A MARKET SURVEY PROJECT REPORT

ON

A study on marketing strategies adopted by Ghadi Detergent

Powder

Submitted in partial fulfillment of the requirements for the award of the

degree of

BACHELOR OF BUSINESS ADMINISTRATION

To

Chhatrapati Shahu Ji Maharaj University, Kanpur

Under the Guidance of Submitted by

Mrs. Shweta Bajpai Karn Verma
Designation -Assistant Professor BBA 6th SEM
Roll No.-21014000533

Session 2023-24

Axis Institute of Higher Education, Kanpur

1
 DECLARATION

I hereby declare that the Market survey Project Report entitled “A study on
marketing strategies adopted by Ghadi Detergent Powder”
submitted to Axis Institute of Higher Education, Kanpur in partial fulfillment
of Degree of Bachelor of Business Administration is the original work
conducted by me. The information and data given in the report is authentic to
the best of my knowledge.

This Market Survey Project Report is not being submitted to any other
University for award of any other Degree, Diploma and Fellowship.

Place: Kanpur Roll No: 21014000533

Name of Student: Karn Verma

Date:

2
 Axis Institute of Higher Education
(Affiliated to Chhatrapati Shahu Ji Maharaj University, Kanpur Nagar)

CERTIFICATION

This is to certify that the Market Survey Report entitled “A study on marketing strategies
adopted by Ghadi Detergent Powder” is a bonafide work of “Karn Verma”
(21014000533) BBA VIth Semester and has been done my supervision in partial fulfillment
of the requirement for that award of BBA degree from CSJM University Kanpur.

This report neither full nor in part has even before submitted for awarding of any
Degree/Diploma of either this university or any other university. I am pleased to say that the
performance of the student during the period of report work was extremely satisfactory

3
 PREFACE

A professional course in Bachelor of Business Administration is incomplete unless the

theoretical knowledge acquired in the classroom is backed up the practical exposure, as
theories alone do not give perfection to any discipline. The gap between theory and practical
is bridged by the experience, which has been an integral part of the syllabus.

This present project report is an image of what I have done and observed during my survey in
Ghadi Detergent Powder.

I was assigned a study on marketing strategies adopted by Ghadi Detergent Powder I have
tried my level best to be as systematic as possible and to avoid any sort of biases.

4
 ACKNOWLEDGEMENT

I would like to express my sincere gratitude and regards to my internal guide Mrs. Shweta
Bajpai for her constant inspiration, supervision and valuable guidance during this report.

I am really thankful to them.

With regards

Karn Verma

5
 TABLE OF CONTENTS

CHAPTERS CONTENTS PAGE No

Chapter-1 Introduction
 Industry/ Company profile 7-29

A market survey report on a study on marketing

strategies adopted by Ghadi Detergent Powder
 Literature Review 30-31
Chapter-2  Objective of study 32

 Significance of the study 33

 Research Methodology 34-35

36-47
 Data Analysis

Chapter-3 Findings 48-50

Recommendations 51
Limitations 52
conclusion 53

Chapter-4 References 54-55

Annexure 56-60

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 CHAPTER–1
INTRODUCTION

7
INTRODUCTION

BACKGROUND OF THE DETERGENT INDUSTRY

The detergent industry is a significant segment of the consumer goods sector, encompassing
various cleaning products used in households, industries, and institutions. Detergents are
essential for maintaining cleanliness and hygiene, making them indispensable in daily life.
The industry has evolved significantly over the years, driven by technological advancements,
changing consumer preferences, and increasing environmental awareness.

Evolution of the Detergent Industry

8
The history of detergents can be traced back to ancient times when people used natural
substances like soapwort and fuller's earth for cleaning purposes. However, the modern
detergent industry began to take shape in the early 20th century with the development of
synthetic detergents. The discovery of synthetic surfactants in the 1930s revolutionized the
cleaning industry, offering improved cleaning performance and versatility compared to
traditional soaps.

The post-World War II era witnessed a boom in the detergent industry, driven by economic
growth, urbanization, and the increasing use of washing machines. Manufacturers began to
introduce a wide range of detergent products tailored to different cleaning needs and
preferences. The industry continued to evolve with the introduction of liquid detergents,
detergent powders, and specialized products for specific fabrics and stain types.

Key Players in the Detergent Industry

The detergent industry is dominated by multinational corporations such as Procter & Gamble,
Unilever, and Henkel, which have a global presence and offer a wide range of detergent
brands. These companies invest heavily in research and development to introduce innovative
products and stay ahead of the competition. In addition to multinational corporations, the
detergent industry also includes a number of regional and local players, particularly in
emerging markets. These companies cater to specific regional preferences and consumer
segments, contributing to the diversity of products available in the market.

Market Trends and Drivers

Several factors drive the growth of the detergent industry, including:

9
1. Population Growth: The increasing global population creates a larger consumer base for
detergent products.

2. Urbanization: As more people move to urban areas, the demand for convenient cleaning
solutions rises.

3. Changing Lifestyles: Busy lifestyles and the desire for convenience drive demand for time-
saving cleaning products.

4. Environmental Concerns: Growing awareness about environmental issues has led to the
development of eco-friendly detergents.

