Project on vim bar

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Project on vim bar

  1. 1. Introduction William Hesketh Lever was determined to revolutioniseVictorian Englands 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 todays hand dishwashing products build on this illustrious heritage. Today VIM is the market leader in dish washingproducts in India. There are three products under the brand umbrella of VIM. They are:1. Vim Powder2. Vim Bar3. Vim Liquid
  2. 2. At present available in 3 major formsVim is sold in four continents, is the leading hand dishwashingbrand in twenty countries, and is available to more than 2billion people around the world.
  3. 3. CompetitorsWhile Vim bar is strong in Maharashtra, Punjab, Delhi, Kolkataand Kerala, the brand faces tough competition from Nirma (inthe North and West), Odopic (in the West) and Sabena (in the South).
  4. 4. Case-1 What changes over the year in the vim’s market, itwitnessed till date in respect of change in the Indian business environment ?Different points are –Continuously new formulation of Vim.Continuously new formulation of Vim.Several environmental factors for the reformulation of VIM’sform.
  5. 5. Vim scouring powder, one of the first products created byWilliam Lever, first appeared on the market in 1904. Vim Ultra Powder Vim Popular
  6. 6. The bar product was created in 1992 after the company realizedthat the powder was a messy experience for their consumers..Vim Bar was re-launched in 1997 with an improved formulationand new communication, which tackled economy andperformance. Vim Bar Vim Anti-Bactria Bar with Plastic Coat
  7. 7. Vim Bar was re-launched a second time in 2002, with a unique “StainCutter” formulation that removes the toughest stains such as burntmilk and ghee stains. Recently, bar form was coated with plastic. Itensured long usage due to less decoying even if places in water. Vim Plastic Coated Bar
  8. 8. vim Series1 others 0 10 20 30 40 50 60 70 80 90According to AC Nielsen data, within the dishwashing bar segment, Vims market share is estimated at 82 per cent share.
  9. 9. In 1995, HUL launched liquid form of cleaning Vim Micro. HUL have to facechallenges due to perception that liquid cleaner is not strong enough. Sothrough commercial ads it was shown that one drop is sufficient to clean a goodnumber of utensils. New formulation –It stayed in sponge twice as long as otherdish washes liquids. Vim Drop Active Gel Lemon, Lime, Orange
  10. 10. The power of Nature Whereas other products are only just beginning to realise theimportance and power of natural ingredients, Vims use of thepower of lemons to provide its unbeatable degreasing power iswell-established. They also use other natural products, such as lime, vinegar and green tea to maximisethe results, and minimise the number of chemicals in products and in the environment.
  11. 11. According to the HUL annual report 2008Segment-wise sales(%) 199 200 200 200 200 200 200 200 200 2008- 9 0 1 2 3 4 5 6 7 2009Soap, Detergents& 41 40 40 45 44 45 45 47 47 49Household CarePersonal Products 17 17 21 22 24 26 28 29 29 29Foods 34 37 33 30 29 27 25 22 22 20Chemicals, Agri, Fertilisers & 6 4 3 2 2 1 1 1 1 1Animal FeedsOthers 2 2 3 1 1 1 1 1 1 1Total 100 100 100 100 100 100 100 100 100 100
  12. 12. Calculation for 3-year moving averageYear Values (%) 3-year moving total 3-year moving average (%)1999 41 ------------- -------------2000 40 121 40.332001 40 125 41.672002 45 129 43.002003 44 134 44.672004 45 134 44.672005 45 137 45.672006 47 139 46.332007 47 143 47.672008-2009 49 -------------- --------------
  13. 13. HereNo. 1 = per year sales %No. 2 = 3-year moving average
  14. 14. What changes over the year in the vim’s market, itwitnessed till date in respect of change in the Indian business environment ?Different points are –Continuously new formulation of Vim.Several environmental factors for the reformulation of VIM’sVIM’sform. form.
  15. 15. • Socio-cultural changes- – Increasing Westernization – Increasing Status consciousness – Increasing Pace of life• Apart from Socio-Cultural changes, several factors are also there:-- • Increase numbers of Working Women • Rising incomes of people • New consumption pattern.
  16. 16. Case-2How would you upgrade Indian consumer from using ash which is generally used by lower, middle andworking class consumer in Urban and Rural market of India?There are various innovative plans through which we can upgrade Indianconsumer from using ash.Free samples.Freesamples.Good health and hygiene practices in rural areas.Proper utilization of products and Introducing less expense.
  17. 17. How would you upgrade Indian consumer from using ash which is generally used by lower, middle andworking class consumer in Urban and Rural market of India?There are various innovative plans through which we can upgrade Indianconsumer from using ash.Free samples.Good health and hygiene practices in areas.Goodhealth and hygiene practices in ruralrural areas.Proper utilization of products and Introducing less expense.
  18. 18. Project ShaktiProject Shakti turns rural women entrepreneurswho sell HUL products. They work with Shaktivanis (communicators) who help promote goodhealth and hygiene practices in rural areas. Theproject now touches the lives of over 45,000women across 135,000 villages
  19. 19. How would you upgrade Indian consumer from using ash which is generally used by lower, middle andworking class consumer in Urban and Rural market of India?There are various innovative plans through which we can upgrade Indianconsumer from using ash.Free samples.Good health and hygiene practices in rural areas.Introducing less expense.Proper utilization of products and Introducing less expense.
  20. 20. 1.5 times more1.5 times more1.5 times more
  21. 21. Vim entered this record by establishing a 3.8 kilometer long lineof 15300 washed plates on the MGM beach.Only one 500 ml bottle of Vim liquid was used to clean the15300 plates.
  22. 22. One family with 4 members approximately uses 30 dishes perday.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
  23. 23. So monthly expense for one family with 4 members will be = (30*30) * 0.004575 = 4.1175 Rs/month
  24. 24. Conclusion From 1904 to recent year HUL reformulating the Vim productaccording to their Vim consumers with various advertising and promotional strategies.Further we want to say that the company need some external and new advertisement strategy to upgrade Indian consumer from using ash which is generally used by lower middle and working class consumer in urban and rural market at India.

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