Rin vs Tide - Free Essay Example

Sample details Pages: 9 Words: 2662 Downloads: 7 Date added: 2017/09/24 Category Advertising Essay Type Compare and contrast essay Did you like this example? RIN v/s TIDE FACULTY:PROF. UDAY SHANKAR MODULE: AD SALES AND MANAGEMENT DATE: 6TH SEPTEMBER,2010 SHRUTI TYAGI ROLL NO:51442 The tussle between the  big two  PG and HUL has been causing ripples in the industry since the launch of its Rin versus Tide comparative advertisement. HUL has been under pressure since quite some time due to the launch of similar products backed by aggressive advertisement by its competitors. The latest conflict appears to have started when PG introduced its brand Tide washing powder (in orange packaging), which ate into the sales of HULs Rin washing powder. In the first move of its kind by HUL, homecare brand Rin has openly taken on rival P Tide, without the typical airbrushing or pixellation to hide the rival brand name on TV and ads on radio. The current high profile aggressive stand of Rin has a background story. There was a proxy war going on between Rin and Tide since December 2009. In order to retain its market share, in December P introdu ced a low-cost detergent, Tide Natural, claiming in its ads that it provided whiteness with special fragrance. The product was positioned against HULs Rin and Wheel. Tide Naturals was priced significantly lower to the Rin. Tide Naturals was launched at Rs 50 per Kg , Rs 10 for 200 gms and Rs 20 for400 gms. Rin was priced at Rs 70 per Kg at that time. The reduced price of the Tide variant was an immediate threat to Rin. Since Tide already has an established brand equity, Rin was bound to face the heat. Although HUL had another low priced brand Wheel priced at Rs 32/Kg, Tide was not in the same category of Wheel. Rin had to cut the price to resist the market share erosion. HUL was facing a steady erosion in the market share in most of the categories. In the detergent category itself, the brand faced a market share fall of 2. % in December 2009. With PG starting a price war, HUL had to react and it did by cutting the price of Rin by 30% to Rs 50 per Kg. HUL also reacted to the Tide Naturals price war in a   Guerrilla Marketing   way. It took P to the court regarding the Tide Naturals advertisement. The contention was that Tide Naturals was giving the impression to the consumers that it contained natural ingredients like Sandal. The court ordered PG to modify the campaign and PG had to admit that Tide Naturals did not contain any Natural ingredients. While PG opened a war in the price front, HUL retaliated by opening two war fronts. One was the direct comparative ad and other through the court order asking PG to modify Tide Naturals Ad and to admit that Tide Naturals is not Natural. So we can that HUL retaliated with an aggressive two-pronged strategy. * First, it challenged Tides claim of whiteness with special fragrance in the Chennai High Court, which passed an order on 25 February 2010 (CS 189/2010), directing P to modify the advertisement since it was not really able to substantiate the claim of whiteness with special fragrance. The court has grant ed an injunction and directed P to respond within three weeks. Three days later on 28 February, HUL launched an aggressive TV campaign aired during prime time It was Rin which won the Round 1 of this war. It generated enough Buzz about the brand with all the media talking about the campaign. Rin was also able to neutralize the aggression of P to certain extent. Tide chose not to respond because further fuel to the fight can highlight the fact that Tide Naturals does not contain any Natural Ingredients which may negatively affect the brands standing in the consumers mind. So it is better to play the role of a poor victim at this point of time. PG can celebrate because of the free advertisement it got for Tide Naturals because of the comparative ad of Rin. Although Indian marketing world have seen lot of comparative ads, the Rin Vs Tide is a rare case of direct comparative ad where the brand has taken the competitor brands name and challenging it head on. That is the main reason b ehind the media noise about the campaign. P India always was a laid back competitor in the FMCG market. Despite having the product portfolio and market strength, it never realized its potential. The company was happy with their minuscule market share in the various categories in the FMCG business. For television viewers, it was hard to miss the now infamous Rin commercial, which was unleashed on Indian television screens on Thursday (February 25, 2010). Perhaps bombardment would be a better word: the high-voltage TVC was supported by a media plan that included primetime slots across all major GECs and news channels, in an effort to deliver maximum impact over the long weekend. The ad shows two mothers waiting at a bus stop for their children, who are returning from school. They spot each others shopping baskets one womans basket sports a packet of Rin, while the other has purchased Tide Naturals. The Tide lady looks proudly at her purchase and brags about Tides khushboo aur s afedi bhi offering (fragrance combined with whiteness). The Rin lady simply smiles. When the school bus rounds the corner and drops off the two children, the Tide ladys boy is wearing a visibly dull shirt, while behind him emerges a boy clad in a spotless white shirt, who runs past the shocked Tide lady, over