Market Plan


MarketPlanCompany: Proctor &amp Gamble for ArielBio Concentrate

MarketPlan for Ariel Bio Concentrate


ArielBio Concentrate is one of the strongest detergent brands for Proctor&ampGamble. P&ampG is amongst the largest consumer goodsmanufacturer in the world. The products from P&ampG possess veryhigh competitive advantage. This paper reviews the current marketingcampaigns for one of the company’s portfolio products, Ariel, andproposed an advanced marketing company to promote the sales in UKmarket.

Globally,P&ampG has the biggest and broadest product portfolio in personaland homecare industries. The company generates approximately over oneand a half times revenue generated by Unilever, which is its closestcompetitor. In detergent category, the company has a market share of17% while Nirma has 19% and Ghari 10%. Apart from these threecompetitors Unilever, Ghari and Nirma, there are 16 othercompetitors in the detergent category, such as HUL. When compared toHUL, the promotional campaigns in P&ampG can be considered to berelatively low. The shelf space occupied by Ariel in P&ampG issmaller than those occupied by HUL.

Arielentered UK market in 1967 and became the first detergent to useenzymes in removing stains. During the mid-eighties, Ariel expandedto include the liquid detergent. The Ariel ultra was reformulated in1990s to become Ariel Futur in order to compete with Unilever’sPersil that was said to damage clothes. Nevertheless, the compactpowders never became popular in UK and by 1999 the Ariel compactversion had already disappeared.

CurrentAriel Campaigns

TheChampionship Whites Campaign in P&ampG for Ariel has made the brandclaw back from the rival, Unilever, in terms of market share.According to Stuart Derrick, this has been possible especiallybecause P&ampG has taken advantage of tennis link by associatingwith Lawn Tennis Association (LTA) in UK. This campaign can be ratedas the highest ever promotion. This gave the Ariel brand a very highvalue share of a half-billion market. The Ariel share in laundrycategory increased to 51.8 percent as a result of the campaigns.

TheAriel brand manager, Martic Stead believes that offering consumers anopportunity to redeem the free tennis lesson can easily consolidatethe LTA-Ariel association. This can deliver an uplift exceeding anyother campaign. This campaign is supported by ad bursts fronted bythe British tennis pro. Henman Tim. The campaigns have also beenaffected through PR push and use of joint-funded posters with theZanussi at Waterloo in Southern station which is the main transitpoint for people as they travel to Wimbledon(Pagani 2004, p. 46).

Arielis the second best selling laundry brand in UK. The main aim of themarketing campaigns is to close the share gap against Persil fromUnilever. Laundry is a category that is prone to various challengeswith low association with advertising. This makes the campaigns to betoo generic until recently where some brands are pushing through.However, Ariel faces some threats in areas where the consumers aremore loyal to other brands. This means that battling for retail spacehas to be effective since some retail spaces like supermarketsintroduce new brands into their shelves that should otherwise bereserved for detergents.

Themain differentiator for Ariel is the whiteness that comes with it. Inthe past, the Ariel campaigns have been following ‘man in a lab’classic techniques in their demonstration of the effectiveness of theproduct. Currently, it is evident that the consumers need somethingwhich is more realistic and practical(Brown2009, p. 39

.Despite the efforts made by Ariel to enhance its campaigns, the brandmanager noted that there is still much which needs to be done as faras marketing campaigns is concerned. As such this paper presents aproposal on how Ariel bio concentrates can improve its marketingcampaigns.



Arielcan achieve its marketing campaigns through use of broad ranges ofthe media channels where the targeted customers interact mostly with.This is an effective method of maximize the reach. Although thetarget market for Ariel is tightly defined, the consumers within thismarket have been to other media than the others. Also, processing ofmessages from one media to the next varies from one consumer to theother. This implies that the most effective way of achievingeffective media campaigns is by spreading the budget across differentmedia channels to reach as many people within the target market aspossible(Rento 2013).

