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    Branding of Ghari Detergent: Submitted By: Mrityunjay Das

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    ayushi kesarwani
    Ghari detergent is a successful brand from Kanpur that has grown without large advertising budgets. It targets value-conscious consumers in small towns and villages. The brand focused on building an extensive dealer network in Uttar Pradesh. Ghari also kept profit margins lower than competitors to offer the best value. A rebranding initiative tweaked the logo design and packaging to give Ghari a modern look while retaining familiar elements. The owner of Ghari detergent now plans to raise $1 billion through an IPO that could value the company at $9 billion, higher than several other Indian brands.

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    Branding of Ghari Detergent: Submitted By: Mrityunjay Das

    Uploaded by

    ayushi kesarwani
    93 views24 pages
    Ghari detergent is a successful brand from Kanpur that has grown without large advertising budgets. It targets value-conscious consumers in small towns and villages. The brand focused on building an extensive dealer network in Uttar Pradesh. Ghari also kept profit margins lower than competitors to offer the best value. A rebranding initiative tweaked the logo design and packaging to give Ghari a modern look while retaining familiar elements. The owner of Ghari detergent now plans to raise $1 billion through an IPO that could value the company at $9 billion, higher than several other Indian brands.

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    Ghari detergent ppt

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    Ghari detergent

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    Ghari detergent is a successful brand from Kanpur that has grown without large advertising budgets. It targets value-conscious consumers in small towns and villages. The brand focused on building an extensive dealer network in Uttar Pradesh. Ghari also kept profit margins lower than competitors to offer the best value. A rebranding initiative tweaked the logo design and packaging to give Ghari a modern look while retaining familiar elements. The owner of Ghari detergent now plans to raise $1 billion through an IPO that could value the company at $9 billion, higher than several other Indian brands.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    93 views24 pages

    Branding of Ghari Detergent: Submitted By: Mrityunjay Das

    Uploaded by

    ayushi kesarwani
    Ghari detergent is a successful brand from Kanpur that has grown without large advertising budgets. It targets value-conscious consumers in small towns and villages. The brand focused on building an extensive dealer network in Uttar Pradesh. Ghari also kept profit margins lower than competitors to offer the best value. A rebranding initiative tweaked the logo design and packaging to give Ghari a modern look while retaining familiar elements. The owner of Ghari detergent now plans to raise $1 billion through an IPO that could value the company at $9 billion, higher than several other Indian brands.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 24

    Branding of Ghari Detergent

    Submitted by : Mrityunjay Das


    TRANSFORMATIONAL CHANGE
    FOUR ELEMENTS OF
    TRANSFORMATIONAL LEADERSHIP

    Individualized Consideration
    Intellectual Stimulation
    Inspirational Motivation
    Idealized Influence
    TRANSFORMATIONAL
    LEADERSHIP

    Develop a challenging and attractive vision, together with the employees.


    Tie the vision to a strategy for its achievement.
    Develop the vision, specify and translate it to actions.
    Express confidence, decisiveness and optimism about the vision and its
    implementation.
    Realize the vision through small planned steps and small successes in the path
    for its full implementation
    GHARI

    The Brand is a perfect example of how you don’t always need big celebrity
    endorsements to build a brand. Its really interesting to see how Ghari
    Detergent, a Kanpur based brand with low advertising and promotional
    activities managed to defeat brands such as Tide and Nirma and wheel and
    sunlight
    EVOLUTION IS CONSTANT

    The Brief
    The one line brief was to give the Ghari Brand a total makeover. There was
    no clear vision as to how much or how little the brand should change.
    UNDERSTANDING STRATEGIES

    Ghari targets housewives in small town and villages, who are extremely value
    conscious buyers and willing to switch brands. The only USP is the Value for
    Money proposition. Hence the brand must remain approachable for the
    consumers.
    For a brand which operates in the economy zone and yet clocks
    sales of over Rs.2,000Cr. its very much a volume game and hence
    any drastic change in the brand can be fatal. More so because it’s
    a brands for the lower SECs, who might not welcome their brand
    going for a complete relook, overnight. Also in the market in
    which it operates there is also the risk of the new brand look
    being thought as counterfeit.
    SELECT A PROFITABLE AND
    FORCE CONCENTRATION