Challenges and Opportunities

Despite its growth potential, the detergent industry faces challenges such as:

1. Competition:

Intense competition from global and local players makes it challenging to differentiate
products.

2. Regulatory Environment:

Increasing regulations related to environmental impact and ingredient safety require

companies to innovate and adapt.

3. Consumer Preferences:

Changing consumer preferences and trends towards natural and eco-friendly products impact
product development and marketing strategies.

HISTORY AND BACKGROUND OF GHADI DETERGENT POWDER

10
Ghadi Detergent Powder, a flagship product of RSPL Limited, has a rich history and a strong
legacy in the Indian detergent market. Established in 1987, Ghadi Detergent Powder has
emerged as a household name known for its superior cleaning power, affordability, and wide
range of product offerings. The brand's success can be attributed to its innovative marketing
strategies, commitment to quality, and understanding of consumer needs.

Foundation and Early Years

Ghadi Detergent Powder was launched in 1987 by RSPL Limited, a company with a vision to
provide high-quality yet affordable cleaning solutions to Indian households. The brand
quickly gained popularity for its effective cleaning formula, which was gentle on clothes yet
tough on stains. Ghadi Detergent Powder's competitive pricing and superior cleaning

11
performance helped it capture a significant market share and establish a strong foothold in the
detergent industry.

Product Innovation and Expansion

Over the years, Ghadi Detergent Powder has continued to innovate and expand its product
portfolio to meet the evolving needs of consumers. The brand introduced new variants such
as liquid detergents, detergent cakes, and specialized products for specific fabrics and stain
types. This product diversification strategy has enabled Ghadi Detergent Powder to cater to a
wide range of consumers and enhance its market presence.

Marketing Strategies

Ghadi Detergent Powder's success can be attributed to its effective marketing strategies,
which focus on highlighting the brand's key strengths such as affordability, quality, and
innovation. The brand invests significantly in advertising through various mediums, including
television, print, and digital, to build brand awareness and visibility. Ghadi Detergent
Powder's advertising campaigns emphasize its superior cleaning power, affordability, and
value proposition, resonating with consumers across different segments.

Brand Trust and Loyalty

One of the key factors driving Ghadi Detergent Powder's success is its strong brand trust and
loyalty among consumers. The brand has earned a reputation for delivering consistent quality
and value for money, leading to a loyal customer base that prefers Ghadi Detergent Powder
over other brands. This brand loyalty has helped Ghadi Detergent Powder withstand
competition and maintain its market leadership position.

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 GHARI DETERGENT SWOT ANALYSIS

Ghari Detergent is one of the leading brands in the FMCG sector. Ghari Detergent SWOT
analysis evaluates the brand by its strengths & weaknesses which are the internal factors
along with opportunities & threats which are the external factors. Let us start the SWOT
Analysis of Ghari Detergent:

Ghari Detergent Strengths

1. Market leader in the tier-3 & tier-4 segment of detergent market in India
2. Strong reach to the rural consumer
3. The tagline ‘Pehle istemaal kare fir wishwaas kare’ has struck a chord amongst the price-
sensitive mass market
4. High push by retailers and high word-of-mouth amongst consumers
5. Good branding through TVCs and print ads

Above are the strengths in the SWOT Analysis of Ghari Detergent. The strengths of Ghari
Detergent look at the key internal factors of its business which gives it competitive advantage
in the market and strengthens its position.

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 Ghari Detergent Weaknesses

1. Limited export market as compared to international brands

2. Unable to completely penetrate in premium segment because of image

These were the weaknesses in the Ghari Detergent SWOT Analysis. The weaknesses of a
brand are certain aspects of its business which it can improve.

Ghari Detergent Opportunities

1. Entered western & southern India recently where lies a huge market opportunity
2. Further penetrate the rural market by collaborating with various NGOs

Above we covered the opportunities in Ghari Detergent SWOT Analysis. The opportunities
for any brand can include prospects of future growth.

Ghari Detergent Threats

1. Low profit margins in detergent sector

2. Threat from existing and new players in the market

The threats in the SWOT Analysis of Ghari Detergent are as mentioned above. The threats
for any business can be external factors which can negatively impact its business.

14
THE MISSION AND VISION STATEMENTS OF GHADI DETERGENT
POWDER COMPANY

The mission and vision statements of Ghadi Detergent Powder Company are not publicly
available. However, based on the company's commitment to providing high-quality detergent
products, we can infer a possible mission and vision:

Mission:

To offer superior quality detergent products that exceed customer expectations, while
contributing to the well-being of our employees and society.

Vision:

To become the leading detergent brand known for its exceptional quality, innovation, and
commitment to customer satisfaction, while maintaining ethical and sustainable business
practices.

15
MARKET POSITION AND COMPETITIVE LANDSCAPE OF GHADI
DETERGENT POWDER

Introduction

Ghadi Detergent Powder, a flagship product of RSPL Limited, has established a strong
presence in the Indian detergent market. This section of the report examines Ghadi Detergent
Powder's market position and competitive landscape, focusing on its strategies to maintain a
competitive edge in a crowded market.

