ganga bathing soap ( failure)
DESCRIPTION
Unmatched Marketing Research base Wrong positioning Inappropriate Target marketTRANSCRIPT
By Vijay kumar mishra
Godrej “Ganga”Failure
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.
Consumer research
• Besed on footfall (Kumbh mela 1992)
Wrong positioning
Religious soap
Purity and Gentleness like the Pears Soap.
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)
Ineffective promotion.
• PODDifferentiation was not sustainable over time
Target Market
Godrej “Ganga”Only Hindu, and religious person ( most of
them were not using cosmetics)
HLL & others Mass