CASE STUDY GHARI DETERGENT

To find out more, including how to control cookies, see here: Log in with your credentials Social Login – Become our member today! Along with these path breaking strategies, what make Ghari special and a hit is its pricing strategy. In nirma was established. 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. But the primary question is, for how long will this fairy tale continue?

Creating Territories — Is i Ghari detergent goes to train. With only 35 crores of budget allotted to Marketing and promotional activities. Post was not sent – check your email addresses! 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.

In nirma was established. But in the same gharii 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.

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Ghari – India’s Largest Selling Detergent Powder*

This resulted in low profit margin but high sales volume. Ghari focused on housewives in small town and villages which are extremely value conscious buyer and willing ghair switch brands.

Sorry, your blog cannot share posts by email. Some of its marketing strategies are following:. But the primary question is, for how long will this fairy tale continue?

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The Curious Case Of Ghari Detergent |

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, retergent shows, local plays nautanki and ramleelas and exhibitions.

But he rejected every answer as incorrect. The success potion of the rise of this company is surely its marketing strategy. You are commenting using your Facebook account.

case study ghari detergent

Groups Newest Active Popular Alphabetical. Email Address never made public. It targeted mainly middle class and lower middle class; rural and semi urban market which constituted the major chuck of population. IdeasMakeMarket and its logo are registered trademarks. You are commenting using your WordPress.

It can surely be an deterggent ambassador of Make deterggent India campaign, giving hopes to hopeless Indian manufacturing sector. Ghari has surely been an Idol for all those desi companies who fear to take on international giants. Along with these path breaking strategies, what make Ghari special and a hit is its pricing strategy.

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case study ghari detergent

Apart from these advertisements ghari also included many clutter breaking steps like —. About acse company-owned vehicles are used for out-of-home advertising. Customers are unlikely to see other brands at these places — an innovative idea to break the clutter.

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Ghari identified its target segment very well. Targeting Maggie with Benefit Positioning. With only 35 crores of budget allotted to Marketing and promotional activities. Management of Ghari was quick to understand it and worked towards building a robust distribution detergeent.

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.

Ghari keeping in mind its target market i.

case study ghari detergent

Detergent industry started in India when Swastik Oil Mills in Mumbai became the first Indian factory to manufacture synthetic detergents. By continuing to use this website, you agree to their use.

They organized many vhari where customers can test the brand themselves and can clear their doubts. After 25 years of its inception it took the top position in detergent market.