Topic name : BRAND WARClass : MBA A/1Presented by: Bhoomika shah(9)

Palak Narang (60)

Brand Wars

Introduction Sales promotion technique.

It involves the comparison of product with the competitors product.

It drives sales by comparing the features or services of a brand with that of its closest competitor.

Brand War Reasons

To generate attention and larger number of views.

To make certain claims.

A way to let down the competitors product.

Rin Vs Tide

VS

The War Begins Initially Tide was trailing behind Rin but since 2007, sales

picked up, and its market share rose posing a threat to HUL whose share started eroding.

In December 2009, introduction of lower version of TIDE for rural market.

HUL’s aggressive response to P&G.

The Ad Campaign

Rin launched a commercial in February 2010 comparing Rin

and Tide naturals.

The ad goes this way……….

Thus claiming better whiteness than tide naturals at an

affordable price.

P&G’s Reaction P&G takes HUL to court over Rin advertisement.

It filed a case of injunction, based on disreputation.

P&G has filed a case in the Calcutta High Court

against Hindustan Unilever‘s for injunction, based on

disreputation.

HUL’s Defence

The spokesperson of HUL says…… ‘this claim is based

on laboratory tests done through globally

accepted protocols in independent third-party

laboratories’.

HUL had engage P&G directly, backed by laboratory data and

certification of a superior quality product.

Outcome Advertisement was banned .

Truth of tide naturals.

Consumers’ disregard towards blatant approach by HUL.

Claims of RIN were indirectly accepted.

Conclusion “Every coin has two sides”.

Comparative advertisements are important to make people aware.

It can prove to unethical if the claims are misleading.