Description
SWOT ANALYSIS OF GHARI DETERGENT
Ghari Detergent
Parent Company
Rohit Surfuctants Private Limited
Category
Soap & Detergents
Sector
FMCG
Tagline/ Slogan
Pehle istemaal kare, fir vishwaas kare
A low-priced detergent which provides cleansing within the budget of USP a lower-middle class family STP
Segment
Detergents for households
Target Group
Lower-middle class family (Tier-4 & Tier-3 families)
Positioning
A detergent which provides cleansing at competitive prices SWOT Analysis
1. Market leader in the tier-3 & tier-4 segment of detergent market in India 2. Strong reach to the rural consumer 3. The tagline ‘Pehle istemaal kare fir wishwaas kare’ has struck a chord amongst the price-sensitive mass market 4. High push by retailers and high word-of-mouth amongst consumers Strength 5. Good branding through TVCs and print ads
1. Limited export market as compared to international brands 2. Unable to completely penetrate in premium segment because of Weakness image
Opportunity
1. Entered western & southern India recently where lies a huge market opportunity
2. Further penetrate the rural market by collaborating with various NGOs
1. Low profit margins in detergent sector Threats 2.Threat from existing and new players in the market Competition
1. Active Wheel 2.Nirma 3. Ariel Competitors 4. Safed
doc_586312748.docx
SWOT ANALYSIS OF GHARI DETERGENT
Ghari Detergent
Parent Company
Rohit Surfuctants Private Limited
Category
Soap & Detergents
Sector
FMCG
Tagline/ Slogan
Pehle istemaal kare, fir vishwaas kare
A low-priced detergent which provides cleansing within the budget of USP a lower-middle class family STP
Segment
Detergents for households
Target Group
Lower-middle class family (Tier-4 & Tier-3 families)
Positioning
A detergent which provides cleansing at competitive prices SWOT Analysis
1. Market leader in the tier-3 & tier-4 segment of detergent market in India 2. Strong reach to the rural consumer 3. The tagline ‘Pehle istemaal kare fir wishwaas kare’ has struck a chord amongst the price-sensitive mass market 4. High push by retailers and high word-of-mouth amongst consumers Strength 5. Good branding through TVCs and print ads
1. Limited export market as compared to international brands 2. Unable to completely penetrate in premium segment because of Weakness image
Opportunity
1. Entered western & southern India recently where lies a huge market opportunity
2. Further penetrate the rural market by collaborating with various NGOs
1. Low profit margins in detergent sector Threats 2.Threat from existing and new players in the market Competition
1. Active Wheel 2.Nirma 3. Ariel Competitors 4. Safed
doc_586312748.docx