Fabric Care

Market Segmentation
Geographical Segmentation
Region Initially in South India (Southern Region Kerala & Tamil Naidu)
City Rural Areas
Demographic Segmentation
Family Size All size families
Gender Female mostly
Occupation IT sector employees, Corporate audience, Students, etc.
Psychographic segmentation
Lifestyle Outdoor, cultural oriented
Indian housewives based on Indian Values and beliefs
Behavioral Segmentation
Occasions everyday
Benefits easily soluble, bright clothes
Usage rate regular
Buyer readiness highly
Target Market
Rural areas
Positioning
It positioned itself by
Product
Ujala is insta Violet concentrate fabric whitener in liquid form
Easily & uniformly soluble


Price
Priced higher than robin blue
I.e. Ujala Rs.8 & Robin Blue Rs.7 (75ml)
Promotion
Word of Mouth
Didnt limit its advertising budget
Common Advertisements In different Regional languages
Aaya naya ujala chaar boondon wala
It advertised on TV and Radio
Positioned in customers mind that only four drops of UJALA required
Distribution
Focused on rural market
Direct marketing (leading to direct knowledge of market condition and market
requirement) Market intelligence
4000 distributers & 2.5 retailers (one of the strongest network in india)


The supreme whitener
Less quantity needed
Easy to use
Ujala Supreme is available in 9ml, 30ml, 75ml ,125ml and 250 ml bottles.
Ujala Super Washing Powder is available in 25gm, 500gm and 1kg packs.

Differentiation
Easily & uniformly soluble
Word of mouth and high promotional efforts
Focus on the rural markets
Product Development Capabilities and Ability to Launch New Products


Ujala Stiff & Shine is available in 20gm sachets, 100ml and 200ml bottles.

Household insecticide
Segment
rural areas
Target group
housewives
Positioning -
Maxo A Grade Coils smokes out mosquitoes from their hideouts and destroys
them - providing corner to corner protection and a peaceful sleep all through
the night.
Maxo A Grade Liquid in a handy liquid vaporizer format offers complete and
cost effective protection for 45 and 60 nights.
Maxo Aerosol is a must have in your household kit to ward off pesky pests.
Differentiation -
Maxo A Grade Coils Besides having a pleasing fragrance, Maxo is specially
designed to avoid breakage while separating the coils from the packaging.
Maxo A Grade Liquid Formulated with active ingredients, this vaporizer
provides a potent and convenient solution to counter mosquitoes and
constitutes the first line of defence against potential diseases and health
hazards.
Maxo A Grade Coils are available in Regular, XL and Giant sizes and provide
protection for 8, 10 and 12 hours respectively
Maxos new A Grade formula gives maximum protection from mosquito bites
and ensures you have a sound sleep in the night for a great day ahead
Aerosol is formulated to hunt out these pests from their hideouts and
eliminate them.
Maxo Aerosol is presented in handy containers of 150ml and 300 ml.





Other Products
1. EXO dish wash liquid
2. EXO dish wash bar
Positioning -
Exo Dish Wash liquid presents all the potent qualities of the innovative Exo
formulation in a convenient to use liquid variant.
Exo Dish wash is yet another offering that draws on the wealth of
experience of our R & D division. The product is not meant to just clean
utensils, but also provide protection form bacteria and harmful germs.
Differentiation
Exo Dish Wash Liquid is the only anti-bacterial dish wash liquid with
Cyclozan as the active ingredient. Convenient and handy, this is ideal for
stainless steel, crockery, cutlery and non-stick kitchen ware.
Fortified with powerful anti-bacterial agents, Exo Dish wash bar fights and
kills disease causing bacteria that enter food through contamination of
utensils. The powerful formula removes sticky oil stains, grime and stubborn
burnt food residues from utensils and makes them safe and sparkles.

Fragnances
Maya is a fragrant offering from Jyothy Laboratories Limited comprising of
a wide range an ideal fragrance for every occasion in the form of
agarbathis (incense sticks).
Inspired by nature, the enchanting array of incense sticks provides the
perfect ambience and enhances the experience to match every mood.
Carefully selected, each fragrance from the exotic collection is formulated
to spread faster and linger longer. The Maya bouquet comprises of a wide
range of floral, traditional and aromatic fragrances like Rose, Jasmine,
Sandal, Sarvasugandhi, Magic, Milan, Prarthana and Raaga 4-in-1, with many
more varieties collection.
The Maya range is presented in attractive pouches and cartons containing 8,
15, 20, 40 and 100 sticks.

3. Jeeva Naturals
. Positioning
Jeeva Naturals is yet another special offering from Jyothy Laboratories
Limiteds Personal Care portfolio. This specially formulated beauty soap
range is packed with handpicked ingredients from nature to enhance the
experience for the discerning consumer.
Jeeva Naturals is a range of soaps that encapsulates the goodness of
coconut milk. Coconut milk is nature`s treasure trove of minerals,
vitamins, essential oils and proteins. This is further enriched with other
natural ingredients like Kasturi Manjal, Milk protein and Jasmine,
renowned for their skin nourishing benefits.
Differentiation
Jeeva Naturals is available in three variants - Coconut Milk with Milk
Protein, Coconut Milk with Jasmine and Coconut Milk with Kasturi Manjal,
and is presented in 75gm packs