Vim as a Brand
Vim, among Hindustan Lever's 30 power brands, islooking at scouring the competition further. Though thebrand — led bythe flagship Vim bar — remains the market leader inthe overall 1,000-crore dishwashing market, HLL`complete kitchen cleaner'Vim (utensil cleaner), which is ranked the fourthmost preferred brand in urban market, doesn’t find aplace in the top ten in the rural market On brandequity ranking. Though it was a market leader VimDishwash Bar is the market leader with 60 per cent share in theRs 400 crore branded dishwash market The brand grownsignificantly registering strong double-digit growths in volumeand value terms
Hllplanned for brand extension
Another brand extension was planned is that of an `applicator', tobe priced at parity with nylon scrubbers. Currently, Scotchbrite isthe only branded applicator in the market, priced at a premium.HLL has projected a Rs 260-crore turnover for Vim this year,which translates to a 21 per cent growth over the previous year.Vim bar, which accounts for over three-fourths of the Vim brand'ssales, is expected to be the key driver of growth. "Of theprojected Rs 260 crore, we expect Vim bar to be a Rs 240-crorebrand by the year-end, with Vim detergent powder and Vim liquidaccounting for the remaining Rs 20 crore," the official sa Vimliquid, meanwhile, would continue to be a slowburn brand.