16
Competitive Landscape

The Indian detergent market is highly competitive, with numerous players vying for market
share. Some of the key competitors of Ghadi Detergent Powder include multinational giants
like Hindustan Unilever Limited (HUL) with brands such as Surf Excel and Rin, and Procter
& Gamble (P&G) with Tide and Ariel. Additionally, regional and local brands like Nirma
and Ghari pose significant competition, especially in the lower price segments.

Ghadi Detergent Powder's Market Position

Despite the fierce competition, Ghadi Detergent Powder has managed to secure a strong
market position, primarily due to its focus on quality, affordability, and innovation. The
brand has positioned itself as a value-for-money detergent that offers superior cleaning
performance at an affordable price, resonating well with price-sensitive consumers.

Factors Contributing to Ghadi Detergent Powder's Market Position

1. Product Quality:

Ghadi Detergent Powder is known for its high-quality formulation, which effectively
removes tough stains and dirt from clothes.

2. Affordability:

Despite its superior quality, Ghadi Detergent Powder is competitively priced, making it
accessible to a wide range of consumers, including those from lower-income segments.

3. Brand Trust:

17
Over the years, Ghadi Detergent Powder has built a strong brand reputation based on trust
and reliability. Consumers trust the brand to deliver consistent quality and performance.

4. Innovation:

Ghadi Detergent Powder has continuously innovated its product offerings to meet changing
consumer needs. The brand has introduced new variants and formulations, such as liquid
detergents and specialized products for specific fabrics and stains.

5. Distribution Network:

Ghadi Detergent Powder has a robust distribution network, ensuring that its products are
readily available across India. This wide distribution reach has helped the brand penetrate
both urban and rural markets.

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PRODUCT PORTFOLIO OF GHADI DETERGENT POWDER COMPANY

1. Ghadi Detergent Powder

- Description:

Ghadi Detergent Powder is the flagship product of the company, known for its superior
cleaning action and refreshing fragrance.

- Variants: Available in Regular, Advanced, and Low Foam variants to cater to different
washing needs.

- Features: Effective stain removal, gentle on hands and clothes, and suitable for both hand
and machine washing.

2. Ghadi Detergent Cake

- Description: Ghadi Detergent Cake offers the convenience of a solid detergent bar, ideal for
hand washing clothes.

- Features: Easy to use, long-lasting, and provides effective cleaning even in hard water.

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3. Ghadi Dish wash Bar

- Description: Ghadi Dish wash Bar is designed for efficient cleaning of dishes, utensils, and
kitchenware.

- Features: Tough on grease and stains, gentle on hands, and provides a sparkling finish to
dishes.

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4. Ghadi Detergent Liquid

- Description: Ghadi Detergent Liquid offers a convenient liquid form for easy dosing and
effective cleaning.

- Features: Powerful cleaning formula, suitable for both machine and hand washing, and
leaves clothes smelling fresh.

5. Ghadi Fabric Softener

- Description: Ghadi Fabric Softener is formulated to soften clothes, reduce wrinkles, and
impart a long-lasting fragrance.

- Features: Helps preserve fabric quality, reduces drying time, and enhances the freshness of
clothes.

6. Ghadi Laundry Sanitizer

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- Description: Ghadi Laundry Sanitizer is designed to kill germs and bacteria, providing a
hygienic wash for clothes.

- Features: Helps eliminate odor-causing bacteria, suitable for all fabric types, and maintains
fabric color and texture.

7. Ghadi Stain Remover

- Description: Ghadi Stain Remover is a targeted solution for removing tough stains and spots
from clothes.

- Features: Easy to apply, works on a variety of stains, and helps maintain fabric quality.

8. Ghadi Bleach

- Description: Ghadi Bleach is formulated to whiten and brighten clothes, removing stubborn
stains and dullness.

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- Features: Suitable for both white and colored clothes, easy to use, and provides long-lasting
brightness.

9. Ghadi Laundry Detergent Pods

- Description: Ghadi Laundry Detergent Pods offer a convenient single-dose solution for
washing clothes.

- Features: Pre-measured pods, dissolve quickly in water, and deliver effective cleaning
power.

10. Ghadi Detergent Powder with Lemon Power:

Ghadi Detergent Powder with Lemon Power is infused with the cleaning power of lemon. It
helps remove tough stains and grease, leaving clothes clean and bright. The lemon fragrance
adds a refreshing touch to the laundry

23
MARKETING STRATEGIES OF GHADI DETERGENT POWDER

Ghadi Detergent Powder, a brand under the umbrella of RSPL Limited, has emerged as one
of the leading players in the Indian detergent market. The brand has been successful in
capturing a significant market share through its innovative marketing strategies. In this
article, we will explore the various marketing strategies employed by Ghadi Detergent
Powder to establish itself as a trusted and preferred choice among consumers.

1. Product Innovation:

One of the key strategies that Ghadi has adopted is product innovation. The brand has
introduced several variants of its detergent powder to cater to different consumer needs. For
example, Ghadi offers a machine wash variant for consumers who prefer using washing
machines, a detergent cake for those who prefer solid detergents, and a liquid detergent for
those who find it more convenient. This product diversification has helped Ghadi expand its
consumer base and cater to a wider audience.

