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7/27/2019 Ujala the Whitener
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Siddharth ShettyNaveen Korrapati
Achala SimhaPriyanka Vyas
Yughandara RameshBharath Kumar
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B
A
C
K
G
R
O
U
N
D
Jyothy Laboratories came into being in 1983.
M P Ramachandran is the current Chairman
& Managing Director.
Small factory was set up in Kerala, in the year 1972,
producing a batch of 500 bottles.
In the year 1983- it began a fabric whitener business.
Became the market leader in southern India by getting
90% share in Kerala and Tamil Nadu.
In 1998 by intensive growth , the company went national
Within a year it Captured 25% of the market .
In 2001, it captured 60% of the market.
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SUCCESS
Robin lacked visibility and proximity
in rural market, thus it helped ujala to
capture the market
It was well planned and executed
at the right time.
First innovative product in whitener segment,
attracted customers.
Fortunately robin brand did not receive
sufficient marketing support from R&C.
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Place
1.A strong distribution
networkwith 4000
distributors and 2.5 Million
retailers.2. Started with the rural
market and extended
gradually in the urban market
Product
1. A new product liquid
whitener; first in the fabric
care segment.
2. A violet color liquid
concentrate that dissolved
easily in water.
PricingFocused on
Value for money.
Promotion
1.Have you changed over to
UJALA Punch phrase.
2. Direct Marketing.
3. Word of mouth Publicity.
4. Intense Ads in AIR, FM and
TV channels
5. Advertised in Regional Lang.
6. No budget limit.
MARKETING MIX
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Market Penetration:-
1. Impressive Advertisement
2. Direct Marketing.
3. Primary/Rural Market for
fabric Whiteners.
Market Development:-
1. Expanding their product
Geographically
(I,e Made it a NationalProduct).
Product Development:-
1. Ujala to Ujala Supreme.
2. Ujala Stiff and shine with
additional features like
Fragnance.
Diversification:-
1. Soap, Incense sticks,
Mosquito Coils.
Ansoff Model
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Position Defense: -
Positioned themselves strongly in
the market,
Synonym to the Fabric Whiteness
(Jingle Advertisement).
DEFENSIVE MARKETING
Preemptive Defense:-
Advertising the product
aggressively in urban market.
Coming up with new features.
Launching the product in
sachets.
Counter offensive defense:-
Reducing price of the product. Launching the product in
cakes.
Attacking rural market.
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Facing difficulties with other FMCG Products
Ujala Other FMCG Products
Innovative Product to the
Market
Only two competitors I,e R & Cs
Robin and Ranipal
Rural market was not fully
occupied by market Leader
Introduced product which was
already existing
Many big competitors
Market was fully occupied by
all competitors
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Current Scenario Future Requirements
Product was meant for
cleaning utensils.
Comes only in one size.
Should promote as protection
from bacteria and harmful
germs
It should fortify with anti
bacterial agents.
It should come in different
sizes
EXO
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Maya Incense sticks
Current Scenario Future Requirements
Idle fragrance for every
occasion.
Advertisement was done based
on fragrance.
Range is present in attractive
cartons and pouches.
Should come up with different
fragrance
Should also promote as linger
longer and spread faster.
Should also develop a product
called Benzoin resin.
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Maxo Mosquito coil
Current Scenario Future Requirements
Coil that produces smoke. Improving product to Sound
Repellent and Liquid Repellent.
Jeeva Ayurveda Soap
Current Scenario Future Requirements
Offering in combo pack isabsent.
Providing combo pack andoffers.
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Questioning
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