Product Category:

DETERGENT
POWDER
1
Industry Analysis
Washing powders preferred to washing bars.
Wide range of package sizes and prices to cater to Indias varied
customer segments.
Most of the brands targeting on the price factor.
Rural market growing faster than urban market.
Rural consumers shifting their preference to branded products.
2
LEADING COMPANIES
HUL Rin, Surf Excel, Wheel, Sunlight
RSPL Ghari, Uniwash
Proctor & Gamble Tide, Ariel
Nirma ltd. Nirma
Fena Pvt ltd. Fena

3
Capacity of Companies
0
200000
400000
600000
800000
1000000
1200000
1400000
Hindustan
Unilever Ltd.
R S P L Ltd. Procter & Gamble
Home Products
Ltd.
Nirma Ltd. Reckitt Benckiser
(India) Ltd.
India Glycols Ltd. Galaxy
Surfactants Ltd.
Hindustan
Polyamides &
Fibres Ltd.
Power Soaps Ltd.
Tonnes
2004-05
2005-06
2006-07
2007-08
2008-09
2009-10
2010-11
4
Market Share of Companies
0
5
10
15
20
25
30
35
40
Hindustan
Unilever Ltd.
R S P L Ltd. Procter &
Gamble Home
Products Ltd.
Nirma Ltd. Reckitt Benckiser
(India) Ltd.
India Glycols Ltd. Galaxy
Surfactants Ltd.
Fena Pvt. Ltd. Hindustan
Polyamides &
Fibres Ltd.
Power Soaps Ltd.
2004-05
2005-06
2006-07
2007-08
2008-09
2009-10
2010-11
5
SWOT Analysis
of Ghari Detergent
Market Leader in the
Industry
Low operational costs
Strong reach to the rural
consumer
Extensive Push
Marketing
Presence of established
distribution network
Non-diversified portfolio
Low export levels
Low penetration in
premium segment market
No fragrance based
product
Increase in purchasing
power of consumers due
to rise in income level.
Export potentials
High penetration scope
of rural market
Low profit margins
Threat from existing and
new players in the market
Tax and regulatory
structure
6
Marketing Mix of Ghari Detergents
7
Segmentation : Price Based
15%
40%
45%
Detergent Market Segmentation
Premium Mid scale Economy
Premium detergent 15 %
Mid-scale detergent 40%
Economy class detergent 45%
8
Targeting
15%
40%
45%
Detergent Market Segmentation
Premium Mid scale Economy
Targeted segment
9
Positioning
Better lather producing detergent that poses Ghari as a better
cleansing agent.
Low cost detergent.
Wins over the trust of customers by their tagline:
Pehle istemal karein fir vishwas karein.


10
Political
Different taxes on different raw materials of detergents
Economical
Industry will continue to grow in tough times as well
Supports smaller industries like Caustic Soda and Chlorine Industry
Social
Detergents have become an indispensable good
Technological
Involves extensive research to test the hardness of water in different locations
Companies with better quality product win the customers
Environmental
Use of detergents affect the aquatic life system
Threat to water bodies
Effect on Health of users like allergies, skin disease
Legal
Litigations are filed against companies by environment organisations.
PESTEL Analysis
11