SUBJECT: MARKETING MANAGEMENT

UNDER GUIDANCE OF PROF. DEV MALYA

DUTTA

CENTER FOR MANAGEMENT STUDIES

THE UNIVERSITY OF BURDWAN

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SOURAV MONDAL
PIYUSH BISWAS
SAIKAT DUTTA
SAMIMA YASMIN
SADEQUE

INTRODUCTION TO VIM
VIM A CHEMICAL PRODUCT WAS FIRST

INTRODUCED BY WILLIAM LEVER AT PORT

SUNLIGHT NEAR LIVERPOOL ENGLAND IN
1904.
THE VIM BRAND IS CURRENTLY OWNED BY
EUROPEAN MULTINATIONAL SPOTLESS GROUP.
IN INDIA VIM WAS INTRODUCED BY
HINDUSTAN LEVER LIMITED(HLL).
VIM IS THE MARKET LEADER IN THE Rs. 400
CRORE BRANDED DISHWASH CATEGORY.

INTRODUCTION(CONT.)
THE DISHWASH MARKET IS ESTIMATED TO BE IN

THE RANGE OF 600-1000 CRORE (APPROX.) WHILE

THE BRANDED DISHWASH MARKET IS NEARLY 40%
VIM IS AVAILABLE IN THREE FORMS THEY ARE:
(a) POWDER, (b)BAR, (c) LIQUID
BAR IS THE LARGEST CATEGORY FOLLOWED BY
POWDER AND THEN BY LIQIUD.
BAR CATEGORY CONSISTS 60% OF THE TOTAL
MARKET.

REFORMULATION OF VIM
ALL

CONSUMERS DONT SHOW THE SAME

DEGREE OF BUY AND ADOPT NEW PRODUCTS.
VIM LAUNCHED A LIME BASED POWDER IN 1992.
THE BAR SHAPED VIM WAS LAUNCHED IN 1993.
IN 1995 VIM WAS INTRODUCED IN A LIQUID FORM.
VIM WAS RE-LAUNCHED IN 2002 WITH A UNIQUE
STAIN-CUTTER FORMULA.
THE BAR WOULD GET SOGGY WHEN KEPT ON
KITCHEN SINK, THIS LED TO INTRODUCTION OF
POLY-COATED VIM BAR.

MARKETING STRATEGY
PRODUCTION AS PER THE NEEDS OF THE CUSTOMERS.
ADVERTISEMENT OF THE PRODUCTS .
INTRODUCTION OF LIME IN THE PRODUCT.
LOW PRICE , HIGH QUALITY.

MARKETING STRATEGY
(CONT.)
IN THE BUDGET OF BOTH RICH AND POOR.
DOOR TO DOOR SELLING.

UPGRADING RURAL
CONSUMERS
PROVIDING FREE SAMPLES OF VIM FOR PROPER
INFORMATION OF THE PRODUCT AND ALSO AWARING THE
DISADVANTAGES OF ASH.
THERE SHOULD BE A FREE MEDICAL CHECK UP CAMP FOR
SKIN DISEASE UNDER THE BANNER OF THE COMPANY
WHICH WOULD BE HELPFUL TO MAKE THE RURAL
CONSUMERS UNDERSTAND THAT ASH IS UNHYGENIC.
TIE-UP WITH LOCAL BRANDS. FOR EXAMPLE BUYING A
LIFEBOUY SOAP A VIM POUCH IS GIVEN AS A FREE SAMPLE.

RURAL
CONSUMERS(CONT.)
DEMONSTRATION OF PRODUCT IS GIVEN
EDUCATING CONSUMERS.
A MONEY REFUND OFFER CAN BE GIVEN. IF
THE CONSUMER IS NOT HAPPY WITH THE
PRODUCT HE WILL BE REFUNDED.
THE PRICE SHOULD BE KEPT LOW KEEPING IN
MIND THE PER CAPITA INCOME OF RURAL
CONSUMERS.

CONCLUSION
VIM BAR IS A CLASSIC EXAMPLE THAT EVEN A

BORING CATEGORY LIKE DISHWASH CAN BE

MADE EXICITING THROUGH SMART THINKING.
VIM LAUNCHED IN EARLY 20TH CENTURY TILL
NOW CAPTURES THE LEADING MARKET OF
DISHWASHES.
HLL HAS UPGRADED VIM WITH THE CHANGING
ENVIRONMENT AND THE NEEDS OF CONSUMERS.
THE INDIAN MARKET HAS ACCEPTED VIM GLADLY
AND WE HOPE THAT IT WILL BE ACCEPTED IN
FUTURE.

THANK YOU