to his Rin mother. To make things cheekier, the boy asks his mother, Aunty chaunk kyun gayi? (Why is aunty so shocked? ), where the word chaunk could easily be a reference to Tides punch line, Chaunk gaye? The voiceover concludes that Rin is behtar or superior to Tide, when it comes to whiteness, and at a chaunkane wala price of Rs 25, at that. A super, Issued in the interest of Rin users, completes the commercial. Comparative advertising is, quite obviously, not a new phenomenon by any standards. Every other brand has dabbled with it at some point, while it is almost formulaic for some categories. However, to make comparisons with competition involves discretion in execution, such as air-brushing or pixelating a competitors brand name/pack shot, and most definitely, keeping away from referring to rival brand names. With this ad, however, Rin seems to have broken every rule in the book. But what may seem like a publicity stunt to some, is, in all probability, a well-thought out strategy on the part of Rins makers, Hindustan Unilever (HUL). There are two debatable issues in this advertisement: * The advertisement clearly shows a packet of Tide Naturals, which has green packaging and is a cheaper extension of Tide, which orange packaging) whereas the woman in the commercial says Tide se kahin behatar safedi de Rin (Rin gives better whiteness than Tide)- Does this amount to misleading the public as per the Indian Law? At the end of the advertisement, a line is displayed on the bottom stating that this claim is based on laboratory tests done through globally accepted protocols in independent third-party laboratories and Schematic representation of superio r whiteness is based on Whiteness Index test of Rin Vs Tide Naturals as tested by Independent lab . The challenge is whether the present statement(s) can be substantiated by way of evidence and if yes, whether such tests if conducted by any independent laboratory continue to be the same. Legal eagle The Advertising Standards Council of India (ASCI) has, over the last few days, received several complaints from customers/viewers, who feel that the comparison is not fair. According to the ASCI spokesperson, We are writing to the advertiser concerned about the complaints received and are seeking a response. In order to make comparatively superior claims, an advertiser has to keep the ollowing ASCI Code in mind, which states that advertisements containing comparisons with other manufacturers or suppliers or with other products, including those where a competitor is named, are permissible in the interests of vigorous competition and public enlightenment, provided: †¢ It is clear what aspects of the advertisers product are being compared with what aspects of the competitors product. †¢ The subject matter of comparison is not chosen in such a way as to confer an artificial advantage upon the advertiser, or so as to suggest that a better bargain is offered than is truly the case. The comparisons are factual, accurate and capable of substantiation. †¢ There is no likelihood of the consumer being misled as a result of the comparison, whether about the product advertised or that with which it is compared. †¢ The advertisement does not unfairly denigrate, attack or discredit other products, advertisers or advertisements directly or by implication. While no official confirmation could be obtained at the time of filing this report, sources reveal that there are sufficient grounds for HUL to be taken to court over this matter. An HUL spokesperson justifies the commercial, stating, Rin is a household detergent brand and is used by millions of consume rs across India for its promise and delivery of superior whiteness since its launch in 1969. The latest advertisement of Rin brings alive the superior whiteness delivery of Rin, vis-a-vis competing brands in the market. Further, HUL adds that this advertisement reinforces the promise to consumers that Rin delivers superior whiteness. This claim is based on laboratory tests done through globally accepted protocols in independent third party laboratories, the spokesperson adds, to substantiate the claim made in the TVC. Knockout or washout? Unleashing this communication on a long weekend (Eid-e-Milad on Saturday and Holi on Monday) is no coincidence; industry watchers even feel that Indian courts being shut over the weekend has helped Rins cause, as anyone taking offence to the commercial could not do much about it during this period. In the meantime, Rin gained with high visibility on TV. Harish Bijoor, CEO, Harish Bijoor Consults, calls this the putting your finger in competitions eye kind of advertising. Of course, this is a gimmick to create hungama or noise. But if the facts are correct and Rin is able to prove them in the buckets of the nation, then its job is done. But I see the chances of that proof as slim, he says. On the flip side, HUL is considered a buzz generating, edgy and trend-setting company, so there isnt any reason to not tom-tom about its superior products, Bijoor adds. Ask him if the ad is distasteful, and Bijoor shakes his head in the negative. What was distasteful 20 years ago isnt now, and the younger generations palate of what is acceptable is fast changing, he muses. And so, Rins well-planned strategy both of taking on competition head on, as well as a weekend release may not be a bad thing at all. | But there are contrarians like ad guru Alyque