2. All Dishwashing products which are used to for dish cleaning in households. LIQUIDBARS POWDERS PROXY ASH, DETERGENTS

3. 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)

4. 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

5. 72 lac HHs use Vim LSM C+ Sec A / B Sec A+

6. 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 Powder 2.Vim Bar 3.Vim Liquid

7. 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

8. VIM CAMPAIGN : BAR VS DETERGENT CONSUMER INSIGHT Dish washing tedious job A lot of effort required Want something which is effective and convenient to use KEY BRAND ISSUE Better than powders and detergents Less effort required No need to scrub again ADVERTISING IDEA Rs 6.5( Saade che ) rupaye mein maheena bhar chale TVC ( TELEVISION COMMERCIAL ) Well known artist from film industry

9. VIM CAMPAIGN : NIMBU KI SHAKTI CONSUMER INSIGHT Quantity of powder used is a lot Wastage is a major issue Difficult to use KEY BRAND ISSUE Vim Bar is more effective Less quantity, better quality Better savings ADVERTISING IDEA 1 Kg of ordinary powder Vs 400 gm Vim Bar Power of lemon + detergent TVC ( TELEVISION COMMERCIAL ) Simple Household setting

10. VIM CAMPAIGN : CHALLENGE FORMAT CONSUMER INSIGHT Detergent is same in terms of quality Hesitant to shift KEY BRAND ISSUE Introduction of trials Increase in Believability Using common scenarios ADVERTISING IDEA VIM Bar Challenge Direct Comparison with competition TVC ( TELEVISION COMMERCIAL ) Door to Door Commercial

11. VIM CAMPAIGN : TEST OF SUPREME QUALITY CONSUMER INSIGHT Detergent is same in terms of quality Hesitant to shift KEY BRAND ISSUE Introduction of trials Increase in Believability ADVERTISING IDEA Test and try our product, if not satisfied get 1 year supply of your favorite detergent/ powder of your choice free

12. VIM CAMPAIGN : KADAI OF SARVANA BHAVAN CONSUMER INSIGHT Extreme stains like burnt milk, ghee difficult to remove KEY BRAND ISSUE Extra lemon power A big “kadai” ( vessel ) used to increase trust in the brand ADVERTISING IDEA If 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.

13. VIM CAMPAIGN : LOW INCOME GROUP 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 IDEA Housewifes 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

14. VIM CAMPAIGN : KHAR KHAR CAMPAIGN CONSUMER INSIGHT The voice of “khar khar “ very irritating KEY BRAND ISSUE Improved Vim bar with stain cutters ADVERTISING IDEA Something Unusual TVC ( TELEVISION COMMERCIAL ) Sound is the main focus KHAR KHAR KA MUH TOD JAWAAB

16. VIM CAMPAIGN : IMROVED EFFICIENCY CONSUMER INSIGHT They want Vim Bar to be more effective for stronger stains KEY BRAND ISSUE Half scrub test ADVERTISING IDEA Cut scrubber Challenge TVC ( TELEVISION COMMERCIAL ) Simple household kitchen

17. VIM CAMPAIGN : POLY COAT INNOVATION CONSUMER INSIGHT Consumers complained that Vim Bar becomes soggy in water Wastage due to sogginess KEY BRAND ISSUE Excellent plastic coating Ease of convenience Increases life ADVERTISING IDEA “Galega ya chalega” campaign TVC ( TELEVISION COMMERCIAL ) Lab testing

18. 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.

19. 5-6 NEW ADVERTISMENTS ALL OFFERING SAME VALUE PROPOSITION Sales Declined Average pack size Loyalty Purchase Frequency NO NEW INNOVATION HOW MANY WILL BUY Penetration HOW MUCH WILL THEY BUY ?

20. VIM CAMPAIGN : 20 SECOND CHALLENGE CONSUMER INSIGHT Housewives want to spend less time in cleaning utensils to get involved in other activities KEY BRAND ISSUE 20 sec to clean a vessel Faster and efficient Faster de-greasing ADVERTISING IDEA “Clean the vessel in an ad break” TVC ( TELEVISION COMMERCIAL ) A modern houselhold

22. 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.

23.  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

24. So monthly expense for one family with 4 members will be = (30*30) * 0.004575 = 4.1175 Rs/month