Financial Daily from THE HINDU group of publications
Friday, Nov 19, 2004
Financial Daily from THE HINDU group of publications Friday, Nov 19, 2004 |
|
|
|
|
|
Marketing
-
New Products & Services P&G launches Tide detergent Bar Our Bureau
Mr Chester Twigg, Director Sales & Marketing, P&G India, with actress Mandira Bedi at a press conference in Mumbai on Thursday. — Shashi Ashiwal
Mumbai , Nov. 18 PROCTER & Gamble Home Products Ltd, in what could be construed as a competitive move, has launched detergent bar under the brand name, Tide, at a price that is akin to Hindustan Lever's Rin Supreme. The launch of Tide bar will coincide with the withdrawal of Ariel detergent bar, according to Mr Chester Twigg, Director, Sales & Marketing, P&G India. The New Tide Bar is being introduced at three price points - Rs 5 for a 75 gm bar, Rs 8.50 for a 125 gm bar and Rs 13 for a 200 gm bar; similar to that of Rin Supreme. P&G's reason for launching the detergent bar is because 95 per cent of consumers in India use a combination of powder and bar. "Instead of trying to change the consumer's choice, we thought we must leverage on their existing preference," Mr Twigg said. The new product has green speckles called Whiteons, a P&G proprietary technology, which helps in whitening the fabric. According to Mr Twigg, the new product substitutes Ariel bar as it provides cleaning for both white as well as coloured clothes. The Ariel bar was priced higher than the New Tide Bar. "We have defocused on the Ariel bar a long time ago," he said. Tide, as a brand, has a global turnover of $4 billion. "It is a market leader in 23 countries," Mr Twigg said. The Indian detergent market is valued at Rs 5,000 crore; it is the world's third largest detergents market. Bars account for 43 per cent and detergent powder for 57 per cent of total detergent market. When asked about a possible upward revision of prices, Mr Twigg said the company has maintained the reduced prices for a year now but did not give any indication about the future. "We have not felt the pinch of a price reduction so far," he said. Television actress and anchor, Ms Mandira Bedi, launched the Tide bar at the news conference on Thursday.
More Stories on : New Products & Services | Soaps & Detergents
Article E-Mail :: Comment :: Syndication :: Printer Friendly Page
|
Stories in this Section |
|
The Hindu Group: Home | About Us | Copyright | Archives | Contacts | Subscription Group Sites: The Hindu | Business Line | Sportstar | Frontline | The Hindu eBooks | The Hindu Images | Home |
Copyright © 2004, The
Hindu Business Line. Republication or redissemination of the contents of
this screen are expressly prohibited without the written consent of
The Hindu Business Line
|