Padamsee, CEO, AP Advertising, who, incidentally, is the brain behind Rins trademark lightning strikes and whiteness positioning. This is comparative advertising to its extreme, he declar es. To him, this is equivalent to hurling stones at another in a manner that doesnt say, I am better, but that You are worse a tonality that hurts both brands. My guess is, a significant dent in the sales of Rin, much due to Tide, may have led to this blatant, gloves-off approach, he reflects. Ask him how Tide should react, and Padamsee says, When people throw stones, it is because they have nothing to say. If I were Tide, I would not launch a counter-communication, which itself should put Rin in its place. The adman is also dissatisfied with the faded shirt versus white shirt mnemonic used to bring out Rins superiority. The consumer is not a moron (as David Ogilvy said), but the advertising agency that uses such tactics, is, he signs off. | Naresh Gupta, director, strategy and planning, Dentsu Marcom, too, feels the only reason for such an attempt by Rin could be Tides entry into its whiteness territory. The fact that it targets Tide Naturals, a variant, and not Tide itself, may j ust be a by the way thought, or a way to avoid some legal problems. To Gupta, the marketer in this case has shown gumption to say I do this, they dont. Air-brushing and other such means are, in fact, the cowards way of doing things. At the end of it all, it does evoke a chuckle or two, he shrugs. This is better than a lot of competitive advertising out there. As an analogy, Gupta muses that such an ad is akin to the two marketers picking up the phone and talking down to each other something that is so interesting in itself, that the lack of a big creative idea (Padamsees faded shirt grouse) can be forgiven. Brand experts conclude that this could well spark off a trend, to release controversial, capsule-duration advertising campaigns, which do their job by the time they are pulled up. But on the other hand, brands with limited, finite budgets may not have the financial muscle, or the gall, to walk this path. In my personal opinion, Rin chose a wrong way of telling its superi ority to the consumer. Last time I saw a direct comparative ad war was between  Horlicks and Complan. Horlicks started the direct comparative ad and got a very very aggressive reply from Complan. The current status is that Horlicks stopped the comparative ad and Complan is continuing its aggression against Horlicks. It was an unnecessary move from Horlicks which woke up a laid-back competitor like Complan. I think that in that ad war, Complan won over Horlicks (not in sales terms but in share of noise ). The same thing is going to happen with Rin. It is going to lose this war primarily because there was no need for a direct comparison with Tide atleast in the ads. . If you observe the ad, 22 seconds of the 30 second ad is dedicated to Tide alone. That means in around 75% of the time, the ad talks about Tide. Interestingly the ad even mentions the USP of Tide as It has fragrance and has whitening property. Then the rest of the 8 seconds talks about Rin. So if HUL has blasted some 30 lakh in the current promo, 22. 5 lakh of it was spent on promoting Tide. Why should you ever mention your competitor in your ads Watching the ad, one homemaker commented I never knew Tide and Rin was from the same company, otherwise how can they show these two brands together in the same ad? . The current campaign lacks any long term objectives. The brand is choosing a short-term path when the issue was a long-term competitive threat. Instead of spending such money on this ad, HUL could have run some serious sales promotional campaigns which could have prompted consumers to opt for Rin. It could have filled the retail outlets with Rin POPs. It could have run retailer campaigns to fill the shelves with Rin rather than Tide. HUL still has a huge distribution reach and strength compared to PG, it could have won the war hands down had it capitalized on the retailer support alone. If Rin was too worried, it could have bought back Big B as the brand ambassador which could have added punch to the tagline Chamakte Rahna. Now the outcome of the ad war will be that HUL will be retrained by ASCII or the Court from further playing the ad. It means that Rin had adapted an unethical means against the competitor which will cause an unwarranted blemish on the brand reputation. Second outcome is that it will encourage Tide to be more aggressive in the market. Tide now has been officially and publically acknowledged as the competitor for Rin. Third outcome is that an ad war will start which will benefit the respective advertising agencies and the media. Don’t waste time! Our writers will create an original "Rin vs Tide" essay for you Create order

The Design Of The Human Body - 1615 Words

