Despite the pandemic in 2020-2021, the laundry care market in India, valued at INR 302.2 billion, was experiencing a healthy retail value growth of 4% over the previous year. Hindustan Unilever (HUL) dominated the Indian market as a clear-cut market leader, with around 43% of the market share in terms of value in the retail market. Ariel, Procter & Gamble's (P&G) premium laundry detergent was meant to be a head on challenger to Surf Excel of HUL., P&G was clearly banking on this campaign. P&G was concerned about the sustainability of the campaign in the long run. Even though the campaign was a success, the company was not gaining market share. This made them re-evaluate the campaign to decide a future course of action.

【書誌情報】

ページ数：8ページ

サイズ：A4

商品番号：HBSP-TB0638

発行日：2021/8/31

登録日：2022/2/15