Ghari Laundry Detergent: From regional to national dominance among low-income consumers

Ghari Laundry Detergent: From regional to national dominance among low-income consumers

Code: ML-ML00022-021 | Published: May-2016 | Pages: 14 | MarketLine
Price :
$495.00
USD

* Required Fields

$495.00

Details

This case study looks at the success of Ghari Laundry Detergent. It analyzes the strategies used by the company to become a market leader and how has continued to expand.

Key Findings
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?

Key Highlights
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

Overview
Catalyst
Summary
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
Conclusions
An affordable product targeted at low income consumers has driven traffic
Appendix
Sources
Further Reading
Ask the analyst
About MarketLine
Disclaimer

List of Figures


Figure 1: Ghari, Surf and Nirma detergents

Report Format

Following are different modes of Licenses.

a. Single User License:
This license allows only one person to use the report. This person can use the report on any computer and may take print outs of the report but must take care of not sharing the report (or any information contained therein) with any other individual or people. Unless you purchase a Site License or a Global Site License, a Single User License must be purchased for every single person that wishes to use the report within the same enterprise.

b. Single Site License:
This license allows unlimited users to use the report within one company location, e.g. a regional office. These users can use the report on any computer and may take print outs of the report but must take care of not sharing the report (or any information contained therein) with any other individual or people.

c. Global Site License:
A Global Site License (or Enterprise wide Site License or Global License) is a license granted to original purchaser, who can share a report with other employees and authorized Users of the same organization.

Quick Help

1. How do you deliver the reports?
The delivery of reports is depends on format & mode of license of report(s). Following are different kinds of formats of report(s) and their delivery options :

a. Electronic Format – Through email from Publisher
Report will be sent to your username email address in PDF, Excel, PowerPoint or any other electronic / softcopy format by publisher.
Delivery Time: 12 to 48 hours [depending on time difference or occurrences of national holidays]

b. Hard Copy or Printed Format or CD-Rom – Through Mail or Courier from Publisher
Report will be sent through mail / courier delivery to your shipping address by publisher.
Delivery Time: Less than, few weeks [depending on time difference or occurrences of national holidays]


2. How can I make payment for publications I purchase?
You could be able to make the payment, in following ways:

a. Online Secure Payment through Credit Card Payment : We accept Visa, Master, AMEX Cards & CCAvenue
b. Transfer of fund to our bank account via Bank transfer or Wire transfer
c. Payment via DD or Cheque
d. Paypal


3. Is it safe to use my credit card on MarketinfoResearch?
Your personal information and online tranaction on Marketinfo Research is secure, private, and tamper-proof. All credit card payments are processed through secure and trusted payment gateways.

If you have a more question about our publications please see our FAQs section or contact us now at cs@marketinforesearch.com.

CUSTOMERS WHO VIEWED THIS REPORT ALSO VIEWED

There are no reports matching the selection.

Browse similar reports by category:
Consumer Goods & FMCG
MarketLine

Our Clients