Consumer Goods

Success: Ariel Power Gel Ball

  • CAN376349
  • 14 Pages
  • January 2015
  • Consumer Goods
Summary
Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study outlines how Procter andamp; Gamble Japan marketed Ariel Power Gel Ball in a market that has never had a pod format laundry detergent before.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have underperformed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

ReasonsToBuy
- Why is Ariel Power Gel Ball considered an interesting case of success?

- What consumer insight underpins this success?

- Which consumer trends have these product innovations capitalized on?

- What can I learn from the success of Ariel Power Gel Ball?

Key Highlights
Ariel Power Gel Ball is Japan's first gel pod format laundry detergent that is adapted to suit the cold-water laundry trend.

Ariel Power Gel Ball's "no dosing, no fuss" concept adds time-saving and user-friendly value to laundry detergent, appealing to a wide range of Japanese consumers.
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