Ariel Excel Gel Case Study: pairing green credentials with value for money to gain a stronger emotional connection with consumers in household goods

CATALYST 1
SUMMARY 1
Analysis 2
Ariel is a well established laundry brand in the UK household care market 2
Procter & Gamble introduced the Ariel brand to the UK market in 1968 2
The household care sector is known to create a lack of emotional involvement among consumers 2
Ariel has attempted to forge an emotional link with consumers through its cold wash campaign 3
Ariel Excel Gel was launched in the UK in 2008 as an alternative format to liquid and powder 4
Ariel has received recognition through prominent consumer awards 5
Many consumers are used to washing at high temperatures, leaving Ariel with a challenge to convince that washing at lower temperatures can be just as effective 5
Ariel encourages consumers to leave both positive and negative feedback on its website 6
Ethical considerations will not be top priorities for the majority of consumers during a recession 7
Many consumers will have bigger concerns than the environment when conducting grocery shopping during a recession 7
The potential price-savings from regular use of Ariel Excel Gel will appeal to consumers regardless of the ethical credentials 8
Conclusion 9
APPENDIX 10
Case study series 10
Methodology 10
Secondary sources 10
Further reading 10
Ask the analyst 10
Datamonitor consulting 11
Disclaimer 11
List of Figures
Figure 1: Habit has a substantial influence on many UK consumers' purchasing decisions in the household care sector 3
Figure 2: Ariel Excel Gel is a new format for Ariel's product portfolio 4
Figure 3: Sustainability through washing at lower temperatures is in line with Procter & Gamble's overall strategy 6
Figure 4: Feedback displayed on Ariel's website is not wholly positive, helping to give the brand a more authentic feel 7
Figure 5: The likely influence of ethical credentials on household care purchases has declined among UK consumers in the past year 8
Figure 6: Environmental benefits on their own are unlikely to ensure success in the household care market 9