GROUP 7

Shreya Mittal 0142/54

Charmi 0245/54
Aneesha Rekala 0130/54
Surabhi Agarwal 0147/54
Shanmugapriya V. 0139/54
Introduction
Detergent Segments

▷ Rs 13,000 crore Indian detergent industry is divided 15%

in 3 segments – Premium, Mid-range and Popular Premium
○ Premium Segment – Ariel, Surf Excel 45% Mid-Range
○ Mid-Range Segment – Tide, Rin, Henko 40% Popular
○ Popular Segment – Wheel, Ghari, Nirma
▷ Ghari is the overall market leader followed by Wheel
and Surf Excel
Market Share
▷ India’s per capita consumption of detergent stands at
2.7kg – the lowest in the world 30.00%

▷ The India fabric detergent market is expected to

witness a CAGR close to 5% during the forecast 20.00%
period 2018-2023
▷ The detergent industry has a penetration of about 10.00%
92%. In addition to this the industry is fairly
concentrated as the top 3 players hold more than
0.00%
50% of market share. The industry has a lot of
unorganised and regional players as well.
▷ Indian laundry detergents are categorised as – cakes,
powders and liquids.
2
Rationale

V/S

▷ Ghari is the market leader (17.3%) in mass market segment followed by Wheel (16.9%)
▷ Wheel was introduced to fight besides competitor Nirma, but over the years Ghari has become its
competition
▷ Ghari has strong through more than 3500 dealers, and similarly Wheel has leveraged HUL’s strong
distribution network to reach 200 million households

Parameter Ghari Wheel

MS Vol 63 15

MS Val 61 14

SAH Val 68 26

VWD 92 50 3
CAMPAIGNS

4
▷ Ghari Detergent Express, 2008

Around the summer time, train

exteriors painted with Ghari
branding. Announcements also
referred the trains as Ghari
Detergent Express. Swarna Jayanti
Express (Trivandrum to Delhi)-
captive bogey ads

▷ Swachh Bharat Mission, 2015

Ghari motivated people to take

charge of cleanliness in order to
show its support to the Swachh
Bharat Campaign initiated by Indian
Government

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Ghari detergent powder ab Mahashaktishaali

▷ Exhibits how Ghari tries to

become better everyday by
competing with itself
▷ Mahashaktishaali (Mighty)
theme to showcase its new
packaging as well as to promote
the new services in terms of
increased softness, better
cleanliness and better color
protection of clothes
▷ Tagline her is ‘Zindagi ko mael
se rukne na do’ (Don’t let the
obstacles stop your life’, apart
from imparting motivation,
Ghari is also trying to show its
support by keeping their
clothes clean
▷ Released through TV,
newspapers, digital media
▷ Increasing brand awareness in
South as well with ‘Nagarjuna’-
a well-known and trusted actor
in South

6
#SaareMaelDhoDaalo Campaign
▷ Main objective to take Ghari as a brand beyond the
cleansing of clothes
▷ Highlighting relevant social triggers centered
around festivals and asking people to clean their
Mann ka Mael i.e. social and self-cleansing
▷ First started in 2017 around Holi
▷ Again used the same campaign for Eid and Diwali
echoing similar sentiments with ‘Is Eid saare mael
dho daalo…Ek sorry to hai…bol daalo’ and ‘Is
Diwali saare mael dho daalo’
▷ Stood out for talking about sensitive issues that go
unnoticed
▷ Ghari came out as a socially conscious brand
▷ Long-term idea- Multiple possible executions or
demonstrations
▷ Common thread is the emotional connect that
Ghari has made with the more than 12 mn viewers
▷ Ghari has always focused on its product but with
new campaign, it has also strengthened its brand
equity
7
▷ Popular Tagline ‘Pehle Istemaal karein phir vishwaas karein’ induces Trial and Trust
▷ No celebrity endorsers- everyone’s brand; always focused on small moments of middle-
class people lives
▷ Out of Home advertising- 30 company owned vehicles
▷ Street Smart Marketing- Rural roadside shows, exhibitions and fares(melas)
▷ Magic Shows in cities like Jaipur, Indore, Kota, Alwar, and Kanpur
▷ Brand Ads on railway crossings in West Bengal and Uttar Pradesh
▷ Sponsor for popular shows like Mahabharat on Star Plus
▷ Almost negligible social media presence

