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A report on
“A study on the current trends in dishwash usage
with respect to the brand Exo”
Submitted in partial fulfillment of the requirement
For MBA degree course
By
Joan Varghese
(Reg. No.: 0920238)
Under the Guidance of
Faculty Guide Company Guide
Mrs Uma Sharma Mr. Tariq Badarudeen
Sr. Lecturer Manager, Brand Communications
Dept. of MBA, Christ University, Mudra Communications
Bangalore Bangalore
CHRIST UNIVERSITY INSTITUTE OF MANAGEMENTBANGALORE
MBA 2009-2011
1
A report on
“”
Submitted in partial fulfillment of the requirement
For MBA degree course
By
Joan Varghese
(Reg. No.: 0920238)
Under the Guidance of
Faculty Guide Company Guide
Mrs Uma Sharma Mr. Tariq Badarudeen
Sr. Lecturer Manager, Brand Communications
Dept. of MBA, Christ University, Mudra Communications
Bangalore Bangalore
CHRIST UNIVERSITY INSTITUTE OF MANAGEMENTBANGALORE
MBA 2009-2011
2
DECLARATION
I, Joan Varghese, hereby declare that the project report titled A study on the current trends in
dishwash usage with respect to the brand Exo for the partial fulfillment of the requirements for
the award of the Master of Business Administration is my original project work and has been
carried out under the guidance of Mrs Uma Sharma,(Senior Lecturer) , Christ University Institute
of Management and Mr Tariq Badarudeen, Manager, Brand Communications at Mudra
Communications, Bangalore
……………………
Place: Joan Varghese
0920238
CUIM
Date: Bangalore
3
CERTIFICATE –FACULTY GUIDE
This is to certify that this internship report on the title A study on the current trends in dishwash
usage with respect to the brand Exo is a bona fide work of Ms. Joan Varghese under my
guidance and support .This report is a part of MBA course with specialization in Marketing
stream and the content and the work done is genuine with respect to the information covered and
thought expressed.
…………………………
Place: Mrs. Uma Sharma
Senior Lecturer
Date: Faculty CUIM
4
ACKNOWLEDGEMENT
I consider it my privilege to express a few words of gratitude and respect to all those who guided
and inspired me in the successful completion of the project. I wish to take this opportunity to
express my deep sense of gratitude to thanks to my project guide, Mr Tariq Badarudeen
(Manager, Brand Communications)for his invaluable guidance throughout my project. I
sincerely thank Mudra Communications for providing me with an opportunity to work in the
Planning department.
I also extend my special thanks to Mr Srinivas Chandar, Mr Jit Lahiri and Mr Jineesh for all the
support they gave me throughout my internship period.
I also convey my sincere gratitude to my faculty Guide Mrs Uma Sharma, ( Senior Lecturer)
CHRIST UNIVERSITY INSTITUTE OF MANAGEMENT and all my friends and my
family for their encouragement and support extended to me during the course of my project. At
the end I would not forget to thank other members of Mudra Communications who treated me
with respect and helped me in the best of their capacity.
Joan Varghese
0920238
5
EXECUTIVE SUMMARY
The summer internship project done at Mudra Communications, Bangalore is a study on the
extent of penetration of Exo dishwash across Bangalore and the current trends in dishwash
usage. The project was done in the Account Planning team of Mudra.
The report contains a brief overview of the advertising industry in India and a summary of what
account planning is all about. The report also contains a brief overview of the dishwash market
in India and the brand communication of the various brands in the market.
Exo dishwash, despite all their efforts in promoting their product, have a very low market share
in the dishwash industry. They wanted Mudra to come up with a brand new communication
strategy that would boost up their sales. As part of it, they also wanted a market research to be
done across consumers and retailers to find out the current usage level of Exo, the perceptions
about the brand, advantages and disadvantages of the product and so on. The same research was
conducted across five other cities to get an overall idea of Exo’s market penetration.
The research began with designing of seperate questionnaires for consumers and retailers. The
consumer questionnaire contained 16 open-ended questions and the retailer questionnaire
contained 12 open-ended questions. The consumer survey was conducted across 50 housewives
between the age of 25 and 60 years in the areas of Koramangla, Domlur and Indiranagar. And
the retailer survey was done across 15 retailers(hypermarkets, supermarkets and khirana stores)
in the area of Koramangla. Direct interview with the respondents led to many findings. The
research gave many insights into the dishwash market, some of which are as follows:
Vim a ruled the dishwash market followed by Pril.
The usage rate of Exo was less than 50 percent in Bangalore.
Anti-bacterial property in dishwash is not very relevant to the respondents. Consumers
are hygiene-conscious but their concern does not extend to the dishwash they use.
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CONTENTS
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Chapter 1
INTRODUCTION
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1.1 Advertising
1.1.1 Introduction
Advertising is a non-personal form of communication intended to persuade an audience
(viewers, readers or listeners) to purchase or take some action upon products, ideals, or services.
It includes the name of a product or service and how that product or service could benefit the
consumer, to persuade a target market to purchase or to consume that particular brand. These
brands are usually paid for or identified through sponsors and viewed via various media.
Advertising can also serve to communicate an idea to a mass amount of people in an attempt to
convince them to take a certain action, such as encouraging 'environmentally friendly' behaviors,
and even unhealthy behaviors through food consumption, video game and television viewing
promotion, and a "lazy man" routine through a loss of exercise . Modern advertising developed
with the rise of mass production in the late 19th and early 20th centuries. Mass media can be
defined as any media meant to reach a mass amount of people. Several types of mass media are
television, internet, radio, news programs, and published pictures and articles.
Commercial advertisers often seek to generate increased consumption of their products or
services through branding, which involves the repetition of an image or product name in an effort
to associate related qualities with the brand in the minds of consumers. Different types of media
can be used to deliver these messages, including traditional media such as newspapers,
magazines, television, radio, outdoor or direct mail; or new media such as websites and text
messages. Advertising may be placed by an advertising agency on behalf of a company or other
organization.
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Non-commercial advertisers that spend money to advertise items other than a consumer product
or service include political parties, interest groups, religious organizations and governmental
agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service
announcement.
In 2007, spending on advertising was estimated at more than $150 billion in the United States
and $385 billion worldwide.
1.1.2Different types of Advertising
Television Advertising
The TV commercial is generally considered the most effective mass-market advertising format,
as is reflected by the high prices TV networks charge for commercial airtime during popular TV
events. The annual Super Bowl football game in the United States is known as the most
prominent advertising event on television. The average cost of a single thirty-second TV spot
during this game has reached US$3 million (as of 2009).
The majority of television commercials feature a song or jingle that listeners soon relate to the
product.
Virtual advertisements may be inserted into regular television programming through computer
graphics. It is typically inserted into otherwise blank backdrops or used to replace local
billboards that are not relevant to the remote broadcast audience.More controversially, virtual
billboards may be inserted into the background where none exist in real-life. This technique is
especially used in televised sporting events .Virtual product placement is also possible.
Infomercial
An infomercial is a long-format television commercial, typically five minutes or longer. The
word "infomercial" is a portmanteau of the words "information" & "commercial". The main
objective in an infomercial is to create an impulse purchase, so that the consumer sees the
presentation and then immediately buys the product through the advertised toll-free telephone
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number or website. Infomercials describe, display, and often demonstrate products and their
features, and commonly have testimonials from consumers and industry professionals.
Radio advertising
Radio advertising is a form of advertising via the medium of radio.
