VIM

Dishwash market of Pakistan is a bar driven market. Vims major competitor is Max while the
rest of the brands like Safoon, Anna Bar are very small in size. Price
Price is very important for this category. In order to market share, competitors use price as a
unique selling point (USP). Max is a price leader in dish wash market. Max and Vim are price tag
parity and both are price premium. Vim is low grammage and high price although it is not a
noticeable difference. Price comparison of Bars between Vim and Max according to SKUs are as
follows. Max Bar| Vim Bar|

Small Bar Pack (110 grams) cost Rs. 12| Small Bar Pack (110 grams) cost Rs. 12| Number of
SKUs| Bar (200 grams) cost Rs. 22|
Long Bar Pack (330 grams) cost Rs 32| Long Bar Pack (300 grams) cost Rs.33|
Story Behind the Brand Vim
William Hesketh Lever was determined to revolutionize Victorian England's standards of
cleanliness and hygiene: so he created Vim Soap. His revolutionary product was the first one
ever created by the company that is now Unilever, and today's hand dishwashing products build
on this illustrious heritage.
Created in 1885, the Vim brand is still innovating and using the magic of ingredients bringing
unbeatable results for over a hundred years.
Dishes Speak Up
The brand Vim believes that dishes have rights to remain squeaky clean and smelling great. So
when the dishes all over Pakistan decided to go on a strike against grease, Vim stepped in with
its revolutionary one-wipe degreasing formula that relies on ingredients including lemon and
lime.
Vim Range
The Vim dishwashing range includes the dishwashing powder, bars and liquids that have a
unique formulation designed to pry away grease in one easy wipe. The natural sense and
sensitivity of lemon juice has been the key of Vims success. Such breakthrough has made
history; and has been so engraved into worldwide populations mind that the natural ingredient
lemon - is automatically seen as Vim.
The Vim brand was created in 1885.
Vim was the original hand dishwashing brand: so we invented the whole category!
Vim active Gel is a concentrated product that penetrates into the sponge and turns in to a
gel upon contact with water keeping it charged longer, thus providing twice the
degreasing power.
As per the Guinness World Record set in India, a 500 bottle of Vim can wash up to
15,300 plates!
The Vim bars range is gentle on the hand due to lower pH levels in the formulation
Vim bar with its revolutionary one wipe technology and power of lemon is easy to apply
on the sponge and even easier to clean dishes with!
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.
Variants of Vim:
Vim Bar
Vim Long Bar
Vim Lemon
Vim Lime
Vim Powder
Vim Powder Pouch
Vim Lemon Pouch

Competitor:
Lemon Max Bar
Lemon Max Bar is a quality washing bar. Lemon Max Bar is a with leadership among dish wash
segment of FMCG in Pakistan. Lemon Max Bar is product of Colgate Palmolive which was
launched in 1982 with scourer embedded tagline Hara Kaam Maun Khara Nimbo Ki Taqat Say
Bhara.
Primary shoppers of Max Bar are women and housewives and secondary are men purchasing
household items. Brand is used for dish washing at home with the essence of lemon in it. Many
year of sale and consumption at home consumers have approved Max Bar is a high quality
product with many benefits.
Max Bar with strong, lemon-like, grease cleansing action and name that gave impression of
foreign brand. Brands pass through ups and down then got stabilized and become market leader
in terms of sales and Brand name.
In 1985,brand manager learnt that consumer perceive that scourer damaged the dishes then they
launched max liquid to overcome this perception. At the same time Unilever Pakistan ,the mega
corporate giant of FMCGs , launched its brand under the name of Rin in laundry segment of
FMCG. The competition become aggressive in terms of promotion, retails distribution and event
placement. But according to market experts, consumer used brand for cleaning their quality
dishes utensils. Due to heavy advertisement and erroneous branding decision Rin brand got
positioning problems , product colour confusion among the consumers. Taking advantage from
that opportunity, revelry brand Max Bar makes aggressive movements by heavy promotions.
Soon Mac brand takes the game by kicking Rin Brand out of market form distribution to media
promotion and become market leader.
In 2001, Rin brand repositioned himself and change to vim and entered in to the market .
Competition again got fierce between max bar and Vim due to heavy marketing budget form
unilever gain to pull the max bar from market. In the end of 2004, Rin vanish from the market
and max become the leader in the market.
After that many brands emerge on the competition arena like Safoon and Aana bar ,raising
competition with the Max bar with relatively low price. For tackling this Max Bar has launched
200 gm and sachet in that brand to gain an edge in the competition. But still Max Bar got 60
percent of the market share till now.

TRENDS
Dishwashing registered current value growth of 21% in 2013, with sales reaching PKR6.2 billion.
This growth rate was very similar to the current CAGR of the review period and was mainly due
to unit price increases, higher goods and services tax and a rise in manufacturing costs. An
additional factor was sales of liquid dishwashing products, which are priced much higher than
bar or powder dishwashing goods. Volume growth in 2013 was 10%, which was the same figure
as the average for the review period.
COMPETITIVE LANDSCAPE
The leading player in dishwashing in 2013 was Colgate-Palmolive (Pakistan) with a value share of
55%. The company paid strong attention to advertising campaigns and has a long-established
presence in the category with its brand Max. This brand also has a wide presence across the
country and among retailers who deal in dishwashing products; hence, the company directly
benefits from such a presence.
PROSPECTS
Sales of dishwashing are expected to grow at a CAGR of 8% at constant 2013 prices over the
forecast period, reaching PKR9.2 billion in 2018.




