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Vim

Vim began as a soap brand in 1885 in England and Thailand. It has since expanded into a range of hand dishwashing products including bars, powders, and liquids. Vim holds the Guinness World Record for washing the most plates with a single 500ml bottle. The branded dish wash market in India is about 40% of the total Rs. 400-450 crore market, with per capita consumption lower than other countries. Vim and Pril are the major brands, with Vim historically dominating the bar segment and Pril leading in liquids. Exo and Sabeena also have significant regional market shares through differentiated formulations and focus.

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Harithra Shanmugam
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874 views14 pages

Vim

Vim began as a soap brand in 1885 in England and Thailand. It has since expanded into a range of hand dishwashing products including bars, powders, and liquids. Vim holds the Guinness World Record for washing the most plates with a single 500ml bottle. The branded dish wash market in India is about 40% of the total Rs. 400-450 crore market, with per capita consumption lower than other countries. Vim and Pril are the major brands, with Vim historically dominating the bar segment and Pril leading in liquids. Exo and Sabeena also have significant regional market shares through differentiated formulations and focus.

Uploaded by

Harithra Shanmugam
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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VIM

HISTORY OF VIM

William Hesketh Lever was determined to improve England's standards of cleanliness and hygiene: so he created Vim Soap. Created in 1885, the Vim brand is still innovating and using the magic of ingredients bringing unbeatable results for over a hundred years.

Vim began life as a soap (both in England, and in Thailand, where King Rama V asked Unilever to supply his household with soap), but is now available as a complete range of hand dishwashing including bars, powders and liquids. As per the Guinness World Record set in India, a 500 bottle of Vim can wash up to15,300 plates!

VIM & ITS STRATEGY


Dish care category is estimated to be around Rs. 1200, while the branded dish wash market is roughly 40% Vim was initially positioned by the lemon content in the bar and then by its Stain Removing benefit.

The company was trying to extend the brand from "Dish wash" to Kitchen Care market. The brand also created much inroads into the market with its Vim Challenge campaign which directly compared the brand with competition. 2006 saw a relaunch of Vim drop with Actor Madhavan endorsing the brand.

MARKET SHARE
Rs 400 to 450 crores branded dishwash category While the branded dishwash market is roughly 40% The percapita consumption of this category (value terms) in India is hardly Rs 4 while in UK it is Rs 150 Dishwash bar category is huge: it's more than Rs 300-crore 1.2 lakh tonne a year, growing at a CAGR of 20 per cent in the last five years The dishwash powders market, however, is shrinking it has fallen by 50 per cent from 3 lakh tonnes five years ago (2003 data) Over 60 per cent of the market is dominated by bars Dish wash powders accounts for 32 per cent

MARKET SHARE
Powder outdated category The other brands present in this category are Nirma Clean Dish Wash, Nima Bartan Bar, Odopic, Exo, Private Labels Liquid (Dish Wash Concentrate) evolving category, with Pril being the leader Dish Washing Paste (packed in a cup) Axion and some imported brands like Budget

PRIL
HENKEL Spic India Ltd extended its dishwash liquid brand, Pril, the market leader in the category, to a dish wash bar in 2003 after the withdrawal of vim The bar has been designed with rounded edges so that use of the bar from its centre does not form a "mini pit" during use. Pril was been launched in three variants vinegar + lime, vinegar + orange, vinegar + wildberry

EXO
Exo brand has effectively differentiated itself by using its antibacterial property and uses the ingredient Trichlozene to reinforce the germ fighting positioning South centric Exo Dish Wash Liquid is the only anti bacterial dish wash liquid with Cyclozan as the active ingredient.

SABEENA
The powder segment is dominated by Sabeena brand from ECOF. Sabena is very strong in the southern market and has a market share of over 65% The brand, which claims a market share of 65 per cent in the South, sells 4,800 tonnes of Sabena a month. One kg of powder sells for Rs 10 strong in south only in 75000 retail outlets in South

Change can make it happen!

MARKET FOR LIQUID

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