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Godrej “Ganga”
 Ganga soap was launched with much
fanfare in 1993.
 Western Media's projection or prejudice.
 BBC & National geography.

 The soap attained salvation in the early
2000.
Consumer research
• Kumbh mela 1992
Wrong positioning
Religious soap

Purity and Gentleness like the Pears Soap.
Brand irrelevance
• Mixed soaps and gods

" Now bath in Ganga“

• Ganga river is the most polluted one.
Ineffective promotion.

• POD
 Differentiation was not sustainable over time
Target Market
Godrej “Ganga”

HLL & others

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Ganga bathing soap (failure)