Purell Hand Sanitizer is a product of GOJO Industries. The product since its establishment in 1997 has enjoyed a large embrace by the American population, and the focus has been on foreign markets. GOJO Industries have taken the move to bring Purell Hand Sanitizers into the international market arena (Jordan et al., 2009). The case focuses on India. Purell sanitizer kills 99.9 percent of the most common germs and is portable to supplement regular washing of hands. The product promotes good health hence preventing the spread of diseases. Purell enjoys a competitive advantage over other rivals such as Colgate with numerous annual profits.
Purell brand has been experiencing constant market domination. However, the recent fall in its market share by 39.4% has prompted the move to enter new markets such as the Indian market (Jordan et al., 2009). Entering into the Indian market will need an evaluation of several aspects. The market in India is welcoming in that the population is overly large which creates a potential customer base. The population of India as per 2013 World Bank survey was 1.252 billion people. The majority of Indians live in the bottom of the pyramid economy level, and there are major disease outbreaks due to low hygiene levels and a large number of slums as a result of the high population.
A Cultural Analysis of the Indians is vital. The Hindi language is the dominant language among the population through a CIA analysis indicates that The English language is common. The Indian customers have a high preference to customization of a product before purchasing. Their culture has ties with notions before purchasing, hence the more attractive the packaging of the Purell product, the more it will receive a better market share. The Indian legal system follows the English common law and is democratic. The Indian government has been encouraging liberalization of the economy which means that the economy of the country is open for the international investors such as Purell owned by GOJO Industries. The geographic location of India is filled with a large number of people majorly in poorly developed rural areas. This offers an excellent opportunity for Purell since the hand sanitizer would be welcome to minimize the many sicknesses among the population.