Radio advertisements are broadcasted as radio waves to the air from a transmitter to an antenna
and a thus to a receiving device. Airtime is purchased from a station or network in exchange for
airing the commercials. While radio has the obvious limitation of being restricted to sound,
proponents of radio advertising often cite this as an advantage.
Press advertising
Press advertising describes advertising in a printed medium such as a newspaper, magazine, or
trade journal. This encompasses everything from media with a very broad readership base, such
as a major national newspaper or magazine, to more narrowly targeted media such as local
newspapers and trade journals on very specialized topics. A form of press advertising is
classified advertising, which allows private individuals or companies to purchase a small,
narrowly targeted ad for a low fee advertising a product or service.
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for the
expressed purpose of delivering marketing messages to attract customers. Examples of online
advertising include contextual ads that appear on search engine results pages, banner ads, in text
ads, Rich Media Ads, Social network advertising, online classified advertising, advertising
networks and e-mail marketing, including e-mail spam.
Billboard advertising
Billboards are large structures located in public places which display advertisements to passing
pedestrians and motorists. Most often, they are located on main roads with a large amount of
passing motor and pedestrian traffic; however, they can be placed in any location with large
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amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office
buildings, and in stadiums.
Mobile billboard advertising
Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on
dedicated vehicles built solely for carrying advertisements along routes preselected by clients,
they can also be specially equipped cargo trucks or, in some cases, large banners strewn from
planes. The billboards are often lighted; some being backlit, and others employing spotlights.
Some billboard displays are static, while others change; for example, continuously or
periodically rotating among a set of advertisements.
In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes placement of a
product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout
counters, eye-catching displays promoting a specific product, and advertisements in such places
as shopping carts and in-store video displays.
Covert advertising
Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded
in entertainment and media. For example, in a film, the main character can use an item or other
of a definite brand, as in the movie Minority Report, where Tom Cruise's character John
Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch
engraved with the Bulgari logo.
Celebrities
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain
recognition for their products and promote specific stores or products. Advertisers often
advertise their products, for example, when celebrities share their favorite products or wear
clothes by specific brands or designers. Celebrities are often involved in advertising campaigns
such as television or print adverts to advertise specific or general products.
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The use of celebrities to endorse a brand can have its downsides, however. One mistake by a
celebrity can be detrimental to the public relations of a brand. For example, following his
performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer
Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate
with him after he was photographed smoking marijuana.
1.1.2Overview of Advertising Industry in India
The structure of the advertising industry in Asia Pacific has been affected by globalisation and
international alignments creating a smaller number of very large agencies and the growth of
independent major media buying houses. Very sophisticated software optimisation and planning
systems are now integral to the industry, enabling agencies to offer a unique positioning in the
marketplace to attract new business.
American companies are discovering the appeal of marketing their products in India. With a
population of approximately one billion, and a middle class that's larger than the total population
of the United States, there's definitely money to be made. Local retailers in apparel, food,
watches and jewellery have all increased their average ad spending by almost 50% in the past
two years. Coupled with many other local players big retailing brands are spending to the tune of
Rs 12,000 crores annually on advertising and promotional activities. This figure, according to
industry estimates, was less than Rs 400 crores about 3 years ago. Which means the growth has
been a whopping 40%. The local firms are using all the available advertising tools from
electronic to print, outdoor advertising and even models. The advertising and promotional
spending by local brands is substantial during the festival season and almost 70% of the spending
is done between September to January. The advertising industry in India is growing at an average
rate of 10-12% per annum. Over 80% of the business is from Mumbai and Delhi followed by
Bangalore and Chennai.
1.1.2.1Online Ad Spending in India
Online advertising spending is holding its own and will continue to grow steadily over the next
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several years. Marketers are responding to the economic challenges with new techniques and
strategies, along with research data to prove their effectiveness. According to statistics, online ad
spending has reached $23 billion. Nonetheless, nearly three-quarters of web advertising space
goes unsold and more than 99.7 per cent of banner ads are not clicked on.
1.1.2.2 Scope of Advertising Industry in India
The advertising industry in India has several competitive advantages:
India has a rich pool of strategic planning, creative and media services personnel: Indeed,
Indian advertising industry has been exporting senior-level talent to many countries,
particularly to the Gulf, South-East Asia, China, the UK and the US. Indian talent is
recognised and respected in global agency networks.
No other country has access to so many trained management graduates who can provide
strategic inputs for brand and media planning.
Indians are multicultural: we learn at least two languages and that gives us a head start in
understanding cultural diversity.
Most of the top 20 agencies in India have a global partner or owner, which should provide an
immediate link to global markets.
Our production standards in TV and print have improved: With a vibrant animation software
industry, we have access to this area of TV production.
India's advanced IT capabilities can be used to develop Web-based communication packages
for global clients.
The Indian advertising industry is a very upcoming and promising sector. However there is
severe competition and survival is for the fittest and the best. In this sector what matters the most
is knowledge and experience of the work and the industry and its functioning. The more the
knowledge you can provide the better the productivity you give.
1.1.3 The various departments in an ad agency
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The number of departments vary from agency to agency depending on their size. However the
main divisions are as follows:
Account Servicing:
Client servicing is a crucial part of the advertising industry. The main aim of this department is
to generate customers and business for the company and also develop the existing customer
relationships. This department also covers the responsibilities of the public relationship officers.
Advertising can be done through television media, print media and the internet. Similarly, client
servicing for the customers is mostly done by using the internet as the medium. A lot of
advertisements are campaigned by using internet and email promotions. A client servicing agent
would also need to design new schemes to attract many companies to take their offer. Pricing
and design models of the offer are also covered by this department. To be able to design good ad
campaigns, the agent should also be capable of doing appropriate online research. This job also
needs the person to be creative and progressive. The person should be abreast of the industry's
changing facets.
Account Planning:
Account planners combine research and strategic thinking. If the account manager is closest to
the client, the account planner is closest to the consumer. The account planner is the person on an
advertising team who is most likely to have spent time with consumers using the product, or in
focus groups asking them about how they think about the product. And in an era in which the
brand is sometimes at least as important as a specific product (for instance, Nike as a brand has a
place in the culture that far exceeds the particular performance characteristics of their shoes), the
account planner is responsible for understanding the place of the brand in the consumer
imagination. They are different than a simple research function in that they stay engaged in the
campaign process throughout. Rather than offering research insights to others at a single point in
time, they use research to continue to provide insights within the campaign process.
Creative Department:
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The people who create the actual ads form the core of an advertising agency. Modern advertising
agencies usually form their copywriters and art directors into creative teams. Creative teams may
be permanent partnerships or formed on a project-by-project basis. The art director and
copywriter report to a creative director, usually a creative employee with several years of
experience. Although copywriters have the word "write" in their job title, and art directors have
the word "art", one does not necessarily write the words and the other draw the pictures; they
both generate creative ideas to represent the proposition (the advertisement or campaign's key
message). Creative departments frequently work with outside design or production studios to
develop and implement their ideas. Creative departments may employ production artists as entry-
level positions, as well as for operations and maintenance. The creative process forms the most
crucial part of the advertising process.
1.1.3 ACCOUNT PLANNING
1.1.3.1A Brief Overview of Account Planning
1.1.3.1.1 Where it Started and Why
Stephen King of JWT and Stanley Pollitt of BMP are the undisputed forefathers of account
planning. In separate agencies, but at pretty much the same time, they started a revolution in the
advertising world which has spread from the UK to other countries and from ad agencies to
management consultancies, direct marketing, PR, design and client research departments.
