Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 1K views

    Ghadi Detergent

    Uploaded by

    Christopher Antony Christian
    Ghari Detergent was founded in 1987 by Muralidhar and Bimal Kumar Gyanchandani in Kanpur, India. It targets low-income consumers in rural areas through affordable prices that offer 15-20% profit margins to dealers, compared to 10% for competitors. Ghari's marketing focuses on states with large populations like Uttar Pradesh through promotions like the Ghari Detergent Express train and exhibitions in smaller towns. While Ghari is now the second largest detergent brand in India with 13.5% market share, it lacks presence in urban areas and product variety.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Ghadi Detergent

    Uploaded by

    Christopher Antony Christian
    1K views17 pages
    Ghari Detergent was founded in 1987 by Muralidhar and Bimal Kumar Gyanchandani in Kanpur, India. It targets low-income consumers in rural areas through affordable prices that offer 15-20% profit margins to dealers, compared to 10% for competitors. Ghari's marketing focuses on states with large populations like Uttar Pradesh through promotions like the Ghari Detergent Express train and exhibitions in smaller towns. While Ghari is now the second largest detergent brand in India with 13.5% market share, it lacks presence in urban areas and product variety.

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Ghari Detergent was founded in 1987 by Muralidhar and Bimal Kumar Gyanchandani in Kanpur, India. It targets low-income consumers in rural areas through affordable prices that offer 15-20% profit margins to dealers, compared to 10% for competitors. Ghari's marketing focuses on states with large populations like Uttar Pradesh through promotions like the Ghari Detergent Express train and exhibitions in smaller towns. While Ghari is now the second largest detergent brand in India with 13.5% market share, it lacks presence in urban areas and product variety.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    1K views17 pages

    Ghadi Detergent

    Uploaded by

    Christopher Antony Christian
    Ghari Detergent was founded in 1987 by Muralidhar and Bimal Kumar Gyanchandani in Kanpur, India. It targets low-income consumers in rural areas through affordable prices that offer 15-20% profit margins to dealers, compared to 10% for competitors. Ghari's marketing focuses on states with large populations like Uttar Pradesh through promotions like the Ghari Detergent Express train and exhibitions in smaller towns. While Ghari is now the second largest detergent brand in India with 13.5% market share, it lacks presence in urban areas and product variety.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 17

    Ghari Detergent

    PRESENTED BY,
    CHRISTOPHER CHRISTIAN, SUDIPTA NANDI.

    History of the Ghari


    RSPL (Rohit Surfactants private limited) y Kanpur based company. y The detergent brand was founded by Muralidhar and Bimal Kumar Gyanchandani in 1987. y RSPL had their product like Xpert, Red Chief,Venus, Wind energy, Real estate, Dairy products
    y

    Marketing Mix

    Product
    Quality Features Brand name Packaging Sizes

     

    The price of Ghari detergent comes at a price less than Tide, Ariel and surf excel. Affordable price Discounts in form of lesser price and quality product. Ghari offers 15-20% profit margin to the dealers whereas rivals offer 10%.

    Price list of Ghari

    Place
    The brand is now present in 20 states. Targeting area in which more population is there like Uttar Pradesh. Targeting rural area. Easily switchable to the other brands. Value for money. Targeting remote area. Low income.

    ` `

    The first campaign was the Ghari Detergent Express(a summer special Train) in 2008 that ran between Lucknow and Guwahati for two months. Advertisement in Train and Railway station. Roadside show like Magic and exhibitions in smaller towns and cities. The Ghari advertisement could also be seen in TV and in some Magazine.

    ` `

    New plant in Karnataka for expansion. In the next three years the RSPL (Rohit Surfactants private limited) would add 10 more states (including union territories)

    Drawbacks
    Targeting low income group. Different fragrance flavors are not available only premium are available. Innovative adds are not there. Product variety is not there Lack of presence in urban area.

    ` `

    ` `

    Second largest-selling detergent in the country. Ghari was able to beat Nirma because of well established in Uttar pradesh, indias largest population. Currently as of December 2011 the market share of Ghari is 13.5 % Local brand such as Power detergent, Tran keri, Vidsha, etc market share had fallen from 13% in previous to 2.9% in 2010 according to Nielsen data survey

    PEHLE ISTAMAL KARE PHIR VISHWAS KARE

    You might also like