They organized many events where customers can test the brand themselves and can clear their doubts. About 30 company-owned vehicles are used for out-of-home advertising. 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. It can surely be an excellent ambassador of Make in India campaign, giving hopes to hopeless Indian manufacturing sector. Thus, of the 3, Ghari dealers in the country, are in Uttar Pradesh — 25 of them in Kanpur alone. Email Address never made public. 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.

The high population in these states also helped it to sell more units. Ghari identified its target segment very well. With this much focused positioning of its products to the market; Ghari could penetrate into its target market very well. Of late, the company has taken some tentative steps towards the popular media. Very useful insight…and yes congratulations to Rohit Surfactants for this accomplishment. This include hit show like Mahabharat in star plus.

Apart from these advertisements ghari also included many clutter breaking steps like —. How come a brand which is so unlikely to be used by anyone sitting in room, is the market leader in this section.

case study ghari detergent

Of late, the company has taken some tentative steps towards the popular media. You are commenting using your Facebook account. This include hit show like Mahabharat in star plus. Emotional branding and you — Does it work? Very good analysis and eye opening. Can Ghari sustain its low pricing strategy in this price war and generate profit?

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Many obvious answers popped out including surf, wheel, tide etc.

Ghari Detergent did the Nirma Act | Strategic Moves

It targeted mainly middle class and lower middle class; rural and semi urban market which constituted the major chuck of population. Facebook Google Twitter Yahoo! Excellent article…Very Very useful… Thumps up from my side. Notify me of new posts via email.

Ghari – India’s Largest Selling Detergent Powder*

Post was not sent – check your email addresses! The high population in these states also helped it to sell more units.

case study ghari detergent

Ghari realized that the only differentiating factor it can offer is the value of money. Customers are unlikely to see other brands at these places — an innovative idea to break the clutter. Targeting Maggie with Benefit Positioning. The brand can also be seen on railway crossings in West Bengal and Uttar Pradesh.

case study ghari detergent

Advertisements also being displayed inside the bogies of Swarna Jayanti Express from Trivandrum to Hazrat Nizamuddin in Delhi last year that cuts across three or four states in south India In addition, Rohit Surfactants promotes Ghari at roadside stydy, magic shows and exhibitions in smaller towns and cities.

Please leave your comments Bye for now Guys. Ghari keeping in mind its target market i. But he rejected every answer as incorrect.

That is, rural markets and semi urban markets. This gave Ghari the visibility it wanted in ruaral, semi urban cwse small towns. This resulted in low profit margin but high sales volume.


The Curious Case Of Ghari Detergent

Sorry, your blog cannot share posts by email. Then taking a cue from success of this attempt they launched similar campaigns with other trains like Pushpak express gahri Swarna Jayanti express Ghari took its brand to nook and corners of the country by promoting itself at various road shows, magic shows, local plays nautanki and ramleelas and exhibitions.

You are commenting using your Twitter account. Detergent industry started in India when Swastik Oil Mills in Mumbai became the first Indian factory shudy manufacture synthetic detergents.

The Curious Case Of Ghari Detergent |

Ghari focused on housewives in small xase and villages which are extremely value conscious buyer and willing to switch brands. 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.

Case of Ghari detergent highlights that how a mediocre brand can compete successfully with big brands with a clear strategy and vision.

Some of its marketing strategies are following:. Last month during a guest lecture, Director of a well known advertisement firm asked us, which was the leading detergent brand in terms of sales.