CASE STUDY GHARI DETERGENT

How come a brand which is so unlikely to be used by anyone sitting in room, is the market leader in this section. Some of its marketing strategies are following: About 30 company-owned vehicles are used for out-of-home advertising. Emotional branding and you — Does it work? Notify me of new comments via email. You are commenting using your Google account.

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. Case of Ghari detergent highlights that how a mediocre brand can compete successfully with big brands with a clear strategy and vision. Sorry, your blog cannot share posts by email. 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. They incentivized dealers with a higher profit margin than their competitors in the segment.

Of late, the company has taken some tentative steps towards the popular media. Emotional branding and you — Does it work?

The success potion of the rise of this company is surely its marketing strategy. Along with these path breaking strategies, what make Ghari special and a hit is its pricing strategy.

The Curious Case Of Ghari Detergent |

In military terminology Force concentration is the practice of concentrating a military force, so as to cass to bear such overwhelming force against a portion of an enemy force that the disparity between the two forces alone acts as a force multiplier, in favour of the concentrated forces.

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February 1, Internship Diaries — Is internship really important? They incentivized dealers with a higher profit margin than their competitors in the segment. Detergenf are unlikely to see other brands at these places — an innovative idea to break the clutter.

The Curious Case Of Ghari Detergent

But the primary question is, for how long will this fairy tale continue? Email Address never made public.

case study ghari detergent

They also used 30 vehicles for out of home advertisements Instead of endorsing any celebrity, they made the brand talk for itself. Very good analysis and eye opening.

It can surely be an excellent ambassador of Make in India campaign, giving hopes to hopeless Indian manufacturing sector. This gave Ghari the visibility it wanted in ruaral, semi urban and small towns.

case study ghari detergent

Ghari also sponsored some T. Excellent article…Very Very useful… Thumps up from my side. Groups Newest Active Popular Alphabetical. Can Ghari sustain its low pricing strategy in this price war and generate profit? It really gives a very good info and I never knew marketing of Garhi Detergent… Thanks mate.

It targeted mainly middle class and lower middle class; rural and stuy urban market detrgent constituted the major chuck of population. Ghari keeping in mind its target market i. In addition, Rohit Surfactants promotes Ghari at roadside shows, magic shows and exhibitions in smaller towns and cities.

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case study ghari detergent

With only 35 crores of budget allotted to Marketing and promotional activities. Apart from these advertisements ghari also included many clutter breaking steps like —. But he rejected every answer as incorrect. Question arises how Ghari Detergent, a Kanpur based brand with low advertising and promotional activities managed to defeat brands such as Tide and Nirma.

Ghsri this much focused positioning of its products to the market; Ghari could penetrate into its target market very well. You are commenting using your Gnari account. You are commenting using your Google account.

Facebook Google Twitter Yahoo! Very useful insight…and yes congratulations to Rohit Surfactants for this accomplishment. You are commenting using your Twitter account. Only time will tell, but for now Ghari surely is an underdog playing like a rockstar!

The brand can also be seen on railway crossings in West Bengal and Deergent Pradesh. 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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