Ghadi Detergent – Positioning

Ghadi detergent powder manufactured by RSPL (Rohit Surfactants Private Ltd.) is known for
being a trusted brand for the middle-class families and it has achieved such an image by
various positioning techniques like for one their tagline being “Pehle istmal kre fir vishwaas
kre” is an invitation as well as a challenge to the consumers. The invitation is that first buy
our product once and the challenge is that they are so confident in their product that they are
not forcing the consumer they are asking to buy again only if it gave them the desired results.

Ghadi Detergent - Repositioning

For a brand like Ghadi which is the current market leader in the detergent industry,
repositioning needs to be done carefully or else it might lose its position. Some of the
repositioning techniques can be:
1) Changing the brand logo – Though its brand logo is like its identity proof but
keeping in mind the new generation which likes high tech things or high graphic
pictures, the logo should be made which catches the eye of the youth. E.g. some kind
of a digital watch with good graphics attracting a bit of youth towards the brand while
also keeping the original “ghadi” (Clock) in a digital format.
2) In addition to the advertisements – currently, ghadi is placed as a brand that is used
by lower and middle-income group people. This is also because of the positioning
done by the brand but since the brand is now the market leader therefore it should also
try to bring higher income group people in its customer's list by adding to the
advertisement the advantages of using ghadi in the washing machine and how easily it
removes stains in the washing machine as well. For this, some celebrities can be hired
to endorse the product.
3) Modern Packaging – A double-coated packaging should be done with the new logo
and attractive colour combination to target the youth as well as the upper-income
group. Premium brands like Ariel focus a lot on the packaging and if we have to
acquire new market share we should at least be equal to these premium brands in
packaging while not letting the cost increase beyond a certain limit.
4) Addition to the tagline – “Use it then believe it” to “use it, believe it and come be
part of it”. The largest issue right now is unemployment and if buying a detergent
gives you a form to apply for a job in one of the market leader brands or provides a
mail id for your resume, for a certain time the existing market of the lower and
middle-income group will boost the sales and repositioning, in this case, is we are not
just here to make money out of customer’s pocket, we are here to be the part of Indian
families and watch India grow while being a small part of it. This would change the
image from detergent seller to job provider or one who looks after its customers. Also,
the company might get some talented employees from this procedure.
5) Addition to the formula to fight COVID – Making some additions to the formula so
that company can advertise that make your clothes free of COVID causing germs.
This would provide an image of COVID fighter like the sanitizers in the market and
would also attract customers from all income groups.
6) Addition to the formula to work as fabric softeners as well – Making some
additions in the formula so that the detergent becomes multipurpose and no additional
fabric softener needs to be added to increase the life of the clothes and if such change
to the formula is not possible then a separate column of fabric softener should be
added with the packaging so that the customer does not have to go anywhere else.