Ujala - The Supreme Whitener
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(Case Code: MKTG051) click on the button below, and select the case from the list of available cases:
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Please note:
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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Case Details:
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Price: |
| Case Code |
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MKTG051 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemesAdvertising and Promotion |
| Case Length |
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10 Pages |
| Period |
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1983-2003 |
| Pub Date |
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2003 |
| Teaching Note |
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Not Available |
| Organization |
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Jyothi Laboratories |
| Industry |
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FMCG |
| Countries |
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India |
Abstract:
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The case examines the marketing strategies adopted by a small Indian company, Jyothi Laboratories, to promote its fabric whitener brand, Ujala. The reason for launching a liquid dye based whitener in the Indian fabric whitener market as against the more prevalent powder version is discussed.
The case explores in detail the various strategic initiatives undertaken by Jyothi to meet the competition and emerge as the leader in the segment. The case also takes a look at the company's entry into other segments of the Indian FMCG market in the early 21st century and critically analyses the rationale of the move.
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Issues:
• Explaining the importance of marketing mix for the success of a product
Contents:
Keywords:
Marketing strategies, small, Indian company, Jyothi Laboratories, promote, fabric whitener, brand, Ujala, liquid dye, strategic, competition, emerge, Indian FMCG market, 21st century
Ujala - The Supreme Whitener
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