Monday, November 26, 2007

Brand Update : Vim

Vim has become better again. After launching the liquid variant to counter the attack of Pril, Vim has taken the battle to Exo.
Exo which is a brand of Jyothi Lab has been positioning itself as the dish wash bar with antibacterial properties. Exo has been promoting the USP of antibacterial bar using the ingredient Cyclozan. The differentiation was effective and the antibacterial attribute gave Exo sufficient consumer attention.
This year, Vim relaunched itself as Antibacterial Vim. The latest relaunch takes on the differentiation of Exo. In marketing theory , we talk about Competitor Points of parity . Competitor points of parity aims to neutralize the points of differentiation of competitors. The latest relaunch of Vim is a classic example of this concept.
Does Exo has a reason to worry?
I think there are two main reasons for Exo to worry. Firstly its USP is no longer unique. The same attribute is now shared with the competitor .
Secondly Vim has put Exo in a trap. The new Vim uses Neem + Lemon as the antibacterial agent while Exo uses Cyclozan which sounds like a chemical. So here again Vim scores over Exo.
Vim is a classic example of how brands sustain its marketshare through careful marketing strategies.
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