Vibhava Chemicals: Pursuit of a Cleaner Space Harvard Case Solution & Analysis

In April 2011, Vithal Gambhir, the marketing director of Vibhava Chemicals (Vibhava), an entrepreneurial enterprise and leader in the black phenyl group in the home cleaning agents (HCA) market in South India, was faced with a promotion challenge. The marketing efforts of MNCs had also resulted in a slow transformation of the HCA market, expanding and segmenting it in relation to uses (e.g. floor cleaning agents and toilet-cleaning agents) and gains (e.g. disinfecting, cleaning and deodorizing).

Because of this, Vibhava's leading brand, 'Black Belt' black phenyl disinfectant, started losing ground in the market. Vibhava had responded to this drop by establishing Ozone, a pine oil-based floor cleaner, in 2003. Positioned as a herbal, ecofriendly, deodorizing flooring cleanser, Ozone managed to keep out of the way of Domex, the top MNC brand of disinfecting floor cleanser; nevertheless, during the past couple of years Domex had been available in lots of variations serving many sections and the market became flooded with both MNC and established Indian brands. While the selling of Ozone increased in absolute terms, Vibhava's share in the growing home cleaning market fell from 25 per cent to 11 per cent in the transformed market of 2010, in a mostly traditional product market in the 1990s.

Vibhava Chemicals Pursuit of a Cleaner Space Case Study Solution

PUBLICATION DATE: April 12, 2012 PRODUCT #: W12904-HCB-ENG

This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP

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