To Position or Reposition
Lever Brothers Pakistan Limited, a subsidiary of Lever Brothers International specializes in the production of consumer products such as shampoos, skin and shaving
creams and other household and cosmetic products. The company attempted to develop and implement appropriate promotional activities regarding the marketing of the
laundry detergent bar RIN, which was launched in Pakistan in 1984. The first three years in trade RIN only generated disappointing revenues and actual sales were far
below expectations although the company had a rather high advertising budget. However, in 1986 RIN was subject to a substantial re-launch. A new packaging (125 and 250
instead of 130 grams), the reduction of variable costs and a new media communication campaign with a big movie star eventually led to a success and RIN’s sales crossed
the 1000 tonnes mark in 1987.
The company’s main objectives are to achieve significant growth in sales (considering that only a fifth of RIN’s potential production capacity is actually used) and
to target the right customer group, i.e. to establish a distinctive and clear image that truly differentiates the brand from its competitors.
One of RIN’s most serious problems – even after its successful re-launch – is its target group. Although RIN was specially formulated and promoted as fabric washer, a
survey made by the Domestic Research Bureau of Lever in 1988 had shown that approximately 75 % of the respondents used the product for dishwashing instead of its
initial purpose. Looking for the reasons, a key issue might be found in the product’s blue color. The fact that the first and all current dishwashing bars sold in
Pakistan were blue might have created a wrong association in the minds of the consumers. This kind of existing external barrier manifests itself in the problem of
customers’ misinterpreting of...