Preview

Detergentes En Chile

Powerful Essays
Open Document
Open Document
1711 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Detergentes En Chile
Análisis mercado de los detergentes en Chile

En Chile el mercado de los detergentes es muy competitivo. Sin embargo, es un mercado muy concentrado, en el cual Unilever, Procter & Gamble y Maritano controlan el 95,94% del mercado (según estudio Nielsen, año 2006). Unilever tiene las marcas Drive, Rinso y Omo, que en conjunto poseen una participación de mercado de un 70,77%. Procter & Gamble, con Ariel y Ace, tienen un 21,33% y, Maritano, con sus marcas, Popeye detergentes, Kop, Detersol y Neutrex, tiene un 3,84% de participación de mercado. A pesar de ser un mercado concentrado por estos tres grupos, la competencia es grande, ya que hay muchas marcas de detergentes y, como bien sabemos, es un producto que está presente en todos los hogares de chile. Es por esta razón que estos grupos buscan constantemente posibles innovaciones que puedan realizar en los productos. Es un mercado exigente, en el cual tanto la calidad del producto como su forma de presentación y uso son muy influyentes en la decisión de compra de este producto. El 95% de los detergentes que se venden en Chile son en polvo mientras el 5% son líquidos. Unilever se enfoca principalmente en vender detergentes en polvo, con Omo como marca líder, mientras que Procter & Gamble, con Ariel y ahora también Ace están apuntando a vender detergentes líquidos. Maritano tiene combinación de detergentes líquidos y en polvo. Ante esta situación, de verse enfrentados a un mercado tan exigente es que las empresas han hecho constantemente innovaciones tanto en marketing como del producto mismo. Así, por ejemplo, Omo cambió su enfoque de marketing desde un atributo del producto como era el dejar la ropa blanca, hacia un mensaje de cercanía y aprendizaje como es el “ensuciarse hace bien”. Además de haber hecho cambios en el empaque del producto para hacerlo más amigable tanto con el uso en el hogar como en el traslado y ubicación en las góndolas de los retailers. Procter, por su parte, y como mencioné, se ha

You May Also Find These Documents Helpful

  • Good Essays

    Tide vs. Hammer

    • 1087 Words
    • 5 Pages

    Washing laundry has been a part of everyday people’s lives for a very long time. However, what people are struggling with now is what soap to use. In todays world the top leading companies in laundry detergent are Tide and Arm & Hammer. The laundry business is a long term industry with roots tracing back before the invention of washing machines. Both of these products have been around for a long time and both are among the industry leaders. Both advertise and compete with each other using multiple forms of media. Both of these products advertise to everybody, because everybody wants and needs their clothes washed. All washes detergents are advertised seasonally, this mean different scents and different products come out in the spring and fall. The main thing these two companies have is the fact they both have widely recognized media and advertising campaigns.…

    • 1087 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Heb Own Brands Analysis

    • 934 Words
    • 3 Pages

    The problem with the existing Glacia water was that it did not accurately market itself as imported spring water from Canada, which would increase its market share from the French imported water, Evian. There were many things for Rob to consider as his research showed that consumers would be more likely to buy Glacia if they knew it was Canadian spring water. With the competitive grocery market at the time, especially with Wal-Mart’s emerging into the grocery scene, Rob needed to make a specific recommendation on how to increase its sales in context of the overall Own Brand strategy.…

    • 934 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    This paper will discuss the environmental factors that PepsiCo faces. These factors effect both the domestic, and global marketing the company does. Factors such as trade practices, demographics, cultural differences, and the Foreign Corrupt Practices Act of 1977 will all be discussed, as well as other factors that affect PepsiCo, and their marketing decisions.…

    • 1348 Words
    • 6 Pages
    Powerful Essays
  • Good Essays

    Soap Lab

    • 1210 Words
    • 10 Pages

    the soap, detergents, and their waste water to decide which is the most effective and…

    • 1210 Words
    • 10 Pages
    Good Essays
  • Good Essays

    The main issue of the P&G Korea case is centered around the question of market share. P&G and Unilever are the two major market shareholders in the Korean detergent industry holding 80-85% of the total market share. The remaining 15-20% of the market is held by low-priced local Korean brands. There are no new markets either company can tap for further market share since most Korean households already use laundry detergent, making the market saturated. Other than peripheral chemical changes claimed to be “improvements”, there are no major innovations to be explored for product development or diversification. Per Ansoff’s strategic opportunities matrix, P&G and Unilever are both focused on Market Penetration, working to increase their prospective shares of the Korean detergent market.…

    • 1156 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    The factors that influence consumer behavior toward laundry detergent purchases are personal and from family among other. It is almost guaranteed that whatever detergent that was used in the house during their childhood will be the detergent they buy in their adult age. Ironically they can choose from more than 80 different laundry detergents in the United States. Personality also can have an impact on choice, however which brand they decide to purchase is what they will purchase on a consistent basis, is generally a recognizable order and regularity to cultural behavior. When dealing with consumers from two different cultural backgrounds are married then they have to make a compromise. This in turn creates a new cultural purchasing desire for the next generation. From the perspective side of it when growing up the thought and idea of laundry soap does not appeal to you. All you know is that your clothes are clean and they smell good. As you get older your perspective changes and you take notice of the brand use and how effectively it works. Once out on your own…

    • 1258 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    Tide Marketing Case

    • 2569 Words
    • 11 Pages

    Tide was introduced in 1946 as the world 's first heavy-duty detergent, and it outsold every other brand within weeks. It became so popular that store owners were forced to limit the quantity purchased per customer.…

