SUBJECT: MARKETING MANAGEMENT

UNDER GUIDANCE OF PROF. DEV MALYA DUTTA

CENTER FOR MANAGEMENT STUDIES THE UNIVERSITY OF BURDWAN

1. 2. 3. 4. 5.

SOURAV MONDAL PIYUSH BISWAS SAIKAT DUTTA SAMIMA YASMIN SADEQUE

INTRODUCTION TO VIM
VIM A CHEMICAL PRODUCT WAS FIRST

INTRODUCED BY WILLIAM LEVER AT PORT SUNLIGHT NEAR LIVERPOOL ENGLAND IN 1904. THE VIM BRAND IS CURRENTLY OWNED BY EUROPEAN MULTINATIONAL SPOTLESS GROUP. IN INDIA VIM WAS INTRODUCED BY HINDUSTAN LEVER LIMITED(HLL). VIM IS THE MARKET LEADER IN THE Rs. 400 CRORE BRANDED DISHWASH CATEGORY.

INTRODUCTION(CONT.)
THE DISHWASH MARKET IS ESTIMATED TO BE IN

THE RANGE OF 600-1000 CRORE (APPROX.) WHILE THE BRANDED DISHWASH MARKET IS NEARLY 40% VIM IS AVAILABLE IN THREE FORMS THEY ARE: (a) POWDER, (b)BAR, (c) LIQUID BAR IS THE LARGEST CATEGORY FOLLOWED BY POWDER AND THEN BY LIQIUD. BAR CATEGORY CONSISTS 60% OF THE TOTAL MARKET.

REFORMULATION OF VIM
ALL CONSUMERS DONT SHOW THE SAME DEGREE

OF BUY AND ADOPT NEW PRODUCTS. VIM LAUNCHED A LIME BASED POWDER IN 1992. THE BAR SHAPED VIM WAS LAUNCHED IN 1993. IN 1995 VIM WAS INTRODUCED IN A LIQUID FORM. VIM WAS RE-LAUNCHED IN 2002 WITH A UNIQUE STAIN-CUTTER FORMULA. THE BAR WOULD GET SOGGY WHEN KEPT ON KITCHEN SINK, THIS LED TO INTRODUCTION OF POLY-COATED VIM BAR.

MARKETING STRATEGY
PRODUCTION AS PER THE NEEDS OF THE

CUSTOMERS.
ADVERTISEMENT OF THE PRODUCTS .

INTRODUCTION OF LIME IN THE PRODUCT.

LOW PRICE , HIGH QUALITY.

MARKETING STRATEGY (CONT.)

IN THE BUDGET OF BOTH RICH AND POOR. DOOR TO DOOR SELLING.

UPGRADING RURAL CONSUMERS

PROVIDING FREE SAMPLES OF VIM FOR PROPER INFORMATION

OF THE PRODUCT AND ALSO AWARING THE DISADVANTAGES OF ASH. THERE SHOULD BE A FREE MEDICAL CHECK UP CAMP FOR SKIN DISEASE UNDER THE BANNER OF THE COMPANY WHICH WOULD BE HELPFUL TO MAKE THE RURAL CONSUMERS UNDERSTAND THAT ASH IS UNHYGENIC. TIE-UP WITH LOCAL BRANDS. FOR EXAMPLE BUYING A LIFEBOUY SOAP A VIM POUCH IS GIVEN AS A FREE SAMPLE.

RURAL CONSUMERS(CONT.)
DEMONSTRATION OF PRODUCT IS GIVEN

EDUCATING CONSUMERS. A MONEY REFUND OFFER CAN BE GIVEN. IF THE CONSUMER IS NOT HAPPY WITH THE PRODUCT HE WILL BE REFUNDED. THE PRICE SHOULD BE KEPT LOW KEEPING IN MIND THE PER CAPITA INCOME OF RURAL CONSUMERS.

CONCLUSION
VIM BAR IS A CLASSIC EXAMPLE THAT EVEN A

BORING CATEGORY LIKE DISHWASH CAN BE MADE EXICITING THROUGH SMART THINKING. VIM LAUNCHED IN EARLY 20TH CENTURY TILL NOW CAPTURES THE LEADING MARKET OF DISHWASHES. HLL HAS UPGRADED VIM WITH THE CHANGING ENVIRONMENT AND THE NEEDS OF CONSUMERS. THE INDIAN MARKET HAS ACCEPTED VIM GLADLY AND WE HOPE THAT IT WILL BE ACCEPTED IN FUTURE.

THANK YOU