STP and Market Research of Vim
Froth to clean all tough stains and gives you the trust
Doesn’t leave any stains like any bar
Cleaning by the strength of 100 real lemons
Vim neem liquid
Neem for no germs
Vim trying to cannibalize the bar by the liquid
To all the homemakers who wash the dishes themselves, our product vim bar is a dishwashing soap
that has the strength of real lemons to remove the toughest stains and greasiness.
To all the homemakers who wash the dishes themselves, our product vim liquid is a dishwashing
soap that has the strength of real lemons that removes tough stains and greasiness, generates
enough froth for you to to be confident about the cleaning
To all the homemakers who wash the dishes themselves and are seeking germ free utensils, our
product neem liquid is a dishwashing soap that has the strength of real lemons to remove tough
stains and greasiness, and neem to remove all the germs
SKUs: Three vim bars of 145 grams each for Rs. 42, Vim monthly pack: bar of 500 grams with tub and
scrubber for Rs. 40, Vim liquid refill: 1 litre pack at Rs. 240, Vim powder: 1 kg pack at Rs. 30
150 ml 20 Rs.
Lemon ornge lime
Display: All vim products were kept together and occupied space vertically
Distribution channel: They source all products directly from the company.
We didn’t have a questionnaire. We just talked with five consumers and garnered the following
All brought vim from a mall because they had to purchase other things as well. Otherwise, if they
had to purchase only a dishwashing product they would have visited some nearby store.
Most vim users have been using the product since quite some time and don’t feel the need to
switch. Two users said that vim is also soft on hand.
A major complaint was that vim leaves white marks behind.
The reason why most users didn’t want to buy the SKU which had a tub because the soap melts and
the product becomes redundant towards the end.
If maid is using vim, then it has to be a bar since maids tend to use excess liquid. This becomes
uneconomical. On the other hand, when the homemaker washes dishes, he/she uses the liquid
because it is more comfortable.
On an average trials for the liquid have been low.
When a mother and her daughter came to buy dishwashing soap, the girl started insisting on buying
vim. Mother was a regular user of the product. This can be considered as an indicator of vim’s brand
equity, and its popularity even amongst children.
There is a need to generate trials for the liquid.
The advertisement of vim liquid soap instructs users to add one spoon of liquid to one bowl of
water. Sometimes there might not be so many utensils to wash, and storage of excessive liquid is not
preferred. This excess gets classified as waste. Also, people may not have that much patience to put
exactly one spoon of liquid in a bowl of water. Vim should try to innovate for an easier instruction to
use such as so many drops of liquid for a bowl. Users can also adjust the number of drops depending
upon the amount of liquid soap needed.
Some promotion activity should be extensively focussed on the maids to educate them about the
product usage since that can push the liquid dishwashing soap category.
Non institutional users: Dhabas and Caterers
There are two ways in which dishes are washed at dhabas. We surveyed four dhabas, two of which
used one, and the other two used the other. Here are the ways, and the corresponding insights and
They directly clean the dishes first by water, and then by a bar, and then wash it with water. This is a
batch process. They generally use the bar since it lasts longer and leaves no grease. If they use the
liquid, then it wouldn’t last that long. There seems to be a gross lack of awareness about the liquid
usage instructions. There needs to enough awareness about liquid usage, and they should be
convinced about its cost effectiveness. One dhaba switched from vim to nip because they perceive
both to give the same quality of cleaning but nip had a lower price point.
They scrub the dishes in a tub of soap water, and then wash away excess soap in a tub of plain
water. This is a continuous process. They are very used to the concept of cleaning with a bar, and
hence owners would purchase only the same. The dishwashers are unaware of existence of the
liquid variant. They use a detergent to make soap water. They believe it removes all the dirt, and
grease. The owners, and then the end users should be educated on the product usage. These dhabas
would generally go for lower price products since their operations are not on a large scale. Also,
consumers still believe that more froth is an indication of better quality. Vim doesn’t give much
froth, and it is not perceived to be of better quality.
We talked with Chennai Caterers, the mess contractor of IIFT. They run mess at 36 other places.
Their scale of operations is large, and they generally buy all items in bulk. Such caterers do form a
great market for dishwashing liquids.
The process of dishwashing is a batch process. They first remove all the leftover food, and scrub it
with soap, and then they clean it in a tub of soap water, and then they remove the excess soap in a
tub of plain water, and then dry it with a cloth.
This caterer used a vim bar, and then surf detergent. Vim bar leaves behind traces of powder. Surf is
used since it is perceived to be of high quality. Surf actually removes these powder traces and is very
effective compared to the dishwashing liquid. The vim liquid is perceived to be expensive. They
believe that more froth gives better quality, hence detergent is used since vim liquid fails to
generate froth. Also, they are not confidant that vim liquid can remove the powder traces. The liquid
is also perceived to make the dishes greasy if used instead of the detergent. Also, there seems to be
a gross lack of awareness regarding liquid usage, and the owners don’t trust the dishwashing staff
for liquid’s economic use. This is because the dishwashing staff is relatively less skilled.
There is a need to develop proper instruction for liquid usage since their usage is not uniform. There
needs to be proper promotion about liquid usage among the dishwashers, and economical benefits
to the owners. Indian mind set still considers more froth as a sign of better quality. Either the
consumers need to be educated about the new low froth technology, or products should be
reformulated to give more froth. The latter seems to be a better option.
• Vim liquid doesn’t seem to cannibalize the bar.
• Largely, vim bar seems to leave behind traces of powder. There needs to be a product