Ghari detergent powder is manufactured by RSPL Limited, an Indian conglomerate based in Kanpur. Ghari was launched in 1987 when the market was dominated by Surf and Nirma. Ghari targets the middle and low income segments that make up over 70% of the population. It works hard to compete with brands like Nirma, Rin, and Tide and be the number one brand. To enter the niche premium segment, Ghari also launched a machine wash product. The document discusses Ghari's market segmentation and frameworks for product positioning compared to competitors like Ariel and Surf. It analyzes reasons for Ghari's slow penetration into premium segments and proposes strategies like a virtual addition product to

1. AB 55
Case Study On RSPL (Ghari Detergent )

2. Availability
Visibility
Consumer PreferenceAffordable
Coverage
Stake Holder
Presence
Value Product
Reliability
CompetitorAdaptation

3. Ghari Detergent powder is manufactured by RSPL Limited (RSPL),
a Kanpur based is more than 5000 crore diversified conglomerate in India.
The detergent brand was founded by Muralidhar Gyanchandani and Bimal
Kumar Gyanchandani in 1987. When Ghari was launched, market was already
dominated by big brands like Surf and Nirma .

4. Ghari Working Segmentation
Cheap
in Price
Valued
Product

5. Ghari Buyer Segmentation
Niche
Middle
Low
Covers More Than 70 % of the Population
As Per Current Scenario Ghari Works so Hard to be a
Leader into the market , Almost Compete the Nirma
,Rin , Tide Etc.. ,They always works for PSP , to be the
no 1.
For Securing the 100 % Stake , They Have Launched Their Premium Product to Enter the
Segment of Niche Market . I.e. Ghari Machine Wash

6. Framework
Auction & Matching
Auction
Matching
Market Segmentation
Ghari
Vs
Ariel

7. Ghari Ariel Surf
Known as Low
Cost
Always count in
Premium
Always count in
Premium
New Arrival Hold the market Hold the market
Single Label Option Label
Option Label
Will be
Demanded
Demanding
Already
Demanding
Already
Feed Back
Awaited
Feed back Done Feed back Done
No option In
Premium
Option Top load
& Front Load
Option Top load
& Front Load

8. Reason to Slow Penetration
Missing
Product
Using 2x Theory
Mid Cover Product

9. Mid Cover Product
Coating
Blocks
Virtual Addition Product (VAP) Management

10. A - B - C
VAP -M
It is a Set of Skill of landing Premium product safely by
installing the “B” Product between A & C
Niche Middle Low

11. For Us
Premium
Neutral
Average
Rooted
DropHook
Coretuff
Standpoint
Sales Generated Space
Sales Generated Space
Sales Generated Space
J - Curve

12. Non Consumer Spike
Coretuff DropHook

13. Coretuff DropHook
L-M-H With Sales Mix
---------- ---------- ---------- ----------
---------- ---------- ---------- ----------
---------- ---------- ---------- ----------
---------- ---------- ---------- ----------
Premium Neutral Average Rooted
Weighted
Margin
Contribution
Average
4 Sales Mix
(WACM)