Ujala - The Supreme Whitener

GROUP-3 Pawan Mishra-77 Tarun Kesharwani-80 Vikas Singh-97 Renu Dhariwal-114 Anshul Gupta-115 Manindra Kumar-116 N Srinivasa Rao- 120 Rishi Kumar-199

Ujala - Journey
Mr M. P.Ramachandran, the founder developed a violet color liquid that dissolved easily in water. In 1972 set up a small factory in guruvayoor, kerala product name Ujala! Initial capacity of 500 bottles, sold mostly to friends, great response In 1983 left his job & formed Jyothy Laboratories Limited with a capital of Rs.5000 & 5 employee 50% growth rate year by year

Continued.
In 1991 set up another factory at pondicherry with a capacity of 5,00,000 bottles a day (operational achievements) Ujala became market leader in south India 90% market share in kerala and Tamil Nadu In 1998 it went national Capture 25% market of the country in that segment (fabric whitener market) Country wide launch at ujala brought it on par with Robin blue

Growth Path
Robin blue come with: Robin dazzling (low response in the market) Robin sunglow (low response in the market) o Pidlite re-launched Ranipal with new logo & packaging but all in vain. Ujala keep its dream run, with a market share of more than 60% by 2002 6% Robin blue 34% local manufactures

ADVERTISEMENTS
Aya Naya Ujala, Char Boondon Wala

PRODUCT RANGE
PRODUCT RANGE

FABIC WHITENER

MASQUITO COIL

DISH WASHING

SOAP

LICENSING STICKS

Five Product Level

Core benefit - Whitening cloths Basic product - Bleach Expected product - Easily soluble Augmented product - Fabric care & Fragrance Potential product - Readymade cleaning liquid

Product market expansion grid

Current product Current Market penetration market strategy New product Product development strategy UJALA Diversification strategy

New market

Market development strategy

Segmentation
Geographic Region- Initially in south India Mainly focused Rural area Pan India presence (1998) Across all Demographics Psychographic Life style- Cultural oriented Personality- Ego Behavioral Benefits : Easily soluble, Bright clothes User rate : Regular Buyer readiness - Highly Loyalty status - Strong Attitude towards product -Positive

Target Audience

Rural area- Shifting loyal customer, which are demanding value for money in clothes whitener.

Positioning

Branded
UJAL A

Powder

Liquid

Local

Positioning - Benefit positioning

Supreme whitener Less quantity needed Easy to use

Easily soluble

Perceptual Map

Liquid fabric whitener

UJALA

Low economy of usage

High economy of usage

Powder fabric whitener

Perceptual Map
High price

Powder

Liquid
UJALA

Low price

Customer Perceived Value(CPV)

Image benefit = Medium Personal benefit= High Product benefit= High Psychological cost= Low Energy cost = Low Time cost = Low Monetary cost = Medium

CPV = Total benefit/Total cost

CPV>1 ( Benefit is higher than cost)

Product Hierarchy
Need :- Whitning Product Family :- Fabric Whitener Product Class :- Bleaches and blues Product Line :- Powder and Liquid Whitener Product Type :- Liquid Whitener Product Item :- Ujala

TYPES OF BUYING BEHAVIOR

High involvement Low involvement

Significant difference between Brands

Complex Buying Behavior

Variety Seeking Behavior

Dissonance Reducing
Few difference between Brands

Habitual Buying Behavior

Promotional Strategy
Initial word-of- mouth publicity.

Direct Marketing Strategies

Advertise on radio Regional advertisement . Unlimited advertisement budget

Maslows Hierarchy Of Needs

Ego Needs: Prestige Status Self-Esteem

Social Needs:Affection Friendship Association

BRAND PERSONALITY
Freudian Theory Ego. Neo-Freudian Personality Theory Compliant Individuals. Trait Theory Consumer InnovativenessConsumer DogmatismSocial CharacterNeed For UniquenessOptimum Stimulation LevelHigh. Low. Inner Directedness. High High.

Cognitive Personality Factors

Need For Cognition: Visualizers versus Verbal Low.

DISTRIBUTION CHANNEL
Manufacturing unit

Distributors

Field Staff

Retail outlets

End Consumers

Learning Classical Conditioning (Behavioral Learning Theory)

Unconditioned Response Fabric Care

Unconditioned Stimulus Fabric Whitener

Conditioned Stimulus Ujala