The design of the human body is surprisingly flawed when looked at from a scientific view. These flaws cannot be fixed through natural ways because nature is hard to go against. However, there are two fields of scientific research that have shown promise in being able to fix these flaws and make an almost perfect human. The fields of genetics and stem cell research have shown great promise in fixing what we felt were â€Å"natural flaws† in the human body. Genetics and stem cell research are completely different fields, but they are connected by one important issue, fixing these â€Å"natural flaws.† These two fields will be the answer to treating sicknesses, making new cells, and lead to making an almost perfect human being. Genetic research has†¦show more content†¦Genetics has reached the point where a mutated gene is replaced with a beneficial gene. CRISPR, or Clustered Regulatory Interspaced Short Palindromic Repeats, is a gene editing tool that can be the cure to genetic diseases. CRISPR was discovered by Francisco Mojica in 2007 while doing research on bacteria (Zhang 2017). The best way to describe CRISPR’s function is it works like spell check. CRISPR can find â€Å"typos† in the DNA sequence and modify the sequence (Zhang 2017). CRISPR’s discovery has been a breakthrough in the complicated problem that is fighting genetic disorders. CRISPR will lead to new ways of combating genetic disorders and lead to a permanent solution to a serious problem. CRISPR is a new breakthrough, so it has had limited human application. This approach has been used on animals, particularly infected with the HIV virus. Scientists at Temple University used CRISPR to cut the HIV DNA out of the host cell genome (Park 2016). The HIV virus works by injecting RNA into a host cell. The RNA then changes to DNA using an enzyme called Reverse Transcriptase. The DNA is then incorporated into the host cell’s genome, allowing the HIV vir us to be made and assembled in the cell. 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Gay Marriage Should Be Legal Essay - 745 Words

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Bartleby Essay Research Paper I prefer not free essay sample

Bartleby Essay, Research Paper I prefer non to, # 8221 ; besides tells the reader about Bartleby insulating himself. The phrase shows his deficiency of engagement, another signifier of isolation. The storyteller tells the reader precisely what he did to Bartleby, really vividly, as shown below.In the novelette, the writer tells the reader, down to the smallest item, what he did to Bartleby to insulate him from the universe. He tells us in this transition, # 8220 ; I placed his desk near up to a little side window in that portion of the room, a window which originally had afforded a sidelong position of certain grimy backyards, and bricks, but which, having to insubsequent hard-ons, commanded at present, no position at all, though it gave some visible radiation. Within three pess of the window glasss was a wall, and the visible radiation came down from far above between two exalted edifices, as from a really little gap in a dome. We will write a custom essay sample on Bartleby Essay Research Paper I prefer not or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Still further to satisfactory agreement, I procured a green folding screen, which might wholly insulate Bartleby from my sight, though, non take him from my voice. # 8221 ; The citation describes how the storyteller secludes Bartleby from society. Even his window, normally a signifier of flight, consequences in Bartleby being trapped behind another wall, therefore reenforcing his entire isolation. The sarcasm lies in the fact that the storyteller, while seeking to insulate Bartleby, becomes affected by it, so much so that he appears about human. Alternatively of disregarding him on the topographic point for declining to copy, proofread or go forth the premises, he tries to happen other employment for him, and even considers ask foring him to populate in his abode as his invitee. The storyteller develops before our eyes into a caring individual, really different from the cold, unsympathetic individual at the beginning of the narrative. # 8220 ; To befriend Bartleby, to hum or him in his strange willfulness, will cost me little or nothing, while I lay up in my soul what will eventually prove a sweet morsel for my conscience.† The narrator would normally befriend Bartleby or any other â€Å"sucker,† but Bartleby has given him a conscience. The narrator has realized that a common blemish in a person does not determine the person. In the beginning of the novella, the narrator only cared about his work, but now he realizes that people have a life outside of work, except Bartleby. The narrator then changes into a caring person, and tries to know Bartleby, and his odd ways, even going the extra yard to help him. In the end, the narrator tries to save Bartleby from his doing, Bartleby’s undoing, Bartleby’s isolation. In conclusion, in real life, the strange are always isolated from the normal. During the 1950’s and 1960’s, blacks were isolated, or segregated, from society. Now, many people are isolated: retarded, ugly , â€Å"uncool,† the deformed, and people with contagious, deadly diseases. In Bartleby’s time, the strange were looked down upon or ridiculed at (as in Freak Shows), so Bartleby isolated himself and permitted others to isolate him from society. Even though the narrator isolated Bartleby, Bartleby brought the isolation upon himself by living an abnormal life. By not fitting into mainstream society, Bartleby left himself open to isolation. The three literary elements, symbolism, descriptive passages, and irony, described how Bartleby’s isolation from society fit in the novella. Jawahrlal Nehru said that isolation is dangerous, as in Bartleby’s case. Isolation can drive a person insane, make him mute, or even kill him. The theme is not to let yourself succumb to the prejudice of others, and let yourself be isolated.