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 Newspaper Sampling Newspaper North Dainik Jagaran Punjab Kesari Circulation

MEDIUM IMPACT Magazine Sampling Magazine North India Today (English) India Today (Hindi) Reader's Digest Circulation

3,500,000 750,000

580,000 390,000 670,000

South Dinakaran (TN) Eenadu (AP) Hindu West Sakal

South 1,370,000 1,150,000 1,450,000 West Meri Saheli and Majhi Saheli Kumudum (TN) Swathi (AP) 500,000 260,000

1,330,000

400,000

Total Cost of sample: Re 1

9,550,000

Total

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