does not covers the market’s larger
part. In addition, the company’s wider scope to covers the rural areas as the company’s
penetration has to be enhanced in the urban areas. For building up the brand image, the Mergers
and acquisition had also taken place in the market. The Germany’s economy is increased, and
there is the wider scope for future relations. Another opportunity is ‘Product innovation’
considered as the effective company’s strategies, which helps in assisting the innovation for the
“Ariel detergent products” available in global trade. Recently, the company is facing the high
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competition that affects the profitability of the offered products and the best options considered
is innovation of the product, which helps in achieving the growth of the company in the rival
market (Fraune, 2015).
d.) “Threats”
The competitors of detergent product in an existing marketplace and are considered as the threat
to the company. In addition, products substitution is easily available in the rural areas. Due to
pricing of the product the intense competition had been taken placed in the market. Presently, the
competitors of this product are “Surf Excel” and “Tide”. The significant challenge is the
Regulatory pressure faced by consumer of goods brands. The highly political interference is the
reason of high pressure of cost in the organization on the various varieties of articles. Recently,
the company has faced the recession and fluctuations due to economic crisis. It has been
observed this high interference politically puts the extreme cost pressure on the organization is
the major threats, as different competitors are existed in the international market, which are Tide
and Surf Excel (Hart, 2015).
“Pestle analysis”
 “Political factor”
It has been examined that the P&G company had built up the “Political action committee” which
is recognized as “Voluntary and Nonpartisan Political Action Committee”. The association
follows the rules and policies of US federal, which are related with the Act named as “Lobbying
Disclosure and Honest leadership act”. The act specified that the lobbying operations have to be
considered. These performances are relates with the whole processes, which are forms of
policies. The organizational expenditure in the year, 2017 is of $3.3 Million. In addition, in the
Lobbying disclosure reports, this amount had been mentioned. It has been observed that the
company needs to consider the frameworks differently, so that this step helps in providing the
growth in the dynamic rivalry global bazaar (Kogawa et al., 2017).
 “Economic factor”
The Germany’s marketplace, there is a limitation of the resource in compare with the other
markets of the country, which are “Potash and Lignite”. The analysis done shows that the
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country aim to import overall energy with the ratio of the two-third. In addition, it is the the
largest importer and secured the third position. The trade fairs are maintained in Germany for
having the position in international market. The 6.8 % unemployment rate and 50 Billion are the
figures related to the overall economic plans. In addition, these plans provides the opportunities
to the different companies, present in the Germany marketplace. The “Procter and Gamble
Company” have also faced the similar kind of matter that functions in the market of Germany,
with the help of different functions. The advantage of skilled labor in this company helps in
managing the company’s operations. The production rate is 6.7%, which helps the company in
attaining the increment and successful journey in the marketplace (Koopmans, 2016).
 “Socio cultural factor”
The examination displays that the buyer formation in the company is from new age and middle
age. In the present era, majorly concerned of the people is with the product’s quality. The
“Procter and Gamble Company” has focused on the programs, which are sponsored and helps in
seeking large audience attention. In addition, the company has emphasize is on marketing
activities which helps in maintaining the brand loyalty as compare with the brands. The
expenditure done by the organization is “$9.3 Billion”. This expenditure helps in sustaining the
position in the comparative environment. The P&G Company focuses on various types of
cultures, and languages, helps in boosting the market share. In addition, products demand can be
enhanced in the diverse nations (Coccia, 2015). Hence, this method benefits helps in the
company’s enhancement.
 “Technological factor”
The latest technologies are different and innovative which have been introduced in the
marketplace. The organization has to consider the advanced technologies, which have the
capability to enhance share in the market in 1950. The P&G Company has maintained the
overview of investing approx. “$2 Million dollars”, with the help research segment. In addition,
the product cost has been minimized. Hence, it had been considered as the highest successful
ratio, which helps in availing the aims in the international market (Azeez and Abegunde, 2016).
 “Environmental factor”
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This factor includes the “Green Consumerism” and the ethical issues, which helps in boosting
the environment of business presently. The analysis shows that the company has to emphasis on
boosting up the goals up to 100% packaging. The organizational focus is on the concept of
packaging, which is done by the maintenance of the combination of choice differently.
