CASE STUDY OF GHARI DETERGENT

Fill in your details below or click an icon to log in: Customers are unlikely to see other brands at these places — an innovative idea to break the clutter. With a small allocation for promotion functions, it had an uphill task of managing advertising and promotional activities within that fund. Hi All, Wish You all a Very Happy New Year Recently Ghari detergent has surpassed several multinational brands to become the second largest-selling detergent in the country. With this much focused positioning of its products to the market; Ghari could penetrate into its target market very well. Ghari realized that the only differentiating factor it can offer is the value of money. Ghari has surely been an Idol for all those desi companies who fear to take on international giants.

But in the same time sacrificing your margin and competing on the basis of price alone are not the part of sustainable competitive advantage and journey ahead is not going to be a cakewalk for Ghari Detergent. Members Newest Active Popular. Ghari management pulled it off with innovative ideas which not only saved them money but also provided them with the required penetration into the market. Thus, of the 3, Ghari dealers in the country, are in Uttar Pradesh — 25 of them in Kanpur alone. Detergent industry started in India when Swastik Oil Mills in Mumbai became the first Indian factory to manufacture synthetic detergents. To find out more, including how to control cookies, see here:

case study of ghari detergent

You are commenting using your WordPress. Facebook Google Twitter Yahoo! Some of its marketing strategies are following: Mahabharat, being one of the most favorite epics of the country, garnered audience from both classes and masses and thus detrgent Ghari a huge platform to promote itself. Post was not sent – check your email addresses!

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case study of ghari detergent

Can Ghari sustain its low pricing strategy in this price war and generate profit? To find out more, including how to control cookies, see here: How come a brand which is so unlikely to be used by anyone sitting in room, is the market leader in this section. Detergent industry started in India when Swastik Oil Mills in Mumbai became the first Indian factory to manufacture synthetic detergents.

Ghari Detergent did the Nirma Act | Strategic Moves

The first campaign was the Ghari Detergent Express a summer special in that ran between Lucknow and Guwahati for two months Taking the cue from there, Ghari has now advertised in Pushpak Express that runs between Lucknow and Mumbai. Thus, of the 3, Ghari dealers in the country, are in Uttar Pradesh — 25 of them in Kanpur alone. Targeting Maggie with Benefit Positioning. But he rejected every answer as incorrect.

With all these marketing measures coupled with optimum utilization of its resources Ghari could stand out in the cut throat competition in Indian detergent market.

The Curious Case Of Ghari Detergent

Leave a Dftergent Cancel reply Enter your comment here As far as possible it took the hit of rising material cost on itself instead of passing it to the customers. Ghari also implemented extensive dealer network throughout the state. The brand can also be seen on railway crossings in West Bengal and Uttar Pradesh. Only time will tell, but for now Ghari surely is an underdog playing like a rockstar!

With only 35 crores of budget allotted to Marketing and promotional activities.

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case study of ghari detergent

Ghari identified its target segment very well. This include hit show like Mahabharat in star plus. Members Newest Active Popular. With a small allocation for promotion functions, it had an uphill task of managing advertising and promotional activities within that fund. This site uses cookies.

Ghari – India’s Largest Selling Detergent Powder*

Vote Up 0 Vote Down. Amidst all this competition an infant brand was born in Kanpur, Uttar Pradesh in the year You are commenting using your Google account. Recently Ghari detergent has surpassed several multinational brands to become the second largest-selling detergent in the country.

In military terminology Force concentration is the practice of concentrating a military force, so as to bring to bear such overwhelming force against a portion of an enemy force that the disparity between the two forces alone acts as a force multiplier, in favour of the concentrated forces. Studg article…Very Very useful… Thumps up from my side. With this much focused positioning of its products to the market; Ghari could penetrate into its target market very well.

Ghari realized that the only differentiating factor it can offer is the value of money.

Question deterget how Ghari Detergent, a Kanpur based brand with low advertising and promotional activities managed to defeat brands such as Tide and Nirma. Very useful insight…and yes congratulations to Rohit Surfactants for this accomplishment.