Case : group name

Positioning:

• Price: High price strategy application, Aba is seen as high end product but sold with a price that is only lower than Omo detergent at a 10%. Due to lower cost in producing process of Aba, an incentive discount 15%-20% is released for distributors and retailers, while other brands do not.

• TV commercial promotion: Various insane viral videos in Youtube with limited budget.
• Signature formula: Aba’s products are made of enzymes and “Thermoactive” formula, which helps remove stains successfully. It also has cellulose to help improving the soil suspension profile.

• Package: Attractive with two common colors. The term “Aba” is filled with color of blue and the background is painted in warm color expressing product feature (thermoactive).

Brand awareness: According to a survey below conducted on 600 users across the Country (on the scale from -5 to 5), the awareness level of Aba was 4 over 5 scale which took the 3rd place after Omo and Ariel.

Brand awareness: According to a survey below conducted on 600 users across the Country (on the scale from -5 to 5), the awareness level of Aba was 4 over 5 scale which took the 3rd place after Omo and Ariel.

Explanation:

• The most easy-to-recognize factors when it comes to position the product in the washing-powder market are price and the degree of bleaching.
• When choosing washing powder for their family, customers frequently consider their affordability. Therefore, price plays an important role in the mindset’s customer.
• One of the most critical criterias that influences customer preference for a certain type of washing powder is the level of bleaching. Customers rely on the level of bleaching in each distinct sort of washing powder to determine the type of detergent they want to own.