Whyis this media strategy most appropriate for Ariel Bio Concentrate?

Themedia channels that most fit the laundry target market include radio,television, billboards, business magazines, social media andbillboards.(Pagani 2004, p. 46)


Accordingto Renton (2013), such customers lie within the “something better”segment. These are the medium to heavy television watchers makingtelevision an ideal channel for communicating about Ariel. Thetelevision advertisement provides a visual stimulation that gives P&ampGan opportunity to display the unique and improved formulations at allangles. The constant advertisement on television will enable theAriel brand manager maintain a high level of brand awareness keepingAriel at the top of consumer’s mind whenever they think aboutdetergent. This will also allow P&ampG maintain the strong brandimage of high quality and environmental friendliness. Most of theconsumers have families. This implies that there is high likelihoodof relying on Ariel for their laundry purposes. The messages in thoseadverts should contain a strong call for action to purchase thedetergent. This will be critical in achieving the marketing objectiveby changing the behaviour and purchase patterns of the consumer(Thomas 2011, p. 45).In UK, ITV and Channel 4 will be most ideal in Televisionadvertisement.


Magazineadvertisement will provide Ariel with a great way of reachingpotential consumers who would love to compare Ariel with otherproducts. Most of the consumers in this market segment arecomparative. Advertising through magazines will enable P&ampG usetext in describing the high quality features in detail and allow useof comparative advertisement to describe the high quality featuresand high the superior functionalities associated with Ariel. Thiswill be critical in changing the perception of the client relative tothe competitors with an objective of changing the buying behaviour(Postman 1995, p. 23).

Themajor strength of magazines for advertising detergent like Ariel isthe active involvement of the readers where he/she is under control.This means that the readers can become deeply engaged in magazines.Also, magazines, when used in advertising, enhance the Return onInvestment as more dollars to the marketing mix is vital in enhancingthe advertising ROI and marketing(Postma 1995, p. 24).Themain magazines to be used for Ariel marketing campaigns are marketingweek and campaign magazine.


Socialmedia presents an effective platform for advertisement purposes.Mostly, ‘something better’ correlates with the social status witha very high likelihood of being actively involved in online socialmedia(Shankar &amp Manjit 2010, p. 55).This will make it easier to reach the clients. Furthermore,establishment of an online presence presents an effective means ofreaching the customers as well as generating international awarenesson Aerial use for future expansion. The adoption of social mediamarketing by Ariel will provide a platform for the marketers tocommunicate messages to audience and keep them updated with thebrand. This ensures a sustained maintenance of brand awareness. Thepersonal interactions through social media will provide a meansthrough which Ariel marketers will learn the clients interests,provide recommendations and call for any actions to satisfy theclient’s needs. Also, this will present a chance to influence thepurchasing behaviours(Buczynski2007, p. 193).

Advantagesof multimedia Marketing

Themultimedia marketing is instantaneous and efficient since theaudience have high likelihood of access the transmission media suchas mobile devices, television screens and social media amongstothers. The creation of content such as images is relatively cheap.For instance, it is easier to access devices like mobile phones,meaning that the data transfer rate is enhanced(Kumar 2010, p. 71).

Themultimedia marketing is a powerful tool to enhance brand awareness.Therefore, it is recommended that the Ariel marketing manager reviewthe contents of this paper regarding multi-media marketing campaigns.Most of the multi-media platforms possess the ability of going viral.Nevertheless, the chances of Ariel going viral are mostly depended onproper organization and strategy(Danaher &amp Tracey 2013, p. 517).

Multimediastrategies normally presents very extensive platform from where themarketing messages can be communicated easily to the end consumer.The most interest thing about multi-media strategy is that thesolution allows for different platforms used in conjunction with oneanother. In my opinion, multi-media marketing presents the mostimportant platform where the information regarding brand ischannelled through various means to ensure that the client can easilyaccess that information. Various online communities exist where theyupload and share messages over the web. Therefore, Ariel can easilytake advantages of such services (Zaman 1997, p. 184).

