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Industry Type: FMCG FIRM: Jyothy Labs Brand: EXO: Name: Suryadevara Sriharsha Section: A PRN: 20020841268

The document summarizes the packaging innovations and branding strategies of the EXO dish wash brand launched by Jyothy Labs in India. Some key points: 1) EXO was the first brand to introduce the anti-bacterial concept to dish wash bars and differentiated itself from market leader VIM through its "Cylozan" branding. 2) EXO achieved significant success with its round-shaped dish wash bar packaged in a reusable tub, which ensured no product waste and full value for customers. 3) This innovative packaging drove a 27% sales growth for EXO and forced competitors to follow suit with similar tub packaging designs. EXO has seen over 586 crores in increased sales as a result

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544 views4 pages

Industry Type: FMCG FIRM: Jyothy Labs Brand: EXO: Name: Suryadevara Sriharsha Section: A PRN: 20020841268

The document summarizes the packaging innovations and branding strategies of the EXO dish wash brand launched by Jyothy Labs in India. Some key points: 1) EXO was the first brand to introduce the anti-bacterial concept to dish wash bars and differentiated itself from market leader VIM through its "Cylozan" branding. 2) EXO achieved significant success with its round-shaped dish wash bar packaged in a reusable tub, which ensured no product waste and full value for customers. 3) This innovative packaging drove a 27% sales growth for EXO and forced competitors to follow suit with similar tub packaging designs. EXO has seen over 586 crores in increased sales as a result

Uploaded by

sri harsha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Industry Type: FMCG Name: Suryadevara Sriharsha

FIRM: Jyothy labs Section: A

Brand: EXO PRN: 20020841268

EXO
The company Jyothy labs launched the Exo brand in 2000 through dish wash bar. In the later
years the EXO extended its line into dishwashing liquids, gel and scrubbers. The brand was
very focused on the utensils cleaning and was launched in south India with distribution only
in three states. It later expanded pan India in 2009.
General overview
The Brand have always done an exceptional work at making their packaging as informative
and standout as possible with bright colors.
Color choice:
From its initiation the brand has always quoted themselves as anti-bacterial, and green was
the best choice that could convey such message without reading the packaging.
Theme choice:
The brand has always opted for bright shades of green mixed with white to make the
packaging stand out in the supermarket.
Naming:
Exo was the first to introduce the anti-bacterial notion into the dish wash bar category in the
market and everyone followed suit. It then added cylozan in the naming to make it sound that
it has a special anti-bacterial chemical. This helped the Exo to differentiate itself from the
market leader VIM. Exo also tried and used anti grease and distinctive brand image of
animated soldier but none of them resonated for long and did not stick in the marketing
material for long.

Best packaging in years


I have chosen EXO for one of the most innovative and effective packaging in the FMCG
space.

Exo Dish Wash Round is the first-ever round shaped dish wash bar to be launched in the
Indian market. Exo Round offers the promise of Zero wastage and hence has clear advantage
over any other shaped bars in a tub. This was conveyed very well though tvc. This drove the
sales of the product very high and soon all the competitors had to follow suit.
What was special about the packaging?
The packaging had no corners, and because scooping of bar happens ergonomically, along
the circumference, there is no problem of bar breakage at the center. This ensured that the
consumer gets full value for their money. The packaging of the EXO round was new and all
the house makers understood its value easily. The tub also had a free scrubber in it which
lasted as long the tub.
Advantages:
Customer was getting full value for the product they paid for.
The tub was reusable for few months with purchase of only bars.
The size of the tub was as big as four bars hence selling more quantity of the product to the
customer.
ZERO WASTAGE: This line was added to every brand packaging to stick the message in
the customer’s mind.

Change in customer perception and response:


This change was packaging won the best award for packing by user choice in 2013.
The sales of the EXO dish wash round grew at 27%.
Exo also saw fit to position itself as a premium product compared to vim the market leader at
the time (2015)

How successful was this packaging?


Everyone including vim now offers the dishwash bar in a tub form.
The company has seen 586 crocres increase in exo sales which is the highest ever.
Why did EXO turn away from the cylozan branding?
Vim repositioned itself by copying the same anti-bacterial naming. Instead of a chemical
name for validating the claim vim went the route of Neem + Lemon as the antibacterial agent.
This put EXO in a problematic situation. Since then, EXO removed the cylozan branding
form its naming and started using ginger twist. Even though both companies use chemicals
in their products people were more comfortable hearing that it was natural.

Conclusion:
It was nothing short of a revelation for the competitors in the space to package the dishwash
bar in the form that Jyothy labs did and even from a personal experience we never buy a soap
without a tub now.

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