116819406 marketing strategies of ghari detergent

7/28/2019 116819406 Marketing Strategies of Ghari Detergent

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Ghari detergent has surpassed several multinational brands to become the second largest-selling detergent in the country.

Three years ago, Ghari had a share of 10 per cent which now stands at 17%, second largestin Indian market. Out of Rohit Surfactants (Parent Company) Rs 1,940-crore turnover in

2009-10, Ghari contributed as much as Rs 1,825 crore.

Question arises how Ghari Detergent, a Kanpur based brand with low advertising andpromotional activities managed to defeat brands such as Tide and Nirma.

The answer lies in beautifully carfted strategy, but before that lets have a look on someindustry statistics to gain a better understanding


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Select a profitable and forced concentration: Ghari realized that it can not beat Giants likeHUL and P&G due to their financial muscle. So it selected Uttar Pradesh, with a population of

200 million (highest in India) and accounts for over 12% of the countrys FMCG sales. Ghari

also implemented extensive dealer network throughout the state. Thus, of the 3,000 Ghari

dealers in the country, 900 are in Uttar Pradesh 25 of them in Kanpur alone. Furthermore,

nine of the companys 18 manufacturing units are in Uttar Pradesh.

Know your consumer and reason to people consumer your product: Ghari focused onhousewives in small town and villages which are extremely value conscious buyer and willing

to switch brands. Ghari realized that the only differentiating factor it can offer is the value of

money. To offer value for money Ghari management settles the net profit margin of 9%

against the industry standard of 12 to 13% for the premium brands. What may work in

Gharis favour is the higher profit margin of 9% the company offers its dealers; rivals seldom

offer better than 6% or 7% .

Be innovative in reaching the consumers: With only 35 crores of budget allotted toMarketing and promotional activities. Ghari detergent goes to train.

The first campaign was the Ghari Detergent Express (a summer special) in 2008 that ran

between Lucknow and Guwahati for two months

Taking the cue from there, Ghari has now advertised in Pushpak Express that runs betweenLucknow and Mumbai.

, Rohit Surfactants promotes Ghari at roadside shows, magic shows and exhibitions insmaller towns and cities. Customers are unlikely to see other brands at these places an

innovative idea to break the clutter. The magic shows have given Ghari good visibility in

cities like Jaipur, Indore, Kota, Alwar and Kanpur. About 30 company-owned vehicles are

used for out-of-home advertising. Of late, the company has taken some tentative steps

towards the popular media. It has sponsored a show, Rakt Sambandh, on NDTV

116819406 marketing strategies of ghari detergent

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