Download - Ganga Bathing soap ( Failure)
![Page 1: Ganga Bathing soap ( Failure)](https://reader033.vdocument.in/reader033/viewer/2022061313/55648a8ad8b42a361d8b52ba/html5/thumbnails/1.jpg)
By Vijay kumar mishra
Godrej “Ganga”Failure
![Page 2: Ganga Bathing soap ( Failure)](https://reader033.vdocument.in/reader033/viewer/2022061313/55648a8ad8b42a361d8b52ba/html5/thumbnails/2.jpg)
Godrej “Ganga”
Ganga soap was launched with much fanfare in 1993. Western Media's projection or prejudice.
BBC & National geography, Ganga soap going to be the best selling bar in the upcoming year
Re-launch ( Dudh-Ganga) 1997.The soap attained salvation in the early 2000.
![Page 3: Ganga Bathing soap ( Failure)](https://reader033.vdocument.in/reader033/viewer/2022061313/55648a8ad8b42a361d8b52ba/html5/thumbnails/3.jpg)
Consumer research
• Besed on footfall (Kumbh mela 1992)
![Page 4: Ganga Bathing soap ( Failure)](https://reader033.vdocument.in/reader033/viewer/2022061313/55648a8ad8b42a361d8b52ba/html5/thumbnails/4.jpg)
![Page 5: Ganga Bathing soap ( Failure)](https://reader033.vdocument.in/reader033/viewer/2022061313/55648a8ad8b42a361d8b52ba/html5/thumbnails/5.jpg)
Wrong positioning
Religious soap
Purity and Gentleness like the Pears Soap.
![Page 6: Ganga Bathing soap ( Failure)](https://reader033.vdocument.in/reader033/viewer/2022061313/55648a8ad8b42a361d8b52ba/html5/thumbnails/6.jpg)
Brand irrelevance
• Relate soaps with gods
" Now bath in Ganga“
• Ganga river is the most polluted one ( Literate view).
• Ganga ( God) in bathroom ( illiterate View)
![Page 7: Ganga Bathing soap ( Failure)](https://reader033.vdocument.in/reader033/viewer/2022061313/55648a8ad8b42a361d8b52ba/html5/thumbnails/7.jpg)
Ineffective promotion.
• PODDifferentiation was not sustainable over time
![Page 8: Ganga Bathing soap ( Failure)](https://reader033.vdocument.in/reader033/viewer/2022061313/55648a8ad8b42a361d8b52ba/html5/thumbnails/8.jpg)
Target Market
Godrej “Ganga”Only Hindu, and religious person ( most of
them were not using cosmetics)
HLL & others Mass