Positioning, Repositioning and Reverse Positioning Strategies Case Study

Godrej No.1 at 3rd Position in Indian Soap Market: Trail Blazer in Brand Relaunch

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Abstract:
Godrej No.1 is a successful toilet soap brand in the Indian consumer goods market. Its success is reckoned with a glorious history of 66 years. Over a period of time the brand witnessed declining sales and lost its appeal due to heavy competition and eventually it was withdrawn from the market in the year of 1988. After a decade, in 1998 the Godrej group revived the brand with a new appeal placed in a new positioning and packaging and relaunched into the market. Garnering an enviable success, the brand witnessed huge popularity and loyalty only to clinch the 3rd position. Giving a jolt to the iconic brands of its competitors, the brand made the major players to hedge their belts and reinvigorate their marketing strategies to combat this tough competition. The case discusses Godrej Consumer Products Ltd.’s design and implementaition of the brand relaunch exercise for the Godrej No.1. It provides the detailed description of the innovations followed by the company to promote the brand and make it successful.

Pedagogical Objectives:

• To understand the motive behind the relaunch of Godrej No.1
• To debate and analyse various channels and platforms and the conducive environment to relaunch a brand and what are the success and failure ratings
• To debate and analyse the role of marketing mix in the success of a relaunch product and its sustainability
• To debate on the success of Godrej No.1 soap as a trail blazer in redefining the 4Ps of marketing management.

Keywords : Market Positioning, Repositioning, Repositioning Strategies, Brand Relaunch, Market segmentation, Marketing Mix, Brand Management Strategies, Neo Promotion, Customised Segmentation, Market Targeting, Brand Re-positioning, TFM, Godrej