“Khar Khar ka moh tod jawab”
In 1993 Vim Bar was launched. This product had many benefits including better clean, ease of handling and easy storage. Vim Bar was re-launched in 1997 with an improved formulation and new communication, which tackled economy and performance. Much appreciated by the mass market, it resulted in conversions not just from powder users, but also from proxy users who did not upgrade to powders but preferred to use Vim Bar instead.
Vim Dishwash Bar is the market leader with 60 per cent share in the Rs 400 crore branded dishwash market The brand has grown significantly registering strong double-digit growths in both volume and value terms.
Vim Bar was relaunched a second time in 2002, with a unique “Stain Cutter” formulation that removes the toughest stains such as burnt milk and ghee stains. This new formulation evolved through research and is now setting benchmarks in tough stain removal. New Vim offers the consumer a superior performance at a great value. . New Vim with its contemporary packaging illustrates dynamism and swift stain cutting powers. HLL is focused on research and development for consistent delivery of superior products. Thus, New Vim has been developed with a unique stain-cutter formulation that removes the toughest stains such as burnt milk and ghee stains. New Vim offers the consumer a superior performance at a great value”. The new Vim has a totally new mix, right from the packaging to the formulation of the product. New Vim with improved formulation that solves the housewife’s yet unsolved problem of tough stain removal of burnt milk/ghee stain. Vim is the market leader in the dishwash category. Today Vim is available in powder, bar and liquid form. Vim continuously strives to innovate its products to enhance the lives of its consumers. Whether it be through its new 'Stain Cutter' formula in its Vim Bar or it's the stain busters in its powders, Vim stands for the best quality in dishwash products.
Vim as a Brand
Vim, among Hindustan Lever's 30 power brands, is looking at scouring the competition further. Though the brand — led by the flagship Vim bar — remains the market leader in the overall 1,000-crore dishwashing market, HLL `complete kitchen cleaner' Vim (utensil cleaner), which is ranked the fourth most preferred brand in urban market, doesn’t find a place in the top ten in the rural market On brand equity ranking. Though it was a market leader Vim Dishwash Bar is the market leader with 60 per cent share in the Rs 400 crore branded dishwash market The brand grown significantly registering strong double-digit growths in volume and value terms
Hll planned for brand extension
Another brand extension was planned is that of an `applicator', to be priced at parity with nylon scrubbers. Currently, Scotchbrite is the 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's sales, is expected to be the key driver of growth. "Of the projected Rs 260 crore, we expect Vim bar to be a Rs 240-crore brand by the year-end, with Vim detergent powder and Vim liquid accounting for the remaining Rs 20 crore," the official sa Vim liquid, meanwhile, would continue to be a slowburn brand.
Vim also planned to extend the brand by introducing Detergent liquids . detergent liquids is a small, though emerging market and has a limited presence of brands such as Vim, Teepol and Pril. The market is estimated at 600 tonnes, or roughly Rs 200 crore. Vim liquid was rolled out recently in cities and towns...