Case : group name

Explanation:

• The rural people segment is currently Aba’s main targeting segmentation.
• Omo and Ariel (Aba’s biggest competitors) choose “More for more” as their proposition strategy (which means the brand priced its products higher than most of the competitors and offered more valuable features of the products)
• Aba choose different strategy to compete these brands
• Aba choose “More for the same” strategy, they completely focus on the core function of detergent (washing all the dusts and leaving fabric as new), this makes their products have the same high quality as Omo but at a lower price than Omo. Certainly, this attracts their target customers because it can meet their purchase priority “cheaper price but high quality products”