In 1964, Stephen King, dissatisfied with the workings of both the media and marketing
departments within his agency, developed a new system of working (the T-Plan or Target Plan)
which concentrated on combining consumer research and insights to create more effective,
creative advertising.
Stanley Pollitt in 1968, was concerned at the enormity of discretion given to account
management in the writing of the creative brief, and felt that they were using data either
incompetently or expediently. He wanted a research person at the elbow of the account man. For
Stanley, the voice of the consumer was of paramount importance, and using consumer research
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to clarify the issues and enrich the advertising development process was an essential component.
When BMP was formed, each of its three accounts was managed by an account director and a
(line function) account planner.
Both Stanley and Stephen shared a desire to reorganise the media planning, market research and
marketing departments. Stephen initially by a process, and Stanley via a person. Both were led
towards the creation of a new department and a new discipline.
1.1.3.1.2 The Origins of the Job Title
The name ‘account planning’ was coined by Tony Stead at a JWT awayday in 1968, attended by
media planners and account people from the marketing department. He simply merged the two
titles together as Stephen’s new department was to comprise a hybrid of selected folk from both
disciplines. And so we have been saddled with one of the most obfuscatory job titles ever since.
1.1.3.1.3What is Account Planning?
Almost every communications agency (and their clients) benefits from a disciplined system for
devising communications/advertising/commercial strategy and enhancing its ability to produce
outstanding creative solutions that will be effective in the marketplace. It is the planner’s job to
guide or facilitate this process via the astute application of knowledge or consumer/market
understanding. Planners are in a unique position in their jobs because they have anunderstanding
of the audience through research expertise and an understanding ofhow it will be applied within
their own business thus they provide a crucial bridge.At the core of this task, is the need to
understand the consumer/customer (interchangeable) and the brand to unearth a key insight for
the communication/solution (Relevance). As media channels have mushroomed and
communication channels have multiplied, it has become increasingly important for
communication to cut through the cynicism and connect with its audience (Distinctiveness). And
as planners move into client companies, brand identity co’s, design co’s and the internet world,
the planner can provide the edge needed to ensure the solution reaches out through the clutter to
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its intended audience. Moreover, to continue the learning cycle, planners must also recognise the
need to demonstrate how and why the communication has performed (Effectiveness). Finally, to
bring upstream thinking to the brand’s development. Brands must move forward, or they die!
What Roles does Planning Fulfil?
Thinking about the portfolio nature of the planner’s working day, here is a list of the various job
functions and skill sets a planner often needs to fulfil.
Market Researcher
Many account planners have evolved from market researcher origins.Market research craft skills
are the backbone of the planner’s platform. If one can’t devise, conduct, analyse, report on and
monitor surveys objectively, one cannot possibly hope to judge theirusefulness or commission
appropriately. The planner should never assume that the researcher is the sole expert. Elements
of questionnaire design, the way a question is phrased, for example, can fundamentally affect the
outcome of the study. Blackbox modelling techniques may be so much theory but they can
critically enhance or destroy projects. Planners need to be able to ignore, challenge or exploit
such things from a perspective built on understanding or at least something more solid than
assertion and prejudice.
Data Analyst
The planner is charged with ensuring that all data relevant to the brand’s communication
decisions be properly analysed, complemented with new research where appropriate, and then
brought to bear on judgements of the creative strategy and evaluation of the communications.
This is more than just knowing one’s way around computer tabs from a pre test, but also sales
data, trend data, demographics etc . Knowing how to interrogate data and find a story through it
rather than be intimidated by it is the challenge. Common sense, intuition, numeracy and clarity
of thinking all help.
Qualitative Focus Group Moderator
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Qualitative research has taken on an increasingly significant role in everyone’s lives. Moderating
your own groups is by far the best way of coming to grips with your target audience, putting
yourself in their shoes and seeing the world from their perspective. It also gives the planner a
confidence and an authority he/she wouldn.t otherwise be entitled to. It means you are both a
psychologist and an interpreter.
Information Centre
Knowledge is the bedrock of the planner’s craft. Knowing where to go to find stuff out is key.
However much time pressure is brought to bear on your working day,planners should always
make time to feed their heads.
Bad Cop (to account management’s good cop)
Despite the fact that planners are outnumbered by account management by 4 to 1 (source: IPA
survey 2000) they tend to work in pairs. Very often, it makes sense to adopt the bad cop/good
cop routine with some clients and some creatives in order to deliver some
bad/challenging/alternative/unexpected news without ruining the relationship. Since the news is
usually grounded in objective fact, the planner should deliver it as constructively as possible.
Occasionally, of course, you get to play good cop, too . depending on your agency culture and
your client relationships!
Target Audience Representative/Voice of the Consumer
Their job is to ensure that an understanding of consumer attitudes and behaviour is brought to
bear at every stage of communications development via continuous involvement in the process..
Media/Communications Planner
Some might say that this job is the next evolutionary phase of the account planner. Certainly, as
integration across media becomes every agency’s growth strategy and understanding how
consumers consume communication their mission statement, it is increasingly more important
for the planner to understand the strategic role and effectiveness of different media, by target and
by category, and know when and how it is relevant to use them to achieve the brands objectives.
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Strategic Thinker/Strategy Developer
If the creative brief is the planner’s tangible output, developing the brand communications
strategy is the precursor task. Strategies help us get to the right marketing/communications brief.
It ensures the whole team are aware of the assumptions being made and aids evaluation of the
work’s effectiveness. The planner identifies the key issue and determines the role for
communication against a specific target.
Writer of the Creative Brief
The brief is widely considered to be the planner’s main product or key tangible deliverable. to
the creative development process. One of the myths is that all planners do is transcribe the
client’s marketing jargon into baby talk so the creatives can understand it. Clarity, brevity, and
fertility are the hygiene factors of a good creative brief. And as the creative brief has the power
to spark ideas and ideas is what advertising is all about, then that is a pretty important role.
Social Anthropologist
Our world is changing at an amazing rate, with technology and information moving at a
breathtaking pace. Advertising has always been a young person’s profession and nowadays it is
even more important for creative people to be in touch and au fait with rapidly evolving cultural
and social trends to ensure their idea.s relevance to the target audience.Monitoring cultural and
social trends is a specialist task, and the findings need to be fed in early to brand and creative
development. Differentiating between mere fashion and genuine cultural trends is not something
for the inexperienced. Many people can tell you what’s in and what’s out, but planners should be
able to tell you why.
Insight Miner
Deriving insight from knowledge is one of the most important skills a planner can possess.
These insights about the client’s business can come from a variety of areas:-
the consumer
the client’s culture
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the marketplace/category
the competition
the brand (past, present, future) values
the product qualities
the advertising and communication conventions of the category
Mining all these areas, peering into nooks and crannies without losing sight of the big picture in
order to identify a key insight that can transform a client’s business, is a real skill. At the heart of
an effective creative philosophy is the belief that nothing is so powerful as an insight into human
nature- what compulsions drive a man, what instincts dominate his action, even though his
language so often can camouflage what really motivates him.
1.1.3.1.4 Key Characteristics of an Ideal Account Planner
The key characteristics looked for in an Account Planner are as follows.
Curiosity about what makes people act and think the way they do.
Someone who understands that what people say is not necessarily what they believe or
do.
