Brand Update : Vim Expands from Dishwashing to Floor Cleaning

 This has to happen and it happened, after ruling the dishwashing category with around 50% market share, Vim has extended to floor cleaning segment with the launch of Vim Ultra Pro cleaning liquid. Typical to HUL style, the brand has a " technology " to back the positioning based on effectiveness. Earler, marketing academics and practitioners were very cautious in product-line and category extensions. there were many critical academic articles ( even in HBR) on the risks of product extensions. However things have changed, market has become fragmented and competitive and brand managers doesn't have time and patience to build and sustain new brands.

 So it make sense to squeeze the juice out of popular brands and make the most of it in related and sometime unrelated categories. So it makes sense for HUL to use Vim - a brand with terrific equity to a familiar category - floor cleaning. What is surprising is that Vim has not used the ' lemon' based association in the new extension. Rather it chose to use " ultra pro" something it have borrowed from mobile phone ( iPhone) branding - ultra pro, can we expect ultra pro max later ?? The brand extension has lot of promises like cleaning power, fragrance, germ killing but the basic positioning is the cleaning power because that is what customer wants. The brand is entering to a segment which have brands like Lizol, Harpic, Nimyle and whole lot of small brands. But the strength of Vim is definitely going to help in customer trails and rest is all about brand's performance.

The entry of Vim into floor cleaning is more than just another extension—it signals HUL’s intent to transform Vim into a broader home-cleaning masterbrand. With the right mix of equity transfer, consumer trust, and product performance, Vim Ultra Pro could challenge entrenched players like Lizol and Harpic, and reshape the dynamics of India’s ₹8,000 crore floor cleaning market.

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