By:-Maibam K. SinghManish KanwarRobin RanaSushil Kumar

The man behind Ujala- The supremewhitener

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Agenda

• Introduction• Marketing Mix• STP• Brand Personality• Classical conditioning• SWOT analysis

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How it started….

• MP Ramachandran, the founder• Developed a violet colour liquid that dissolved easily in

water• In 1972, set up a small factory in Guruvayoor, Kerala,

product named UJALA!• Capacity 500 bottles, sold mostly to friends, great

response• 1983,left his job & found JLL with a capital of 5000 & 5

employee

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Cont…

• 50% growth rate year by year

• UJALA became market leader in south

• 90% market share in Kerala & Tamil Nadu

• Captured 25% market market of country in segment

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Leading its way• 1991, equalize the market share with Robin blue• Robin blue came with– Robin dazzling– Robin sunglow

• Pidilite relaunches Ranipal with new logo & packaging, but all in vain

• UJALA keeps its dream run, with a market share of 60% by 2002– 6% robin blue – 34% local players

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Product Range

Fabric Whitners

(Ujala)

Mosquito Coils

(Maxo)

Dish Washing

(Exo)

Soap(jeeva)

Incense Stics

(Maaya)

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Ujala Distribution Strategies & Market intelligence

• Focus on Rural Market• 4000 distributors and 2.5 million retailers• Field staff enjoy close relation with shops

owners• Direct Marketing Strategies• Not rely on surveys done by research firms

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Promotion strategies

• Initial success through Word-of-Mouth• Advertising account handled by Situations

Advertising and Marketing Services• Common advertising theme for whole country• Advertised on Radio and TV• Not set a limit on advertising budget

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Controversies regarding Advertisement

• Comparative advertising for ujala result major controversy in 1999

• Show neel is inferior as compare to ujala• Ujala misleading as the ingredient (acid milling

violet) • In another add use or childern was considered

quite un necessary

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Market Segmentation

• Geographical SegmentationRegion - Initially in south IndiaCity - Rural areas

• Demographic SegmentationFamily size – All size familiesGender- Female mostlyOccupation – IT sector employees,

Corporate audience, students etc.

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Cont….

• Psychographic SegmentationLife style - Out door, cultural oriented

• Behavioral SegmentationOccasions - Every dayBenefits - Easily soluble, bright clothsUsage rate - RegularBuyer readiness - Highly

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Target Market

Rural Areas

Positioning-benefit positioningThe supreme whitenerLess quantity neededEasy to use

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Perceptual Map

Low Price

LiquidPowder

High Price

• Ujalao Robin blue

o Ranipal

o Local Brands

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•Robin Dazzling & Robin sunglow

Brand personality

• Ego (Freudian Theory) • Balance between id & superego

• Personality traits• Sincerity• Competence

• Compliant personality(Horney’s CAD Theory)• Desire of appreciation • Low innovation• High dogmatism• Maturity stage• Emotional & close-minded• Low OSL

• Need for cognition• Low • Visualizer

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Physiological Needs(Food, water, air, shelter, sex)

Safety and Security Needs(Protection, order, stability)

Social Needs(affection, friendship, belonging)

Maslow’s Hierarchy of Human Needs

Ego Needs(Prestige, status, self esteem)

Self-Actualization(Self-fulfillment)

Classical Conditioning

Fabric Whiteners

Brighter & whiter

washing

Brighter & whiter

washing

UJALA

UJALA Brighter & whiter washing

After Repeated Pairings

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SWOT Analysis of Jyothi Laboratories

•Mid size company•Funds are limited

•Good reputation among customers

•Strong Brand name•Cost advantage

•Emergence of new competitors•Innovation of new product of

fabric whitener segment

•Highly untapped market•Increasing in working people•Middle class buying behavior

Strengths Weakness

Opportunities Threats

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CONCLUSION

• Ujala a good example of Strategically Implementation of “Marketing Mix”

• Beat market leader Robins• Joyti Laborites decision of huge advertisement

on their product Ujala.• Becoming the market leader by beating and

eating the market share of Robins

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