ujala the whitener

7/27/2019 Ujala the Whitener

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Siddharth ShettyNaveen Korrapati

Achala SimhaPriyanka Vyas

Yughandara RameshBharath Kumar


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B

A

C

K

G

R

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Jyothy Laboratories came into being in 1983.

M P Ramachandran is the current Chairman

& Managing Director.

Small factory was set up in Kerala, in the year 1972,

producing a batch of 500 bottles.

In the year 1983- it began a fabric whitener business.

Became the market leader in southern India by getting

90% share in Kerala and Tamil Nadu.

In 1998 by intensive growth , the company went national

Within a year it Captured 25% of the market .

In 2001, it captured 60% of the market.


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SUCCESS

Robin lacked visibility and proximity

in rural market, thus it helped ujala to

capture the market

It was well planned and executed

at the right time.

First innovative product in whitener segment,

attracted customers.

Fortunately robin brand did not receive

sufficient marketing support from R&C.


4/13

Place

1.A strong distribution

networkwith 4000

distributors and 2.5 Million

retailers.2. Started with the rural

market and extended

gradually in the urban market

Product

1. A new product liquid

whitener; first in the fabric

care segment.

2. A violet color liquid

concentrate that dissolved

easily in water.

PricingFocused on

Value for money.

Promotion

1.Have you changed over to

UJALA Punch phrase.

2. Direct Marketing.

3. Word of mouth Publicity.

4. Intense Ads in AIR, FM and

TV channels

5. Advertised in Regional Lang.

6. No budget limit.

MARKETING MIX


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Market Penetration:-

1. Impressive Advertisement

2. Direct Marketing.

3. Primary/Rural Market for

fabric Whiteners.

Market Development:-

1. Expanding their product

Geographically

(I,e Made it a NationalProduct).

Product Development:-

1. Ujala to Ujala Supreme.

2. Ujala Stiff and shine with

additional features like

Fragnance.

Diversification:-

1. Soap, Incense sticks,

Mosquito Coils.

Ansoff Model


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Position Defense: -

Positioned themselves strongly in

the market,

Synonym to the Fabric Whiteness

(Jingle Advertisement).

DEFENSIVE MARKETING

Preemptive Defense:-

Advertising the product

aggressively in urban market.

Coming up with new features.

Launching the product in

sachets.

Counter offensive defense:-

Reducing price of the product. Launching the product in

cakes.

Attacking rural market.


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Facing difficulties with other FMCG Products

Ujala Other FMCG Products

Innovative Product to the

Market

Only two competitors I,e R & Cs

Robin and Ranipal

Rural market was not fully

occupied by market Leader

Introduced product which was

already existing

Many big competitors

Market was fully occupied by

all competitors


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Current Scenario Future Requirements

Product was meant for

cleaning utensils.

Comes only in one size.

Should promote as protection

from bacteria and harmful

germs

It should fortify with anti

bacterial agents.

It should come in different

sizes

EXO


10/13

Maya Incense sticks


Idle fragrance for every

occasion.

Advertisement was done based

on fragrance.

Range is present in attractive

cartons and pouches.

Should come up with different

fragrance

Should also promote as linger

longer and spread faster.

Should also develop a product

called Benzoin resin.


11/13

Maxo Mosquito coil


Coil that produces smoke. Improving product to Sound

Repellent and Liquid Repellent.

Jeeva Ayurveda Soap


Offering in combo pack isabsent.

Providing combo pack andoffers.


12/13

Questioning


13/13

ujala the whitener

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