ujala supreme

8/8/2019 ujala supreme

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Ujala - The Supreme Whitener


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GROUP MEMBERS

Amber Saxena

Dipanjan Ghosh

Subhashis Dutta

Debojyoti Manna

Sanjib Mahapatra

Sukanta Bhatachrjee


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The story of Jyothi can be traced back to M PRamchandran(MPR) an accountant in a chemicalcompany.

It was a violet colored liquid that dissolved easily inwater.In 1972, MPR set up a small factory inGuruvayoor in Kerala.

In 1983 MPR fully concentrated on the whitenerbusiness. Thus come into existence The Jyoti Lab,with Rs.5000 as capital and just five employees.

Ujalas Journey


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In 1991 Jyoti expanded its factory in kerala and setupanother factory at pondichery with a capacity of 5 lacs bottle aday.

Ujala was launched by jyothi lab in 1993 in South.At thattime liquid fabric whitener was non-existent category.

In 2000 Jyoti transformed itself into a corporate entity.


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UJALAS SUCCESS STORY

Ujalas 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)

Ujalas impressive success was clearly the result of a well planned

and executed marketing plan coupled perhaps with a bit of luck and

good timing.


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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.

Jyotis management style which able to connect with the ground realitiesas a result jyotis products were more suited to local and regional market.

Ujalas 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


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Cont.

Jyotis 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.


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Competitors

Robin

Pidilite Ranipal

Local Whiteners


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Five Product Level

Brightness

Whitening & Fabric

care

Fabric care

Fragrance

Stain removal


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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


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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.


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Target Audience

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

provides both good service and economy of usage.


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Perceptual Map

High economy

of usage

Powder Fabric whitener

Low economy

of usage

Liquid fabric whitener


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Product Hierarchy

Need :- Whitning

Product Family :- Fabric Whitner

Product Class :- Bleaches and blues

Product Line :- Powder or liquidProduct Type :- Ujala, Robin, Ranipal

Product Item :- Ujala


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TYPES OF BUYING BEHAVIOR

Complex

Buying

Behavior

Variety

Seeking

Behavior

Dissonance

Reducing

Habitual

Buying

Behavior

High involvement Low involvement

Significant diff. between Brands

Few diff between Brands


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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.


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Mashlows Theory :-

Ego Needs :- the individuals need for social position, prestige and status.

Social Needs :- The individuals need for affection and friendship. Theneed 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.

AROUSAL OF MOTIVES


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Consumer Innovativeness:-

Low

Compliant

Emotional

Maturity stage of PLC

DOGMATISM:Low

Open minded

OPTIMUM STIMULATION LEVEL:-HIGH OSL

Low sensitive,HighStimulation

Low need for Cognition

Visualizes

Social Character:-

Inner-directedness

Consumer Innovativeness and

related personality traits:


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ADVERTISEMENTS

Aya Naya Ujala, Char Boondon Wala


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Ujalas initial success came through word-of- mouthpublicity.

Later Ujalas advertising handled by a mumbai based

advertising agency.

Its innovative radio advertisement made it quitepopular in kerala, Tamilnadu, Karnataka.

Ujala followed a common advertisement theme, butdiferent languages used in diferent place.

Ujala spent a lot on diferent broadcasting channelslike FM radio, AIR, Leading TV channels


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DISTRIBUTION CHANNEL

Ujala available through 4000 distributors and 2.5 million retailers

across the country.


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ujala supreme

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