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Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
Understand the relevant consumer trends and attitudes that drive and support innovation success.
Gain a broader appreciation of the fast-moving consumer goods industry.
Access valuable strategic take-outs to help direct future decision-making and inform new product development.
Reasons To Buy
How has Ghari successfully targeted low income consumers?
How has Ghari gradually expanded its geographical reach?
Ghari detergent was launched in India in 1987 and was able to appeal to lower-income consumers seeking aspirational purchases that are affordable.
Slowly Ghari was able to attract the attention of consumers in its home region of Uttar Pradesh as well as the neighbouring Bihar, Madhya Pradesh, and Punjab regions which soon followed.
Ghari showed that a company does not need to spend a huge budget on advertising to attract consumer interest. Word of mouth can be just as powerful for marketing as it helps build trust and expand brands both organically and economically in the emerging markets.
Table of Contents
Ghari dominates the market among low income consumers
Ghari establishes its position as a low cost product targeted at low income consumers
Gharis target line use it and then believe it serves the brand well in winning over consumers
Gharis expansion strategies
Ghari established itself using a cost-effective, regional strategy for growth
Ghari built appeal with mass consumers through locally targeted, low-cost marketing/advertising efforts
Gharis pricing strategies have been economy-focused, increasing accessibility and loyalty at the bottom of the income spectrum
Ghari has upheld its position as a market leader
Ghari has utilized a top of the bottom positioning to generate aspirational appeal relative to its competition
Focusing on regional success in emerging markets can help establish a brand and build a base for expansion over time
Word-of-mouth marketing helps to build trust and expand brands organically and economically in emerging markets
Slow and steady wins the race in building opportunities at the mass/low-income market in emerging economies
Distribution poses a challenge in emerging markets but is key to tapping into latent potential
An affordable product targeted at low income consumers has driven traffic
Ask the analyst
List of Figures
Figure 1: Ghari, Surf and Nirma detergents
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