آژانس تبلیغاتی بادکوبه - Badkoobeh Advertising Agency

The usage of Soup as a cleaning solution goes back to centuries BC. However, industrial cleaners interring the market are Indebted to the developments of Science and Chemical Industry in the period of World War One and the extensive lack of grease for making soup. The country which was the pioneer of making Synthetic detergents was Germany. They produced Kiel naphthalene sulfonate and presented as Tnsayd to the market. In the last decade on 1920 and early 1930s’ by producing Kiel naphthalene sulfonate following by the ending of Second World War and the existence of Alkyl benzene sulfonate the path was waved to produce the washing powders. The very first commercial washing detergent interred the Germanys’ market by the name Henkel in 1878.

The history of washing powder in IRAN

The usage of washing powder in IRAN goes back to the 30s’. From that date the usage of washing powders grew alongside the growth of knowledge and culture. The first producer of this product was established in 1332 by the name Darogar, flowed by two other companies called Paksan and Paknam. At that time there were two types of washing powders in the market: one for hand wash and the other for washing machines. These two had 3 categories, Normal, special and the last but not lease with specials usage.

Up to year 1341 this product was a subject to market control, thus to show support to consumers, the government provided subsidiary to producers. After the price Liberalization the producers were able to produce and introduce different type of washing powders such as powders for colored clothes, black clothes, powder with 5 enzymes, 7 enzymes and … also on the other hand, by the changes made in the standards of these washing powders transforming Formulation to performance, producing departments by making these changes were able to benefit more with less cost. This changes in the standard procedures, gave more room to wiggle to producers. Now a days there excites a sense of competition in regards to Formulation in each of their production department. In other words, each of these production department have their unique Formulation.

Based on the MBA news report, Iran is among the four big group of main consumers of washing powders and liquids in the world. Based on the data from various sources, consuming capitation of detergents in Iran in 7.5 kilo grams, while worlds average consumption in 8 kilo grams. In other words Iran’s consuming capitation in half of world’s consumption. Generally speaking 95% of Iranians (almost 66 million people) are demandants of washing powders.

The increase of currency rate has expanded the export of these products specially hand wash washing powders but has limited the import of this product into country. Since the production capacity of washing powders in over plus the need in Iran, this has made a suitable path for exportation of Iranian brands. This can be the reason behind coming across various names of washing machine detergents.

Statistics shows the process of washing machine powders in IRAN, can be divided into 2 categories. One which had growing process and the other one had least progress. Due to the great number of brand names for washing machine detergents, it seems that “practical name” will stick in minds and will be remembered, that is seen and heard by the target audience more often. It’s obvious for such porous advertising is the most effected tool. Badkoobeh full service advertising agency had conducted many research projects for different types of washing solutions specially washing machine powders.

According to the target audiences’ behavior category and the pricing of the product, it can be said “Ariel” is mostly used by high social class group. The most important factor which matters for this type of group is the quality of the product not the price. The majority of import of this brand is from Turkey and after that Germany.

The social class for Softlan and Persil are the same, therefore, there is a high probability this group replace these 2 brands when one is unavailable. This group of social class are considered middle-class whom are concern about the quality more than the price but have defined and fix budget for this product and unlike the Ariel consumers don’t only look for quality.

The consumers of Sepid, Shoma and Taj are mostly middle-class in society whom consider both quality and price at the time and in the same level. Generally speaking washing machine powder market is effect by two factors, one being the number of different brands and the other by over plus production of this product. From this can be concluded that for new brands interring this market need sufficient research and analysis for choosing the suitable placement. For such inquired you can get assistance from Badkoobehs’ consultant services.