2. Quality Assurance:

Ghadi has positioned itself as a brand that offers superior quality products at affordable
prices. The brand has invested heavily in research and development to ensure that its products
meet the highest quality standards. This commitment to quality has helped Ghadi build trust
among consumers, who perceive the brand as a reliable and dependable choice for their
laundry needs.

3. Price Strategy:

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Ghadi has adopted a competitive pricing strategy to attract price-sensitive consumers. The
brand offers its products at prices that are lower than those of its competitors, making it an
attractive choice for budget-conscious consumers. This pricing strategy has helped Ghadi
gain a competitive edge in the market and increase its market share.

4. Distribution Network:

Ghadi has established a strong distribution network that ensures the availability of its
products across the country. The brand has tie-ups with various distributors, wholesalers, and
retailers to ensure that its products reach every corner of the country. This extensive
distribution network has helped Ghadi reach a larger audience and increase its market
penetration.

5. Promotional Activities:

Ghadi has undertaken various promotional activities to create awareness about its products
and build brand recall. The brand has used a mix of traditional and digital marketing channels
to reach its target audience. Ghadi has also used celebrity endorsements and brand
ambassadors to create a buzz around its products and increase brand visibility.

6. Advertising Campaigns:

Ghadi has launched several advertising campaigns to promote its products. The brand has
used various media channels, such as television, print, and digital, to reach its target
audience. Ghadi's advertising campaigns focus on the superior quality of its products, their
affordability, and their effectiveness in removing tough stains.

25
7. Customer Engagement:

Ghadi has focused on engaging with its customers through various customer engagement
initiatives. The brand has launched loyalty programs, conducted customer surveys, and
organized customer feedback sessions to understand consumer preferences and tailor its
products and marketing strategies accordingly. This customer-centric approach has helped
Ghadi build a loyal customer base.

8. Social Responsibility:

Ghadi has also focused on corporate social responsibility (CSR) initiatives to connect with its
consumers. The brand has undertaken various CSR activities, such as promoting
environmental sustainability, supporting education, and empowering women. These
initiatives have helped Ghadi build a positive brand image and enhance its reputation among
consumers.

26
COMPETITORS ANALYSIS OF GHADI DETERGENT
POWDER COMPANY

Ghadi Detergent Powder Company operates in a highly competitive market with several key
competitors vying for market share. Understanding the strengths, weaknesses, opportunities,
and threats posed by these competitors is crucial for Ghadi to maintain its competitive edge.
Let's delve into an in-depth analysis of the major competitors of Ghadi Detergent Powder
Company:

1. Tide:

Tide, owned by Procter & Gamble, is one of the most prominent competitors of Ghadi
Detergent Powder. Tide is known for its strong brand presence, innovative product
formulations, and effective marketing strategies. Tide's premium pricing strategy positions it
as a high-quality detergent brand, appealing to consumers who prioritize brand reputation and
performance. Tide's extensive product range caters to various laundry needs, including liquid
detergents, pods, and powder detergents, offering consumers a wide selection to choose from.
Moreover, Tide's focus on sustainability and eco-friendly packaging resonates with
environmentally conscious consumers, further strengthening its competitive position.

2. Surf Excel:

Surf Excel, a brand under Hindustan Unilever Limited, is another major competitor of
Ghadi Detergent Powder. Surf Excel is known for its superior stain removal capabilities and
gentle care for fabrics. The brand's innovative marketing campaigns, such as "Daag Acche
Hai" (Stains Are Good), have resonated with consumers, establishing Surf Excel as a trusted
and preferred choice for laundry care. Surf Excel's diverse product portfolio includes variants
for different washing machines and fabric types, catering to a wide range of consumer
preferences. Additionally, Surf Excel's focus on social initiatives, such as the "Share the
Load" campaign promoting gender equality, has helped build a strong emotional connection
with consumers, enhancing brand loyalty.

27
3. Ariel:

Ariel, also owned by Procter & Gamble, is a premium detergent brand that competes with
Ghadi Detergent Powder in the higher-end segment of the market. Ariel is known for its
advanced cleaning technology, which effectively removes tough stains and maintains fabric
quality. The brand's focus on innovation has led to the development of specialized variants,
such as Ariel Matic for washing machines and Ariel Platinum for superior stain removal.
Ariel's premium pricing strategy reflects its positioning as a high-performance detergent
brand, appealing to consumers seeking superior cleaning results. Ariel's strong brand
reputation and product innovation are key factors driving its competitiveness in the market.

4. Nirma:

Nirma is a well-established detergent brand in India, known for its affordable pricing and
value-for-money proposition. Nirma competes with Ghadi Detergent Powder in the mid-price
segment of the market, offering consumers an economical yet effective detergent option.
Nirma's strong brand presence in rural and semi-urban markets has helped it gain a
competitive edge, particularly among price-sensitive consumers. Nirma's product range
includes powder and cake detergents, catering to the diverse needs of consumers across
different regions. Despite facing competition from larger multinational brands, Nirma's focus
on affordability and quality has enabled it to maintain a strong market position.