Someone who is detailed enough to examine a problem from different perspectives
without losing sight of the big picture.
Logical and analytical, yet capable of lateral thought.
Views research as a means to an end.
Not technique-oriented.
Pragmatic approach to problem solving.
Ability to conceptualise and think strategically.
Ability to clearly identify problems.
Capable of taking a commercial and making a reasonable judgement/guess on its
intended effects
Intuitive about people, brands and advertising.
Able to portray a target consumer without immediately stating demographics.
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An understanding of advertising as only one tool in the marketing mix, its potential uses
and its limitations.
An ability to see alternate strategic routes for a given problem/brand.
Numerate. Able to visualise the meaning of numbers and generate hypotheses, or draw
conclusions.
An eclectic user of information, with a desire to draw on all sources rather than just the
most recent
Someone who accepts nothing at face value, and challenges assumptions until the whole
picture (sales, quantitative, qualitative, competitive info, etc) makes sense.
Advertising orientate
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Chapter 2
COMPANY PROFILE
23
2.1 About Mudra
The Mudra Group is one of India’s leading marketing communications networks . The
Group utilizes its deep understanding of consumers, brands and media to deliver
creative business solutions. A customized and collaborative approach helps its clients
build enduring and profitable brands .
Started in 1980, Mudra rose to become the third largest agency in the country in a short span of
nine years. Now its footprint covers over 1,75,000 villages and 4000 towns across 21 states in
the country. At present Mudra group has 1100 employees in 26 offices all over the country.
The Mudra Group handles over 125 clients nationally through the entire spectrum of brand
communication competencies, ranging from strategic planning, brand management and creative.
Mudra is also one of the few agency networks in the country that offers a comprehensive suite of
hmarketing services under one umbrella. These are supported by the largest national network
among all agencies.
2.2Divisions of Mudra
Mudra Group utilizes its deep understanding of consumers, brands and media to deliver total
branding solutions through their 4 agency networks namely Mudra India (advertising, brand,
strategy and design consulting, localization of pre-media services), DDB Mudra (advertising,
health and lifestyle, data-driven communication and digital and new media), Mudra Max
(integrated communications, planning and implementation) and Ignite Mudra (partnering
entrepreneurs).
Each of these 4 networks have further subdivisions.
Mudra India
Water
Maatra
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DDB Mudra
DDB India
Tribal DDB India
Rapp India
Health and Lifestyle
Mudra Max
Mudra Connext
Mudra RADAR
Prime Group
Kidstuff
Streetsmart
Multiplier
Terra
Mudra Videotec
10 Integrated
Celcius
Portland Mudra
Clear Channel Mudra
Mudra MAX, RADAR and Connext are into media, Kidstuff into promotional marketing,
Prime Group into out-of-home solutions , Mudra Health & Lifestyle into health & lifestyle
marketing, Multiplier into trade marketing, Rapp into relationship marketing, Tribal DDB India
into interactive and new media and Water into brand strategy & design consulting. This year,
the Group has expanded aggressively into event marketing (Mudra Celcius), rural (Mudra
Terra), sports (Mudra Ten) and public affairs and retail.
2.3 Mudra’s Clients
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Some of the major clients of Mudra include Aircel, Amrutanjan, Disney, Future Group, Godrej,
HBO, HP, HUL, Jet Airways, Johnson & Johnson, LIC. Madura Garments, Philips, Paras
Pharmaceuticals, Reliance ADAG, Economic Times, UNICEF, Union Bank of India, United
Spirits and Volkswagen.
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Chapter 3
INDIAN DISHWASH INDUSTRY
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3.1 Overview of Indian Dishwash Industry
3.1.1 Industry Definition
The dishwash or utensil cleaning category consists of all forms of scourer products. The main
variants are as follows:
1. Dishwash bar: It is the most prominent variant and cheaper priced among the lot.
2. Dishwash liquid and gel : It is a relatively new form, especially gel but there is scope for
tremendous growth in this category.
3. Dishwash powder: This is a category that is almost extinct but present in some particular
markets.
4. Dishwash paste: This is a niche segment of high priced products but presents a scope for
growth
(Source: AC Nielsen)
3.1.2 Category Size
The total worth of the Utensil Cleaning Category is estimated at Rs 1175 crore of which:
dishwash bar constitutes Rs 894 crore, dishwash liquid & gel constitutes Rs 73 crore, dishwash
powder constitutes Rs 206 crore and dishwash paste constitutes Rs 2 crore.
(Source: AC Nielsen Dec 09)
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3.1.3 Categorywise Growth Rate
(Source: AC Nielsen Dec 2009)
By value the category has a healthy growth, but volume growth depicts a very less new users to
the category.
3.1.4 Brand share(All India)
(Source: AC Nielsen Dec 09)
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Sub Category Growth Rate (By Val)
29%
12%
59%
24%
27%
0% 10% 20% 30% 40% 50% 60% 70%
BARS
POWDERS
LIQUIDS
PASTES
Category
Series1
Sub Category Growth Rate [By Vol.]
8%
-9%
34%
16%
1%
-20% -10% 0% 10% 20% 30% 40%
Bars
Powder
Liquid
Paste
Category
Brand Share - Value
VIM73%
PRIL2%
ODOPIC1%
SABENA1%
NIMA3%
PITAMBARI2%
NIP6%
XPERT4%
EXO8%
3.1.5 Market Contribution
1. Bars
These four states contributes to almost half of the sales of bars by volumes.
2. Liquids
Chennai has more users, as Pril recruited first time liquid users in this market.
(Source: AC Nielsen Dec 09)
30
24.40%
10.40%
7.50%
7.30%
Maharashtra
AP
Karnataka
UP
18.20%
13%
11.50%
10.40%
Tamil Nadu
Maharashtra
Karnataka
Delhi
3.1.5 Consumer Overview
The consumers of dishwash have been categorised into various segments according to certain
criteria like age, income, marital status etc. Each segment have a specific set of characteristics
and a specific purchase pattern. They are as follows:
1. Housewife(Middle Class)
a. Description
Wakes up early.
Gets husband and children ready for the day.
Does all the household cooking and cleaning.
Has a maid who comes part time to help with housework and children.
Takes an afternoon nap – watches some serials.
Busy with family in the evening.
Supervises children’s homework.
b. Purchase Pattern
Does most of the household purchases on her own.
Dependent on husband for money and give him brief account on spending.
Monthly shopping in large supermarket.
Daily purchases at local kirana store.
Many a time what she requires is delivered at her doorstep due to the informal network
she has formed in her locality.
c. Evolution
Previously used to buy the local phenol from the nearby kirana shop.
Now due to awareness (through TVCs) have shifted to branded products.
31
2. Double-income households
a. Description
Day starts early and ends late.
Have high disposable income.
Have all household appliances but too tired after a busy day to cook themselves.
Normally have a maid who cooks or majority of times they prefer eating out.
Go out for dinners, get-togethers, goes for holidays.
b. Purchase Pattern
The general grocery shopping would be done by the maid.
Personal care and daily care products would be purchased by the couple on weekends.
Prefer supermarkets for shopping.
They would explore all the brands. Do not mind trying new brands nor is price an issue.
c. Evolution
Not very involved in these purchases in the past (influenced by family) – evolved to
Branded expensive top of market products
Reasons:
Income levels gone up.
Decision to buy falls on them.
Recently married.
Double income.
No immediate commitments.
