Branding of Ghari Brand

1. Branding of Ghari Detergent Submitted by : Mrityunjay Das

2. We have the means and the capacity to deal with our problems, if only we can find the political will.” –Kofi Annan Transformational  Change

3. Individualized Consideration Intellectual Stimulation Inspirational Motivation Idealized Influence F our elements of transformational leadership

4. 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 T ransformational leadership

5. 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 Ghari

6. 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. EVOLUTION IS CONSTANT

7. 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. Understanding Strategies

8. 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.

9. 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  Select a Profitable  and Force Concentration

10. 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% Know your consumer and reason to people consumer your product

11. 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. Innovation is the key

12. 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

13. 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.

14. 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. The Design Solution

15. 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. Challenge

16. 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 G hari remains unbetable . The Price Game

17. 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. Driving Force

18. 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’. The Result

19. Ghari detergent Red chief Xpert Namaste Bachpan Doodh Products of RSPL

20. 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. Future Extension

21. 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. Ghari on news 6th march 2012