1. Branding of Ghari Detergent
Submitted by : Mrityunjay Das

2. TRANSFORMATIONAL CHANGE

3. FOUR ELEMENTS OF
TRANSFORMATIONAL LEADERSHIP
Individualized Consideration
Intellectual Stimulation
Inspirational Motivation
Idealized Influence

4. 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

5. GHARI
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

6. EVOLUTION IS CONSTANT
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.

7. UNDERSTANDING STRATEGIES
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.

8. 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.

9. SELECT A PROFITABLE AND
FORCE CONCENTRATION
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

10. KNOW YOUR CONSUMER AND
REASON TO PEOPLE CONSUMER
YOUR PRODUCT
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%

12. INNOVATION IS THE KEY
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.

13. 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

14. 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.

16. THE DESIGN SOLUTION
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.

17. CHALLENGE
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.

18. THE PRICE GAME
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
.

19. DRIVING FORCE
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.

20. THE RESULT
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’.

21. PRODUCTS OF RSPL
Ghari detergent
Red chief
Xpert
Namaste Bachpan Doodh

22. FUTURE EXTENSION
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.

23. GHARI ON NEWS 6TH MARCH 2012
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.