Marketing Management 2

Marketing Proposal

Product – Household Cleaners

Submitted to:

Prof. M. R. Suresh

Submitted by:

Group 5

Section B
Ashok Kumar – 8069
Jaishree Dewangan – 8078
Jithin – 8079
Karen Natasia D’cunha – 8082
Vinitha Valsalan - 8120
Organisational context
Hindustan Unilever Limited brand, Vim, is currently a market leader in the dishwash
bar segment with a market share of 82%. The organisation wants to tap into the
evolving liquid dishwash segment. Currently, Pril leads this segment with a market
share of 70%. The organisation has entrusted us with the study of the liquid dishwash
market and to also analyse the performance of its product, Vim liquid dishwash.

Step 1 - Research purpose

• Problem identified

The dishwash market is currently dominated by dishwash bars. The liquid dishwash
segment is currently under-developed. Currently, Pril dominates that segment with a
market share of 70%. Vim needs to increase their market share, as liquid dishwash is
the future of dishwashing.

• Decision alternatives to be evaluated

The research will provide the following alternatives –

-Bar vs. liquid dishwash

The study will reveal consumers’ preference for bar or liquid.

-Consumers’ brand switching behaviour

The study will reveal the switching behaviour of people.

-Branded dishwash products vs. Ash

Most households use readily available material like ash, etc. We can study the
consumers’ preference for alternatives such as ash and why they still use it.

• Timing and importance of decision

We have two months to conduct the research, and this study will help the company to
realise the strengths of the liquid dishwash, and the areas it must focus on.

• Research Users
- Management of Hindustan Unilever Limited.

Step 2 – Research Objective

• Research Questions

- Is there any possibility of consumers switching from bar to liquid?

- Is liquid dishwash perceived to be costly?
- Is there any scope for expansion of liquid dishwash to sub-urban and rural
areas?
- Is liquid dishwash perceived to be less effective than bars?
- Is liquid dishwash purchased only by high-income group?
- Is liquid dishwash used less by housemaids?
Hypotheses

- Consumers are ready to switch from dishwash bars to liquid dishwash.

- Liquid dishwash is convenient to use and economical.
- Liquid dishwash is more effective than bars.

Research Boundary

The research will be conducted in a tier-two, city, namely- Mysore city.

Research Approach

The research is descriptive in nature as we are trying to get the consumers’ evaluation
of the attributes of our product versus the competing products.