Marketing Strategy of Vim analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Vim marketing mix, help the brand succeed in the market. Let us start the Vim Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Vim marketing strategy can be explained as follows:
Vim is one of the leading detergents and soap used for dish washing. Vim was one of the earliest products and known brand of Unilever. With time, it keeps innovating itself to add value to the product and attract new consumers. They have a wide variety of offerings as a part of its marketing mix product portfolio. In the early days, it used to be a normal dishwashing soap. Then the product came with added ingredient of lemon which gave the soap a sweet smell of lemon and it used to clean the non-stick utensils better. Next, they added a polythene coating around the bar as the soap would get soggy after few days of use.
This made the life of the soap longer and attracted many consumers. This coating technology was patented by Unilever only. In 2005, they started the Vim gel which was the liquid version in 2005. The product was very economical and very successful. This product is currently market leader in this segment. The Vim gel comes in various SKUs starting from 250ml to 1.8L with refill packets also available which consumers can buy.
Image: company website
Vim Price/Pricing Strategy:
Below is the pricing strategy in Vim marketing strategy:
Vim is very economical because it has been designed to cover a large population. Due to its price, the product is worthy and very popular.
For Vim gel, a very small amount is enough to clean a number of utensils which justifies its price. The price for Vim bar starts from Rs 10 for 125 gm packet. The low price also creates an entry barrier for the new manufacturers. Apart from this this pricing strategy gives string competition to existing competitors.
Following is the distribution strategy in the Vim marketing mix:
Vim bar can be found even in a small kirana store to large retailer. It is also sold by the Shakti women in rural areas. As it has a very low price, it has a very huge demand and to cover such demand.
The distribution network is very strong as it very rare case where stockout happens.
Vim Promotion & Advertising Strategy:
The promotional and advertising strategy in the Vim marketing strategy is as follows:
Vim has been promoted widely by its parent brand HUL. HUL has a wide and deep distribution network which helps the brand to reach even the remote corner of the country. HUL has a project Shakti in which women in rural villages goes from home to home to make people aware and sell the product. For Vim bar, it also sells sponge with higher weight products as a way to promote its product. HUL also uses the help of traditional media to promote its product. The advertisements generally focus on letting the consumer know about the extra benefits which the product offer. It chooses actors with whom the consumer can relate. As a way to promote, Vim gel made Guinness world record by washing 15300 plates using a single 500mL bottle. Hence this concludes Vim marketing mix.
Vim is market leader in dishwashing category by Hindustan Unilever Ltd launched in 1993 in India. It was created by William Hesketh Lever to start a revolution in the cleanliness sector and was one of the earliest products of the Unilever group. After this many brand have introduced products inspired by Vim. In 2005, Vim was the first brand in India to introduce dishwash liquid. With time, Vim has constantly innovated to keep its customers. It introduced the Vim Lemon which added value to the product.
The product is economical, leaves sweet smell and is able to clean non-stick cookware. Many other cooking brands like Prestige also recommends washing utensils using Vim.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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