ganga bathing soap ( failure)
Post on 26-May-2015
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By Vijay kumar mishra
Godrej “Ganga”Failure
Godrej “Ganga”
Ganga soap was launched with much fanfare in 1993. Western Media's projection or prejudice.
BBC & National geography, Ganga soap going to be the best selling bar in the upcoming year
Re-launch ( Dudh-Ganga) 1997.The soap attained salvation in the early 2000.
Consumer research
• Besed on footfall (Kumbh mela 1992)
Wrong positioning
Religious soap
Purity and Gentleness like the Pears Soap.
Brand irrelevance
• Relate soaps with gods
" Now bath in Ganga“
• Ganga river is the most polluted one ( Literate view).
• Ganga ( God) in bathroom ( illiterate View)
Ineffective promotion.
• PODDifferentiation was not sustainable over time
Target Market
Godrej “Ganga”Only Hindu, and religious person ( most of
them were not using cosmetics)
HLL & others Mass
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