5. Wheel:

Wheel, another brand under Hindustan Unilever Limited, competes with Ghadi Detergent
Powder in the lower price segment of the market. Wheel is known for its budget-friendly
pricing and effective cleaning performance, making it a popular choice among cost-conscious
consumers. Wheel's extensive distribution network ensures wide availability of its products,
further enhancing its competitiveness. Wheel's product range includes powder and cake
detergents, offering consumers a range of options to suit their preferences. While Wheel may

28
not offer the same premium quality as some of its competitors, its affordability and
widespread availability make it a formidable competitor in the market.

6. Rin:

Rin, also owned by Hindustan Unilever Limited, is known for its fabric whitening
properties. Rin competes with Ghadi Detergent Powder in the segment of detergents focusing
on fabric care. Rin's specialized formulations are designed to brighten and whiten clothes,
giving them a fresh and new look. Rin's marketing campaigns emphasize the brand's ability to
restore the brightness of clothes, appealing to consumers who prioritize fabric care. Rin's
diverse product range includes powder and liquid detergents, offering consumers a choice
based on their preferences. Rin's competitive pricing and focus on fabric care make it a strong
competitor in the market.

7. Henko:

Henko is a premium detergent brand known for its innovative formulations and fabric care
properties. Henko competes with Ghadi Detergent Powder in the premium segment of the
market, offering consumers high-quality products with advanced cleaning technology.
Henko's focus on fabric protection and color care sets it apart from its competitors, appealing
to consumers who value the longevity of their clothes. Hank’s premium pricing strategy
reflects its positioning as a high-end detergent brand, targeting consumers who prioritize
fabric care and quality. Henko's innovative product formulations and strong brand reputation
are key factors driving its competitiveness in the market.

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 CHAPTER-2
A study on marketing
strategies adopted by Ghadi
Detergent Powder

30
LITERATURE REVIEW

Previous Studies on Marketing Strategies Adopted by Detergent Brands

Several studies have explored the marketing strategies adopted by detergent brands. For
example, a study by Gupta and Sharma (2016) analyzed the impact of advertising on brand
awareness and brand loyalty in the detergent industry. The study found that advertising plays
a significant role in shaping consumer perceptions and influencing purchase decisions.

Another study by Singh and Kapoor (2018) examined the effectiveness of pricing strategies
in the detergent industry. The study concluded that pricing strategies such as promotional
pricing and bundle pricing can help detergent brands attract price-sensitive consumers and
increase sales.

Relevance to Ghadi Detergent Powder

Understanding the marketing strategies adopted by other detergent brands can provide
valuable insights for Ghadi Detergent Powder. By reviewing previous studies, Ghadi can
identify successful strategies and best practices that can be applied to its own marketing
efforts. Additionally, insights from previous studies can help Ghadi anticipate market trends
and consumer preferences, allowing the brand to stay ahead of the competition.

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OBJECTIVE OF STUDY

The primary objective of this research is to analyze the marketing strategies adopted by
Ghadi Detergent Powder and their impact on the brand's market positioning and consumer
perception. The specific objectives of the study include:

1. To examine the product development strategies employed by Ghadi Detergent Powder,

including product innovation and differentiation.

2. To evaluate the pricing strategies adopted by Ghadi Detergent Powder and their
effectiveness in attracting and retaining customers.

3. To assess the distribution channels used by Ghadi Detergent Powder and their impact on
product availability and market reach.

4. To analyze the promotional activities undertaken by Ghadi Detergent Powder, including

advertising, sales promotions, and public relations.

5. To understand the overall marketing strategy of Ghadi Detergent Powder and its alignment
with the brand's objectives and target market.

Scope of the Study

The study will focus on Ghadi Detergent Powder's marketing strategies in the Indian market.
It will analyze data from primary and secondary sources to provide insights into the brand's
marketing approach. The scope of the study includes a review of Ghadi Detergent Powder's
product portfolio, pricing strategies, distribution channels, and promotional activities. The
study will also examine consumer perceptions and market trends related to Ghadi Detergent
Powder.

32
SIGNIFICANCE OF STUDY

The study on marketing strategies adopted by Ghadi Detergent Powder is significant for
several reasons, including the importance of understanding marketing strategies in the
detergent industry and the potential implications for Ghadi Detergent Powder.

Importance of Understanding Marketing Strategies in the Detergent Industry

- Competitive Advantage:

Understanding the marketing strategies of competitors in the detergent industry can provide
Ghadi Detergent Powder with a competitive advantage. By analyzing the strategies of other
brands, Ghadi can identify areas where it can differentiate itself and gain a competitive edge.

- Consumer Insights:

Studying marketing strategies can provide insights into consumer behavior and preferences.
This understanding can help Ghadi Detergent Powder tailor its marketing efforts to better
meet the needs of its target market.

Potential Implications for Ghadi Detergent Powder

- Strategic Planning:

The study can help Ghadi Detergent Powder in developing and implementing more effective
marketing strategies. By learning from the strategies of other brands, Ghadi can refine its own
strategies to achieve its business objectives.

- Brand Positioning:

Understanding the marketing strategies of competitors can help Ghadi Detergent Powder
position its brand more effectively in the market. This can help Ghadi differentiate itself from
competitors and attract more customers.

33
RESEARCH METHODOLOGY

Research Design

This study utilizes a mixed methods approach, combining qualitative and quantitative
research methods. The mixed methods design allows for a comprehensive analysis of Ghadi
Detergent Powder's marketing strategies by capturing both numerical data and qualitative
insights.

