Branding of Ghari

DetergentSubmitted by : Mrityunjay Das

We have the means and the capacity to deal with our problems, if only we can find the

political will.”–Kofi Annan

TRANSFORMATIONAL CHANGE

Individualized Consideration

Intellectual Stimulation

Inspirational Motivation

Idealized Influence

FOUR ELEMENTS OF TRANSFORMATIONAL LEADERSHIP

Develop a challenging and attractive vision, together with the employees.

Tie the vision to a strategy for its achievement.

Develop the vision, specify and translate it to actions.

Express confidence, decisiveness and optimism about the vision and its implementation.

Realize the vision through small planned steps and small successes in the path for its full implementation

TRANSFORMATIONAL LEADERSHIP

The Brand is a perfect example of how you don’t always need big celebrity endorsements to build a brand. Its really

interesting to see how Ghari Detergent, a Kanpur based brand with low advertising and promotional activities

managed to defeat brands such as Tide and Nirma and wheel and sunlight

GHARI

The Brief

The one line brief was to give the Ghari Brand a total makeover. There was no clear vision as to how much or how

little the brand should change.

EVOLUTION IS CONSTANT

Ghari targets housewives in small town and villages, who are extremely value conscious buyers and willing to switch brands. The only USP is the Value for Money proposition.

Hence the brand must remain approachable for the consumers.

UNDERSTANDING STRATEGIES

For a brand which operates in the economy zone and yet clocks sales of over Rs.2,000Cr. its very

much a volume game and hence any drastic change in the brand can be fatal. More so because

it’s a brands for the lower SECs, who might not welcome their brand going for a complete relook, overnight. Also in the market in which it operates there is also the risk of the new brand look being

thought as counterfeit.

In military terminology Force concentration is the practice of concentrating a military force, so as to bring to bear such overwhelming force against a portion of an enemy

force that the disparity between the two forces alone acts as a force multiplier, in favour of the concentrated forces. Ghari also realized that it can not beat Giants like HU and

P&G due to their financial muscle. So it selected Uttar Pradesh, with a population of 167 million (highest in India)

and accounts for over 12% of the country’s FMCG sales. Ghari also implemented extensive dealer network 

SELECT A PROFITABLE  AND FORCE CONCENTRATION

Ghari focused on housewives in small town and villages which are extremely value conscious buyer and willing to switch brands. Ghari realized that the only differentiating factor it can offer is the value of money. To offer value for money Ghari management settles the net profit margin of

9% against the industry standard of 12 to 13% for the premium brands. What may work in Ghari’s favour is the

higher profit margin of 9% the company offers its dealers; rivals seldom offer better than 6% or 7%

KNOW YOUR CONSUMER AND REASON TO PEOPLE CONSUMER

YOUR PRODUCT

Ghari launched detergent in cheaper price

They preferred Rural marketing

With only 35 crores of budget allotted to Marketing and promotional activities. Ghari detergent goes to train.

INNOVATION IS THE KEY

The first campaign was the Ghari Detergent Express (a summer special) in 2008 that ran between Lucknow and

Guwahati for two months

Taking the cue from there, Ghari has now advertised in Pushpak Express that runs between Lucknow and Mumbai.

The brand can also be seen on railway crossings in West Bengal and Uttar Pradesh. Advertisements also being

displayed inside the bogies of Swarna Jayanti Express (from Trivandrum to Hazrat Nizamuddin in Delhi) last year that

cuts across three or four states in south India

In addition, Rohit Surfactants promotes Ghari at roadside shows, magic shows and exhibitions in smaller towns and cities. Customers are unlikely to see other brands at these places — an innovative idea to break the clutter. The magic shows have given Ghari good visibility in cities like Jaipur, Indore, Kota, Alwar and Kanpur. About 30 company-owned vehicles are used for out-of-home advertising. Of late, the

company has taken some tentative steps towards the popular media. It has sponsored a show, Rakt Sambandh,

on NDTV Imagine.

First and foremost the Brand Logo was tweaked. A bevel effect was rendered to it along with a modern look. The Font and Colours were

retained. However the black colour was eliminated to simplify the logo. The fact that Ghari is a detergent brand was reinforced by

bringing the words ‘Deteregent Powder’ close to the logo and giving it the logo colours thus

forming a tight lockup.

THE DESIGN SOLUTION

The biggest challenge was to revamp the packaging of Ghari detergent and yet retain most of the existing design elements. When you are dealing with such huge volumes they can’t take the risk of changing the brand completely overnight and lose out on the loyalists. It’s the only pack

among the top selling detergents in India which has a predominantly white pack. Most competitors are either Blue or Yellow. Research showed that the housewives

recognized the Brand by the White and Blue packaging. WOW! Design believed that Ghari should

leverage this unique property.

CHALLENGE

P&G, HLL decided to cut price for competitor Ghari

P&G decided to cut prices of Ariel and Tide, its detergent brands. Within two days, HLL followed suit and cut prices

for Surf Excel. This sudden cut in prices shocked the industry.

P&G's decision to cut prices and HLL's decision to follow it, hit HLL's get some benefit but Ghari remains unbetable

.

THE PRICE GAME

The driving force at RSPL Limited is to understand profound changes in product technology and consumer

needs to make their brands the way consumer desires them to be.  They believe that the only constant in history of

mankind is evolution and so should it is our endeavor to give superior brand experience and most superior value for

consumer’s money. Our undeterred pursuit for evolution has led the company to progress on the path of value

during our growth.

DRIVING FORCE

The outcome was a new refreshed look for the Brand, yet not losing out on the familiarity in the

minds of the consumer. A perfect example of where ‘Less is More’.

THE RESULT

Ghari detergentRed chief

XpertNamaste Bachpan Doodh

PRODUCTS OF RSPL

To make its presence stronger in Southern States, the company is planning to set up a unit

in Karnataka. The company has already acquired. land at Bidar, Karnataka for the

purpose. Keeping in view the expanding market of personal & home care products in India, the company has set up a unit in Haridwar for the

manufacturing of personal and home care products like Shampoo, Hair oil, Toothpaste,

Moisturiser, Shaving Cream, Liquid Hand Wash, Floor Cleaner, Liquid Detergent and Toilet

Cleaner.. Installed capacity of unit will be 123 MT per day for all the products taken together.

The unit has become operational in March 2010.

FUTURE EXTENSION

Maker of Ghari detergent, Rohit Surfactants Pvt Ltd, plans an initial public offering that could value the privately held company at about Rs

7,000 crore, higher than Gillette, Britannia and Emami, a person close to the development said.

The Kanpur-based maker of the country's second largest detergent brand by sales plans to raise Rs

1,000 crore and has had secret parleys with bankers Kotak, SBI Caps and Enam to advise on

the listing expected next year.

GHARI ON NEWS 6TH MARCH 2012