Case Study of Ariel Matic PDF

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Case Study of Ariel Matic...

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Case study of Ariel Matic ‘#ShareTheLoad’ Course: Promotional Management | Course Code: MKT337 Section: 07

Submission Date: December 30, 2019

Submitted To:

Submitted By:

Mr. Faiz Hossain Lecturer Department of Marketing & International Business SBE North South University

NAME

ID

Fariha Tasneem Ramisa Chaklader Fariha Afrin Rakibul Hasan Rakib Md. Muntasirul Islam

1530070030 1513373630 1621254030 1410622030 1321691630

Justify Ariel’s campaign objective in light of your understanding of communication objective. IMC program role is to communicate and planning should be based on communication objectives. Advertising are designed to achieve such communications as brand knowledge and interest, favorable attitudes and image, also purchase intentions. Consumers are not responded immediately; advertisers provide relevant information and create favorable predispositions toward the brand before customer or consumer purchase. Ariel is one of the largest premium detergent brands in India. 2016 they started a new campaign named ‘#ShareTheLoad’. The focus of this campaign was a social movement that did not focus on clothes stains, rather Ariel focused on the cultural stain of gender inequality at home to liberate women from the obligation of doing laundry. Ariel just create a social awareness for the nation. That Indian women should be treated and respected as equal to men. At create incited a national debate about gender inequality at home.

Communication Objectives  Awareness: Ariel advertisement create an awareness among the nation. ‘#ShareThe Load’ campaign focused on gender inequality at home. They create awareness that, men and women should get equally treated at home. Both men and women do the laundry work and they want to remove the cultural stain of gender inequality. 76% men believed laundry in women work so Ariel change the concept. 100% urban women get awareness and also unaided brand awareness of Ariel increases 20%.  Knowledge: Ariel wanted to give a knowledge to the nation. 22 countries in 16 languages get the message. Including: India, Bangladesh, Pakistan, Sri Lanka. Many people have the knowledge that they are providing. They saw the advertisement repeatedly. Their target customers are 25to 35 age group people. But many people who are not their target audience get the message and change their mind set. Even though they don’t use the Ariel product. But they now have the knowledge about the product and also get knowledge about equality. Many people like the concept of the #Share the load advertising.

 Liking: Ariel ‘#ShareTheLoad’ campaign catch the audience broadly. People like the concept and also the brand. They share the advertisement of social media. Not only Indian people sharing the advertisement. Also, Bangladeshi, Pakistani people like the advertisement and share the message. 1.5 million men pledge to share the load. They like the advertisement and change their mind set. Ariel earned USD 10 million on media publicity.  Preference: Ariel ‘#ShareTheLoad’ campaign turn the nation in a new concept. Ariel’s purchase intention increases 50% over the year. After the ‘#ShareTheLoad’ campaign men specially prefer Ariel most and women also.  Trial: after the campaign #Share the load many urban people started trying the expensive detergent. 1.57 million men pledged to share the load, Ariel more than doubled value and volume sales, which grew 106% and 105% respectively. After the campaign people love to buy Ariel Matic detergent.  Repurchase: Ariel ‘#ShareTheLoad’ campaign make a place on many people mind. So, the repeat purchase increase.

What kind of ‘higher purpose’ Ariel was looking for through their campaign and how is it relevant to its target market? In the campaign #ShareTheLoad, the main objective was to make a position that can allow becoming a brand that mattered to the urban Indian woman. This campaign tries to emotionally engage its audiences by means of storytelling methods to increase traction and visibility via TVCs, print ads, PR and blogger outreach along with active Social Media Drives. In the campaign there has a great social message: is laundry only a woman’s job? Having raised the issue if gender and equality, it was about trying to get to a solution or a means of trying to stop the cycle of gender inequality. This campaign tries to tell us that household work is not only women work; man can also help them in the household work. It tries to slight change of the traditional point of view. Ariel began the journey of making laundry more fun for Men and changing traditional habits. From a more business point of view, it was about driving far greater relevance and sales. Because after this campaign the sales has increased significantly. Being a premium detergent brand, Ariel’s target is the urban Indian woman. These are women

who live in the top ten metros of India. They’re both working and non-working women, but the more important part is the fact that these are women who aren’t defined by the traditional roles within the house. They’re not defined by what role they play in the kitchen, in the house or in making sure the family’s running. These are women who are working in some way or other and involved in other activities that define them much more strongly. So, in the campaign they spoke to women about a superior detergent, and broke the category norm and educated men on how to do laundry, got Washing Machine manufacturers to talk about how men can do laundry, made laundry more fun for couples.

Discuss the Integrated Marketing Communication tools used for the “Share the Load” campaign. Integrated Marketing Communication tools refer to integrating various marketing tools such as advertising, online marketing, public relation activities, direct marketing, sales campaigns to promote brands so that similar message reaches a wider audience. Products and services are promoted by effectively integrating various brand communication tools. They need to know how their products or services would benefit the end-users. The more effectively they promote their brand, the more demand would it have in the market. Identify your target audience. Here for Ariel Matic’s “Share the Load” campaign, various tools like Advertisement, Online Marketing, Public Relation activities, sales campaigns, mobile marketing and sponsorship are used very effectively. By using these tools, the product reached to consumers hand and they get the idea properly. Advertisement: Advertising is one of the most effective ways of brand promotion. Advertising helps organizations reach a wider audience within the shortest possible time frame. For the brand Ariel, the campaign advertised the product in newspaper, national television, radio, online (video), through different events, cinema, through unique packaging and design, help end-users to believe in your brand and also motivate them to buy the same and remain loyal towards the brand. Advertisements not only increase the consumption of a particular product/service but also create brand awareness among customers. The massage was for the house holders, both male and female and marketers of the campaign needed to ensure that the right message reaches the right customers at the right time. The campaign cared about the content of the advertisement, after all

