Product details

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 instead of the more common 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 (fast moving consumer goods) market in the early 21st century and critically analyses the rationale for diversification. The case is structured to enable students to: (1) understand the nature of the Indian fabric care market and the evolution of the fabric whitener segment; (2) examine the importance of product development for deriving competitive advantage; (3) understand how a small brand, backed by strong, and in some ways unconventional, marketing support can become the leader in its category; (4) appreciate the importance of focusing on all elements of the marketing mix (especially promotion) for the successful marketing of a product; and (5) understand how lethargy in product innovation and improper management of the distribution network can cause the downfall of a market leader. The case is aimed at MBA/PGDBA students, and is intended to be part of the marketing curriculum. The teaching note does not contain an analysis of the case.