This Case is aboutÂ MARKETING
PUBLICATION DATE: September 01, 2013 PRODUCT #: IMB433-PDF-ENG
This case scenario tracks the emanation of laundry detergent market around India. Even though the entrance of Lever brothers was the initiating point, Nirma turned detergents into a product of the masses by aiming the economic portion. When P&G entered the marketplace in 1985, the marketplace was already well-entrenched by present players. The case examines a number of advertising innovations – product line pricing to brand growth, product line growth – which the players that are competing resorted to.Procter & Gamble India Gap in the Product Portfolio
With a host of little differentiated goods in the marketplace, the firms needed to think through placing the offerings nicely. The age of increased advertising and price wars spends to get customer attention and garner increased market share considerably extended profitableness. After making successful inroads in the mid-section with Tide and Tide Naturals, if wondered P&G it should establish a brand for the market section also. P&G was lagging far behind the Indian growth story. How could it practically play catch-up with HUL when it ran in groups that are much lesser than HUL? Does it have an option except to take HUL head on in large groups like detergents?