CASE STUDY OF GHARI DETERGENT

Post was not sent – check your email addresses! IdeasMakeMarket and its logo are registered trademarks. Ghari keeping in mind its target market i. Slowly and steadily it captured market in neighboring states like Bihar, Madhya Pradesh, Punjab and Haryana. Targeting Maggie with Benefit Positioning. Ghari focused on housewives in small town and villages which are extremely value conscious buyer and willing to switch brands. Of late, the company has taken some tentative steps towards the popular media.

Leave a Reply Cancel reply Enter your comment here With this much focused positioning of its products to the market; Ghari could penetrate into its target market very well. Some of its marketing strategies are following: About 30 company-owned vehicles are used for out-of-home advertising. The high population in these states also helped it to sell more units.

Ghari also implemented extensive dealer network throughout the state.

case study of ghari detergent

Ghari realized that the only differentiating factor it can offer is the value of money. With only 35 crores of budget allotted to Marketing and promotional activities. You are commenting using your WordPress.

The Curious Case Of Ghari Detergent |

Slowly and steadily it captured market in neighboring states like Bihar, Madhya Pradesh, Punjab and Haryana. Post was not sent – check your email addresses! Emotional branding and you — Does it work? This resulted in low profit margin but high sales volume. About 30 company-owned vehicles are used for out-of-home advertising.

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case study of ghari detergent

In military ghqri Force concentration is the practice of concentrating a military force, so as to bring to bear such overwhelming force against a portion of an enemy force that the disparity between the two ghair alone acts as a force multiplier, in favour of the concentrated forces. Email Address never made public. With this much focused positioning of its products to the market; Ghari could penetrate into its target market very well.

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The Curious Case Of Ghari Detergent

Thanks for reading this post. Question arises how Ghari Detergent, a Kanpur based brand with low advertising and promotional activities managed to defeat brands such as Tide and Nirma. Ghari identified its target segment very well.

How come a or which is so unlikely to be used by anyone sitting in room, is the market leader in this section. Along with these path breaking strategies, what make Ghari special and a hit is its pricing strategy.

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Customers are unlikely to detdrgent other brands at these places — an innovative idea to break the clutter. Some of its marketing strategies are following: Members Newest Active Popular. Can Ghari sustain its low pricing strategy in this price war and generate profit?

They organized many events where customers can test the brand themselves and can clear their doubts. Thus, of the 3, Ghari dealers in the country, are in Uttar Pradesh — 25 of them in Kanpur alone.

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case study of ghari detergent

Excellent article…Very Very useful… Thumps up from my side. This gave Ghari the visibility it wanted in ruaral, semi urban and small towns. They incentivized dealers with a higher profit margin than their competitors in the segment. Creating Territories — Is i With stydy small allocation for promotion functions, it had an uphill task of managing advertising and promotional activities within that fund.

Ghari focused on housewives in small town and villages which are fhari value conscious buyer and willing to switch brands.

Ghari – India’s Largest Selling Detergent Powder*

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.

Apart from these advertisements ghari also included many clutter breaking steps like —.