Market

It is hard to estimate how many utensils are washed each day in India; but given the population the number could run into billions and create a market for utensil cleaners that would be the envy of every country in the world. The truth is an eye-opener. The Indian market in terms of volume is pegged at 285,000 metric tonnes and in terms of value at just Rs. 914.60 crore (US$ 190.50 million) (Source: Nielsen, 2008). The strength that manufacturers of utensil cleaners can draw is that its growing at 12% annually. Projected on this compounded annual growth rate (CAGR) the market, over three years, is expected to touch Rs. 1167.90 crore (US$ 243.30 million) by the end of the 2010/11 financial year. The dishwasher market is up against fierce competition from ash a by-product of cooking. Coming as it does free, ash is commonly used across India to clean utensils and is seen as a superb degreaser with the added quality of being hygienic. The latter belief stems from the fact that ash is created by the process of burning, which in Hindu mythology is the ultimate cleanser. The organised market for utensil cleaners is divided into four segments. Dish wash bars with a share of 73% comprise the bulk of this market. The balance is divided between powders at 21.8%, liquids at 5% and pastes at 0.20% (Source: ACNielsen). This utensils cleaner category owes its rapid growth to various factors which find refuge in increased disposable incomes. Amongst them is the elimination of coaland wood-fired kitchen hearths. With these gone, ash, the natural cleanser of yesteryears has been replaced by modern aids. Added to this are improved life styles, better homes, finer crockery and cutlery and superior utensils and

of Pril. It is the only product in India that guarantees proven degreasing, odour neutralisation and anti-bacterial protection, all in one. This fine record has resulted in more than 7 million housewives across India trusting Pril (Source: IMRB).

History
As an international brand, Pril is nearly 60 years old with a footprint that spans 22 countries. Introduced in Germany in 1952, Pril moved quickly up the pecking order of dish washing soaps and established a significant status as a superior cleaner. Its a position it continues to occupy. In 1999 Henkel brought Pril to India. This was the time when bars and powders dominated the urban kitchen sink. Both were deficient products, turning quickly into soggy putty. They required large amounts of water to wash off the residual soap or, when there wasnt enough of it as often happened simply left a thin white film on utensils. The launch of Pril liquid finally gave housewives an alternative. Positioned as tough on grease, soft on hands the brand was the only player in the category that could, in the same breath, talk of both functionality and skin care. A new sub-category had been formed that promised greater hygiene and a superior wash.

the shape of the coming market begins to emerge. The liquid format for cleaning utensils and crockery was pioneered in India by Pril more than ten years ago. As Pril entrenched itself in peoples minds and homes the brand added several variants, each either upping the valuebenefit proposition or increasing price points.

Achievements
Pril which injected excitement into a lowinvolvement category such as dishwashing has received many accolades since its advent into the Indian market. The Pril dish wash bar was voted the Most Popular Debutante Brand in the popular awards category of the FMCG Awards TM-2003. Maintaining the initial momentum, Pril was ranked among the Ten Most Trusted Household Brands in India by the Brand Equity survey of The Economic Times in 2008. Pril AntiBacterial Neem won the Product of the Year award in 2009/10 for being the most innovative product to be launched in its category over the past two years. The evolution of the dish washing detergent from the simple utilitarian happened because

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However, change in ingrained habits and traditions come slowly. To fill the breach, Pril developed a differentiated wash bar in 2003 that gave consumers a reason to switch. The Pril bar offered the power of lime and vinegar. While lime helped cut grease, vinegar eliminated odour, leaving utensils visibly clean. In a few months, Pril had gained significant market share. The brand had by now been fully established. Encouraged by the market

response, Pril quickly extended its franchise into speciality cleaners, launching Pril glass cleaner and Pril multi-degreaser.