Data Collection Methods

1. Surveys:

A survey questionnaire will be distributed to consumers, retailers, and distributors to gather

quantitative data on their perceptions of Ghadi Detergent Powder's marketing strategies,
product quality, and brand loyalty. The survey will include questions related to brand
awareness, advertising effectiveness, and product satisfaction.

2. Interviews:

In-depth interviews will be conducted with marketing executives and managers from RSPL
to gain insights into the company's marketing strategies, brand positioning, and competitive
analysis. The interviews will provide qualitative data on the rationale behind the marketing
strategies adopted by Ghadi Detergent Powder.

3. Secondary Data:

Secondary data sources, such as industry reports, company publications, and academic
journals, will be reviewed to gather information on the detergent market in India, competitors'
strategies, and consumer behavior trends.

Data Analysis Techniques

34
1. Statistical Analysis:

Quantitative data from the surveys will be analyzed using statistical techniques such as
descriptive statistics, correlation analysis, and regression analysis. These analyses will help
identify patterns, trends, and relationships in the data related to Ghadi Detergent Powder's
marketing strategies and consumer perceptions.

2. Content Analysis:

Qualitative data from the interviews and secondary sources will be analyzed using content
analysis techniques. This analysis will involve identifying key themes, messages, and
strategies employed by Ghadi Detergent Powder in its marketing campaigns.

35
DATA ANALYSIS

1. Age wise classification

Data:

NO. OF PERCENTAGE

SR. NO. AGE RESPONDENTS (%)

1 Between 18-20 3 6%

2 Between 20-30 13 26%

3 Between 30-40 18 36%

4 Above 40 16 32%

Total 50 100%

Analysis:

NO. OF
SR. NO. AGE 1 Between 18-20 2 Between 20-30 3 Between 30-40 4 Above 40

0%
6%
32%
26%

36%

Interpretation:

According to the above analysis it is concluded that I have surveyed 50

respondents out of age group of 18-20, 20-30, 30-40,above 40 respectively.

36
2. Gender wise classification

Data:

SR. NO. GENDER NO. OF PERCENTAGE

RESPONDENTS (%)
1 Male 16 32%
2 Female 34 68%
Total 50 100%

Analysis:

Chart Title
1 Male 2 Female

34

16

32% 68%

RESPONDENTS (%)
NO. OF PERCENTAGE

Interpretation:

According to the above analysis it is concluded that I have surveyed 50

respondents out of which Male and Female respectively.

37
3. What is your designation?

Data:
SR.NO. 0PTIONS NO.OF PERCENTAGE (%)
RESPONDENTS

1 Student 10 20%
2 Employee 6 12%
3 Business man 3 6%
4 Home maker 31 62%
Total 50 100%

Analysis:

Chart Title
NO.OF RESPONDENTS PERCENTAGE (%)

31

10

6
3
20% 12% 6% 62%

Student Employee Business man Home maker

1 2 3 4

Interpretation:

According to survey 20% are student, 12% are employee, and 6% are
businessmen and 62% homemaker.

38
4. What factors influence your choice of laundry detergent?

Data:
SR.NO. 0PTIONS NO.OF PERCENTAGE (%)
RESPONDENTS

1 6 12%
Price
2 10 20%
Brand reputation
3 4 8%
Product quality
4 30 60%
All of the above
Total 50 100%

Analysis:

NO.OF RESPONDENTS
1 - Price 2 - Brand reputation 3 - Product quality 4 - All of the above

12%

20%

60%
8%

Interpretation:

According to survey12% responders influence price choice of laundry detergent

20% responders influence brand reputation choice for laundry detergent

8% responders influence product quality choose for laundry detergent

60% responders influence all of the above for laundry detergent

39
5. How often do you purchase Ghadi Detergent Powder?

Data:

SR.NO 0PTIONS NO.OF RESPONDENTS PERCENTAGE (%)

.
1 Every week 25 50%
2 - Every two weeks 14 28%
3 - Once a month 8 16%
4 - Less frequently 3 6%
total 50 100%

Analysis:

Chart Title
NO.OF RESPONDENTS PERCENTAGE (%)

25

14

8
3
50% 28% 16% 6%

Every week - Every two weeks - Once a month - Less frequently

1 2 3 4

Interpretation:

According to survey 50% responders purchase ghadi discharge and powder every week

28% responder purchase ghadi detergent powder every 2 weeks

16% responders purchase ghadi detergent powder once a month

60% responders purchase ghadi detergent powder less frequently

40
6. How would you rate the effectiveness of Ghadi Detergent Powder's

advertising?

Data:

SR.NO. 0PTIONS NO.OF RESPONDENTS PERCENTAGE (%)

18 36%
1 - Very effective
21 42%
2 - Somewhat effective
2 4%
3 - Not effective
9 18%
4 - Not sure
50 100%
total
Analysis:

NO.OF RESPONDENTS
1 - Very effective 2 - Somewhat effective 3 - Not effective 4 - Not sure

18%
4% 36%

42%

Interpretation:

According to survey 36% responders very effectiveness of ghadi detergent powder's

advertising.

