Ujala - The Supreme Whitener

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Case Details:

Case Code : MKTG051
Case Length : 10 Pages
Period : 1983-2003
Pub Date : 2003
Teaching Note : Not Available
Organization : Jyothi Laboratories
Industry : FMCG
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Shaking The Market Leader Contd...

A survey conducted by ORG-MARG (a market research organization) showed that the sales turnover of the consumer goods industry had fallen by 2.5% in January-February 2002 in comparison to the same period in the previous year.

Of the categories analyzed by the 'ORG-MARG All-India Retail Audit,' only 12.5% showed positive growth. However, the survey also showed that despite this downturn, brands owned by smaller FMCG companies fared better than their bigger counterparts.

Names such as Gold Winner, Ghari, Gemini, WaghBakri, AllOut, and Ujala had found a place in the list of top brands that had successfully beaten the downturn. Their success reflected a major shift in the FMCG sector. A decade back, brands owned by multinationals had ruled the roost, and smaller brands had been content with a niche market.

However, from the late-1990s onwards, smaller brands had started to threaten the bigger players in many product categories. Ujala was one of these smaller brands which had successfully overtaken the erstwhile market leader Robin Blue and caught the attention of marketing experts, the media and the public.

About Fabric Whiteners

Fabric whiteners, which are classified as 'laundry aids,' complement the use of detergents by making clothes whiter. Fabric whiteners can be further classified as bleaches and blues. Bleaches whiten and brighten fabrics and help remove stubborn stains by converting the dirt into colorless, soluble particles that can be easily removed by detergents.

A variety of different bleaches, with different chemical compositions, are available in the market (Refer Table I). Blues, or optical brighteners, contain a blue dye or pigment or a solution of fine blue powder. During the washing process, the fabric picks up the blue color, which makes it 'appear' whiter...

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