Product
Pril has exposed Indian consumers to better, more fragrant dish cleaners. The brand brought an exotic cocktail of lime, vinegar, neem, orange, tamarind, coconut and mango extracts to enliven a low-focus market segment. These are the variant combinations that transform oily dishes into clean, fragrant and sparkling kitchenware. Each Pril variant has been developed to resonate with regional sensitivities. Pril was the first to introduce the concept of odour neutralisation with its lime and vinegar bar and liquid. Lime in India is well-known for its grease cutting action while vinegar is its odour neutralising western twin. The orange Pril loaded with citric acid, adds a dash of colour and zing to dish washing. Tamarind and vinegar were combined in yet another zippy Pril bar while the mango-vinegar variant was introduced because it was discovered that mango peel is used as a scrub in the State of Uttar Pradesh. Following success in the dish wash category, Pril was cast as an effective surface cleaner, too. But long before it was launched, the product was thoroughly researched. The study revealed not just a need gap but also a little noticed nuance: people believe that a product that foams is actually working. This explains the unique foaming action of Pril multi-degreaser.

Year award in 2009/10. 2009 has been a special year and has held much promise for Pril. It was in this year that Pril was re-launched as Pril Perfect. The launch was significant because it elevated the entire dish wash category. The new Pril Perfect now offered a unique triple-action benefit that degreased, removed odour and killed 99.90% of all germs, too. The new Pril Perfect, distinguished by its drop shaped logo, is available in four variants Lime + Vinegar, Orange + Vinegar, Lemon Fresh and Anti-Bacterial Neem. Pril has also made a strategic foray into the unit sachet segment to increase its penetration and tap into the huge growth potential of this category. By redefining cleanliness as not only looking clean but also smelling clean Pril is setting in motion its next steps in growth.

Promotion
The Pril tagline tough on grease, soft on hands addressed the needs of millions of housewives across the country and very quickly captured their hearts and minds. In its mission to simplify the lives of housewives every Pril advertising campaign focuses on the superiority of the liquid over the bar. The re-launch of Pril as Pril Perfect was heralded by a high decibel media campaign that high-lighted the unique benefits of its triple action; the glamour quotient was provided by the brand ambassador, Sonali Bendre. The commercial once again drove home the superiority of Pril liquid over the bar through the innovative hot water test. The success of these efforts has helped upgrade consumers and build a greater equity for this pioneer brand. Prils many unique, below-theline activities have served to reinforce its franchise and connect with the consumer. Research revealed that one hurdle in the wide acceptance of liquid Pril was the reluctance of the housewife to give it to maids, because they feared waste. The Pril Home Care Academy

(PHCA) instituted an outreach programme for domestic maids a hitherto neglected demographic group. Even as it provided training to them on the usage of Pril liquid it also gave them a free insurance cover worth Rs. 25,000 (US$ 520.80). The PHCA created a great buzz around the brand for it was the first time in this industry that an initiative was rewarding both the buyer and the end user. The Pril You Are the Star Contest was another Pril initiative that simply made brand ambassadors of consumers who recommended Pril to others. In a unique customer contact event to launch Pril multi-degreaser, Pril went to Delhis famous Paranthewali Gali the heart of grease territory. In full media and public glare Pril identified a shop and removed the toughest grease with the minimum fuss and effort. Here was a perfect example of actions speaking louder than words and an outstanding testimony to Prils unique formulation.

Brand Values
Pril delivers quality with responsibility. The brand believes that responsibility does not end once the product is placed on the shelf and sold; in fact, it begins at the manufacturing stage where conservation of the environment takes precedence and ends when the consumer endorses the brand and comes back for a repeat purchase. In between these two functions are several lesser known factors that build a brand. Its signature jingle, the unique bottle shape and logo with the Pril drop are part of this unique chemistry. These, among others, are the dynamics that earn for Pril its worldwide following.

Recent Developments
Pril, quite simply is research led. A proprietary study conducted by Pril revealed that in most Indian households, dishes are not washed immediately after a meal which makes them vulnerable to the growth of germs and bacteria. This lifestyle insight resulted in the launch of a new variant of Pril: Anti-Bacterial Liquid, a pioneer innovation that combined the benefits of degreasing and deodorising with the unique anti-bacterial properties of neem. This variant of Pril has been conferred with the Product of the

www.henkel-india.com
Things you didnt know about

Pril
Prils journey to leadership began in 1952 when it was first introduced in Germany Pril is present in 22 counties worldwide and is a market leader in many Pril is the first eco-sensitive dishwashing detergent in India The twelfth edition of Philip Kotlers book on marketing management showcases a Pril ad as being one of the most creative in recent times Pril was the first to introduce product variants and celebrity endorsement in the category

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