Friday, September 09, 2011

Xpert : Fast Action

Brand : Xpert
Company : Rohit Sufactants  Private Ltd

Brand Analysis Count : # 494

Xpert is a dishwash bar brand from Rohit Surfactants Pvt ltd (RSPL) which is now on an promotional overdrive. The brand is from RSPL  which is famous for its Ghari detergent brand. Ghari literally made the large FMCG MNCs a run for their money. The Ghari brand is infact larger than the HUL's Surf and is the second largest selling detergent brand in the country ( source). 
Xpert was launched in 2006 by RSPL as a part of its diversification. The brand is now competing in the Rs 800 crore utensil cleaner market. The market is dominated by HUL's Vim with a share of around 60%. The market is characterized by one big player and several small players. The nearest rival is Exo diswash bar  and Pril with a share of around 8% each. As history has shown, fighting HUL's Vim for market leadership position is not an easy task but that is the risk that a challenger brand needs to take.

Xpert has chosen celebrity endorsement as a route to attract consumers towards the brand. For this Xpert chose Madhuri Dixit as the celebrity endorser. The brand is currently running a campaign in TV featuring the celebrity.
Watch the ad here : Xpert  
The brand is using its Aquashine formula as the USP and like any other brand , it is talking about quick and easy cleaning. 
The ad is very basic and rather than using  Madhuri Dixit for testimony, the brand chose to use her as Gangu Thai ( a housemaid character in the movie Ganesha) for the campaign. If one has missed the Ganesha movie, the ad plot will be half lost.  
Xpert is priced around Rs 10 for 200 g bar while Vim around Rs 12. Exo is priced at par with Xpert. The brand hopes that the price differential together with celebrity will tilt the consumer choice towards Xpert. This aggressive pricing + promotional strategy is going to affect the smaller brands rather than Vim in the short-term.
What is lacking in the current strategy of Xpert is the absence of a clear differentiator. While Aquashine formula is the USP, the brand fails to communicate what it means and how it is going to benefit . May be in future campaign, these will be explained. Without a powerful differentiator, Xpert may not be able to break into the market of Vim. Exo tried with its aggressive promotions and anti-bacterial properties with limited success. It is very difficult to create a differentiator in a market like dishwash bar and almost all options has been used up by the players.
It will be interesting to see how this high profile attack of Xpert will play out in the future. In the short-term we will see some action in this dull category . 


  1. Anonymous10:13 AM

    it is Gangu Tai... Tai means sister and not Thai... :)

  2. Dear Harish

    I have been following your blogs off late and i find them very informative. Thanks for your effort.
    I came across the recent blog on Xpert dish cleaner and realized that no player has been able to create a differentiation to match Vim. How about these companies some BTL activities targeted towards housemaids similar to Asian paints' activities for painters. Because in both the cases, these service providers have a say in the purchase. But the above assumption for dish cleaner is valid only for high income households where the lady of the house doesnt wash utensils. Please provide your views on this.
    Also, i think the USP of anti-bacterial shown by Exo was effective. Any comments?

  3. It is very interesting for me to read that article. Thank author for it. I like such topics and everything connected to this matter. I definitely want to read more soon.

  4. Anonymous1:02 AM

    Its good Brand & good Quality Product. we used This 4 times. But Unfortunatly we r Not Getting This Xpert Dishwash Bar at BHUBANESWAR.ORISSA. Can u tell & Mail in Orissa.Specially in Bhubaneswar where this Product is Availble. Please send Details to-- /

  5. Anonymous7:33 AM

    Its lot better than any other dishwash bar .I'm willing to pay more for it - than any other available in the market. The product just needs to be made available in the market. Difficult to find in regular stores. Or there should be option of online buying!!!

  6. Anonymous1:36 PM

    I am facing skin irritation while using this product. Very bad product (n)


Your Views are Important. Please share your views as comments.