Vim
Parent Company Unilever Pakistan
Category Home Care Brands - Dishwashing
Sector FMCG
Tagline/ Slogan Khar Khar ka moh tod jawab;
USP Using natural ingredients for cleansing
STP
Segment Hand Dishwashing Powder, Bar, Liquid
Target Group
Powder & Bar for the mass market and Liquid dish wash for urban
upper middle class homes
Positioning
Dishwashing branding using natural ingredients like lemon, giving
Stain Removing benefits to the consumer
SWOT Analysis
Strength

1. Use of natural ingredients like lemon
2. Cleans all bacteria from utensils
3. Stain Cutter technology cleans even the toughest greases on
utensils
4. Good advertising, brand visibility and excellent distribution
5. Vim is sold in four continents, is the leading hand dishwashing
brand in 20 countries, and is available to more than 2 billion
people around the world
Weakness
1. Liquid dish wash still dominant only in urban areas
2. Unable to tap rural areas since slightly higher priced as
compared to local brands
Opportunity
1. Rural India provides a tremendous Market potential
2.Poly coated Vim Bar prevents the bar getting soggy
3.Market trend shifted from powder to bar and now towards liquid
dish wash
Threats
1. Price Sensitive and Volume Driven Market Segment
2. Regular re-launches of the product to gain market share
3. Continuous product development essential
Competition
Competitors
1.Max Bar
2.Lemon Max Liquid

Market/ Consumer Trends

The trend has shifted from Powder to Bars and now its moving to Liquid dish wash
The emerging category in dish wash market is the liquid dish wash.
Marketers believe that over a period of time, consumers will shift to Liquid since it
offers more economy and convenience. But there is a problem with this category: Liquid
dishwash is targeted at urban upper middle class home makers and here the users are
maids to use the liquid efficiently.
While dishwash liquids do work efficiently against grease, consumers prefer scourers
with an abrasive action to clean grease
There is high sale of 400gm Vim in first week as compared to rest of weeks, as the wife
has disposable income at the start of the monthly. Subsequently she may go for 200 or
100 gm as per requirement


Planning and implementing brand marketing program
After the identifying it was found that the consumer used aluminum vessel to cook their
food this made the company to change their entire communication. Earlier the company
use to communicates as,
apka chehra bhi dekha ga saf.


Now seeing that the consumers were using aluminum vessel. It was a challenge for the
marketers to appeal and communicate the product to the rural consumer and as it wont be
sensible to communicate them with the same communication or base line. To come with new
communication or tag line which the rural consumer can relate with their usage and behavioral
pattern.



Target consumer

Target consumer for vim were
Households wives
Restaurants
Shops and hotel that offer cooked food products




Advertisement:

UNILEVER to advertise the vim used both medium of communicating that formal as well as
informal.

Formal advertising was done through:
1) Newspapers and magazines
2) Television
3) Radio

4) Outdoor advertisement through:
Signboards
Wall painting
Local bus boards


6) Point of purchase used were
a) Streamers
b) Tinplates
c) Hangings


Promotion strategy

This strategy was used at village to village basis



Use of audio- video vans


Door to door marketing



Mohallas



Retail contact



Central location


The formal media used to communicate the product was T.V, radio
cinema ,print proportionately depending upon their reach and their influence on masses.

The informal promotion strategy was formulated.

The step in the promotion strategy was to do Door-to-door marketing. This step was very well
designed. To do Door- to- door marketing the marketer employed the young local youths who
can communicate with rural people in the local language.

The Door-to-door marketing step was complementary to other step that involved the
participation of the rural housewives, which contained games. This games were strategically
designed so as to position the product and the price of the product in the minds of consumer.


The games used were

Spotting the right price.
Match the pairs.
Turn the wheel

This games were used to entice the people and pull them to mohalla the small place
between the houses so as to do mass marketing as much as possible. This all was done as
process of mass marketing.

The highly popular Vim Bar challenge campaign created quite a hype in households all over the
country. Housewives were challenged that they have never before experienced such a quick
and efficient cleaning effect on their kitchen utensils with any other product! The Vim Bar, a
revolutionary innovation for household products, brought together tradition and technology
and came up with a dishwash in soap form. The Vim Bar is a powerful grease cutter that
removes tough burnt marks easily. It is also suitable for all types of dishes and offers easy
cleaning with a pleasing lemon fragrance.

The rural customers are usually daily wage earners and they dont have monthly incomes like
the ones in the urban areas have. So the packaging was done in smaller units and lesser-priced
packs that they can afford given their kind of income stream. Another important factor is
Convenience. Since many households dont have proper bathrooms and only have a window or
things like that to keep such things .
The packaging of VIM done keeping in mind the expectations of people. The paper wrapped
to vim bar was in yellow colors showing the brand name vim and containing the picture of lime
clearly to show that it got lime contents in it. The colures used are red, yellow and green. This
sort of packaging what made vim to be the market leader in the dish wash market.