Vibhava Chemicals: Pursuit of a Cleaner Space Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

In April 2011, Vithal Gambhir, Marketing Director vibhava chemicals (vibhava), business enterprise and leader in the category of black phenyl in home cleaning agents (HCA) market in South India, faced with the problem of marketing. Slew of multinational corporations (MNCs) brands in the emerging new category of special cleaning agents was reduced in proportion vibhava traditional black phenyl category by 50 percent more than in the previous eight years. Marketing efforts MNCs also led to a gradual transformation of the market HCA, expansion and segmenting it from the point of view of applications (for example, the floor cleaning and toilet-cleaning) and benefits (eg, disinfection, purification and deodorization). As a result, the leading brand vibhava, black disinfectant phenyl "Black Belt", began to lose market share. Vibhava successfully responded to this decline, starting Ozone, pine-oil based cleaning floors, in 2003. Positioned as a vegetable, organic, deodorizing clean floor, Ozon managed to keep the way of Domex, the leading brand of TNK decontamination washing floors, but in the last few years Domex were available in a variety of works in many segments and the market was flooded with a MNC and established Indian brands. While sales increased ozone in absolute terms, the share of the growing market in vibhava home cleaning has fallen from 25 percent in the most traditional commodity market in 1990 to 11 percent in 2010 transformed the market. Gambhir now faces the difficult task of meeting ambitious sales goals INR1 billion for 2011/12, which was double the previous year sales. "Hide
by N Ramesh, N. Barnabas Source: Richard Ivey School of Business Foundation 15 pages. Publication date: April 12, 2012. Prod. #: W12904-PDF-ENG