abhishreshthaa
Abhijeet S
Pricing
Initially Vim bar was priced at Rs 14 for 400 gm. An entry-level Rs 200-gm Vim bar priced at R s 7 also exists. But with the launch of new vim it was priced at Rs 13 for a 400 gms pack and Rs 6.50 for a 200 gms pack.
But with their foray into the rural areas the price was changed to Rs4 for 200gm and Rs7.50 for400gm. The prices were revised by keeping the consumer behavior, income, and consumption pattern of rural people.
Packaging
The rural customers are usually daily wage earners and they don’t have monthly incomes like the ones in the urban areas have. So the packaging was done in smaller units and lesser-priced packs that they can afford given their kind of income stream.
Another important factor is Convenience. Since many households don’t have proper bathrooms and only have a window or things like that to keep such things
The packaging of “ VIM” done keeping in mind the rural characteristic. The paper wrapped to vim bar was in yellow colors showing the brand name vim and containing the picture of lime clearly to show that it got lime contents in it.
The colures used are red, yellow and green. This sort of packaging what made vim to be the market leader in the dish wash market .