This is the solution of the popular case study upon rin pakistan,given in all B-schools.

1. CASE STUDY SOLUTION
RIN DETERGENT:TO
POSITION OR REPOSITION
Group 8
Anshul Gupta
Supraja Reddy
Kunal Gandhi
Pratit Vajani
Shanmughanand
Vishal Adkar

2. Situation Analysis
 RIN was introduced in April 1984 at a price of INR 2.95 per
pack size of 130gm
 A thunder and lightning theme was used for ad campaigns
 For the first 3 years, sales of RIN were low at sub-700
tonnes/yr level
 Several consumer promotion schemes were tried during this
period but none of them could produce the desired results
 In 1987, a new media campaign was launched that targeted the
laundry soaps by emphasizing on the benefits of using RIN
over soaps:
 Superior fabric washing
 Abundant and instant lather
 Cleaner, brighter and more economical wash
1984:
INR 0.50 price-off campaign
Jan-March 1985:
INR 1 off on purchase of
2 bars
April-Jul 1985:
INR 0.70 price-off campaign
June 1986:
Package size reduced to 125gm @
INR 2.5 and a new 250gm size @
INR 4.75 was introduced

3. Situation Analysis
 A survey was conducted in 1988 and its results were:
 RIN was positioned as a fabric washing but still 65% of the
users used it as a dishwashing bar
 Consumers associated blue color with a dishwashing bar
which could have led them to perceive RIN as a dishwashing
bar
15%
65%
20%
RIN Usage
Breakdown
Fabric
Washing
Dish
Washing

4. ALTERNATIVES

5. Dish
Washer
& Fabric
softner
Dish
washer
+ Fabric
softener
Only
Fabric
Softener
Only
Dish
washer
Alternatives
 RIN as Dishwasher and Fabric softener both
 Focus on the Re-positioning of RIN as Fabric softener as well as
take the advantage of its usage as Dish washer.
 RIN as Dishwasher and RIN as Fabric softener
 Focus on the positioning RIN as Fabric softener as one product
and Dish washer as another in turn not compensating on revenue
 RIN as Fabric softener
 Focus on the initial positioning of RIN as Fabric softener
 RIN as Dishwasher
 Focus on launching RIN as Dish washer

6.  Details:
 Re-position the RIN brand to be used for both the purposes
 Will differentiate RIN from other competing brands which
cater to either fabric softeners or dish washers
 Will be able to leverage the customer base which is using the
same product for different uses
 Focus:
 Targeted at house wives and female population
 Get a female celebrity to endorse the uses of the product
 Implications:
 No change in the product mix
 Additional expenditure only in the form of advertisements
and sales promotional campaigns
Dish
Washer
& Fabric
softner
Dish
washer
+ Fabric
softener
Alternatives
Only
Fabric
Softener
Only
Dish
washer

7. Dish
Washer
& Fabric
softner
Dish
washer
+ Fabric
softener
Alternatives
Only
Fabric
Softener
Only
Dish
washer
 Details:
 RIN targets two different markets - fabric softeners and dish
washers
 Will be able to leverage the existing customer base and cater to the
entire mass without confusion as to what the product is meant for
 Focus:
 To differentiate both the products in terms of packaging and
promotion
 No blue color for fabric softener to avoid confusion
 Implications:
 New product mix involves additional cost of production and
packaging
 Heavy expenditure on advertisements and sales promotional
campaigns for introduction of new product

8. Dish
washer
& Fabric
softener
Dish
washer
+ Fabric
softener
Only
Fabric
softener
Only
Dish
washer
Alternatives
 Details:
 RIN is the only NSD bas in the market
 Continue with the existing strategy of marketing RIN as a fabric
softener
 Take advantage of the consumer perception of using it as dish
washer to generate additional revenue
 Focus:
 Differentiate the product with a different color or shade from
dishwasher bars
 Focus on the new features of the product through a female
celebrity to endorse the product
 Implications:
 New product mix involves additional cost of production and
packaging
 Heavy expenditure on advertisements and sales promotional
campaigns for introduction of new product

9. Dish
washer
& Fabric
softener
Dish
washer
+ Fabric
softener
Only
Fabric
Softener
Only
Dish
washer
Alternatives
 Details:
 Re-launch the product as a Dish washer
 Re-affirm the trust consumer has in the product as a dish washer
and tap the 65% consumers that use it as a dish washer
 Focus:
 Maintain the blue color of the product for consumers to associate
with the brand
 Focus on the new features of the product being a dish washer
through a female celebrity to endorse the product
 Implications:
 New product mix involves 33% lesser cost on elimination of fabric
softeners ingredients
 Heavy expenditure on advertisements and sales promotional
campaigns for introduction of new product

10. Recommendations
 We recommend to use RIN as Dish washer + Fabric softener in order
not to lose market and to attract new customers
 Should use the current bar and introduce as Dish Washer and change
the color of the bar and promote as Fabric Softener
 This way 65% population who use it as Dish Washer continue to do so
 Those who don’t use it for Fabric Softener because of the color would
be inclined to use it because of extensive promotion and change of
color
 The population of 15% who use it only for fabric washing will continue
to use it. So overall sales increases

11. Thank You