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GROUP MEMBERS
Amber Saxena"
Dipanjan Ghosh"
Subhashis Dutta"
Debojyoti Manna"
Sanjib Mahapatra"
Sukanta Bhatachrjee"
Ujala’s Journey
Ujala’s 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)
• 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.
• Jyoti’s management style which able to connect with the ground realities
as a result jyoti’s products were more suited to local and regional market.
• Ujala’s 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
Cont….
Robin
Pidilite Ranipal
Local Whiteners
Five Product Level
Stain removal
Fragrance
Fabric care
Whitening & Fabric
care
Brightness
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
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."
Target Audience
Need :- Whitning
Product Family :- Fabric Whitner
Product Class :- Bleaches and blues
Product Line :- Powder or liquid
Product Type :- Ujala, Robin, Ranipal
Product Item :- Ujala
TYPES OF BUYING BEHAVIOR
Complex Variety
Buying Seeking
Significant diff. between Brands
Behavior Behavior
Dissonance Habitual
Reducing Buying
Few diff between Brands Behavior
TYPE OF CUSTOMERS BASED
ON SATISFACTION LEVELS
DEFECTORS
Mashlow’s Theory :-
Ego Needs :- the individual’s need for social position, prestige and status.
Social Needs :- The individual’s need for affection and friendship. The
need to be part of a group.
Freudian Theory:-
Id :-Spontaneous,Impulsive,craving for instant glorification.
Trait Theory:-
Trait Theory will reveal generic goal & not product specific.
Consumer Innovativeness and
related personality traits:
• Consumer Innovativeness:-
Low
Compliant
Emotional
Maturity stage of PLC
• DOGMATISM:
Low
Open minded
• OPTIMUM STIMULATION LEVEL:-
HIGH OSL
Low sensitive,High
Stimulation
Low need for Cognition
Visualizes
• Social Character:-
Inner-directedness
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