    • 2569 Words
    • 11 Pages
    Powerful Essays
  • Good Essays

    Arctic Study

    • 626 Words
    • 3 Pages

    The Canadian laundry detergent market is mature, very competitive and dominated by three major consumer packaged goods companies, one of which is Colgate-Palmolive Canada (CPC). Arctic Power is CPC's top-of-the-line ...…

    • 626 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    The economic upturn by Plano Real brought the higher purchasing power for consumers in the Brazil and this has made the detergent powder market grow at 17%. In the detergent powder market, Unilever has three products, OMO, Minerva and Campeiro. While OMO and Minerva are perceived to have good quality and grasp substantial share in the market, Campeiro is perceived to be low-quality product, so Campeiro has just 6% market share. Unilever is concerned that its competitor like P&G may gain the substantial market share in low-income market, threatening Unilever’s detergent business in Brazil. In the short term launching new product helps Unilever expand its market share in low income market and boost up its sales and profit, and in the long term this will let the company be market leader in low-income market in the Northeast Brazil.…

    • 440 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    1st Question: What were the reasons for the success of Sanex in Spain? The product Sanex, or moreover the Sanex concept, became a success in Spain because the company responsible for it, CVL, and it’s local President, Mr. Martin Muñoz, carried out one of the first rules of Marketing: they invented a Consumer’s need and provided the right answer for it. Mr. Muñoz was able to find a gap in the Household and Personal Care (HPC) Market, and namely in the Bath & Shower Products Market, where we could only find, in the mid 1980’s, 2 types of products: Cosmetics and Pharmaceuticals. After studying this market along with his management team, Mr. Muñoz realized that the first ones were perceived as lower end products, abrasive (sometimes giving rashes to its users) and with strong scents, only suitable for cleaning one’s body and not offering additional properties. The second ones were perceived by costumers as being suitable for almost medicinal purposes only, with no day-to-day applicability. Pharmaceuticals were not appealing to the mass consumer, namely because they had no perfume in its composition, besides being rather more expensive than their counterpart ones. We could find Cosmetics in supermarket chains and Pharmaceuticals in pharmacies. In this way, we can say that Cosmetics and Pharmaceuticals divided the Bath & Shower Products Market, but in fact these were 2 completely different segments of the Market, with totally different approaches and Marketing Mix, being it in terms of Product, Price, Placement or Publicity. Accordingly, Mr. Muñoz realized that there was a huge gap in the Market and thus started developing a product that should position itself between Cosmetics and Pharmaceuticals: it should be cleansing as Cosmetics were, but slightly milder, and should offer a protection side as the Pharmaceuticals did. It should embrace the best of those 2 opposite worlds,…

    • 1021 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    The LDL managers of Ivory Liquid, Dawn, and Joy spend about half of their marketing budget in advertising and with a lower share on promotion. This is different from the strategy of Colgate & Lever, who spends a higher percentage on promotion. The marketing budget for H-80 is $60 million for the first year, which includes $18 million on advertising, $37 million on promotion, and $5 million of miscellaneous marketing expenses.…

    • 2266 Words
    • 10 Pages
    Powerful Essays
  • Better Essays

    Tide Detergent

    • 3562 Words
    • 15 Pages

    Ariel is a marketing line of laundry detergents made by Procter & Gamble. It is the flagship brand in Procter & Gamble's European, Mexican, Japanese, Brazilian, Peruvian, Turkish, Filipino, Colombian, Chilean and Venezuelan portfolios. In some U.S. stores, Mexican Ariel is available.…

    • 3562 Words
    • 15 Pages
    Better Essays
  • Powerful Essays

    Soaps and Detergents

    • 1399 Words
    • 6 Pages

    oap and detergent, soap [Credit: © Photos.com/Thinkstock]substances that, when dissolved in water, possess the ability to remove dirt from surfaces such as the human skin, textiles, and other solids. The seemingly simple process of cleaning a soiled surface is, in fact, complex and consists of the following physical-chemical steps:…

    • 1399 Words
    • 6 Pages
    Powerful Essays
  • Good Essays

    Medimix Analysis

    • 1555 Words
    • 6 Pages

    This report is about exploratory study about increasing the market share of the medimix soap. Both primary and secondary research methodology was done. For primary research retailers and customers were surveyed. In the customer survey the consumer buying behaviour and perception towards soaps were understood. In the retail survey the distribution and supply channel and the customer behaviour with respect to selling was collected. This primary data collected was processed statistically with the help of SPSS. The secondary research helped us to analyse this data collected with respect to the soap industry as a whole including its major market players,…

    • 1555 Words
    • 6 Pages
    Good Essays
  • Satisfactory Essays

    Swot Cosway

    • 478 Words
    • 2 Pages

    The strengths of Cosway as observed are beneficial in expanding Cosway’s market and meanwhile gaining the competitive advantages. The first strength of Cosway is there is wide range of products being offered. Cosway offers daily use products from head to toe, including supplements, tidbits, shampoos, hair care products, toys, lingerie and so on. This strength has enabled Cosway to fulfill their customers’ needs in all ways and also reduce the risk of over-dependent on single product. Compared to Cosway’s competitors, obviously this is a competitive advantage as Coway, one of Cosway’s competitors only specialized in one single kind of product in the market, which is water purifier. This has been enabled Cosway to target more market than Coway did.…

    • 478 Words
    • 2 Pages
    Satisfactory Essays

Related Topics