1. Xpert Dish Wash Bar
The fastest growing brand in the Dish Wash Market
The Challenges to identify the USP platform
to counter the category leader Vim Bar
Background
In the Rs. 600 cr. Dish Wash market, Xpert dish wash bar is a fast growing brand in the
North Indian market. As against the conventional lime variants it was launched in orange
variant. The company wants to increase the market share of the brand and become the
category leader.
In order to strategize ourselves to the win market share from the leader’s stable, we need
to fare better or at least be of the same standard in benefit delivery in comparison to the
market leader. Therefore in the research we would attempt to figure out
o Where does Xpert Dish Wash Bar stand vis-à-vis competition in the consumer
mind space?
o Where does Xpert Dish Wash Bar stand in consumer choice set?
o What are the drivers to induce usage of Xpert Dish Wash Bar?
Research Objectives
o To gauge the awareness, knowledge and preferences for brands (for Xpert w.r.t.
competition) within the category and identify reasons for brand preference
o To assess the key drivers and barriers of the brand
o To associate the attitude and mindset with usage and map a brand imagery and
their perceived edge, especially for Xpert
Research Design
o The intended study is exploratory in nature with an objective to identify cues for
making new marketing strategies of the brand. Therefore, the research is going to
assessment of consumer mind space in order to understand the explicit behaviour
and triggers.
o A consumer psychologist who has extensive research experience with household
goods would be the key leader for the research.
Research Mythology
Quantitative Research
Source of Data – Primary
o Two segments to be studied:
• Users of Xpert
• Users of competition
Route – Field Survey

2. Sampling – Random
Data Analysis
o Information Areas for behavioral analysis
• To identify the triggers and motivators for usage of X-Pert and choice of
brand
• To identify the barriers for non-usage of the product
• Need gap identification
• Intensity of disposition to a brand
• Criteria for choice of a brand
o Information Areas for Perception and Analysis
• Perception lemon vs. orange…nearest associations, dissonance,
physiological impulses etc.
• Usage related dimensions like that of melting and wastage, more use of
water, number of utensils cleaned (VFM) etc.
• Perception of colour of the bar and packging
• Inclination of the consumers to move up in the value chain i.e. from bars
to liquid
o Information Areas for product perception
• Strength and weakness of Vim and X-Pert in terms of
 Product attributes (e.g. colour, fragrance etc.)
 Product performance (e.g. scoring ability, grease-removing
capacity etc.)
• Desired attributes and functionality of the scouring bars by the housewives
Target Respondent
o Housewives
o Demographic profile
o Age: 25-35 years
o SEC: A2, and B
Coverage of Research
o Delhi NCR
o Vim Users – SEC A
o Xpert Users – SEC B
Deliverables
o Key deliverables would be
• Brand strengths and weaknesses vis-à-vis competition
• Need gap in the market
• Key drivers and barriers of the brand
• Positioning cues for communication development