Brand : Exo
Company : Jyothi Laboratories Ltd
Brand Analysis Count : # 496
Exo was launched inwards 2000. The build was launched every bit a business office of the diversification of JLL whose breadstuff in addition to butter was from a unmarried brand- Ujala. Exo entered a real tough marketplace which was dominated past times the marketplace leader Vim.
Company : Jyothi Laboratories Ltd
Brand Analysis Count : # 496
Exo is a dishwash build from Jyothi Labs. Exo is a competitor build inwards the Rs 10,000 crore dishwash production category inwards India. The build currently focuses on South Republic of Republic of India in addition to is slow spreading its wings nationally.
Exo was launched inwards 2000. The build was launched every bit a business office of the diversification of JLL whose breadstuff in addition to butter was from a unmarried brand- Ujala. Exo entered a real tough marketplace which was dominated past times the marketplace leader Vim. In competitive strategies, theory talks nearly diverse strategies similar Frontal Attack, Bye-pass ready on etc. Exo chose to ready on Vim straight in addition to aggressively. When a competing build chose to ready on the marketplace leader, it needs to bring a credible differentiator inorderto compete in addition to succeed. Vim bring tremendous build equity inwards the marketplace in addition to it is a tough draw to struggle such a leader.
Exo's marketing strategy is a notable event of successful frontal attack. The build was able to uncovering a credible in addition to sustainable differentiator against Vim. Exo took the put of an Anti-bacterial dishwash bar to struggle Vim.
Exo was India's kickoff Anti-bacterial dishwash bar.As usual, the piteous Keedanu ( germs) was at the receiving end. Exo positioned itself every bit a dishwash bar that killed all the bacteria inwards the utensils. The positioning was real smart since Vim was positioned on the dry soil of cleanliness.
Exo was innovative inwards creating an awareness nearly the possibility of germs inwards utensils. There was also to a greater extent than or less other smart consider from the brand. In theory, nosotros oft state that the differentiator should endure relevant, sustainable in addition to non easily copied past times competitors. Exo's positioning of anti-bacterial produce goodness tin terminate endure easily copied past times the competitor . In fellowship to counter this, Exo used an subdivision "Cyclozan " to protect its differentiation. The subdivision build " Cyclozan " ensured that the differentiation of Anti-bacterial produce goodness cannot endure easily countered.
By launching Exo amongst anti-bacterial property, Exo created both squall for of parity in addition to squall for of divergence amongst Vim. The build talked nearly cleanliness hence created parity amongst Vim in addition to so used Cyclozan to flora squall for of divergence hence creating a powerful put inwards the take away heed of the consumers.The results was visible . Exo became the mo largest dishwash bar inwards South India.
To struggle the aggressive ready on past times Exo, Vim launched its ain anti-bacterial variant using neem every bit the ingredient.
Exo afterwards went into a build extension trend past times launching Exo dishwash liquid in addition to afterwards Exo Scrub. With the acquisition of Henkel inwards Republic of Republic of India past times JLL, the fate of Exo dishwash liquid appears bleak since Henkel's Pril is the marketplace leader inwards the dishwash liquid market. Exo volition straight off endure restricted to solely dishwash bar category.
Exo is a build which is promoted exhaustively past times Jyothy labs. The build has real high portion of vocalism in addition to ads continue on driving the USP of germ-killing property. Since the dishwash bar category is non a high involvement category, the build had benefited greatly past times this portion of voice.
With the acquisition of Pril build from Henkel, Jyothi labs straight off bring ii formidable brands inwards the dishwash category. Vim straight off faces the most intensive threat to its leadership position. It volition endure interesting to lookout adult man how the struggle volition turnout to be.
