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.

6

CONTENTS

7

Chapter 1

INTRODUCTION

8

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.

9

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

10

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

11

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.

12

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

13

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

14

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:

15

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

16

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

17

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

18

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.

19

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

20

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.

21

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

22

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

24

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

25

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.

26

Chapter 3

INDIAN DISHWASH INDUSTRY

27

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)

28

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)

29

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

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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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