Arctic Power

MARKET OVERVIEW

 The entire market was being dominated by three competitive companies namely P&G, Lever detergents and CPC.

 The entire detergents industry is generating a bonny proportion of sales each year.

 The swift growth of the laundry souk has registered its status at the mature stage.

 The growth altitude of laundry market is considered to be slow mainly due to its being at the maturity level.

 P&G has procured a major proportion of the laundry market i.e. 44% whereas Lever secures 24% share in the market and CPC has acquired 23% share of the market.

 CPC was an initiator in introducing cold water washing supplements.

 The market fragment being pierced by CPC was the western province of Canada.

COMPETITIVE OVERVIEW

 An intense competitive environment was being evoked due to the operational or functional existence of P&G, Lever detergents and CPC. There was a high intensity competition between the three major companies in a low growth market.

 Aspiration of the sales proportion could only be procured by devouring the share of the other competitive sort.

 The marketers of all the existent players in the market imposed or enforced varied strategies in order to achieve its objectives like evoking loyalty out of their customers.

 Specific techniques like portrayal of a well-built brand and its superior positioning in the psyche of its customers were the chief practices.

 Due to concentration in the laundry industry extravagant monetary budgets were being delineated for carrying out advertising campaigns in order to allure one’s own brand.

 The products being introduced in the market varied not only in their functional capabilities but also in their manufacturing formula.

 Alterations or modifications were being pioneered into the products by the players in order to attain competitive edge.

 The product cost was considered as a challenge as the active ingredients being pricey encumbered the manufacturers.

The two corresponding active ingredients namely Tide and Arctic existent in the market adhered to varied cleaning functionalities

 

High Price

3

2 3

2

1

InEfficient -3 -2 -1 0 1 Efficient

- 1

-2

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High Price

 

High Price

3

2 3

2

1

InEfficient -3 -2 -1 0 1 Efficient

- 1