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Ghari Detergent

PRESENTED BY,
CHRISTOPHER CHRISTIAN, SUDIPTA NANDI.

History of the Ghari


RSPL (Rohit Surfactants private limited) y Kanpur based company. y The detergent brand was founded by Muralidhar and Bimal Kumar Gyanchandani in 1987. y RSPL had their product like Xpert, Red Chief,Venus, Wind energy, Real estate, Dairy products
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Marketing Mix

Product
Quality Features Brand name Packaging Sizes

 

The price of Ghari detergent comes at a price less than Tide, Ariel and surf excel. Affordable price Discounts in form of lesser price and quality product. Ghari offers 15-20% profit margin to the dealers whereas rivals offer 10%.

Price list of Ghari

Place
The brand is now present in 20 states. Targeting area in which more population is there like Uttar Pradesh. Targeting rural area. Easily switchable to the other brands. Value for money. Targeting remote area. Low income.

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The first campaign was the Ghari Detergent Express(a summer special Train) in 2008 that ran between Lucknow and Guwahati for two months. Advertisement in Train and Railway station. Roadside show like Magic and exhibitions in smaller towns and cities. The Ghari advertisement could also be seen in TV and in some Magazine.

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New plant in Karnataka for expansion. In the next three years the RSPL (Rohit Surfactants private limited) would add 10 more states (including union territories)

Drawbacks
Targeting low income group. Different fragrance flavors are not available only premium are available. Innovative adds are not there. Product variety is not there Lack of presence in urban area.

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Second largest-selling detergent in the country. Ghari was able to beat Nirma because of well established in Uttar pradesh, indias largest population. Currently as of December 2011 the market share of Ghari is 13.5 % Local brand such as Power detergent, Tran keri, Vidsha, etc market share had fallen from 13% in previous to 2.9% in 2010 according to Nielsen data survey

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