32
3. Working Mothers
1. Description
Long day: Wakes up at 5.30 am sleeps after mid-night.
Cooks for the entire day at a stretch.
Does most of the housework.
Her world is a small circle of family and friends (colleagues, neighbors).
Very economical life.
Weekends spent with family, shopping, TV, organizing the house.
a. Purchase Pattern
While purchasing, would look for offers, normally not brand loyal.
Monthly grocery purchase done at the nearby kirana store.
Believes in credit. Pays the shopkeeper on a monthly basis.
Maid normally has no role to play in shopping.
Children would be a major influence to try new products or brands.
b. Evolution
The change of products (branded) happen only when income rises.tin
4. Maid dominating households
a. Description
Typically the man of the house travels a lot.
The lady spends a lot of time at parties, clubs, social activities etc.
There would be atleast 3 maids in the house.
The seniormost would act as a supervisor and would do all the necessary shopping which
includes grocery, household utensils etc.,
The lady depends mainly on the maid for the entire maintenance of the house.
33
b. Purchase Pattern
The maid/servant would have full authority to buy any brand of the materials from the
market.
Sometimes if the wife seeks any particular brand for any purpose she would generally tell
the maid the respective brand for procurement.
All the personal care products would be purchased by the wife or children or in certain
cases both, but frequency would be once a month (or max twice a month). A part of the
list such as soap, shampoo etc., would be bought by the servants with the specified
brands.
5. Joint family
a. Description
Parents with 2 or more children living along with their own families.
Normally the eldest daughter-in-law would do all the purchase assisted by the other
daughter-in-law.
Maids will be present in the house but would not play any role in purchase.
b. Purchase Pattern
Normally the purchase would be the largest SKU available.
Shopping would be done once a month (normally).
Purchase of personal care products would be done by the respective families.
c. Evolution
Each and every person’s view is respected and taken into consideration.
Any new person may bring a change in the purchase pattern.
Liquid hand wash is being widely used as it is easy to use and more comfortable than
soap.
34
6. Nuclear Family
a. Description
Father too plays an important role in household decisions.
They go on many family outings.
Everything revolves around the child.
All articles bought are keeping the child's safety and health in mind.
b. Purchase Pattern
Does all household shopping on alternate weekends from the supermarket.
Urgent purchases done as and when required.
Usually replace any item before it is completely finished. Never in a situation where the
item completely gets over.
c. Evolution
Been using liquid hand wash since hostel days, experiment with more expensive brands
with antibacterial properties
Reason:
More conscious about hand care and personal care.
Now more independent ,more money to spend.
Very conscious about germ spread and antibacteria.
7. Chaotic Living
a. Description
Rented apartment.
Day starts with the alarm clock.
Breakfast = lunch = breakfast.
Work keeps him busy all week – monotonous cycle.
35
Cooks dinner at home or eats out.
Day ends at 1 am.
“Shopping is either out of desperation, necessity or a spontaneous act”.
Weekends may be a movie, mall, a pub night or a drive.
Maid comes in everyday who cleans all the main rooms & cleans the bathroom during
weekends or alternative days.
Kitchen utensils during weekends.
b. Purchase Pattern
Price is a big concern.
Shopping is done only when necessary.
If something is needed in the house, it is not considered urgent.
Maid does not have any say.
It is brand retention – they buy the same product that their family uses.
In the bathroom most use Harpic and some cheap washing powder for the tiles and in the
kitchen it's Wheel bar and Pril.
c. Evolution
Have actually gone backward from hand wash when they lived with parents, to soap now.
Reason:
Friends keep visiting and they feel hand wash is too expensive to keep lying around.
Money wise hand wash is not a priority.
8. Perfectionist
a. Description
Has a hectic week.
Stressful work life.
Hardly gets any free time during the week.
36
Tries to devote the weekend to cleaning her place.
Does a through cleanup during the weekends – floor, toilet, kitchen, rest of the house.
Likes to spend free time with friends, family in the same city- movies, get together.
b. Purchase Pattern
Does all household shopping on alternate weekends from the supermarket.
Urgent purchases done as and when required.
Usually replace any item before it is completely finished. Never in a situation where the
item completely gets over.
c. Evolution
Been using liquid hand wash since hostel days, experiment with more expensive brands
with antibacterial properties
Reason:
More conscious about hand care and personal care.
Now more independent ,more money to spend.
Very conscious about germ spread and antibacteria.
9. Affluent household
a. Description
High disposable income.
Usually wife is a homemaker or has a job mainly to keep herself occupied.
Children are independent yet provided with all the comforts.
They spend a lot of money on house.
They are very conscious about cleanliness and monitor the maid’s work very closely.
37
b. Purchase Pattern
When it comes to personal care items they don’t mind spending and experimenting.
But with the household cleaning they would prefer to use the brands that they are already
comfortable.
Price is not much of an issue.
c. Evolution
They keep upgrading the products yearly.
Reasons:
Well informed.
Good general knowledge.
Good exposure of international brands and trends.
High purchasing power.
Children, relatives and neighbors influence.
10. Uneducated(Non-Users)
Uneducated.
Money is tight.
Difficulty in meeting ends and bringing up children.
Use ash, sand , lime, cheapest local products.
Children also work in some kind of job.
11. Institutional Buying
They always buy the largest SKU.
Not very brand conscious in floor cleaning, but prefer to buy a branded hand wash.
Buy in bulk, through particular supplier (wholesaler)once a month.
Stored in drums, which may be reused for the next month.
Minimum purchase : 5 litres.
38
Door delivery: 1 phone call and it is delivered.
Floor cleaner : unbranded – bought from chemical factory or home made.
3.1.6 Overview of the various dishwash brands
The main three brands considered are Vim(HUL), Pril(Henkel) and Exo(Jyothi Laboratories
Ltd). Of these Vim is the market leader.
(Source: Primary research)
39
3.1.7 Packaging Norms
Bars
• Lime is shown in both Vim and Pril pack.
• Green is the key color used in the packaging, next comes pale yellow.
Liquid
• Colour –green, orange & yellow.
• Bottle shape – shaped like a woman.
• Transparent bottles.
• Usage – 1 drop
• Fragrance – predominantly citric.
( Source: http://www.business-standard.com/india/storypage.php?autono=3254)
40
Chapter 4
RESEARCH DESIGN
41
4.1 Background of the study
Exo dishwash was launched by Jyothi Laboratories Ltd. in 2001. They were the first to come out
with a dishwash having antibacterial properties. Despite, extensive advertising, product quality
and its USP of being an antibacterial dishwash, Exo could not become a major player in the
Indian dishwash industy. Hence Exo wanted Mudra to come up with a new communication
strategy which could boost their sales. As part of this, they also wanted a complete market study
to be done with regard to Exo in different cities in India. As part of the research, a consumer
survey as well as a retailer survey were carried out to get an idea about the scenario in
Bangalore. They also wanted to know if the antibacterial property of dishwashes had registered
in the minds of consumers and whether they are able to connect Exo with that property.
4.2 Research Objective
a. To analyze the current trends in dishwash usage.
b. To measure the usage rate of Exo in Bangalore.
c. To reassess the factors influencing dishwash purchase.
4.3 Nature of Research
The research carried out, was of descriptive nature, which included deep conversations with
respondents guided by a set of open-ended questions. This type of research methodology was
followed because Mudra believes that great insights can only come from deep conversations with
respondents.
The respondents of the survey were grouped into two categories: consumers and retailers.
