EAZYLITE- A LIQUID DISHWASHER

COMPETITORS:
 Vim Dishwasher – HUL
 Pril Dishwasher – Jyothy Laboratories
 Dettol Dishwasher – Reckitt Benckiser Group Plc

BRANDS IN THE MARKET:

The major companies that have brands across the three categories in the Indian market are Jyothy
Laboratories, Hindustan Unilever, Reckitt Benckiser . Vim leads the pack in the dishwashing bar
market. Vim by Hindustan Unilever enjoys strong brand equity and that is the major reason for it
being a leader in this category. It is closely followed by Exo from Jyothy laboratories. It enjoys a
market share of 18.4%. Out of overall 1000 crore dishwashing market Vim has 400 crore. Market
study has found that 75% people prefer Vim, 10% Pril, 10% Dettol and remaining 5 Finish
Dishwasher.

DISHWASHING DETERGENT MARKET ENVIRONMENT:

The dishwashing detergent market in India consists of three major categories, dish washing
powder, dish washing bar and the dish washing liquid. These three products also have to compete
against traditional methods such as using ash to clean dishes. The Indian consumer are now slowly
migrating from ash to powder, powder to bar and bar to liquid. The total market size of these three
categories put to together in the year 2017 was estimated to be Rs.232 crores. The dishwashing
bar has the biggest piece of the pie with an estimated size of Rs.179 crores, followed by liquid
which is of Rs. 52 crores and then by powder at Rs. 1.2 crores. The liquid segment is the fastest
growing segment pegged at more than healthy pace of 40%, followed by the bar at 20%. The
powder category is however is seeing a fast decline in market size, it’s shrinking by half every
year.

EAZYLITE:
It’s a new brand to be launched in the real market among the real competitors. Ezaylite is the liquid
in Jelly form used to wash utensils. Customers would like to use the product which is new in the
market and it’s a liquid in a jelly form. People started moving from powder to bar, bar to liquid
and now if we introduce a liquid in jelly form they will try this product and will continue to use if
it will full fill all the promises made by our brand. It will spread all over the surface easily.

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SEGMENTATION:
Demographic –
 Wedding Ceremonies
 College Mess and Canteens
 Restaurant Kitchens
 Hospital Mess
 Functions
Geographic –
 Tier 1 cities ( initially )
 Like Mumbai, Delhi, Kolkata
Psychographic –
 Use of our product does not depend categorically upon lifestyles of people
because it can be used in all the kitchens and places of cooking food products.
TARGETING:
All the brands use to target home kitchens. We will target those customers where
food is being prepared in huge quantity. Like wedding ceremony, restaurants, mess
etc. The people who cleans those huge utensils has to put so much efforts because
its very difficult to clean them. Since our product is especially made to clean those
utensils, it will be of great use to our target customers. So well the target the
following:
 Wedding caterers
 Restaurant owners
 Wholesalers
 Private Hospitals
 Temples/ Gurudwaras
POSITIONING:
People uses ash and other dish washers to clean huge utensils. Most of them are not
skin friendly and even if they are skin friendly but has not positioned their brand as
such. Also we all know that water is a scarce resource. Too much of water is being

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used to clean utensils. So our product required very less amount of water and is able
to clean utensils easily.
We will position this product as:
1) Skin friendly
2) Requires less water
PRICING:
The main cost for us will be of R&D. Once the product is developed other costs are
not too high. Our target group could afford moderate price. As they will be able to
clean more utensils using comparatively lesser quantity of liquid cleaner at moderate
price. So price will be some what lesser than competitors as shown below:
Size Price
750 ml Rs 105
1000 ml Rs 130
2000 ml Rs 230

ADVERTISING/PROMOTION:
 We will provide free samples to caterers, restaurant owners, temples etc and
ask them to use it. They will become our customers if our product deliver what
has been promised.
 We will ask wholesalers to promote our product by providing them certain
percentage of share from what they sold. That share percent will be
comparatively more than others initially.
 We will hire few salesman and ask them to sell our products to our target
group.
LONG TERM GOALS:
 Once the word is spread about our brand we will expand our geographic area
and target the tier 2 cities as well.
 Initially we are targeting the places where food is prepared in huge quantity
and after acquiring that market we will target the places where food is
prepared massively on a daily basis. For them we will create separate
packages and pricing will be different. For example in Tirupati and Shegaon
food is prepared for thousands of people regularly.

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 We will introduce our product in cake form for tier 3 cities.