they are paying for every second. The product has also focused on the advertisement by hiring the brand celebrity brand ambassadors like newly married Soha Ali Khan, Arbaaz Khan, Malaika Arrora Khan Etc. Public relationship activities: The idea of the campaign was focused on not only boring house hold chores about the clothe stain or how white the cloth will be. Besides being a perfect detergent for cleaning the suites and fabric of the people, it was more focus on creating awareness amongst the society and the people about gender equality and somewhat respecting the job a woman does being in the house. The idea generally connects the product with the public. For creating the public relation activities of Ariel Matic campaign promoted a brand through press releases, news, events, public appearances etc. The role of public relations officer of the Ariel Matic “Share the Load” campaign is to present the organization in the best light. Online Marketing: For this, Ariel Matic campaign used a lot of medias and all of them are done after doing some research about whether the targeted customers uses that media or not, or how much time they use the media rather than other media. For major online media they have chosen to promote through Facebook. They wanted to double their enlargement rate on the Ariel Facebook page for the tough task and the low involvement category like laundry. Sales campaign: The whole campaign of Ariel “Share the Load” was to represent the product differently and more strongly amongst people so that they get aware of the fact of gender equality and as well as they get interested to buy the product. They tried to sell the product by creating awareness and as well as creating a brand image into customers mind for a brand-new idea. These various marketing tools not only helped the brand for creating a new image but also helped it to make a long-term image into the consumers mind. Thus, it is very clear that these Integrated Marketing Tools are very important regarding the campaign.

Discuss three key take ways from the case. 1. Generate maximum publicity for Ariel: In 2016, ‘#ShareTheLoad’ achieved USD12.3 million in free “earned-media” coverage across leading local and international news-channels, radio stations and publications with

over 2.6 billion earned-media impressions. Over 2776 commentators and influencers like Irfan Khan, Lara Dutta, Gul Panag, and gender equality advocates like Sheryl Sandberg and Melinda Gates helped spread the message. As a result, with the same budget as 2015, ‘#ShareTheLoad’ achieved a 42% increase in unaided brand awareness in 2016, beating the 34% increase benchmark from 2015. 2. Maximize influencer and consumer engagement: Our film was relevant, poignant, inspiring and highly shared. We achieved the highest ever engagement rate achieved by any homecare brand across the Asia Pac region on Facebook. This led to more than 65 million views across YouTube and Facebook, completely smashing our 2015 target. Our film was the 13th most viral ad globally of 2016 according to an AdWeek-Unruly study, beating work by brands like Doritos, Nike and John Lewis in far more engaging categories. 3. Convert to sales: During ‘#ShareTheLoad’ Ariel Matic achieved an unprecedented value sales growth of 111%, beating the target of 106% set in 2015. We increased key equity parameters ‘Deep Down Cleaning’, ‘Better Stain Removal’ and ‘Good for Washing Machines’ by 190%, 177% and 173% respectively. In its effectiveness to drive positive change in society and drive significant business impact, Ariel’s ‘#ShareTheLoad’ has won 48 global, regional and local awards including the Gold Glass Lion at Cannes 2016, 5 Golds at Spikes Asia and a Gold each at APAC and India Effie.

Do you think brands need to design campaigns that are targeted towards solving social programs like Ariel did for the campaign? Why so? Research suggests that consumers respond better to brands that display corporate social responsibility (CSR) and 73% people believe that companies should do more than just offer a product or service. According to findings from the 2018 Edelman Earned Brand study, 64% consumers worldwide now purchase from or boycott a brand due to its stances on social or political issues Ariel Matic laundry detergents “Share the Load” commercial and ad campaign promotes gender equality in India by encouraging men to do the laundry. It was targeted at the rooted gender

inequality problem at the Indian household. India, along with the rest of the world, embraced the ad and the sentiment behind it. According to Fortune Magazine, the ad was viewed over 50 million times in 50 days, increased the brand’s sales by 76%, and resulted in a 4.6X increase in engagements. It is incredibly important that a company operates in a way that demonstrates social responsibility. Although it is not a legal requirement, it is seen as good practice for a brand to take into account social and environmental issues. As the above statistics show, consumers are increasingly aware of the importance of social responsibility, and actively seek products from businesses that operate ethically. CSR demonstrates that the business takes an interest in wider social issues, rather than just those that impact profit margins, which will attract customers who share the same values. Therefore, it is important for brands to engage in CSR. The reason why brands need to design campaigns that are targeted towards solving social issues are listed below – 

Improved public image - This is crucial because consumers assess your public image when deciding whether to buy from you. As a result, the brand will appear much more favorable to consumers.

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Increased brand awareness – As a brand, if you are committed to ethical practices, this news will spread. More people will therefore hear about your brand, which creates an increased brand awareness.

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Advantage over competitors - By embracing CSR, you stand out from competitors in your industry. You establish yourself as a company committed to going one step further by considering social and environmental factors.

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Increased customer engagement - Customers will follow this campaign and engage with your brand and operations.

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Increased employee engagement - Similar to customer engagement, you also need to ensure that your employees know your CSR strategies. It’s proven that employees enjoy working more for a company that has a good public image than one that doesn’t. Furthermore, by showing that you’re committed to things like human rights, you’re much more likely to attract and retain the top candidates....