4.4Consumer Survey
Sample Size
50
42
Sample description
Housewives and working women between the age group of 25 and 6o years
in the areas of Domlur, Koramangla and Indiranagar.
Research methodology
Direct interview with the sample with the help of a questionnaire containing
16 open-ended questions.
Retailer Survey
Sample Size
15
Sample description
11 Khirana stores and 4 big retailers(Big Bazaar, Star bazaar, More and Spar) in the areas of Koramangla
and S.G Palya.
Research methodology
Direct interview with the shopkeepers/store managers with the help of a questionnaire containing 12 open
ended questions.
43
Chapter 5
ANALYSIS OF QUESTIONNAIRES
44
5.1 Consumer Survey
Q.1 Brands which come to your mind when you think of dishwash(unaided)?
Ans. The response of the respondents mainly included brands like Vim, Pril,
Exo , Sabena, Amway , Axion, Sashi and Pitambari
Vim
Pril
Sabena
Exo
Pitambari
Axion
Amway
Sashi
98%
84%
56%
44%
4%
24%
4%
4%
Brands mentioned by consumers(unaided)Series1
Chart 5.1
Interpretation
98% of the respondents mentioned Vim, which shows that Vim is the most
well known brand among consumers. Pril is also a well known brand as 84%
of the respondents mentioned it. Brands like Exo and Sabena are not very
well known as only 44% mentioned Exo and 56% mentioned Sabena. A very
small percentage of people also mentioned not-so-popular brands like
Pitambari, Sasi etc.
45
Q.2 Brands which come to your mind when you think of dishwash(aided)?
Ans. Since the objective of the question was to make respondents mention
brands with the help of certain aids, 5 words were used to help the
respondent mention the brands. The words are as follows
Antibacterial
Shiny vessels
Lemon
Nice fragrance
One drop
Antibacterial
Shiny Vessels
lemon
Nice fragrance
One drop
45%
30%
87%
28%
57%
6%
66%
11%
70%
43%
0.37
0.02
0.02
2%
4%
Brands mentioned by consumers(aided)Vim Pril Exo Amway
Chart 5.2
Interpretation
Despite Exo being the very first to position itself as an antibacterial
dishwash, it was seen that only 37% of the respondents could link
antibacterial property with Exo. A small percentage of people could not link
any brand of dishwash with antibacterial property.
46
47
Q.3 What do you think about the following brands?
Vim
Pril
Exo
Ans. In the case of Vim, the responses received are as follows:
Economical
Cleans well
More vessels with less dishwash
Nice smell
Not messy
Removes tough stains
Shiny vessels
Ease of use
40%
60%
30%
28%
2%
14%
16%
6%
Thoughts about VimSeries1
Chart 5.3
In the case of Pril, the responses received are as follows:
Nice smell
Expensive
Tough stains
Gentle on hands
Same like Vim
80%
56%
40%
10%
8%
Thoughts about PrilSeries1
Chart 5.4
48
In the case of Exo, the responses received are as follows:
Not aware
Aware but never used
Antibacterial
Good
6%
76%
22%
10%
Thoughts about ExoSeries1
Chart 5.5
Interpretation
A large percentage of respondents(76%) have never used Exo but they are
aware of the brand. Only 22% of the respondents mentioned Exo being an
antibacterial dishwash which again shows that the antibacterial property of
Exo has somehow not registered in the consumers’ mind.
Q.4 Which dishwash brand are you using?
Ans. The responses included the following brands
Vim
Pril
Exo
Sabena
Axion
Amway
49
Vim
Pril
Exo
Others(Sabena, Axion, Amway)
78%
34%
12%
8%
Brands used Series1
Chart 5.6
Only Vim
Vim in combi with others
Only Pril
Pril in combi with others
Only Exo
Exo in combi with others
40%
38%
10%
24%
2%
10%
Brands usedSeries1
Chart 5.7
Interpretation
The usage rate of Exo is very low as only 12% of the respondents use Exo.
And in that 12%, 10% of them use it in combination with other dishwashes. It
is also seen that Vim has the highest usage rate followed by Pril
50
Q.5 To liquid user:
Why do you prefer liquid to bar over powder?
List the advantages and disadvantages of liquid.
Ans. The responses are as follows:
Not messy
Little cleans many vessels
Gentle on hands
Good smell
Remove tough stains
Easy to use
4%
20%
10%
16%
18%
6%
Advantages of liquid dishwash over bar
Series1
Chart 5.8
Expensive
Water wasted to remove excess lather
Cannot be given to maids
16%
8%
8%
Disadvantages of liquid dishwashSeries1
Chart 5.9
51
Interpretation
Consumers found that the main advantage of liquid dishwash over bar is that
a little quantity can be used to clean many dishes. Other prominent
advantages mentioned were ability to remove tough stains and good
fragrance.
At the same time, the main disadvantage mentioned was that liquid
dishwash is more expensive than dishwash bar. Another disadvantage
mentioned was the fact that liquid dishwash could not be given to maids as
they would waste it. This arose from another disadvantage which is wastage
of both dishwash and water due to formation of excess lather.
Q.6 To bar users
Why do you prefer bar over liquid?
List the advantages and disadvantages of bar?
Ans. The responses are as follows:
Suitable for maids
Easy to use
Cleans more dishes
Lasts longer
Economical
26%
6%
2%
14%
34%
Advantages of dishwash bar over liquid.Series1
Chart 5.10
52
Dissolves fast
white layer formation
Rough hands
34%
6%
6%
Disadvantages of barSeries1
Chart 5.11
Interpretation
The major advantage of dishwash bar mentioned, was that it is economical.
Other major advantages mentioned were that it lasts longer and that it is
suitable for maids.
The disadvantage mentioned by most of the respondents is that dishwash
bar dissolves fast. Other disadvantages mentioned were that usage of
dishwash bar leads to rough hands and formation of white residue on the
vessels.
53
Q.7 Any other conventional methods of washing dishes other than dishwash
bar and liquids?
Ans. Responses are as follows:
Yes24%
No76%
Usage of other conventional methods for washing dishes
Chart 5.12
The traditional methods used other than dishwash, are cleaning by using
natural ingredients like lemon, tamarind and besan powder.
Interpretation
Majority of the respondents did not use any other traditional methods for
cleaning dishes. However the existence of a small percentage of
respondents who do resort to other conventional methods for cleaning dishes
indicates that the possibility is not completely ruled out.
54
Q.8 What are the key factors you look for in a dishwash?
Ans. Responses are as follows
quality
brand
fragrance
price
easy to use
Ingredients
offers
others
86%
50%
24%
40%
4%
6%
14%
6%
Factors influencing dishwash purchaseSeries1
Chart 5.13
Interpretation
Consumers consider ‘quality’ as the most important factor that influences
their purchase of dishwash.Other important factors include ‘brand name’,
’price’ and ‘fragrance’. The least important factors are offers, ingredients and
ease of use.
Q.9 List down brands/products with antibacterial properties.
Ans. The brands/ products mentioned are Dettol. Lifebuoy, Harpic, Lizol,
Vim, Exo, Pril, Mr.Muscle, Domex, Surf, Dazzle.
