PLC (Product Life Cycle)
Ø Introduction
Rinso most commonly used in
Ø Growth
Rinso started a good introduction in 1970 as the first detergent brand in
Ø Maturity
The level maternity shows by Rinso by achieving award as the best brand Product detergent in a row in 2003, 2004, 2005. Besides that, Rinso has the five variants include “Rinso excel”, “Rinso anti Noda”, “Rinso Colour and Care”, ”Rinso with Softener Molto”, and “Rinso Matic”.
Ø Decline
As we can see, Rinso detergent is not declining. The market still interested to use Rinso as their detergent. Rinso has already successfully serve
SWOT Analysis
· Strengths
- The first Detergent in
- Always win the market share for detergent category
- The biggest brand equity
- Top first in customers’ mind
- Have a high credibility
- Economical prices (affordable)
- Have many variants, include : Rinso Colour & Care, Rinso Excel, Anti Noda, Matic and Rinso with Softener
- Distributed in almost all areas throughout
- Available in many weights.
· Weaknesses
- Still relatively higher in pricing compare to the competitors’
- Less variant in the fragrances.
- Not reaching the lowest SES level for all variants
· Opportunities
- Enlarging the distribution channels.
- Have a strong foundation from Unilever Company.
- Brand recognized world wide
- Adding new variants
· Threats
- The competitor such as Attack, So Klin, Daia, and Surf will take over Rinso sales in economic crisis, like now, as the pricing of Rinso is higher.
- Many other new competitors are producing detergent in lower price.
Strategy
Product development, which is Rinso will create a new variant that other competitors do not have in existing market. It will make a “complete” 4 in 1 detergent which consists of Detergent, Fragrance, Softener, and Color. This product trusted to be more efficient, attractive, and economist. Rinso “complete” 4 in 1 will be the name of the new brand.
Tactics and Marketing Mix
· Marketing Mix
ü Product
We can see from 4 areas, SPT (Segmentation, Positioning, and Targeting), Function, Packaging, and Variant. The segmentation of Rinso is from A-D of the SES level, from the age of 15 (assumed age that able to wash already) until any age that still productive. Rinso position itself to the middle class and targeting anyone to have the need to wash.
The function of the product is to wash anything that is washable such as cloths, fabrics, towels, etc . It is save to wash, have color protection, and guarantee clean.
Rinso has some variant of packaging. Some of it in plastic and for the Rinso Matic, it packed with box to make it looks more exclusive.
Rinso comes up in quiet many variants, such as Rinso Color and care, Rinso Anti Noda, Rinso Matic, Rinso Excel, and Rinso with Softener; and in many size from 56gram to 3kg.
ü Promotion
o Above the line
Rinso uses TV, Newspaper, Magazine, and Radio. Most of the time, rinso comes up in prime time in any of the medias above.
o Below the line
Rinso uses billboard and the area chosen is the best region which is people can see it clearly.
o In store
Rinso uses some of SPG to promote its product to customers and it will also helped the customers to choose the types of Rinso which is the customers want to uses relates to theirs need
ü Place
o Rinso are distributed nationwide and it uses many channels to distribute. For the traditional channels, it uses Markets, Stalls, store, and small agents. For the modern channels it uses mini market and hyper market.
· Tactic
ü Promotion
Rinso “complete” 4 in 1 will be using the Above the Line promotion, because it is an everyday use product. On the TV, the advertisement will be on the prime time and after lunch time where it believes that Women are watching TV. Also it will appear on the Magazine that women read, such as femina, Dewi, and Kartini.
ü Price
Rinso “complete” 4 in 1 will come in just 3 variants of size, 900gr, 450gr, and 56gr. we will use the psychological pricing
o 900gr = Rp. 32.999
o 450gr = Rp. 19.999
o 56gr = Rp. 1.499
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