Ganga Bathing soap ( Failure)

Unmatched Marketing Research base
Wrong positioning
Inappropriate Target market

1. By Vijay kumar mishra Godrej “ Ganga ” Failure

2. 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.

3. Consumer research Besed on footfall ( Kumbh mela 1992)

4. Wrong positioning Religious soap Purity and Gentleness like the Pears Soap .

5. 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)

6. Ineffective promotion. POD Differentiation was not sustainable over time

7. Target Market Godrej “ Ganga ” Only Hindu, and religious person ( most of them were not using cosmetics) HLL & others Mass