GHARI DETERGENT

Growth and expansion

Targeting sales of 2600 cr by 2014-15 10% of increased sales in additional

advertising and promotion expenditure: total 100 cr

Market expected to grow at 14-15% per year

Huge market potential in south india Advertising and promotion

Brand

Launch in Karnataka/AP/TN Local celebrities as brand ambassadors in south india -

Dhanush Product placement

Rechristen brand name: Thalaivar (Godly or savior) A savior brand name

Advertisement - Regional magazines and newspapers Innovative newspaper campaign in one city - Hankerchief Communicating product quality – Tie up with state transport

Display and sales Local Festivals – Association with pongal, onam

HIGH IMPACT   MEDIUM IMPACT         Newspaper Sampling   Magazine Sampling

         

NewspaperCirculation   Magazine

Circulation

North     North  

Dainik Jagaran

3,500,000  

India Today (English)

580,000

Punjab Kesari

750,000   India Today (Hindi)

390,000

      Reader's Digest 670,000

         South     South  

Dinakaran (TN)

1,370,000   Kumudum (TN)

500,000

Eenadu (AP)

1,150,000   Swathi (AP)

260,000

Hindu

1,450,000      

         West     West  

Sakal

1,330,000  

Meri Saheli and Majhi Saheli

400,000

         

Total

9,550,000   Total

2,800,000

Cost of sample: Re 1                 

Investment

9,550,000    

2,800,000

Sales promotions

Trade: Sales contests Point Schemes Premium pricing in mass category; Higher

margins Displays 2 packets – mug free

Consumer Sampling for trial

Sales

Distributing to local distributors on credit; fortnightly cycle

Buy a local brand; utilize existing distribution network Newspaper distributors Postal network

Small SKUs; identified by number of bucketwashes 2 rs – 2 bucketwashes, Rs 5