Ujala - The Supreme Whitener

<< Previous

Excerpts

Background Note The story of Jyothi can be traced back to M P Ramchandran (MPR), an accountant in a chemical company in the suburbs of Andheri, Mumbai (Maharashtra). MPR had developed a formula for fabric whiteners in 1960 since he was not satisfied with the products available in the market at that time. For many years, he looked for an opportunity to market his formula (his whitener, unlike the blue powders available in the market, was a violet colored liquid that dissolved easily in water)...

Ujala was lucky in that the Robin brand did not receive sufficient marketing support from R&C. By the time Ujala entered the market, Robin had become an old-fashioned brand that lacked 'visibility, readability and proximity' in spite of its initial popularity and strong performance. Although at one point of time, Robin had become a generic name for blues, its brand equity was nearly dormant. This gave Ujala ample scope to become strong enough to be able to transfer the value of 'blue' to the color violet...

In the early 21^st century, Jyothi launched a number of different products in the FMCG category. In 2000, it launched 'Exo,' a dish washing bar and soon extended it to a dish washing scrub. The company entered the mosquito repellent market in 2001, with the brand 'Maxo' coils. It planned to extend this brand to a liquid vaporizer in the future. In the same year, Jyothi entered the incense stick market through the 'Maya' brand. While Exo was made available only in a few southern states, Maxo and Maya were marketed across the country...

Exhibit I: An Ujala TV Commercial

---

Custom Search

Fundamentals of Marketing Management Workbook Workbooks Collection	Case Studies in Marketing - Vol. II Case Study Volumes Collection	Fundamentals of Marketing Management Textbooks Collection