Introduction

William Hesketh Lever was determined to revolutionise Victorian England's standards of cleanliness and hygiene: so he created Vim

Soap.His revolutionary product was the first one ever created by the company that is now Unilever, and today's hand dishwashing

products build on this illustrious heritage.

Today VIM is the market leader in dish washing products in India. There are three products under the brand

umbrella of VIM. They are:1. Vim Powder2. Vim Bar3. Vim Liquid

At present available in 3 major forms

Vim is sold in four continents, is the leading hand dishwashing brand in twenty countries, and is available to more than 2 billion people around the world.

Competitors

While Vim bar is strong in Maharashtra, Punjab, Delhi, Kolkata and Kerala, the brand faces tough competition from Nirma (in the North

and West), Odopic (in the West) and Sabena (in the South).

Case-1

What changes over the year in the vim’s market, it witnessed till date in respect of change in the Indian

business environment ?Different points are –

Continuously new formulation of Vim.

Several environmental factors for the reformulation of VIM’s form.

Continuously new formulation of Vim.

Vim scouring powder, one of the first products created by William Lever, first appeared on the market in 1904.

Vim Ultra Powder Vim Popular

The bar product was created in 1992 after the company realized that the powder was a messy experience for their consumers.. Vim Bar was re-launched in 1997 with an improved formulation and new communication, which tackled economy and performance.

Vim Bar Vim Anti-Bactria Bar with Plastic Coat

Vim Bar was re-launched a second time in 2002, with a unique “Stain Cutter” formulation that removes the toughest stains such as burnt milk and ghee stains. Recently, bar form was coated with plastic. It ensured long usage due to less decoying even if places in water.

Vim Plastic Coated Bar

According to AC Nielsen data, within the dishwashing bar segment, Vim's market share is estimated at 82 per cent share.

others

vim

0 10 20 30 40 50 60 70 80 90

Series1

In 1995, HUL launched liquid form of cleaning Vim Micro. HUL have to face challenges due to perception that liquid cleaner is not strong enough. So through commercial ads it was shown that one drop is sufficient to clean a good number of utensils. New formulation –It stayed in sponge twice as long as other dish washes liquids.

Vim Drop Active Gel Lemon, Lime, Orange

The power of Nature

Whereas other products are only just beginning to realise the importance and power of natural ingredients, Vim's use of the power

of lemons to provide its unbeatable degreasing power is well-

established. They also use other natural products, such as lime, vinegar and green tea to maximise the results, and minimise the number of

chemicals in products and in the environment.

According to the HUL annual report 2008

Segment-wise sales(%) 1999

2000

2001

2002

2003

2004

2005

2006

2007

2008-2009

Soap, Detergents& Household Care

41 40 40 45 44 45 45 47 47 49

Personal Products 17 17 21 22 24 26 28 29 29 29

Foods 34 37 33 30 29 27 25 22 22 20

Chemicals, Agri, Fertilisers & Animal Feeds

6 4 3 2 2 1 1 1 1 1

Others 2 2 3 1 1 1 1 1 1 1

Total 100 100 100 100 100 100 100 100 100 100

Calculation for 3-year moving average

Year Values (%) 3-year moving total 3-year moving average (%)

1999 41 ------------- -------------

2000 40 121 40.33

2001 40 125 41.67

2002 45 129 43.00

2003 44 134 44.67

2004 45 134 44.67

2005 45 137 45.67

2006 47 139 46.33

2007 47 143 47.67

2008-2009 49 -------------- --------------

Here No. 1 = per year sales %No. 2 = 3-year moving average

What changes over the year in the vim’s market, it witnessed till date in respect of change in the Indian

business environment ?Different points are –

Continuously new formulation of Vim. Several environmental factors for the reformulation of VIM’s form.

Several environmental factors for the reformulation of VIM’s form.

• Socio-cultural changes-– Increasing Westernization– Increasing Status consciousness– Increasing Pace of life

• Apart from Socio-Cultural changes, several factors are

also there:--• Increase numbers of Working Women• Rising incomes of people• New consumption pattern.

Case-2

How would you upgrade Indian consumer from using ash which is generally used by lower, middle and working class consumer in Urban and Rural market of India?

There are various innovative plans through which we can upgrade Indian consumer from using ash.

Free samples.

Good health and hygiene practices in rural areas.

Proper utilization of products and Introducing less expense.

Free samples.

How would you upgrade Indian consumer from using ash which is generally used by lower, middle and working class consumer in Urban and Rural market of India?

There are various innovative plans through which we can upgrade Indian consumer from using ash.

Free samples.

Good health and hygiene practices in rural areas.

Proper utilization of products and Introducing less expense. Good health and hygiene practices in rural areas.

Project Shakti Project Shakti turns rural women entrepreneurs who sell HUL products. They work with Shakti vanis (communicators) who help promote good health and hygiene practices in rural areas. Theproject now touches the lives of over 45,000 women across 135,000 villages

How would you upgrade Indian consumer from using ash which is generally used by lower, middle and working class consumer in Urban and Rural market of India?

There are various innovative plans through which we can upgrade Indian consumer from using ash.

Free samples.

Good health and hygiene practices in rural areas.

Introducing less expense. Proper utilization of products and Introducing less expense.

1.5 times more

1.5 times more

1.5 times more

Vim entered this record by establishing a 3.8 kilometer long line of 15300 washed plates on the MGM beach.Only one 500 ml bottle of Vim liquid was used to clean the 15300 plates.

One family with 4 members approximately uses 30 dishes per day.

One bottle of 500ml vim liquid is Rs-70.

One bottle of 500ml vim liquid can wash 15300 plates.

Therefore Per plate expense will be

= 70/15300

= 0.004575

So monthly expense for one family with 4 members will be

= (30*30) * 0.004575

= 4.1175 Rs/month

Conclusion

From 1904 to recent year HUL reformulating the Vim product according to their Vim consumers with various advertising and

promotional strategies. Further we want to say that the company need some external and

new advertisement strategy to upgrade Indian consumer from using ash which is generally used by lower middle and working class

consumer in urban and rural market at India.