Moreover, the packaging design helps in maintaining the issues, which are different. In addition,
it is beneficial for maintaining the sustainability in the company. The P&G Company has
protected, enhanced plus maintains the forests that benefit in following the rules which are
difficult by nature. The key aim is to deliver the innovative goods by setting the ideals which
benefits in collaborating from the other corporations easily (Bach et al., 2018).
 “Legal factor”
The “Legal factors” are occupied into the company’s deliberation at the time duration of vending
products of the “Ariel” in the various shops. In the legal issues, the core focus is on the
humanoid moralities that provide assistance, which offers the guiding principles and is important
to have the consideration by the company. The company in Germany has the wider scope of
connection in between the 229 missions, which are diplomatic. It benefits in conserving
relationships from “190 countries”. It has been observed that the “Europe” has to maintain the
whole European Union budget in United States with the largest contribution. The company is to
be considered as the member of the NATO, which has the focus on maintaining and sustaining
the defense alliances and has emphasis, is on maintenance of the whole development and
cooperates.
“Company’s competitive advantage edge: USP”
The USP concept is refers to the “Unique Selling Propositions”. The whole campaigns of
promoting are for the organizational requirement, which helps in attaining the company’s
growth. Some of the companies, which have the unique feature, relates with personal brand
making. This concept is also considered as the offer, which describes the product linked with the
product’s competitor. The Ariel’s USP maintained in the international market for many years and
because of this concept USP is also an considerable factor for the products which help in the
reducing and removing the stains(Kahlon and Vaidya, 2018).
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“Differential advantage”
The unique advantages of this product help in sustaining the business in between the competitors
that are present in the international market. The “Differential advantage” is related with the
examination done by the audience on the organizational products over the competitors’ products.
It helps the company to make and maintain the management in the global economic marketplace.
Ariel’s benefit has the special focus on the icon of the Ariel detergent brand. In addition, it is
also worried that the company must be considered as the best brands on the international market.
The responsibilities are to plays the main part in boosting the entire economical lead for the
products of Ariel (Shah, 2012).
“Evaluation of Current marketing strategy”
In this global market, which is known for providing the best quality of laundry detergent, which
helps in vanishing the rinse and this helps the detergent to sustain its position in the hard
competition in the global market. By keeping the focus on the price factor, the company has
medium priced products, which helps in securing the good position in the market as compared to
the rivals who offered the products at lower cost. The key aim of the detergents with average
prices has to make a rivalry to the detergents with lower price in the global bazaar. Therefore, it
can be said that the organization main purpose is on completing the organizational goals which is
highly competitive.
“Task Second”
“Segmentation, targeting and positioning”
 “Segmentation”
The division of client is identified with an estimation of the client. The recognizable proof of the
particular client is significant for the association. The additionally portions the clients in an
appropriate way and it is the piece of the bazaar that develops going on the quick degree. It is
seen that bazaar as of now occurs in the division of the clients that has additionally turned into a
simple procedure and furthermore by giving classification the client can without much of a
stretch spotlight on the current bazaar.
“The segmentation of Ariel based on two dominant categories”
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The two divisions are physiographic and statistic which can be expressed that bazaar division is
recognized as the system of separating the traditions inside the comparative example of
purchasing. It is additionally some gathering of individuals that have comparable prerequisites
and consequently they buy the comparable items. It is measured as the solitary item that is
required by all portions of the public yet the size of the parcel they purchase differs. There are
various sections in setting to the cleansers gave in the market, for example:
I. “Demographic segmentation”
Ariel is utilized by the general population who are youthful and moderately aged ladies who
wash the garments of their family. There are hitched ladies who devour the item in the huge
amount as they are dependable of washing the garments of the relatives. Washing powder is
considered by all the segment of the general public in connection to the occupation and
instructive foundation. Along these lines, it tends to be expressed that the significant
accentuation is on the youthful and white-collar class individuals as they have more utilization of
washing garments (Shi et al., 2016).
