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Case study II

Everyone has a reason to Pray. Cycle Pure Agarbatti

Ranga Rao forayed into agarbatis in 1948 • Established its own R&D laboratory • Own specialist Marketing organisation . Ranga Rao & Sons • Rangasons group of Mysore are in diverse field • Founder N.N.

Jasmine etc • Founder introduced :  Standard size  Burning quality  Protective packaging  Branding .Introductory Stage • Agarbattis were in generic fragrance: Rose .Sandal .

New Approach • A bold approach : • Introduced a distinct packaging • Reckitt & Colman came out with USP Ganga water • Cycle three in one was unique .

Marketing Communication • • • • • • Association Truth Simple Creative & difficult to imitate Quick acceptance Communication stand out .

Positioning • Everyone has a reason to pray cycle pure agarbatti • Cycle aimed for distinct personality • Media: Television as primary media • Cycle has attained a place in the heart of consumer .