8
▷ Simple packaging –brand name in Hindi Language
▷ Ghari price is greater than the price of Wheel but customers perceive Ghari to be cheaper due
to its simple packaging
▷ Famous logo- Keeps the branding consistent
▷ Colors on packaging exhibits cleanliness
▷ Ghari has been increasing its reach by adding more dealers- added 10 states to cover over all
19 states under its distribution and more than 1000 dealers

9
 PRIMARY
REASEARCH

10
Interview Analysis
▷ 5 interviewees – 3 females, 2 males, from Kolkata, in the age group 35-55, belonging to SEC C
and D
▷ Frequency of buying is 1/2W, bought 500gm packet for family of 4-5 for hand washing and
bought cakes for tough stains and parts
▷ Engaged on radio and TV, effectiveness of television advertisements more
IDEA
CONSUMERS VERBIAGE-1 CONSUMERS VERBIAGE-2 CONSUMERS VERBIAGE-3 SUMMARY
IDEA

Ghari is a better It cleans better When I wash my greasy FEELS

detergent and faster hands or utensils, it cleans INEXPENSIVE
instantly FASTER BETTER
It is an expensive

AVAILABLE
Wheel is good but It looks expensive.
detergent Ghari doesn’t
I don’t use it
Keeps my cloths My hands don’t itch after
I have been using
clean, fragrant & cleaning and smell good
wheel
soft LOOKS EXPENSIVE
Everyone uses it here That is what we get at stores SOFT TO FABRIC
I have been using
(“yahan yahi chalta (pointing towards ghari

FRAGRANT
Ghari
hai”) packets stacked)
My wife has been It cleans the tough
I use Nirma
using since long stains on collars
time easily
LOWER AWARENESS
11
THANKS

12
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Hello!
I am Jayden Smith
I am here because I love to give
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You can find me at:

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 “
Quotations are commonly printed
as a means of inspiration and to
invoke philosophical thoughts from
the reader.

15
This is a slide title

▷ Here you have a list of items

▷ And some text
▷ But remember not to overload
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Your audience will listen to you or

read the content, but won’t do both.

16
Big concept
Bring the attention of your audience over a key
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17
You can also split your
content
White
Is the color of milk and fresh
snow, the color produced by
the combination of all the
colors of the visible spectrum.
Black
Is the color of coal, ebony,
and of outer space. It is the
darkest color, the result of
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Yellow
Is the color of gold, butter
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yellow is found between
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Blue
Is the colour of the clear sky
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Want big impact?
Use big image.

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Use diagrams to explain your
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Vestibulum congue

21
And tables to compare data

Parameter Ghari Wheel

MS Vol 63 15

MS Val 61 14

SAH Val 68 26

VWD 92 50

22
Maps

our office

23
89,526,124
Whoa! That’s a big number, aren’t you proud?

24
89,526,124$
That’s a lot of money

185,244 users
And a lot of users

100%
Total success!

25
 Introduction

First Second Last

Lorem ipsum dolor sit Lorem ipsum dolor sit Lorem ipsum dolor sit
amet, consectetur amet, consectetur amet, consectetur
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26
Let’s review some concepts

Yellow Blue Red

Is the color of gold, butter and ripe Is the colour of the clear sky and Is the color of blood, and because
lemons. In the spectrum of visible the deep sea. It is located between of this it has historically been
light, yellow is found between violet and green on the optical associated with sacrifice, danger
green and orange. spectrum. and courage.

Yellow Blue Red

Is the color of gold, butter and ripe Is the colour of the clear sky and Is the color of blood, and because
lemons. In the spectrum of visible the deep sea. It is located between of this it has historically been
light, yellow is found between violet and green on the optical associated with sacrifice, danger
green and orange. spectrum. and courage.

27
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