Tuesday, January 12, 2010

Vanish : Trust Pink, Forget Stains

Brand : Vanish
Company : Reckitt & Benckiser

Brand Analysis Count : 438

Vanish is a category creator in the Indian market. This is a brand that pioneered the stain removal fabric care product category in India. Infact this category was carved out from the broader detergent/fabric care market in India.

Vanish is a global leader in the fabric stain removal fabric care product category. This Rs 2700 crore global brand came to India in 2005 after an extensive test marketing phase which started as early as 2001. Vanish was launched in India as Vanish Shakthi . The brand is in the "specialist fabric care "product category which is a subcategory of fabric care market.

Vanish is a stain removing product. This product has to be added with the ordinary detergent inorder to remove the toughest of stains. The brand has been actively promoted across various media .
One of the interesting feature about this brand is the usage of the brand element -color of the packaging- as a differentiator and as an anchor. Although Vanish powder is white in color, the brand uses pink packaging as a powerful brand element. The brand even uses the color as the element that anchors the brand to the customer's mind. Vanish uses the tagline " Trust Pink, Forget Stains ". Infact this is one brand that uses color to increase the brand salience . Globally too Vanish uses the same strategy to create distinctiveness .

Pink and stain removing detergent are seemingly unrelated attributes. Some may say these attributes are negatively associated. But Vanish established that Pink can remove Stains. By creating such an association, the brand has created a powerful differentiator. The brand uses its " Active Oxygen" property to rationally convince the customers of its effectiveness in removing tough stains.

Vanish has achieved this through powerful advertising. The ads are full of pink color bombarding the consumers about the message " Trust Pink, Forget Stains ".

Watch the ads here : Vanish 1, Vanish 2.

The brand follows the global advertising strategy in India too. The ads have the same theme of product demo/ stain challenge coupled with pink dressed models doing the demo.

It has to be said that these ads increase the brand recall among the viewers because it has lot of powerful brand elements.
But more than these high profile promotions, Vanish became globally successful because of product efficacy. Many friends who used this product has vouched for its effectiveness. A good product with strong brand elements backed by a heavy load of ads should be a sure winner .

Having said that, Vanish has a tough task ahead. First difficulty is to establish the usefulness of the brand in everyday life of the consumer. Since this brand is a specialist, consumers may use this product only on occasions where they have to deal with tough dirt. So there is a chance of this brand remaining niche because of that perception. The new campaign is aimed at convincing the consumers that using Vanish everytime can remove stains which were left unnoticed by the consumers. So less risk when used regularly. It is a smart move indeed.

Another issue is the price. Vanish is an expensive product and since this is not replacing the ordinary detergent, Indian homemakers may think twice before including Vanish in the regular purchase list. Although Vanish has introduced economical packages, it may have to go through the sachet route if it wants to drive volume. In the ever value conscious Indian consumer mindset, Vanish still remains as a ' luxury'.

Third issue is the competition. Although Vanish is a specialist, it is facing competition from ordinary detergents which also claims to be stain removers. It is logical for a consumer to choose a detergent that claims to have stain removal property rather than buy two products .

Vanish is India for long term. It has the backing of a global fmcg giant, a rich global success background and a potential consumer market to tap. It will be a brand worth watching.

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