Ujala - The Supreme Whitener

GROUP MEMBERS

  Amber Saxena"
  Dipanjan Ghosh"
  Subhashis Dutta"
  Debojyoti Manna"
  Sanjib Mahapatra"
  Sukanta Bhatachrjee"
 Ujala’s Journey

 The story of Jyothi can be traced back to M P

Ramchandran(MPR) an accountant in a chemical
company.

 It was a violet colored liquid that dissolved easily in

water.In 1972, MPR set up a small factory in
Guruvayoor in Kerala.

 In 1983 MPR fully concentrated on the whitener

business. Thus come into existence ‘The Jyoti Lab’,
with Rs.5000 as capital and just five employees.
 In 1991 Jyoti expanded its factory in kerala and setup
another factory at pondichery with a capacity of 5 lacs bottle a
day.

 Ujala was launched by jyothi lab in 1993 in South.At that

time liquid fabric whitener was non-existent category.

 In 2000 Jyoti transformed itself into a corporate entity.

 UJALA’S SUCCESS STORY

Ujala’s market share kept rising inspite of the fact that it was priced
higher than Robin.It was able to capture more than 60% of the
market while Robin blue, lagged behind with a mere 6% market
share (the remaining 30% was in the hands of local manufacturer)

Ujala’s impressive success was clearly the result of a well planned

and executed marketing plan coupled perhaps with a bit of luck and
good timing.
 MARKETING STRATEGY

• When Ujala entered into the market, Robin had become an old fashioned
brand that lagged visibility, readability and proximity in spite of its
initial popularity and strong performance.

• Jyoti’s management style which able to connect with the ground realities
as a result jyoti’s products were more suited to local and regional market.

• Ujala’s liquid whitener, the first innovative product in the fabric whitener
segment offered consumers a number of advantages over powder blue
like easily soluble in water, thus giving much better results.

• Robin had neglected rural market and remained primarily in urban market
Ujala take the advantage by gaining market share on rural markets
Cont….

• Jyoti’s field staff of the organization enjoy a close relationship with

shop owners throughout the country.

• Utilizing its vast network of field staff to regularly collect information

from the market, formed ints basis for market intelligence.

• Intelligent advertising strategy through print and electronic media.

Competitors

 Robin

 Pidilite Ranipal

 Local Whiteners
Five Product Level

Stain removal
Fragrance
Fabric care
Whitening & Fabric
care
Brightness
Customer perceived value(CPV)

Image benefit= M
Personal benefit= L
Service benefit= L
Product benefit= H

Psychological cost= L
Energy cost =L
Time cost = L
Monetary cost =M

CPV = total benefit/total cost

CPV =MLLH/LLLM
CPV>1
 Segmentation

Geographic!
Rural, semi-urban, urban, metro"
Demographic "
Income : Rs. 4,000pm and above."
Psychographic!
Personality : Id and Superego"
Behavioral "
Occasion : Regular."
Benefits : Quality, economy."
User status : First time user, potential user, regular,ex-user."
 Target Audience

Homemakers, who are in search of a quality fabric whitener that

provides both good service and economy of usage."
 Perceptual Map

Liquid fabric whitener

Low economy High economy

of usage of usage

Powder Fabric whitener

Product Hierarchy

Need :- Whitning
Product Family :- Fabric Whitner
Product Class :- Bleaches and blues
Product Line :- Powder or liquid
Product Type :- Ujala, Robin, Ranipal
Product Item :- Ujala
TYPES OF BUYING BEHAVIOR

High involvement Low involvement

Complex Variety
Buying Seeking
Significant diff. between Brands
Behavior Behavior

Dissonance Habitual
Reducing Buying
Few diff between Brands Behavior
TYPE OF CUSTOMERS BASED
ON SATISFACTION LEVELS

DEFECTORS

• No Real loyalty

• Always in search of better value offering.

• Gives preference to value rather than price.

• They will bounce back to the abandoned

brand in case it offers better value.
 AROUSAL OF MOTIVES

Mashlow’s Theory :-
Ego Needs :- the individual’s need for social position, prestige and status.

Social Needs :- The individual’s need for affection and friendship. The
need to be part of a group.

Freudian Theory:-
Id :-Spontaneous,Impulsive,craving for instant glorification.

Superego :- parent, ethical, moralistic, judgmental, conscious.

Trait Theory:-

Trait Theory will reveal generic goal & not product specific.
 Consumer Innovativeness and
related personality traits:
• Consumer Innovativeness:-
Low
Compliant
Emotional
Maturity stage of PLC
• DOGMATISM:
Low
Open minded
• OPTIMUM STIMULATION LEVEL:-
HIGH OSL
Low sensitive,High
Stimulation
Low need for Cognition
Visualizes
• Social Character:-
Inner-directedness
 ADVERTISEMENTS

 Aya Naya Ujala, Char Boondon Wala

 Ujala’s initial success came through word-of- mouth
publicity.

 Later Ujala’s advertising handled by a mumbai based

advertising agency.

 Its innovative radio advertisement made it quite

popular in kerala, Tamilnadu, Karnataka.

 Ujala followed a common advertisement theme, but

different languages used in different place.

 Ujala spent a lot on different broadcasting channels

like FM radio, AIR, Leading TV channels
 DISTRIBUTION CHANNEL

Ujala available through 4000 distributors and 2.5 million retailers

across the country.