Limitationsof Multimedia Solution

Despitethe above advantages of use of multi-media strategy in marketingcampaigns, such as extensive channels that complement each other, thesolution has one major drawback. As a whole, media advertising isvery costly. Spreading the budget across a broad range ofadvertisement implies that P&ampG may be unable to allocatesufficient funds to each form of advertising( Brierley 2002, p. 56).For each advertisement form to perform exceptionally well, thedrawback in budgeting may hinder the effectiveness.

ProjectPlan: Multi-media Marketing Campaigns

Thefirst process in executing multi-media campaigns will involvediscussion of the continuity of the marketing campaigns. Since Arielis well known nationally and internationally, the frequency ofadverts can be kept low for most of the year. This should apply toall other advertisement channels except social media. It recommendedthat Ariel marketers use the pulsing schedule. Statistically, thedetergent sales are almost constant throughout the year, throughhigher sales may experienced in December. With this in mind, thismulti-media campaigns will be ran throughout the year, with frequencyincreased in November to December.

Thedecision to propose the pulsing schedule was reached and is in orderwith the recency principles that states that advertisements should beincreased as the peak sales season comes nearer (Egan, 2007, p. 187).Therefore, pulsing schedule remains the most efficient marketingmethod to enable P&ampG influence buyers’ behaviour regarding theAriel. Moving on to the specific media, P&ampG will be running 2different adverts on television that will cost approximately $500,000for a 30sec advertisement. Contents for the two adverts will vary.Main focus will be on different objectives on each time of the year.The period from January to October will be solely devoted toincreasing the brand awareness as well as build a strong image forthe Ariel brand. The frequency for this period will be considerablelower than during the spring season.

Theadverts from November to December will be characterised by strongcall for action and this will include even special deals. The advertsin TV Channels ITV and Channel 4, will mostly be run once a daybetween 8.30pm and 9.30 pm. On average, this will cost approximately$9000 daily amounting to approximately $2.5million for the 10-monthperiod. This will accrue to a total advertising cost of $5.5million.

Themagazine advertisements will have a long lifespan. This implies thatfrequent advertisement will be unreasonable. The company canadvertise in Campaign and Marketing week magazines to ensure aconsistent brand image with a very high quality. It is recommendedfor Ariel to use full page adverts that display high quality imagesof Ariel bio concentrate. Finally, social media will be expected torum throughout the year.


Dueto the advancement in technology and increased accessibility tomulti-media, my proposed multi-media approach in marketing will helpcombine television, magazines and social media with a clear objectiveof attract more customers to purchase Ariel bio concentrate. Thisstrategy will be critical in creating brand value to provide asatisfactorily product for retailers and shoppers. The threetechniques, television, magazine and multi-media marketing will beeasily accessible to most of the target clients. The strategy isanticipated to run throughout the year, with peak season in Decemberwhere the frequency of the adverts will be increased. It isanticipated that this campaign will be beneficial to Ariel brand inUK, and successful implementation will saw increased brand awareness.


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Brierley, S. (2002). Media planning and buying. The Advertising handbook, 2nd ed. London: Routledge.

Buczynski, J. (2007). Referral Marketing Campaigns. The Serials Librarian 53(3), pp. 193-209.

Danaher, P., &amp Tracey, S. (2013). Comparing the Relative Effectiveness of Advertising Channels: A Case Study of a Multimedia Blitz Campaign. Journal of Marketing Research 50(4), pp. 517-34.

Kumar, V. (2010). A Customer Lifetime Value-Based Approach to Marketing in the Multichannel, Multimedia Retailing Environment. Journal of Interactive Marketing 24(2), pp. 71-85.

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Postma, P. (1995). Multimedia Marketing. Amsterdam: Management.

Renton, M. (2013). Integrated Marketing Communications: Value Segments and Brand Positioning. Unpublished lecture notes. Victoria University .

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