ganga bathing soap (failure)
Post on 30-May-2015
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Godrej “Ganga”
Ganga soap was launched with much fanfare in 1993. Western Media's projection or prejudice.
BBC & National geography.
The soap attained salvation in the early 2000.
Consumer research
• Kumbh mela 1992
Wrong positioning
Religious soap
Purity and Gentleness like the Pears Soap.
Brand irrelevance
• Mixed soaps and gods
" Now bath in Ganga“
• Ganga river is the most polluted one.
Ineffective promotion.
• PODDifferentiation was not sustainable over time
Target Market
Godrej “Ganga” HLL & others
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