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ganga bathing soap (failure)

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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.

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Page 1: Ganga bathing soap (failure)

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.

Page 2: Ganga bathing soap (failure)

Consumer research

• Kumbh mela 1992

Page 3: Ganga bathing soap (failure)
Page 4: Ganga bathing soap (failure)

Wrong positioning

Religious soap

Purity and Gentleness like the Pears Soap.

Page 5: Ganga bathing soap (failure)

Brand irrelevance

• Mixed soaps and gods

" Now bath in Ganga“

• Ganga river is the most polluted one.

Page 6: Ganga bathing soap (failure)

Ineffective promotion.

• PODDifferentiation was not sustainable over time

Page 7: Ganga bathing soap (failure)

Target Market

Godrej “Ganga” HLL & others


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