60
Rin
Rin, the famous detergent brand, offers good insights with respect to how the brand has managed itself in the last five decades or so. Rin was introduced around the year 1970 (HUL, n.d.). The proposition of Rin was whiteness (see Rin video reference). At that point in time, Unilever India (the present name of the company) was already managing two other brands—Surf, which was associated with whiteness and Sunlight, the detergent bar which was already popular and was associated with whiteness and brightness.
Rin, after considering the economy platform, chose the proposition that the brand will be able to provide sustained whiteness over a period of time. This meant that the more clothes are washed with Rin the whiter they will become. Rin’s ...
Get Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
