BRAND MANAGEMENT

INDIVIDUAL ASSIGNMENT ON
BRAND POSITIONING

Topic-Dish Washing- Liquid form, decent quality,

multiple SKUs, Moderate pricing.

Brand Name- “Gloris”

Submitted By- Submitted To-

Neeraj kumar Professor Rajeev Kamble
Sec. C
201832070
 Introduction
Indian Utensil cleaner market is growing with more than 15% CAGR from last five years. The market
is further expected to grow with double digits in the next five years. Utensil cleaners are broadly
divided into four product types namely bar, liquid, powder and paste. Dish washing bars dominate
market revenues, followed by liquid cleaners whereas dishwashing paste has negligible contribution
to the overall utensil cleaner market.Urban markets are the chief target for liquid cleaner
manufacturers in India.

Brand Name- Gloris

Tagline- serve up clean dishes
Mission- we have big plans to make the world a cleaner, greener & more colourful place.
Product – gloris Dishwashing liquid
1. Gloris liquid
SKUs- 100ml, 200ml, 400ml & refill pouch in 500ml & 800ml.

Dishwash 250ml 750ml 1.5Litre

Price 40rs 110rs 189rs

There is demand in the market for products that gives a sparkling shine to the utensils.
Gloris is the new dishwashing brand which I would be launching in the market which would
be providing dishwashing bar and liquid in different sizes at reasonable price.

Features
1. This concentrated dish formula is designed for hand washing dishes, pots, pans & glasses.
2. 100% biodegradable product & container made of 95% recycled plastic
3. shine advancers
4. contains lemon, aloe vera gel, olive oil, essential oils & Disodium 2-Sulfolaurate
5. Cleans 3x more utensils when compared to competitors
6. hard on grease, Non drying, yet softening cleaner for busy hands

Benefits
1. provides extra shine with shine advancers
2. Removes grease in one wash
3. Environment friendly
4. Soft on hands
5. Bacteria free dishes
6. Lasts longer than normal dishwashing liquids
 USP

 100% biodegradable product with shine advancers

Analysis of competition
Major competitors in dishwashing gel segment are Vim drop dishwash gel, Pril dishwashing
liquid, Dettol kitchen, Exo, giffy, Jadugar drop dishwash gel. The market is dominated By Vim
drop followed by Pril and the average pricing of the dishwashing liquid is from 45-55rs/500ml.

Point of parity- The basic features included in competitors are:

1. Bacteria free Dishes
2. Removes grease in one wash
3. Soft on hands
Point of differentiation
1. 100% biodegradable
2. Provides extra shine to cutlery in every wash with shine advancers

Thus, The USP is that various Dishwashing liquids provide benefits like Easy to use and better
formula that vanishes grease and tough stains, offers protection against germs, and friendly to
skin, but Gloris dishwashing gel is 100% biodegradable and provides extra shine to cutlery
after every wash.

Identifying the Customers

1. Class- Middle-Middle class and Upper middle class families
2. Place- Tier1 and Tier2 cities
3. Wants- Clean,Fresh and Shining dishes

The STP for this product will be as follows:-

Segmentation:-

The Segmentation will be done geographically.

Geographically- Gloris dishwashing liquid will target Tier 1(Metro Cities) and Tier 2
(Capitals) cities. District Capitals can be targeted later. Rural city will not be the Target.
Targeting:-

The Target Market for this product will be middle-middle Class and Upper Middle Class
families of Tier 1 and Tier 2 cities.

Positioning:-

The Positioning of Gloris dishwashing liquid is on its nature friendliness and presence of shine
advancers. Gloris provides Specialized Liquid cleaner is for expensive and special utensils like
glassware, non-stick ware and crockery. Gloris, with 'shine advancers' gives a sparkling shine
to the utensils after cleaning. The formulation also ensures that there is no damage to the
kitchenware and the product is 100% biodegradable, fulfilling our mission of making the world
a cleaner, greener & more colourful place.