View
220
Download
2
Category
Preview:
DESCRIPTION
Relatively low level of Benefit segmentation (owing to manufacturers not leading innovation). Primary benefit Degreasing Other secondary benefits fragrance, Anti-bacterial Low level of product innovations Last real innovation was done by Vim in 2005 (Poly coat) Exo (Jyothi labs) – Anti bacterial bar Key triggers for bar usage More power in my scrub (more efficacy) Fragrance Faster wash (lather coming off easily) High value (use across vessels, accessibility across price points)
Citation preview
VIM DISHWASH BAR : REBRANDING & REPOSITIONING
Prepared By :
Rajul Garg E013Shweta Gupta E018Nishant Mahajan E030Kartikeya NegiRaghav
HHC – Dishwashing categoryAll Dishwashing products which are used to for dish cleaning in
households.
LIQUIDBARS
POWDERSPROXY
ASH, DETERGENTS
Key trends in the categoryRelatively low level of Benefit segmentation (owing to manufacturers not leading innovation).
Primary benefit Degreasing Other secondary benefits fragrance, Anti-bacterial
Low level of product innovationsLast real innovation was done by Vim in 2005 (Poly coat)Exo (Jyothi labs) – Anti bacterial bar
Key triggers for bar usageMore power in my scrub (more efficacy)FragranceFaster wash (lather coming off easily)High value (use across vessels, accessibility across price points)
Left over marks/scratches on utensils
Left over food smell on utensils
Left over product residues
Dry hands Skin irritation
Germs/bacteria
Grease on Plastic
Watermarks
White stains from boiling food (in salt)
Dull look of utensil
Bad Odour in utensils/vessels
Tea / Coffee stains
Burnt Milk Stains
Heavy grease / oil on utensils/vessels
Burnt Black Food stains inside utensils/vessels
Soot / Charred Black utensil bottom
0
10
20
30
40
50
60
0 10 20 30 40 50 60 70
Incidence
Con
cern
Unimportant
Must-address
High Incidence, High Concern:Heavy Grease, Soot/Charred Black utensils, Burnt Food & Milk stains, are the key problems.These problems also reflect the Indian cooking habits
CONSUMER REQUIREMENTS
Usership profile of Vim
50%12%
22%
Vol Contribution
72 lac HHs use Vim
12%
36%
30%
23%
Vim Age wise split%
18 - 25yrs26 -35 yrs36-45yrs46-65yrs
LSM C+
Sec A / B
Sec A+
VIM HISTORICAL• William Hesketh Lever was determined to revolutionize Victorian England's
standards of cleanliness and hygiene: so he created Vim Soap in 1913
• Today VIM is the market leader in dish washing products in India. There are three products under the brand umbrella of VIM. They are:
1. Vim Powder2. Vim Bar3. Vim Liquid
• Vim is sold in four continents, is the leading hand dishwashing brand in twenty countries, and is available to more than 2 billion people around the world.
• While Vim bar is strong in Maharashtra, Punjab, Delhi, Kolkata and Kerala, the brand faces tough competition from Nirma (in the North and West), Odopic (in the West) and Sabena (in the South).
GLOBAL PRESENCE
VIM CAMPAIGN : BAR VS DETERGENT
CONSUMER INSIGHT
Dish washing tedious jobA lot of effort requiredWant something which
is effective and convenient to use
KEY BRAND ISSUE
Better than powders and detergents
Less effort requiredNo need to scrub again
ADVERTISING IDEARs 6.5( Saade che ) rupaye mein maheena bhar chale
TVC ( TELEVISION COMMERCIAL )
Well known artist from film industry
YEAR 1993
VIM CAMPAIGN : NIMBU KI SHAKTI YEAR 1996
CONSUMER INSIGHT
Quantity of powder used is a lot
Wastage is a major issueDifficult to use
KEY BRAND ISSUE
Vim Bar is more effective
Less quantity , better quality
Better savings
ADVERTISING IDEA1 Kg of ordinary powder
Vs 400 gm Vim BarPower of lemon +
detergent
TVC ( TELEVISION COMMERCIAL )
Simple Household setting
VIM CAMPAIGN : CHALLENGE FORMAT YEAR 1998
CONSUMER INSIGHT
Detergent is same in terms of qualityHesitant to shift
KEY BRAND ISSUE
Introduction of trialsIncrease in Believability
Using common scenarios
ADVERTISING IDEAVIM Bar Challenge
Direct Comparison with competition
TVC ( TELEVISION COMMERCIAL )
Door to Door Commercial
VIM CAMPAIGN : TEST OF SUPREME QUALITY YEAR 1998
CONSUMER INSIGHT
Detergent is same in terms of qualityHesitant to shift
KEY BRAND ISSUE
Introduction of trialsIncrease in Believability
ADVERTISING IDEATest and try our product , if not
satisfied get 1 year supply of your
favorite detergent/ powder of your
choice free
TVC ( TELEVISION COMMERCIAL )
Door to Door Commercial, VIM
van, “Powerful Jitna , Kifaayti Utna”
VIM CAMPAIGN : KADAI OF SARVANA BHAVAN YEAR 2000
CONSUMER INSIGHT
Extreme stains like burnt milk , ghee difficult to remove
KEY BRAND ISSUE
Extra lemon powerA big “kadai” ( vessel ) used to increase trust
in the brand
ADVERTISING IDEAIf Vim Bar can clean a big “kadai” , it can certainly clean our vessels efficiently
TVC ( TELEVISION COMMERCIAL )
Vessel cleaning at a restaurant
“ Saf kare mitaheewale ki kadai” This exercise of promoting the product was one of the best as when it was proved in front of the consumer as vim cleaned “ the mitaheewale ki kadai” without living any greasiness.