55
dettol
lifebuoy
harpic
lizol
vim
exo
pril
others(domex.mr.muscle,surf,dazzle)
70%
34%
40%
26%
8%
4%
4%
8%
Products with antibacterial properties
Series1
Chart 5.14
Interpretation
As far as products with antibacterial property were concerned, the most
mentioned brand was Dettol. Dishwash brands like Vim, Pril and Exo were
mentioned but the number of respondents who mentioned those brands
were very low. However, among the dishwash brands mentioned, Vim has
highest association(8%) with antibacterial property.
56
Q.10 What is the relevance of antibacterial property in your daily life?
Ans. Responses are as follows
relevant94%
not relevant6%
Relevance of antibacterial property in daily lives
Chart 5.15
Interpretation
94% of the respondents feel that antibacterial property is very relevant in
their daily lives.
Q.11 List down any dishwash brand with antibacterial property.
Ans. The brands mentioned included Vim and Exo. There was also a section
of people who could not remember any particular dishwash with antibacterial
property.
57
Vim
Exo
Don't Know
52%
40%
14%
Dishwash with antibacterial propertySeries1
Chart 5.16
Interpretation
More number of respondents (52%) were able to recall the antibacterial
property of Vim compared to other brands. However 40% of the respondents
also mentioned Exo. It is also to be noted that 14% of the respondents were
not aware of any such brands.
Q.12 What is the relevance of antibacterial property in your dishwash?
Ans. The responses are as follows
relevant38%
not relevant62%
Relevance of antibacterial property in dishwash
Chart 5.17
58
Interpretation
Majority of respondents do not consider antibacterial property in dishwash
relevant. This shows that despite Exo along with other dishwash brands
coming out with antibacterial dishwashes, the consumers still do not see the
need for an antibacterial dishwash.
Q.13. Do you drink water from the tap?
Ans. All the 50 respondents answered NO.
Interpretation
All the respondents are hygiene-conscious when it comes to consumption of
water.
Q.14. Do you use tap water for cooking?
Ans. The response is as follows
yes22%
no78%
Usage of tap water for cooking.
Chart 5.18
Interpretation
59
Even in the case of cooking, majority of the respondents are aware that tap
water is not clean enough to use for cooking.
Q.15 Do you know that the tap water contains bacteria?
Ans. All the 50 respondents answered YES.
Interpretation
All the respondents are aware of the bacteria present in tap water.
Q.16 What are the precautionary steps taken for water hygiene?
Ans. The responses are as follows
44%
28%
3%
25%
Methods of water purificationOnly purifier Only boilingMineral water from outside Purifier+Boiling
Chart 5.19
Interpretation
The most commonly used method of water purification is a combination of
taking water from the water purifier and boiling.
60
5.2 Retailer Survey
Q.1 Which all dishwash brands do you stock?
A. Khirana Stores
Ans. The brands mentioned are Exo, Sabena Vim and Pril
Vim
pril
Exo
Sabena
91%
64%
82%
45%
Dishwash brands stockedSeries1
Chart 5.20
B. Big retailers
Ans. The brands mentioned are Vim, Pril, Exo, Sabena, Axion, Inhouse
brands, Finish and Pitambari.
61
Vim
Pril
Exo
Sabena
Axion
Inhouse brands
Other
100%
100%
100%
75%
75%
75%
50%
Dishwash brands stockedSeries1
Chart 5.21
Interpretation
All the big retailers stock Exo whereas only 82% of khirana stores stock Exo.
However, in khirana stores, Exo ranks second in terms of the most stocked
brand.
Q.2 Which is the largest selling dishwash brand?
A. Khirana stores
Ans. The responses are as follows
Chart 5.21
62
B. Big retailers
Ans. The responses are as follows
Vim50%
Vim, Pril50%
Largest selling dishwash brand
Chart 5.22
Interpretation
Undoubtedly, Vim is the largest selling dishwash across khirana stores and big retailers. Only 9% of the
khirana stores mentioned Exo to be a fast moving item. None of the big retailers mentioned Exo.
Q.3 Which is the largest selling dishwash form?
A. Khirana stores
Ans. The responses are as follows
Bar82%
liquid18%
Largest selling dishwash form
Chart 5.23
63
B.Big retailers
Ans. The responses are as follows
Bar25%
Bar,Liquid75%
Largest selling dishwash form
BarBar,Liquid
Chart 5.24
Interpretation
In khirana stores, bar is the highest selling dishwash form whereas in big retailers, a combination of bar
and liquid sell the most.
Q.4 Which is the largest selling dishwash SKU?
A. Khirana stores
Ans. The responses are as follows
64
64%9%
9%
9%
9%
Largest selling dishwash SKU
192gm 96gm 100gm 250gm 380gm
Chart 5.25
B. Big retailers
Ans. The responses are as follows
96gm25%
192gm50%
125gm25%
Largest selling SKU(Bar)
Chart 5.26
Interpretation
Across both khirana stores and big retailers, 192 gm SKU is the most in
demand.
Q.5 Do consumers ask for a particular brand? Which is the most asked for brand?
65
Ans. Both in the case of khirana stores and big retailers, the consumers ask for a particular brand. Only if
that particular brand is not available do the consumers go in for an alternative brand.
The most asked for brand
A. Khirana stores
Vim 91%
Exo9%
Most asked for brand
Chart 5.27
B. Big retailers
Vim75%
Vim, Pril25%
Most asked for brand
Chart 5.28
Interpretation
The respondents are brand conscious and the most asked for brand is Vim. Hence both khirana stores as
well as big retailers stock Vim in larger numbers.
66
Exo is the most asked for brand only in 9% of the khirana stores,
Q.6 What are the parameters consumers look for when they purchase a dishwash?
A. Khirana stores
Ans. The responses are as follows
Brand name
Offers
Fragrance
100%
25%
25%
Parameters governing purchase of dishwash brandSeries1
Chart 5.29
B. Big retailers
Ans. The responses are as follows
Brand name
Offers
Flavors
100%
25%
25%
Parameters governing purchase of dishwash brandSeries1
Chart 5.30
Interpretation
67
Khirana stores stock dishwash brands taking into consideration the most popula ‘fragrance’ as it is the
most important factor influencing dishwash purchase.
However, big retailers stock the dishwashes based on the most popular brand as ‘brand name’ is what
majority of the consumers look for while purchasing a dishwash.
Q.7 What are the major shifts or changes that was witnessed in this category?
Ans. The responses from both khirana stores and big retailers spoke about only one major shift which is
Powder-Bar-Liquid.
Q.8 How have consumer preferences changed?
Ans. The two major changes where the shifts from
Powder- bar
Bar-liquid
Kirana stores
Large retailers
100%
100%
20%
75%
Consumers reactions to major shifts in dishwash in-dustry
Powder-Bar Bar- liquid
68
Chart 5.31
Interpretation
The shift to liquid dishwash from dishwash bar is not complete in the case of customers of khirana stores.
However, the shift is complete in the case of customers who shop at big retail outlets
Q.9 What are the different promotions and retail schemes done by dishwash companies?
Ans.
A. Khirana Stores
Chart 5.32
B. Big Retailers
69
Discounts
Premiums
Extra qty at same price
100%
100%
25%
In-store Promotions of dishwash companiesSeries1
Chart 5.33
Interpretation
The major in-store promotion given by dishwash companies to consumers is discounts followed by
premiums and extra quantity at the same price.
Q.10 What is your opinion about antibacterial claim in dishwashes?
Ans.
A. Khirana Stores
Chart 5.34
70
B. Big Retailers
Chart 5.35
Interpretation
Both khirana stores and big retailers maintain that the antibacterial claim of dishwash companies is very
relevant.
