205 Chapter 13 Ariel Egypt: From Market Penetration to Fierce Competition Ahmed Tolba American University in Cairo (AUC), Egypt EXECUTIVE SUMMARY This case study examines the past and present challenges facing Ariel, a long-time market leader in the detergent sector in Egypt whose market share has started to slip. In particular, it examines the market- ing strategies and performance of Ariel High Suds, which is witnessing a declining market share as well as a decline in the overall high-suds market due to fierce competition and the growing low-suds market in Egypt. INTRODUCTION “Ariel will always be the brand of the people that provides superior cleaning no matter what “Ariel ranks number one top-of-mind brand in happens in the market, thanks to 13 years of road Egypt, ahead of even Coke and Pepsi! That’s shows and events that have brought Ariel so close an incredible success story,” said Hany Farouk, to the hearts and minds of Egyptian consumers.” Ariel Egypt Brand Manager, beaming at Waleed Smiling, Azmy added: “And don’t forget that Azmy, Account Manager of Saatchi & Saatchi, Ariel was the pioneer in introducing the reality the promotional company of Procter & Gamble concept in its campaigns, and competitors are (P&G), and at Hamed Ibrahim, its General Man- just trying to replicate our ideas.” Farouk took a ager. Ibrahim nodded in satisfaction, saying: deep breath and added: “But we need to save the position of Ariel Hand Wash in the market. We DOI: 10.4018/978-1-60960-583-4.ch013 Copyright © 2011, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Ariel Egypt have lost significant market share to competitors publicly traded shares, currently owned by over and to Ariel Automatic Wash as well.” one million shareholders from around the globe. After Azmy and Ibrahim left, Farouk returned Since 1980, P&G has quadrupled the number to his office. He glanced quickly through his Ariel of consumers it serves with its brands, to now High-Suds file, pausing for a minute as it opened reach about 5 billion people around the world. on one of the office’s most prized documents, a P&G operates in more than 80 countries and mar- one-page memo addressed to the head of P&G’s kets more than 250 brands in 130 countries. The Board of Directors about Ariel Hand Wash (High multinational company employs nearly 106,000 Suds) Egypt. The memo was included in a book people worldwide. on P&G’s success stories, honoring the brand One of the chief reasons for P&G’s success is as one of the major successes in P&G’s history. its emphasis on Research & Development (R&D). Farouk had spent the last 8 years at P&G and had In the year 2000 alone, P&G invested $1.7 billion witnessed a great part of Ariel’s success story. As in R&D through 19 technical centers and about he reflected on the evolution of Ariel in Egypt, he 100 universities around the world. Extensive pondered its future. “Will Ariel be able to maintain market research has allowed P&G to understand its lead position, both in the market and in the what consumers want and need, and to invest minds of consumers?” he wondered. He believed massively in scientific and technological research that saving the brand from the various challenges to develop new products that satisfy such needs. in the market was a serious responsibility. Many of these world brands (Ariel, Tide, Pert Plus, Taking the file with him, Farouk left his office Pantene Pro-V, Head & Shoulders, Pampers and to go to a very important meeting with Ahmed Always) have become famous household names Samy, P&G Egypt General Manager. The meeting and can be found in almost every home. (See had been convened to discuss the future of Ariel Tables 1 and 2 and Figure 1) High Suds in Egypt. Samy recognized the urgency of the problems facing the brand and wanted a Procter & Gamble Egypt detailed discussion and analysis of the situation in order to take quick action. P&G Egypt began its operations in 1986, produc- As Farouk made his way to the meeting, he ing Camay soap and Crest toothpaste in a plant mentally reviewed Ariel’s history and Ariel High located at 6th of October City, right outside Cairo. Sud’s marketing strategies and performance. For the remainder of the decade, P&G continued expanding its manufacturing operations. Expan- sion activities included the construction of a ORGANIZATIONAL BACKGROUND synthetic detergent tower in 1990 to produce the Ariel brand. Since the turn of the century, P&G Procter & Gamble Egypt has continued to introduce new products in the market. Examples include Tide and Downy P&G was established in 1837 by two Europeans alongside Ariel automatic and Ariel hand wash who immigrated to the United States: William in the detergents sector; baby care products such Procter, English candle maker, and James Gamble, as Pampers; feminine products such as Always; Irish soap maker. Headquartered in Cincinnati- shampoos such as Pantene, Pert Plus and Head Ohio in the USA, P&G is considered the leading & Shoulders; and - in addition to Camay - soap consumer goods company, with a mission to im- bars such as Zest. prove the lives of consumers wherever it operates. P&G Egypt employs over 1000 highly trained P&G is an internationally owned company with people. 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