GODREJ EZEE

WHAT THEY DO?

The Godrej Ezee brand was launched in 1983 with a single focus of taking care of winter wear and other delicate clothes.
Backed by a strong in-house R&D team, Godrej Ezee is certified by Wool mark as a specialist liquid detergent for
woollens. Ezee liquid detergent has a no soda, pH neutral formula that gently cleanses from within, while preventing loss
of natural protein in the fabric, thus preventing damage of fabric as well as colour loss.

TARGET AUDIENCE

The target audience were cloth quality conscious housewives targeting higher and middle income groups and was
positioned as a premium fabric care brand with Ph neutral formulation which prevent shrinkage and colour fading.
Ezee was the first liquid detergent to be advertised on TV with some creative advertisements like ‘Ezee grahani,
2006’.
MARKETING STRATEGY

With already a market leader with 75% of market share and was the first one to come up with the liquid detergent for
woollen clothes Godrej aimed at premium clothing like silk, chiffon and delicate fabrics and forayed into western and
southern region, where it had less presence due to lack of winters. For promotion, Ezee launched Ezee angry woollens
games. Only detergent in India approved by The Woolmark Company Godrej Ezee given the status of Superbrand by The
Superbrands Council, UK. Ezee is stocked by over 11lakh retailers thus relying on the distribution of parent company
Godrej

COSTING AND NICHE

Rs. 175 (1Kg)

Rs. 86 (500Gms.)

Ezee has turned out to be a very substantial niche and their liquid detergents portfolio saw a strong growth of 21% in
2018, led by Ezee. Ezee has always been a market leader as it was the first one to enter into liquid detergent segment
specialised in woollen wear, extended into silks, chiffon and delicate fabrics.
NEWSPAPER ADVERTISEMENTS AND FLYERS

TVC

https://www.youtube.com/watch?
v=0s60O1kJF8o