The advantages of vim were that it relieved from the hardship of scrubbing the vessel, which was done with ease with the help of “vim”.
The other advantage was that it would certainly save their lot of time, which can be utilized effectively for some other work.
This created a clear perception about the product.
VIM CAMPAIGN : LOW INCOME GROUP YEAR 1998 - 2002
CONSUMER INSIGHT
People still price conscious
Detergent/powder is still the norm
Resistance to change
KEY BRAND ISSUE
Ads catering to lower social strata
Effectiveness along with savings
ADVERTISING IDEAHousewifes feel comfortable and
happy using bars as compared to detergents
TVC ( TELEVISION COMMERCIAL )
Lower middle class
HLL had to completely change its communication when it entered into rural it had to completely changed its communication from the previous one that was that after cleaning the vessel with bar you can see your fac(apka chehra Bhi dekha ga saf) to (khar khar ka moh tod jawab) just because the rural consumers used aluminum vessels to cook their food. It wont create sense to appeal them to buy that product that did not suit their living.
So the packaging was done in smaller units and lesser-priced packs that they can afford given their kind of income stream
VIM CAMPAIGN : KHAR KHAR CAMPAIGN YEAR 2002
CONSUMER INSIGHT
The voice of “khar khar “ very irritating
KEY BRAND ISSUE
Improved Vim bar with stain cutters
ADVERTISING IDEASomething Unusual
TVC ( TELEVISION COMMERCIAL )
Sound is the main focus
KHAR KHAR KA MUH TOD JAWAAB
VIM CAMPAIGN : IMROVED EFFICIENCY YEAR 2003
CONSUMER INSIGHT
They want Vim Bar to be more effective for
stronger stains
KEY BRAND ISSUE
Half scrub test
ADVERTISING IDEACut scrubber
Challenge
TVC ( TELEVISION COMMERCIAL )
Simple household kitchen
VIM CAMPAIGN : POLY COAT INNOVATION YEAR 2004
CONSUMER INSIGHTConsumers complained that Vim Bar becomes
soggy in waterWastage due to
sogginess
KEY BRAND ISSUE
Excellent plastic coatingEase of convenience
Increases life
ADVERTISING IDEA“Galega ya chalega”
campaign
TVC ( TELEVISION COMMERCIAL )
Lab testing
Paani mein gale kam , chale zyada”
VIM VS EXO BATTLE OF 2007• This year, Vim relaunched itself as Antibacterial Vim. The latest relaunch takes on
the differentiation of Exo
• Competitor points of parity aims to neutralize the points of differentiation of competitors. The latest relaunch of Vim is a classic example of this concept
• Firstly its USP is no longer unique. The same attribute is now shared with the competitor
• Secondly Vim has put Exo in a trap. The new Vim uses Neem + Lemon as the antibacterial agent while Exo uses Cyclozan which sounds like a chemical. So here again Vim scores over Exo
Vim is a classic example of how brands sustain its marketshare through careful marketing strategies.
5-6 NEW ADVERTISMENTS ALL
OFFERING SAME VALUE PROPOSITION Sales Declined
Average pack size
Loyalty
Purchase Frequency
Lean Period : 2007 - 2010
NO NEW INNOVATION
HOW MANY WILL BUY
Penetration
HOW MUCH WILL THEY BUY ?
VIM CAMPAIGN : 20 SECOND CHALLENGE YEAR 2011
CONSUMER INSIGHTHousewives want to
spend less time in cleaning utensils to get
involved in other activities
KEY BRAND ISSUE
20 sec to clean a vesselFaster and efficientFaster de-greasing
ADVERTISING IDEA“Clean the vessel in
an ad break”
TVC ( TELEVISION COMMERCIAL )
A modern houselhold
• Vim entered this record by establishing a 3.8 kilometer long line of 15300 washed plates on the MGM beach.
• Only one 500 ml bottle of Vim liquid was used to clean the 15300 plates.
One family with 4 members approximately uses 30 dishes per day.
One bottle of 500ml vim liquid is Rs-70.
One bottle of 500ml vim liquid can wash 15300 plates.
Therefore Per plate expense will be
= 70/15300
= 0.004575
SAVINGS IN USING VIM LIQUID GEL
So monthly expense for one family with 4 members will be
= (30*30) * 0.004575
= 4.1175 Rs/month
Recommended