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    What They Do?

    Uploaded by

    RushadIrani
    Godrej Ezee is a liquid detergent brand launched in 1983 to clean delicate clothes like woolens. With a pH-neutral formula, it gently cleans fabrics without damage or color loss. The target audience is cloth-conscious households seeking to prevent shrinkage and fading. As the first liquid woolen detergent, Godrej Ezee had 75% market share and marketed through promotions like games and distribution through retailers. It remains a market leader through its niche in delicate fabrics and growth in its liquid detergent portfolio.

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    What They Do?

    Uploaded by

    RushadIrani
    272 views3 pages
    Godrej Ezee is a liquid detergent brand launched in 1983 to clean delicate clothes like woolens. With a pH-neutral formula, it gently cleans fabrics without damage or color loss. The target audience is cloth-conscious households seeking to prevent shrinkage and fading. As the first liquid woolen detergent, Godrej Ezee had 75% market share and marketed through promotions like games and distribution through retailers. It remains a market leader through its niche in delicate fabrics and growth in its liquid detergent portfolio.

    Original Description:

    Ezee Niche Brand

    Original Title

    ezee

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    Godrej Ezee is a liquid detergent brand launched in 1983 to clean delicate clothes like woolens. With a pH-neutral formula, it gently cleans fabrics without damage or color loss. The target audience is cloth-conscious households seeking to prevent shrinkage and fading. As the first liquid woolen detergent, Godrej Ezee had 75% market share and marketed through promotions like games and distribution through retailers. It remains a market leader through its niche in delicate fabrics and growth in its liquid detergent portfolio.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    272 views3 pages

    What They Do?

    Uploaded by

    RushadIrani
    Godrej Ezee is a liquid detergent brand launched in 1983 to clean delicate clothes like woolens. With a pH-neutral formula, it gently cleans fabrics without damage or color loss. The target audience is cloth-conscious households seeking to prevent shrinkage and fading. As the first liquid woolen detergent, Godrej Ezee had 75% market share and marketed through promotions like games and distribution through retailers. It remains a market leader through its niche in delicate fabrics and growth in its liquid detergent portfolio.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 3

    GODREJ EZEE

    WHAT THEY DO?

    The Godrej Ezee brand was launched in 1983 with a single focus of taking care of winter wear and other delicate clothes.
    Backed by a strong in-house R&D team, Godrej Ezee is certified by Wool mark as a specialist liquid detergent for
    woollens. Ezee liquid detergent has a no soda, pH neutral formula that gently cleanses from within, while preventing loss
    of natural protein in the fabric, thus preventing damage of fabric as well as colour loss.

    TARGET AUDIENCE

    The target audience were cloth quality conscious housewives targeting higher and middle income groups and was
    positioned as a premium fabric care brand with Ph neutral formulation which prevent shrinkage and colour fading.
    Ezee was the first liquid detergent to be advertised on TV with some creative advertisements like ‘Ezee grahani,
    2006’.
    MARKETING STRATEGY

    With already a market leader with 75% of market share and was the first one to come up with the liquid detergent for
    woollen clothes Godrej aimed at premium clothing like silk, chiffon and delicate fabrics and forayed into western and
    southern region, where it had less presence due to lack of winters. For promotion, Ezee launched Ezee angry woollens
    games. Only detergent in India approved by The Woolmark Company Godrej Ezee given the status of Superbrand by The
    Superbrands Council, UK. Ezee is stocked by over 11lakh retailers thus relying on the distribution of parent company
    Godrej

    COSTING AND NICHE

    Rs. 175 (1Kg)


    Rs. 86 (500Gms.)

    Ezee has turned out to be a very substantial niche and their liquid detergents portfolio saw a strong growth of 21% in
    2018, led by Ezee. Ezee has always been a market leader as it was the first one to enter into liquid detergent segment
    specialised in woollen wear, extended into silks, chiffon and delicate fabrics.
    NEWSPAPER ADVERTISEMENTS AND FLYERS

    TVC

    https://www.youtube.com/watch?
    v=0s60O1kJF8o

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