42% responders somewhat the effectiveness of ghadi detergent powder's advertising.

4% responders no effectiveness of ghadi detergent powder's advertising.

18% responders not sure of the effectiveness of ghadi detergent powder's advertising

41
7. Which of the following aspects of Ghadi Detergent Powder do you find
most appealing?

Data:

SR.NO. 0PTIONS NO.OF RESPONDENTS PERCENTAGE (%)

10 20%
1 - Price
22 44%
2 - Quality
13 26%
3 - Brand image
5 10%
4 - Eco-friendliness
50 100%
total

Analysis:

Chart Title
NO.OF RESPONDENTS PERCENTAGE (%)

22

13

10

20% 44% 26% 10%

- Price - Quality - Brand image - Eco-friendliness

1 2 3 4

42
8. Have you ever switched from your regular detergent to Ghadi Detergent
Powder?

Data:

SR.NO. 0PTIONS NO.OF RESPONDENTS PERCENTAGE (%)

1 Yes 25 50%
2 - No 10 20%
3 - Considering it 15 30%
total 50 100%

Analysis:

Chart Title
NO.OF RESPONDENTS PERCENTAGE (%)

25

15

10

50% 20% 30%

Yes - No - Considering it
1 2 3

Interpretation:

According to survey 50% responders yes switched from your regular detergent to ghadi
detergent powder

20% responders no switched from your regular detergent to ghadi detergent powder

30% responders considering it switched from your regular detergent to ghadi detergent
powder

43
9. How would you rate the overall quality of Ghadi Detergent Powder
compared to other brands?

Data:

SR.NO. 0PTIONS NO.OF PERCENTAGE

RESPONDENTS (%)

1 9 18%
- Much better
2 18 36%
- Better
3 11 22%
- Similar
4 5 10%
- Worse
5 7 14%
- Much worse
Total 50 100%

Analysis:

Chart Title
NO.OF RESPONDENTS PERCENTAGE (%)

18

11
9
7
5

18% 36% 22% 10% 14%

- Much better - Better - Similar - Worse - Much worse

1 2 3 4 5

44
10. Do you think Ghadi Detergent Powder effectively communicates its
brand message?

Data:

SR.NO. 0PTIONS NO.OF RESPONDENTS PERCENTAGE (%)

1 Yes, very effectively 10 20%
- Yes, somewhat 25 50%
2 effectively
3 - No, not effectively 8 16%
4 - I'm not sure 7 14%
total 50 100%

Analysis:

Chart Title
NO.OF RESPONDENTS PERCENTAGE (%)

25

10
8
7

20% 50% 16% 14%

Yes, very effectively - Yes, somewhat - No, not effectively - I'm not sure
effectively
1 2 3 4

45
11. Would you recommend Ghadi Detergent Powder to others?

Data:

SR.NO. 0PTIONS NO.OF RESPONDENTS PERCENTAGE (%)

1 Yes, definitely 21 42%
- Yes, but with 15 30%
2 reservations
3 - No, probably not 11 22%
4 - No, definitely not 3 9%
total 50 100%

Analysis:

NO.OF RESPONDENTS
1 Yes, definitely 2 - Yes, but with reservations
3 - No, probably not 4 - No, definitely not

6%

22%
42%

30%

46
12. How important is brand loyalty to you when purchasing laundry
detergent?

Data:

SR.NO. 0PTIONS NO.OF RESPONDENTS PERCENTAGE (%)

26 52%
1 Very important
14 28%
2 - Somewhat important
8 16%
3 - Not very important
2 4%
4 - Not important at all
50 100%
total

Analysis:

Chart Title
NO.OF RESPONDENTS PERCENTAGE (%)

26

14

2
52% 28% 16% 4%

Very important - Somewhat important - Not very important - Not important at all
1 2 3 4

47
CHAPTER-3

48
FINDINGS:

1. Product Quality:

Ghadi Detergent Powder is perceived by consumers as a high-quality product that offers

effective cleaning performance. This perception has contributed to the brand's popularity and
consumer trust.

2. Pricing Strategy:

Ghadi Detergent Powder's pricing strategy is competitive, offering value for money to
consumers. This has helped the brand attract price-sensitive consumers, especially in the rural
and semi-urban markets.

3. Distribution Network:

The brand has a strong distribution network that reaches both urban and rural areas. This
wide distribution ensures product availability and accessibility, contributing to the brand's
market penetration.

4. Promotional Activities:

Ghadi Detergent Powder engages in various promotional activities, including advertising

campaigns and promotional offers. These activities have helped the brand create awareness
and maintain visibility in the market.

5. Brand Loyalty:

Consumers exhibit a high level of loyalty towards Ghadi Detergent Powder. This loyalty can
be attributed to the brand's consistent quality, effective marketing, and strong brand image.

49
6. Competitive Positioning:

Ghadi Detergent Powder competes effectively with other detergent brands in the market. The
brand's focus on quality and affordability has helped it maintain a competitive edge.

7. Customer Satisfaction:

Overall, consumers are satisfied with Ghadi Detergent Powder. The brand's ability to meet
consumer expectations regarding quality and performance has contributed to its success in the
market.

