In the market of washing powders, there are three prominent brands i.e., Ariel, Surf Excel and Bright Total, all these washing powders are considered as good quality washing powder and there is marginal price difference among the three. These washing powders have traditionally used different strategies to reach the target market.
In the year 2008-09, these washing powders has made different positioning to attract the customers, it is interesting to see that Surf Excel and Bright Total are using to some extent similar strategies whereas Ariel is using quite different approach in its commercials. Ariel has recently positioned itself as cost effective washing powder. It is relating itself as a solution to maintain lifestyle in increasing inflation in Pakistan, this is very effective strategy to use, but it has limited the target market of Ariel to middle class of Pakistan.
Now days in market, two washing powder brands are competing head to head using to some extent similar approaches to attract the customers. Surf Excel is displaying its commercial using emotional appeals and with very famous slogan “Dagh tau achay hotay hai” (stains are good). This campaign of Surf Excel is considered to be most effective campaign of washing powder and it has helped Surf Excel to gain the major portion of market share. In response to this campaign of Surf Excel, Bright total has come up with another great theme and slogan bright total is also using emotional elements in its commercials and the slogan of Bright Total is “Dagh tau chaley jae gai” (Stains would be gone). Both these campaigns are very attractive and we can say that both the companies have come up with a big idea. With these campaigns, the target market of both the brands is same and they have to some extent same positioning in the market. Both the brands are using all the media to reach the audience they are in television, radio, newspapers and billboards.
No one campaign can be said better than the other because both have brilliant big ideas. These types of big ideas are not commonly seen in Pakistan advertisements. The brand who will retain its position in the market will get the major portion of market share..
In the year 2008-09, these washing powders has made different positioning to attract the customers, it is interesting to see that Surf Excel and Bright Total are using to some extent similar strategies whereas Ariel is using quite different approach in its commercials. Ariel has recently positioned itself as cost effective washing powder. It is relating itself as a solution to maintain lifestyle in increasing inflation in Pakistan, this is very effective strategy to use, but it has limited the target market of Ariel to middle class of Pakistan.
Now days in market, two washing powder brands are competing head to head using to some extent similar approaches to attract the customers. Surf Excel is displaying its commercial using emotional appeals and with very famous slogan “Dagh tau achay hotay hai” (stains are good). This campaign of Surf Excel is considered to be most effective campaign of washing powder and it has helped Surf Excel to gain the major portion of market share. In response to this campaign of Surf Excel, Bright total has come up with another great theme and slogan bright total is also using emotional elements in its commercials and the slogan of Bright Total is “Dagh tau chaley jae gai” (Stains would be gone). Both these campaigns are very attractive and we can say that both the companies have come up with a big idea. With these campaigns, the target market of both the brands is same and they have to some extent same positioning in the market. Both the brands are using all the media to reach the audience they are in television, radio, newspapers and billboards.
No one campaign can be said better than the other because both have brilliant big ideas. These types of big ideas are not commonly seen in Pakistan advertisements. The brand who will retain its position in the market will get the major portion of market share..
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