Q.11 Has ‘antibacterial’ been registered in the consumers mind?
Ans.
A.Khirana Stores
Yes18%
No82%
Registration of anti-bacterial property in the minds of consumers.
71
Chart 5.36
B.Big retailers
Yes25%
No75%
Registration of anti-bacterial property in consumers’ minds.
Chart 5.37
Interpretation
According to majority of the khirana stores and retailers, the antibacterial property of dishwashes has not
registered in the minds of consumers.
Q.12 What are the merits and demerits of EXO dishwash?
Ans.
A. Khirana stores
72
Chart 5.38
B. Big retailers
73
Chart 5.39
All the respondents said that Exo was kept in the shops just for namesake. It has very low demand.
Interpretation
The main advantage of Exo mentioned by khirana stores is its good cleaning ability. However big
retailers stock the product only for namesake. Exo is not a very moving product both in khirana stores
and big retailers.
74
Chapter 6
FINDINGS, SUGGESTIONS AND CONCLUSION
FINDINGS
75
The major findings of the consumer survey are as follows:
a. Vim is the No.1 brand in the minds of consumers in every category, be it antibacterial
property, superior cleaning property or any other category.
b. Exo was mentioned by only 44% of the respondents when asked to mention the
dishwash brands they know. And though the respondents were aware of the antibacterial
property of Exo , the awareness level is low when compared to that of Vim.
c. The usage rate of Exo is very low as only 70% of the respondents have not used the brand
even though they are aware of it.
d. Only 12% of the respondents use Exo.
e. The respondents consider dishwash bars to be more economical when compared to
liquids. However, liquid dishwash is considered to have the ability to clean more dishes
with a few drops of the liquid. The main disadvantage of bars that was pointed was that it
dissolves very fast.
f. Wastage is something that cannot be tolerated by users. Hence the dissolving nature of
dishwash bar is disliked by the respondents.
g. Despite the positioning of Exo as an antibacterial dishwash, it has not registered in the
minds of the consumers. This is evident from the fact that only 37% of the
respondents could link antibacterial property with Exo.
h. Majority of the respondents do not feel the need for antibacterial property in their
dishwash. This is evident from the fact that 62% of the respondents said that
antibacterial property in their dishwash was not of much relevance to them.
i. The respondents are well aware of the presence of bacteria in tap water as none of them
drink water directly from tap without purifying or boiling it. Even for cooking purpose,
only 22% of the respondents use tap water.
The findings of the retailer survey are as follows:
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a. Exo is stocked in both khirana stores and big retail outlets but it has very low
demand. Comparatively, Exo has more sales in khirana stores than in big retail shops.
b. Vim is the largest selling dishwash.
c. Respondents look at quality and brand name of the dishwash when it comes to
making a purchase.
d. The most preferred dishwash form is bar when it comes to khirana stores. However, a
combination of bar and liquid dishwash is used by consumers that shop at big retail
shops.
e. 192 gm dishwash bar is the fastest moving SKU.
SUGGESTIONS
Some of the suggestions given based on the findings were as follows:
a. As dissolution of bar is a major problem, Exo can either create a new premium liquid
segment or create dishwash bars which do not dissolve fast.
b. Design a communication strategy which emphasizes on the bacteria contamination of
tap water (which in turn contaminates the dishes)and the relevance of the ingredient
‘triclosan’ in Exo that will help eliminate that bacteria.
c. After the establishment of antibacterial role of Exo through advertising, different
kinds of activations can be carried out in different locations after to further leave a
lingering impression of the brand in the minds of the consumers.
CONCLUSION
The study conducted gave an overall picture of the dishwash scenario in Bangalore. The study
helped in measuring the where Exo stands with respect to other brands, in Bangalore. It gave
insights into the consumers’ mind as to what they looked for in a dishwash and what were there
thoughts about various dishwash brands including Exo. The study revealed that Exo somehow
failed to create a position for itself in the dishwash market.
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ANNEXURES
Questionnaire- CONSUMERS
78
Name:
Age:
Occupation:
Place:
1. Brands which come to your mind when you think of dishwash(unaided)?
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
………………………………
2. Brands which come to your mind when you think of dishwash(aided)?
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
……………………………….
3. What is your perception on the following brands?
Vim Pril Exo
…………………………… ……………………….... ………………………
…………………………… ………………………..... ………………………..
…………………………… ………………………….. ………………………...
………………………….. ………………………....... …………………………
4. Which dishwash brand are you using?
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…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
5. To liquid user:
Why do you prefer liquid to bar over powder?
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
List the advantages and disadvantages of liquid.
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
6. To bar users
Why do you prefer bar over liquid?
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
List the advantages and disadvantages of bar.
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………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
7. Any other conventional methods of washing dishes other than dishwash bar and liquids?
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
……………………………………………………………………………………………......
8. What are the key factors you look for in a dishwash?
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………….......
9. List down brands/products with antibacterial properties.
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
……………………………..
10. What is the relevance of antibacterial property in your daily life?
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
………………………………
11. What is the relevance of antibacterial property in your daily life?
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…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
………………………………
12. What is the relevance of antibacterial property in your dishwash?
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
……………………………….
13. Do you drink water from the tap?
…………………………………………………………………………………………………
14. Do you use tap water for cooking?
………………………………………………………………………………………………..
15. Do you know that the tap water contains bacteria?
…………………………………………………………………………………………………
16. What are the precautionary steps taken for water hygiene?
…………………………………………………………………………………………………
…………………………………………………………………………………………………
………………………………………………………………………………………………
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Questionnaire - RETAILERS
Name: ………………………………………………………………..
Age: ……………………………………………………………………
Shop Name: ……………………………………………………….
Place: ………………………………………………………………….
1. Which all Dishwash brands do you stock?
…………………………………………………………….
…………………………………………………………….
…………………………………………………………….
…………………………………………………………….
2. Which is the largest selling dishwash brand?
…………………………………………………………….
…………………………………………………………….
…………………………………………………………….
…………………………………………………………….
3. Which is the largest selling dishwash form (powder/bar/liquid/gel/paste)?
…………………………………………………………….
…………………………………………………………….
…………………………………………………………….
…………………………………………………………….
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4. Which is the largest selling dishwash SKU (across forms)?
…………………………………………………………….
…………………………………………………………….
…………………………………………………………….
…………………………………………………………….
5. Do consumers ask for a particular brand? Which is the most ‘asked-for’ brand?
………………………………………………………………………………………………
…………………………………………….
6. What are the parameters consumers look for when they purchase a dishwash?
…………………………………………………………….
…………………………………………………………….
…………………………………………………………….
…………………………………………………………….
7. What are the major big shifts or changes that has witnessed in the category? What was
the consumers’ reaction to that?
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
…………
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8. How have consumer preferences changed?
………………………………………………………………………………………………
………………………………………………………………………………………………
9. What are the different promotions and retails schemes done by dishwash companies?
………………………………………………………………………………………………
………………………………………………………………………………………………
10. What is your opinion about ‘antibacterial’ claim in dishwashes?
………………………………………………………………………………………………
………………………………………………………………………………………………
.
11. Has ‘antibacterial’ been registered in the consumers mind?
………………………………………………………………………………………………
……………………………………………………………………………………………..
12. What are the merits and demerits of EXO dish wash?
………………………………………………………………………………………………
……………………………………………………………………………………………..
………………………………………………………………………………………………
………………………………………………………………………………………………
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