Ariel Excel Gel Case Study: pairing green credentials with value for money to gain a stronger emotional connection with consumers in household goods

Published by: Datamonitor

Published: Aug. 20, 2009 - 15 Pages

Table of Contents

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

Abstract

• 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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