CASE STUDY GHARI DETERGENT

The success potion of the rise of this company is surely its marketing strategy. Groups Newest Active Popular Alphabetical. Ghari also implemented extensive dealer network throughout the state. This include hit show like Mahabharat in star plus. 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. The first campaign of this nature was lauched in with Ghari express summer train running from Lucknow to Gauhati. Mahabharat, being one of the most favorite epics of the country, garnered audience from both classes and masses and thus gave Ghari a huge platform to promote itself.

Some of its marketing strategies are following: But he rejected every answer as incorrect. After 25 years of its inception it took the top position in detergent market. Excellent article…Very Very useful… Thumps up from my side.. They also used 30 vehicles for out of home advertisements Instead of endorsing any celebrity, they made the brand talk for itself. This include hit show like Mahabharat in star plus. Detergent industry started in India when Swastik Oil Mills in Mumbai became the first Indian factory to manufacture synthetic detergents.

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 retergent nook and corners of the country by promoting itself at various road shows, magic shows, local plays nautanki and ramleelas and exhibitions.

Ghari realized that the only differentiating factor it can offer is the value of money. This site uses cookies. Ghari also implemented extensive dealer network throughout the state. Detergent industry started in India when Swastik Oil Mills in Mumbai became the first Indian factory to manufacture synthetic detergents.

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case study ghari detergent

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ghari detergent case study – zomcituatri –

Can Ghari sustain its low pricing strategy in this price war and generate profit? 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. Mahabharat, being one of the most favorite epics of the country, garnered audience from both classes and masses and thus gave Ghari a huge platform to promote itself.

Excellent article…Very Very useful… Thumps up from my side. Amidst all this competition an infant brand was born in Kanpur, Uttar Pradesh in the year You are commenting using your Twitter account.

This resulted in low profit margin but high sales volume. Apart from these advertisements ghari also included many clutter breaking steps like —.

case study ghari detergent

Customers are unlikely to see other brands at these places — an innovative idea to break the clutter. But he detergemt every answer as incorrect.

The Curious Case Of Ghari Detergent

Ghari keeping in mind its target market i. In nirma was established. Notify me of new comments via email.

With this much focused positioning of its products to the market; Ghari could penetrate into its target market very well. Thanks for reading this post. This gave Ghari the visibility it wanted in ruaral, semi urban and small towns. By continuing to use this website, you agree to their use.

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case study ghari detergent

Question arises how Ghari Detergent, a Kanpur based brand with low advertising and promotional activities managed to defeat brands such as Tide and Nirma. February 1, Internship Diaries — Is internship really important?

Sorry, your blog cannot share posts by email. After 25 years of its inception it took the top position in detergent market. As far as possible it took the hit of rising material cost on itself instead of passing it to the customers. Creating Territories — Is i They also used 30 vehicles for out of home advertisements Instead of endorsing any celebrity, they made the brand talk for itself.

Please leave your comments Bye for now Guys. 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.

Thus, of the 3, Ghari dealers in the country, are in Uttar Pradesh — 25 of them in Kanpur alone. Ghari also sponsored some T. It targeted mainly middle class and lower middle class; rural and semi urban market which constituted the major chuck of population.