By Vijay kumar mishra

Godrej “Ganga”Failure

Godrej “Ganga”

Ganga soap was launched with much fanfare in 1993. Western Media's projection or prejudice.

BBC & National geography, Ganga soap going to be the best selling bar in the upcoming year

Re-launch ( Dudh-Ganga) 1997.The soap attained salvation in the early 2000.

Consumer research

• Besed on footfall (Kumbh mela 1992)

Wrong positioning

Religious soap

Purity and Gentleness like the Pears Soap.

Brand irrelevance

• Relate soaps with gods

" Now bath in Ganga“

• Ganga river is the most polluted one ( Literate view).

• Ganga ( God) in bathroom ( illiterate View)

Ineffective promotion.

• PODDifferentiation was not sustainable over time

Target Market

Godrej “Ganga”Only Hindu, and religious person ( most of

them were not using cosmetics)

HLL & others Mass