Ghari Soft Skin

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Media Planning of DetergentSubtitle



Detergent Market in India



History

First detergent powder in India was DET.

Then SURF came with its strong sales promotion,advertisement and distribution width.

Followed by TOMCO’S MAGIC and then NIRMA.



History

• The first companies to manufacture detergents in India were

and Swastik.• HLL test marketed Surf between 1956 and 1958 and began

manufacturing it from

• 1959. Swastik launched Detergent, a white detergent powder, i

• In the early 1960s, the total volume of detergents manufactureIndia grew from around 1600 tonnes to 8000 tonnes.

• HLL dominated the market with a share of almost 70 % compDetergent's 25%.

• In 1966, another player entered the fray.



Market share





Price…. • Washing powders were categorized into four segments –

• economy (selling at less than Rs.25 per kg)

• mid-priced (Rs.25 - Rs. 90 per kg)

• premium (Rs. 90 - Rs. 120 per kg)

• compact (selling at over Rs. 120 per kg).

• The compact, premium and medium priced segments together accounted

for 20% of the volume share and 35% of the value share.• The economy segment made up the remaining lion's share of the market.

• The major players in the Indian detergent market were HLL, P&G, Nirma

and Henkel (through its joint venture with SPIC, a leading petrochemical

• company based in the south Indian city of Chennai).



Ghari Overtakes……….

•

Ghari detergent, manufactured by Rohit Surfactants PLimited, was launched in 1987. In late 2011, Ghari surpHindustan Unilever’s Wheel to become the largest plathe Indian detergent market. The caselet discusses thstrategies that Ghari followed to achieve the coveted

position.



Wheel



Wheel..

• Wheel is the HUL detergent brand for the ‘Striving’

segment. It was launched in 1987 to cater to the massmarket. Whether Wheel was the result of a reactive stfrom HUL to combat the onslaught of Nirma is a debaissue.

• Over the years Wheel has becomes India’s most wideldetergent.

• Wheel provides the benefit of ‘heavy -duty laundry’. Tcolor of the brand is greenish yellow and its logo has alime – both symbolizes the heavy-duty cleaning benethe brand.







TIDE

• Tide is the name of a popular laundry

• detergent. It is manufactured by Procter & Gample.

• Tide is recognized for its distinctive

• orange-and-yellow bullseye logo. The

• original logo was designed by Donald Deskey, a famouindustrial and identity designer .



Title and Content Layout with List

• Detergents had developed in the beginning of 20th ce

• and started making inrords into the area earlier serve

• washing compounds.

• Detergent market share is 36% in india.

• (comprising bar, powder and liquids).• The Indian detergent market is expected to grow at 7-

pain volume terms



Overtake of Ghari Detergent

• The Indian fabric wash market took a new turn in late

when Hindustan Unilever’s (HUL) prominent low cosdetergent brand 'Wheel' was replaced by 'Ghari detergpowder (Ghari) as the top selling detergent powder. Gmanufactured by Rohit Surfactants Pvt Ltd (RSPL), acompany based in Kanpur, North India, was launched

1987. It catered to the economy segment and adopted unique strategies to get ahead of local and Indian playthe Indian market that was valued at Rs.130 billion as 2012...



Switching of Brand

• Reasons of migration

Surf became known only for whitenessSurf Excel (stain removal) : Positioned with the baseli‘removes stain without fading colours’ (Surf Excel HaiTo boost its image as that of a modern and contempor

brand.• Ghari has simply target low cost market and sweep in

and middle segment.



Questions for Discussion:

1. How did Ghari become the top selling brand in the Indetergent market? Discuss the strategies it adopted.

2. What strategies should RSPL follow to make 'Uni' the

largest player in the mid-premium laundry market in In



Media Planning of Detergent

• Launching skin soft Ghari detergent.

• New varient of ghari with less harsh to skin on washinscented with fragnants.



Ghari detergent clean sweep



Marketing Strategy of Ghari…..

•

Competitive advantage with well laid distribution andnetwork in rural India.

• Adopt Innovative advertising approaches.

•

Willingness to venture out with new variants.



Ghari paper publish

• Ghari Laundry and Home Care, the household produ

manufacturer, is relaunching its Soft skin Sensitively C washing detergent brand with a new formulation forsensitive skin.

• The revamp aims to raise awareness of the non-biologdetergent, which launched in the UK more than 21 yea

but has a niche consumer base. The reformulated dete will be enzyme free but will contain almond milk and vitamin E, to protect young skin.



Ghari soft skin

• Ghari claims the new formula, which will be available

Mumbai, Delhi and Calcutta and has been endorsed bIMA, will be suitable for nut-allergy sufferers.

• The changes will be supported by Soft Skin first markdrive, which will include consumer press ads, directmarketing and sampling. The campaign will target mu

and young families.



Title and Content Layout with Chart

0

1

2

3

4

5

6

Category 1 Category 2 Category 3 Catego

Series 1 Series 2 Series 3



Two Content Layout with Table

Group A G

Class 1 82

Class 2 76

Class 3 84

• First bullet point here

• Second bullet point here

• Third bullet point here



Two Content Layout with SmartArt

• First bullet point here

• Second bullet point here

• Third bullet point here

Group

A

Task1

Task3



Ghari Soft Skin

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