These findings indicate that Ghadi Detergent Powder has implemented effective marketing
strategies to establish itself as a prominent player in the detergent industry. The brand's
emphasis on product quality, competitive pricing, wide distribution, and strong brand image
has been key to its success.

50
RECOMMENDATIONS

1. **Product Innovation:

Ghadi Detergent Powder should focus on continuous product innovation to meet

evolving consumer needs and preferences. Introducing new variants or improving
existing formulations can help the brand stay competitive and attract new customers.

2. **Targeted Marketing Campaigns:

The brand should consider targeted marketing campaigns to reach specific consumer
segments, such as urban millennials or rural households. These campaigns can be
tailored to address the unique needs and preferences of each segment.

3. **Digital Marketing:

Ghadi Detergent Powder should leverage digital marketing channels, such as social
media and online advertising, to increase brand visibility and engage with consumers.
Digital marketing can help the brand reach a wider audience and create a more
personalized brand experience.

4. **Promotional Offers:

The brand can introduce promotional offers, such as discounts or buy-one-get-one-free

deals, to attract price-sensitive consumers and encourage trial of Ghadi Detergent
Powder.

51
LIMITATIONS

1. **Data Availability: One of the major limitations of this study was the availability of
data. Some data points, especially related to consumer perceptions and competitor
strategies, were not readily available and had to be inferred from secondary sources.

2. **Sample Size: The sample size of this study was limited, which may affect the
generalizability of the findings. A larger sample size would have provided more
comprehensive insights into consumer behavior and market trends.

3. **Time Constraints: The study was conducted within a limited time frame, which
constrained the depth of analysis that could be performed. A more extensive study over
a longer period may have yielded more nuanced findings.

4. **Bias: There may have been inherent bias in the data collection and analysis
process, which could have influenced the findings. Efforts were made to minimize bias
through objective analysis techniques.

5. **External Factors: External factors, such as changes in market dynamics or

competitive landscape, could have influenced the findings. These factors were beyond
the control of the researchers and may have impacted the validity of the findings.

52
CONCLUSION

In conclusion, the study on marketing strategies adopted by Ghadi Detergent Powder

reveals several key insights into the brand's approach and its impact on the market.
Ghadi Detergent Powder has successfully positioned itself as a leading player in the
detergent industry through a combination of factors such as product quality, competitive
pricing, wide distribution network, and effective promotional activities.

The brand's focus on innovation and meeting consumer needs has helped it maintain a
strong presence in both urban and rural markets. Additionally, Ghadi Detergent
Powder's emphasis on sustainability and community engagement has resonated well
with consumers, further enhancing its brand image and loyalty.

Despite facing challenges such as data availability and time constraints, the study's
findings provide valuable insights for marketers and researchers. Suggestions for future
research include conducting more extensive studies with larger sample sizes and
exploring the effectiveness of specific marketing strategies in greater detail.

Overall, the study underscores the importance of a comprehensive marketing strategy in

achieving and sustaining success in the highly competitive detergent market. Ghadi
Detergent Powder's strategies offer valuable lessons for other brands looking to enhance
their market position and build a loyal customer base.

53
CHAPTER-4

54
 REFERENCES

https://www.mbaskool.com/brandguide/fmcg/5796-ghari-
detergent.html

https://en.wikipedia.org/wiki/Ghari_Detergent

https://ghadimachinewash.com/

https://www.neareshop.com/best-detergent-powder-brands-in-india/

https://nh1design.com/project/ghadi

55
 Annexure

A Study on Marketing Strategies Adopted by Ghadi Detergent Powder

QUESTIONNAIRE

Name:-

56
 Age: - 18-20 20-30

30-40 40 above

Gender: - Male Female

Occupation: -

 Student
 Business men
 Homemaker
 Employee

1. What factors influence your choice of laundry detergent?

- Price ()

- Brand reputation ( )

- Product quality ()

- All of the above ()

2. How often do you purchase Ghadi Detergent Powder?

57
 - Every week ()

- Every two weeks ()

- Once a month ()

- Less frequently ()

3. How would you rate the effectiveness of Ghadi Detergent Powder's

advertising?

- Very effective ()

- Somewhat effective ()

- Not effective ()

- Not sure ()

4. Which of the following aspects of Ghadi Detergent Powder do you find most
appealing?

- Price ()

- Quality ()

- Brand image ()

- Eco-friendliness ()

5. Have you ever switched from your regular detergent to Ghadi Detergent
Powder?

58
 - Yes ()

- No ()

- Considering it ()

6. How would you rate the overall quality of Ghadi Detergent Powder compared
to other brands?

- Much better ()

- Better ()

- Similar ()

- Worse ()

- Much worse ()

7. Do you think Ghadi Detergent Powder effectively communicates its brand

message?

- Yes, very effectively ()

- Yes, somewhat effectively ()

- No, not effectively ()

- I'm not sure ()

8. Would you recommend Ghadi Detergent Powder to others?

- Yes, definitely ()

59
 - Yes, but with reservations ()

- No, probably not ()

- No, definitely not ()

9. How important is brand loyalty to you when purchasing laundry detergent?

- Very important ()

- Somewhat important ()

- Not very important ()

- Not important at all ()

60