Ariel Excel Gel Case Study: pairing green credentials with value for money to gain a stronger emotional connection with consumers in household goods
Datamonitor
August 20, 2009 15 Pages - SKU: DFMN2429900
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Introduction
This case study on Ariel forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It examines Ariel Excel Gel and its attempts to enhance the emotional connection of the brand with consumers by forging green attributes with money saving benefits.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
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- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- Analysis
- Ariel is a well established laundry brand in the UK household care market
- Procter & Gamble introduced the Ariel brand to the UK market in 1968
- The household care sector is known to create a lack of emotional involvement among consumers
- Ariel has attempted to forge an emotional link with consumers through its cold wash campaign
- Ariel Excel Gel was launched in the UK in 2008 as an alternative format to liquid and powder
- Ariel has received recognition through prominent consumer awards
- Many consumers are used to washing at high temperatures, leaving Ariel with a challenge to convince that washing at lower temperatures can be just as effective
- Ariel encourages consumers to leave both positive and negative feedback on its website
- Ethical considerations will not be top priorities for the majority of consumers during a recession
- Many consumers will have bigger concerns than the environment when conducting grocery shopping during a recession
- The potential price-savings from regular use of Ariel Excel Gel will appeal to consumers regardless of the ethical credentials
- Conclusion
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Figures
- Figure 1: Habit has a substantial influence on many UK consumers' purchasing decisions in the household care sector
- Figure 2: Ariel Excel Gel is a new format for Ariel's product portfolio
- Figure 3: Sustainability through washing at lower temperatures is in line with Procter & Gamble's overall strategy
- Figure 4: Feedback displayed on Ariel's website is not wholly positive, helping to give the brand a more authentic feel
- Figure 5: The likely influence of ethical credentials on household care purchases has declined among UK consumers in the past year
- Figure 6: Environmental benefits on their own are unlikely to ensure success in the household care market
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