Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 503-053-1
Subject category: Marketing
Authors: A Mukund; D Preethi
Published by: IBS Center for Management Research
Published in: 2003

Abstract

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.
Location:
Industry:
Size:
Medium
Other setting(s):
1998 to late-2002

About

Abstract

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.

Settings

Location:
Industry:
Size:
Medium
Other setting(s):
1998 to late-2002

Related