New product development

Industry overview
• The dishwasher market in India offers a
Rs 600-crore.
• Three type of product available in this
category- powder, bar, liquid.
• Existing brand available in the market is
Vim, Exo from Jyothi Labs (makers of
Ujala), Pril from Henkel, Nirma Bar, Nirma
Clean Dish Wash and some local brands
like Spencer’s dishwash bar.  
 Market survey
• From the market survey we found that-
– Demand of new dishwasher in the market
– Why people unhappy with the existing product
– What they want in the existing product
– Whether the existing product stand on what they
claim eg. Vim bar with plastic coating lasting long,
does not melt quickly and maintain its shape.
– Need such kind of product whose small amount is
sufficient to clean the dish that existing product claim
but not able to perform.
– Packaging should be like very convenience and it also
reduced the amount of wastage. Dish washer should
give container with the bar.
 Target market
• Target market is house wife of urban
region.
• Strategy is to launch in the same
competitive market.
 Product
• Feature
– Bar with a `stain cutter' formulation, which
claims to remove stains of burnt milk and
ghee. The packaging of the product is also
different while the price has not been changed
– It not me-too product. It’s a break-through
product. Because we know only break-
through product can boost profit substantially.
–
price
Distribution
 Promotion
• For making awareness we distribute the
sample with the help of news paper. We
make small bar for advertising.
•
cost
 Demand
• To reduce the mortality rate of the product
we specially focus on promotion, strategy,
company image, product facilities and
distribution.