II. “Geographic segmentation”
The cleanser is for the most part utilized in the urban regions as it is the exceptional cleanser for
utilization. The huge offer of the general deals related with the huge urban areas. In the country
area, the general populations are reliant on the nearby cleansers. The association likewise sells
the excellent items of the urban area and furthermore in the low scope of the items in the rustic
division (Buxel, Esenduran and Griffin, 2015).
III. “Behavioral segmentation”
The utilization of cleanser is identified with the conduct of the general population. Numerous
individuals do not accentuate on the product reliability when it is identified with the FMCG
items. The people are keen on the preferences at the season of utilizing the FMCG items.
“Targeting”
“Ariel” is reflected as the FMCG items which are utilized for laundry. It focuses to the various
segments of the general public, for example, higher and furthermore the short class. Each class of
the people requires washing the garments. Ariel has additionally centered around propelling little
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parcels for the general population who are from the lower gatherings and who are not ready to
buy the enormous bundles. The real gathering of the Ariel is additionally from the enormous
urban communities wherein there are women who are working in homes only. Advancement
must be measured with the goal that it could be anything but difficult to help the piece of the
overall industry of the items. Huge and superior items are additionally accessible in the specialty
advertise while the cleansers that are not all that costly are sold in the little sections. Along these
lines, it very well may be said that organization needs to concentrate on keeping up the upper
hand with the goal that development can be achieved (Andaleeb, 2016).
“Positioning”
It is one of the brands which is used by the housewife’s mostly. It is considered as a standout
amongst the greatest in connection to improving the fulfillment dimension of the clients. The
item is likewise superior to every one of the rivals in setting of brand steadfastness. This item has
made the expectation for everyday comforts of the general population kept up. The picture of the
comapny is likewise great in the clients for the hesitation in the psyche of the clients at the
season of acquiring the items. The situating of the items is additionally great among the clients
and furthermore the bundling supports the whole deals (Showell, 2017).
“Smart recommended objective and goals”
It helps in enhancing the whole efficiency of the people. In addition, it helps in maintaining the
overall company process. The Smart goals related to “P&G Company” are:
a.) “Specific”: Company needs to take invention by 30% profits in the sector of detergent for
the next three years.
b.) “Measurable”: To enhance the share of market by 10%.
c.) “Achievable”: Company emphasis is on boosting the product sales having the increment
of 25% in the succeeding fiscal years.
d.) “Relevant”: The main focus is on the removing of the stain as it increases the investment
by 20%.
e.) “Timely”: It has been suggested that for organizational needs to consider as good product
which has the great selling in the last two years in the international market.
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“Strategies that are recommended and it is related with the marketing
mix of Ariel”
“Product”
The Ariel is the product which removes the clothes stains. The detergent can be used in the
washing machine and used in hand washing garments on the regular basis. This detergent
demanded for the longer durations in the international market more as this detergent product
does not contain the bleach, which can affects clothes quality. The detergent product has offered
various innovations like fragrance have been added (Suárez, Diez and Riera, 2015).
“Price”
Product value is highly equated to the rivalry of the “Ariel” as it proposals the best quality
cleaners in the market. This product is also regarded as cleaning the clean garments in solo wash.
This plan is related to the prices is equated with the detergents of the superior range in the
international bazaar. Mostly the house makers use such kind of products to remove the strains in
one wash. The quality of the clothes does not affected by the higher prices of the detergent.
(Wieck et al., 2018).
“Place”
The organization focus is on boosting the operation of the business in the other countries, which
are Japan, Brazil, and China. The distribution network is appropriate as the company’s product
can be easily accessed to remote areas. In addition, the incentives include the offers distributors,
which are highly assembled as the company has placed in the different warehouse (Vojcic et al.,
2015).
“Promotion”
Promotional channels are differing, which this company uses. The channels, which are included
by the company, are television and the various sites of social media. The packaging is another
promotional channel of the product, which makes the product attractive, which helps the
company in accomplishing the targets and the set aims in a marketplace. Therefore, it can be said
that promotional strategy would help in achieving the growth of the company in the international
rivalry market (Waldhoff and Spilker, 2016).
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