CASE STUDY GHARI DETERGENT

They incentivized dealers with a higher profit margin than their competitors in the segment. Fill in your details below or click an icon to log in: You are commenting using your WordPress. Notify me of new posts via email. Groups Newest Active Popular Alphabetical. By continuing to use this website, you agree to their use. Creating Territories — Is i

With only 35 crores of budget allotted to Marketing and promotional activities. 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. Groups Newest Active Popular Alphabetical. Leave a Reply Cancel reply Enter your comment here 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. The success potion of the rise of this company is surely its marketing strategy. This site uses cookies.

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

Recently Ghari detergent has surpassed several multinational brands to become the second largest-selling detergent deergent the country. Very useful insight…and yes congratulations to Rohit Surfactants for this accomplishment. Sorry, your blog cannot share posts by email. This include hit show like Mahabharat in star plus. 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 shows, magic shows and exhibitions in smaller towns and cities.

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Some of its marketing strategies are following: Ghari also sponsored some T. They organized many events where customers can test the brand themselves and can clear their doubts. Management of Ghari was quick to understand it and worked towards building a robust distribution network.

The Curious Case Of Ghari Detergent |

Ghari realized that the only differentiating factor it can offer is the value of money. Slowly and steadily it captured market detedgent neighboring states like Bihar, Madhya Pradesh, Punjab and Haryana.

Ghari also implemented extensive dealer network throughout the state. But the primary question is, for how long will this fairy tale continue? Leave a Reply Cancel reply Enter your comment here The first campaign of this nature was lauched in with Ghari express summer train running from Lucknow to Gauhati.

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case study ghari detergent

Targeting Maggie with Benefit Positioning. About 30 company-owned vehicles are used for out-of-home advertising.

case study ghari detergent

Very good analysis and eye opening. You are commenting using your WordPress.

The Curious Case Of Ghari Detergent

The brand can also be seen on railway crossings in West Bengal and Uttar Casse. The high population in these states also helped it to sell more units. With this much focused positioning of its products to the market; Ghari could penetrate into its target market very well. After 25 years of its inception it took the top position in detergent market.

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Emotional branding and you — Does it work? Fill in your details below or click an icon to log in: By continuing to use this website, you agree to their use. They also used 30 vehicles for out of home advertisements Instead detergeng endorsing any celebrity, they made the brand talk for itself.

Then taking a cue from success of this attempt they launched similar campaigns with other trains like Pushpak express and 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 Facebook account. Ghari detergent detergebt to train.

Ghari has surely been an Idol for all those desi companies who fear to take on international giants. But in the same detegrent 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 really gives a very good info and I never knew marketing of Garhi Detergent… Thanks mate.