Ariel: In A Bid To Lead

Ariel detergent powder, like other players in that category recently repositioned in a seeming bid to take the marketing lead. Reportedly, at the new Ariel re-launch, prominent Nigerians like Sarah Sosan, Deputy Governor of Lagos State who was ably represented and captains of industries were experientially ‘convinced’ with demonstrations of how the new entrant, Ariel Prozim, has radically departed from its predecessor, Ariel Enzymax. Ink-stained garments were washed clean in public glare to convince all doubting Thomases. But is that enough to give Ariel the desired lead? How far can the brand go to engage and command consumer loyalty? Ralph Tathagata and Adebukola Oyedemi ask.

Understanding how consumers think and behave has many implications for businesses, particularly retail chains with a large proportion of customers with low literacy levels.  In economies where self-service and branded products characterize most retail shops, functional illiteracy could be a pleasantly significant ‘advantage’ shaping and increasing a brand’s bottom line. Why should marketers pay attention to a segment that may seem economically rewarding in marketing their products? Research has shown that the Nigerian population consists of functionally illiterate consumers and most marketers know and take advantage of their thinking and buying behaviour in virtually all their marketing activities.
Procter & Gamble Nigeria Plc (P&G) recently re-launched its Ariel laundry detergent in the Nigerian market, changing it from Ariel Enzymax to Ariel Prozim. The look and feel of the new Ariel is quite different from that of the old Ariel Enzymax, but very close to the look and feel of the foreign versions of the product, a move some observers see as cashing in on Nigerian consumers craving for the foreign. But Claire Molyneux, Associate Marketing Director, P&G West Africa, insists that the repositioning is a continuation of the company’s tradition of bringing world-class standards to Nigeria. Other watchers allege that the repositioning was not unconnected with the fear of fakery that has dogged the brand in recent times. However, the brand owners also maintain that the entire repositioning exercise was to improve the value and marketing standard of Ariel detergent in the market and not for any other reason. According to Udeme Akan, PR Manager, P&G, “The marketing rational behind the rebranding of Ariel detergent is to improve and add value to our customers. In addition to adding value to our customers, we have also raised the standard of the brand to remove tougher stains.”
“We do not in any way take our consumers for granted because they are the real owners of the brand. Neither are we compelled by fakes to re-launch the brand. We reached the decision based on consumer needs and aspiration. The market research conducted across the country shows that there is a market need for a change and that is what we have given to them (consumers),” she clarifies. Akan also dispels the rumour that the repositioning is a ‘me-too’ thing as competitions like Omo detergent and So Klin among others rebranded in recent time.
“Our company spend approximately $2 billion in research and development annually to bring innovations to life and deliver to our consumers products that meet global quality standards. So the rebranded Ariel is not a ‘me-too’ thing,” she quips. Though some market watchers allege that no attempt was made by P&G to localize the new face of Ariel to suit the local market, as one can hardly differentiate it from the versions reintroduced at the global level (United States) last year in terms of the brand attire of Ariel, Akan explains that while the ones sold in the US come in liquid and tetra pack powder, the Nigerian version comes in foil (powder) sachet of various sizes.
“I must tell you that we made creative and concerted effort to localize Ariel detergent to suit the feel and touch of the Nigerian consumer. You can easily differentiate the re-launched brand of Ariel from the foreign ones. “The local brand comes only in sachet powder while the global ones come in tetra pack powder and liquid pet plastic bottles. So they are different,” she explains.
On how much communications materials are in place to convey this change to the buying public, Akan disclosed that some marketing communications materials are being put in place to convey the repositioning.
“We have adequate marketing communications materials to convey the message of the changes that have taken place in Ariel. For example, the radio advertisement is ongoing and others are underway,” she says.    She further disproves the supposition that brand owners take Nigerian consumer for granted as Ariel still maintains its watchword of torching lives.
“We respect and value Nigerian consumers. We do not entertain the “consumer must buy” mentality,” she reiterates. At the launch of the new product, Mr.Godwin Harrison, Ariel Brand Manager, explains that the new Ariel Proxim has unique red rings and upgraded enzymes which distinguish the product from those already existing in the market.   To prove the efficacy of Ariel Prozim, a product demonstration was done and the result was a resounding applause from the witnesses.   To further attest to this was Mrs. Nike Ogunlesi, CEO of Ruff n’ Tumble, who says that having used the product in her shop, she can testify to its effectiveness. Present at the launch was Mrs.Abosede Ogundimu, Deputy Director, Lagos Ministry of Education, who represented the Deputy Governor, Mrs Sarah Sosan, and gave an affirmative nod to the detergent.   Mrs Claire Molyneux, Associate Marketing Director, P&G West Africa, in her welcome address describes Ariel Prozim detergent as “the latest technology which delivers superior cleaning in one wash.” She also says that the reason for the launch of the new detergent is “to create value for Nigerian consumers by offering the right products to meet consumers’ targets and needs.”   The launch took place at the Palms Shopping Mall in Lekki, which further raises questions of who the new product is being positioned for. Experts suggest that companies should consider their approach to communicating added benefits of new products or the differentiating aspects of existing product offerings across channels such as advertising, in-store displays and repositioning, among other marketing strategies. But time will tell how far this new Ariel will go.