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