    In military terminology 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 forces alone acts
    as a force multiplier, in favour of the concentrated forces. Ghari also realized
    that it can not beat Giants like HU and P&G due to their financial muscle. So
    it selected Uttar Pradesh, with a population of 167 million (highest in India)
    and accounts for over 12% of the country’s FMCG sales. Ghari also
    implemented extensive dealer network
    KNOW YOUR CONSUMER AND
    REASON TO PEOPLE CONSUMER
    YOUR PRODUCT

    Ghari focused on housewives 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
    Ghari’s favour is the higher profit margin of 9% the company offers its
    dealers; rivals seldom offer better than 6% or 7%
    INNOVATION IS THE KEY

    Ghari launched detergent in cheaper price


    They preferred Rural marketing
    With only 35 crores of budget allotted to Marketing 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 between Lucknow and Mumbai. The brand can also be seen on railway
    crossings in West Bengal and Uttar 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. 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 Imagine.
    THE DESIGN SOLUTION

    First and foremost the Brand Logo was tweaked. A bevel effect
    was rendered to it along with a modern look. The Font and
    Colours were retained. However the black colour was
    eliminated to simplify the logo. The fact that Ghari is a
    detergent brand was reinforced by bringing the words
    ‘Deteregent Powder’ close to the logo and giving it the logo
    colours thus forming a tight lockup.
    CHALLENGE

    The biggest challenge was to revamp the packaging of Ghari detergent and
    yet retain most of the existing design elements. When you are dealing with
    such huge volumes they can’t take the risk of changing the brand completely
    overnight and lose out on the loyalists. It’s the only pack among the top selling
    detergents in India which has a predominantly white pack. Most competitors
    are either Blue or Yellow. Research showed that the housewives recognized the
    Brand by the White and Blue packaging. WOW! Design believed that Ghari
    should leverage this unique property.
    THE PRICE GAME

    P&G, HLL decided to cut price for competitor


    Ghari
    P&G decided to cut prices of Ariel and Tide, its detergent brands. Within two
    days, HLL followed suit and cut prices for Surf Excel. This sudden cut in
    prices shocked the industry.
    P&G's decision to cut prices and HLL's decision to follow it, hit HLL's get
    some benefit but Ghari remains unbetable
    .
    DRIVING FORCE

    The driving force at RSPL Limited is to understand profound changes in


    product technology and consumer needs to make their brands the way
    consumer desires them to be. They believe that the only constant in history
    of mankind is evolution and so should it is our endeavor to give superior
    brand experience and most superior value for consumer’s money. Our
    undeterred pursuit for evolution has led the company to progress on the path
    of value during our growth.
    THE RESULT

    The outcome was a new refreshed look for the Brand, yet not
    losing out on the familiarity in the minds of the consumer. A
    perfect example of where ‘Less is More’.
    PRODUCTS OF RSPL

    Ghari detergent
    Red chief
    Xpert
    Namaste Bachpan Doodh
    FUTURE EXTENSION

    To make its presence stronger in Southern States, the company


    is planning to set up a unit in Karnataka. The company has
    already acquired. land at Bidar, Karnataka for the purpose.
    Keeping in view the expanding market of personal & home
    care products in India, the company has set up a unit in
    Haridwar for the manufacturing of personal and home care
    products like Shampoo, Hair
    oil, Toothpaste, Moisturiser, Shaving Cream, Liquid Hand
    Wash, Floor Cleaner, Liquid Detergent and Toilet Cleaner..
    Installed capacity of unit will be 123 MT per day for all the
    products taken together. The unit has become operational in
    March 2010.
    GHARI ON NEWS 6TH MARCH 2012

    Maker of Ghari detergent, Rohit Surfactants Pvt Ltd, plans an


    initial public offering that could value the privately held company
    at about Rs 7,000 crore, higher than Gillette, Britannia and
    Emami, a person close to the development said.
    The Kanpur-based maker of the country's second largest
    detergent brand by sales plans to raise Rs 1,000 crore and has had
    secret parleys with bankers Kotak, SBI Caps and Enam to advise
    on the listing expected next year.

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