2. 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 Powder
2. Vim Bar
3. Vim Liquid

3. 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.

4. 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).

5. 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.
Continuously new formulation of Vim.
Several environmental factors for the reformulation of VIM’s
form.

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

7. 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

8. 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

9. vim
Series1
others
0 10 20 30 40 50 60 70 80 90
According to AC Nielsen data, within the dishwashing bar segment,
Vim's market share is estimated at 82 per cent share.

10. 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

11. 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.

12. According to the HUL annual report 2008
Segment-wise sales(%) 199 200 200 200 200 200 200 200 200 2008-
9 0 1 2 3 4 5 6 7 2009
Soap, Detergents& 41 40 40 45 44 45 45 47 47 49
Household Care
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 & 6 4 3 2 2 1 1 1 1 1
Animal Feeds
Others 2 2 3 1 1 1 1 1 1 1
Total 100 100 100 100 100 100 100 100 100 100

13. 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 -------------- --------------

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

15. 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
VIM’s
form. form.

16. • 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.

17. 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.
Freesamples.
Good health and hygiene practices in rural areas.
Proper utilization of products and Introducing less expense.

18. 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 areas.
Goodhealth and hygiene practices in ruralrural areas.
Proper utilization of products and Introducing less expense.

19. 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. The
project now touches the lives of over 45,000
women across 135,000 villages

20. 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.

21. 1.5 times more
1.5 times more
1.5 times more

23. 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.

24. 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

25. So monthly expense for one family with 4 members will be
= (30*30) * 0.004575
= 4.1175
Rs/month

26. 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.