7/8/2015

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ViJohn:Alittleknowndesibrand
emergesasaleaderwithaforeign
soundingname
3comments | PostaComment

ByRajivSingh,ETBureau|8Jul,2015,05.19AMIST
READMOREONVimalPande|Unilever|ShahRukhKhan|HarishBijoor

Dapper,withnotahairoutofplace,Vimal
Pandeisperhapsanidealbrand
ambassadorforacompanyofwhichheis
alsotheCEO.Forthepastdecade,he's
beenaloyaluserof'Cobra'deodorant,
'Splash'aftershave,'22degree'talcum
powder,even'BoroShield'antiseptic
cream,allbrandsofthelittleknownDelhi
basedpersonalcarefirm,ViJohn.He's
alsooneofthousandsofconsumerswho
annuallyconsumealmost45lakhkgofVi
Like

Share You,SudhirPateland3,245,906others
likethis.

SPOTLIGHT
Blackmoney

ViJohn'svolumemarketshareinIndiastoodat29.2percentin
May,overthreetimesthatofDettol,almostfourtimesthatof

John'sshavingcream,intheprocess
AxeandoverseventimesthatofGillette.
makingitthelargestlabelinthiscategory.
It'aalsoacategorythat'sconspicuousby
HindustanUnileverLtd.
thepresenceofaclutchofmultinational
BSE
NSE
brandsfromAxe(HindustanUnilever
HDFCMFsells2.01%stakeinProcter&

GambleforRs429crore
927.60
)andDettol(ReckittBenckiser)to
Readmore
4.00(0.43%)
OldSpiceandGillette(Procter&Gamble).
Vyapamscam
BSE0.43%

Vol:320573sharestraded

927.65
3.30(0.36%)
Vol:1791889sharestraded

Prices | Financials | CompanyInfo | Reports

"Inshavingcream,wearemuchbigger
thanGilletteinIndia,bothinvolumeand
ETSPECIAL: Lovevisualaspectofnews?Enjoy
value,"asserts52yearoldPande.Andif
thisexclusiveslideshowstreat!
beingaheadofagloballeaderisn'tenough,
hegoesontomakeanotherclaim."Infact,
wearethelargestsellingshavingcreambrandintheworld."

AccordingtothelatestNielsenMATdatasourcedfromindustryofficials,ViJohn's

WorkedinUS?ITdeptwould
liketoknowyoura/cinfo

WillVyapamshakeupShivraj
volumemarketshareinIndiastoodat29.2percentinMay,overthreetimesthatof
Chouhan'scalmpose?
Dettol,almostfourtimesthatofAxeandoverseventimesthatofGillette.

Anyonewho'sworkedintheUSand

TheBJPleadershipisconcernedthatthe

openeda401kaccountmayneedto
informthetaxauthoritiesorfaceharsh

issuewouldrockParliament,alongwiththe
LaMorowinvolvingSushmaSwarajand

penaltiesundertheblackmoneylaw.

RajasthanCMVasundharaRaje.

NotjustSwissbanks,eyeondomestic
blackmoneytoo
Difficultdeclarationtermsmakeblack
moneylawaCatch22choice

http://economictimes.indiatimes.com/magazines/brandequity/vijohnalittleknowndesibrandemergesasaleaderwithaforeignsoundingname/articlesh

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7/8/2015

ViJohn:AlittleknowndesibrandemergesasaleaderwithaforeignsoundingnameTheEconomicTimes

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"Evenifyouputthenextfourbrandstogether,theywon'tbeabletomatchourvolume
andvalueshareinIndia,"affirmsPande,addingthatthebiggestplusforthebrandhas
China,Japanamongfour
nationsreadytoinvestin
Mumbaisealinkproject

beenits'affordability'tag.ViJohnisavailableacross2.5lakhretailoutletsandatover1

Sixgovernmentappsthatyou
musthave

AnemailsenttoHULandReckittBenckiserdidnotelicitanyresponse.

millionothertradingchannelsacrossthecountry.Thebrandmakesover15lakhshaving
creampackseverymonth,saysPande.

WhattheMNCsloseinvolume,though,isbeingpartiallymadeupinvalue.Consider:
Gillette's3.9percentvolumegivesitaclosetodoublevalueshareof7percentAxe7.4
PlayPokerGamesOnline

percentvolumeconvertsinto12.9percentvalueshare.It'sonlyinViJohn'scasethatits
valueshareislessthanthevolumeshare.Pandegrudginglyacknowledgestheproblem.
"WearequitevisibleonTV.Butourprofitabilityisnotashighasothers."

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can'tmiss

EvenasViJohncontinueswithitsaggressiveintenttofurtherwidenitsvolumeleadover
itsrivals,thepricewarriorhasstartedworkingonastrategytomatchitsvolumegrowth
withvalue."Whilethestrategytillnowwastoscalefirstandreachasoundscale,nowthe
planistoconvertvolumeintovalue.Sonowwewillgoinforthekill,"assertsPande.

Nominatingakinforlife
insurance?Knowthenew
rules

Thecompanyismakingimprovementsinpackaging,qualityandmoreimportantlypricing,
whichwouldbecrucialtopushitaheadinthevaluetrajectory.Whilein2011,its125
gramshavingcreampackwasavailableforRs20,itnowcostsRs35.

Sneakpeek:LHBRailway
coachmanufacturingunitin
Chennai

WhathasworkedbrilliantlyforViJohnhasbeentheendorsementbyShahRukhKhan.
Celebrityendorsementshasplayedasignificantroleinbrandawareness,helpingitmake
arapidtransitionfromabusinesstobusinessbrandtoabusinesstoconsumerbrand,
explainsAbrahamKoshy,professorofmarketingatIIMAhmedabad."Haditnotbeenfor
thecelebrityendorsement,thebrandcouldnothavepulleditthrough."

AppleiPhone4s,pricedatRs
13,000,anunlikelyhitamong
buyers

However,themostdiscerningelementofthestrategythathasworkedinthefavourofthe
brandisthechoiceoftargetsegment.WhilebrandslikeGillettearetargetedatthehigher
endofthemarket,ViJohnhaschosentotargetthemasssegment."Thisisanintelligent
choiceasthismarkethasbeenwaitingforabrandrelevanttoit,"addsKoshy.

EarringAtBestPrice

http://economictimes.indiatimes.com/magazines/brandequity/vijohnalittleknowndesibrandemergesasaleaderwithaforeignsoundingname/articlesh

2/5

7/8/2015

ViJohn:AlittleknowndesibrandemergesasaleaderwithaforeignsoundingnameTheEconomicTimes

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Governmentupstheanteon
blackmoney,saysUSreturn
ITprofessionalsneedto
declare401kaccount

However,convertingvolumeintovalueatafasterclipwon'tbeeasy.It'sabrandgame,
whichhastobeplayedwithfinesse,saysbrandstrategistHarishBijoor."Onecelebrity
willnotturnthetideforit.Therearealotmorebrandparametersthatneedtobe
addressedandtweaked."
ThebiggestproblemforViJohn,accordingtoBijoor,isthatithasnotinvestedin
branding."Theproducthasworked,thebrandhasnot.Notyet.What'smissingisbrand
imagery.Anditneedstoearnitfast."Oui,John?
StayontopofbusinessnewswithTheEconomicTimesApp.DownloaditNow!
Recommend 2,853peoplerecommendthis.Bethefirstofyour
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READMOREONVimalPande|Unilever|ShahRukhKhan|HarishBijoor

SureshPrabhuflagsoff
50,000thcoachmadeat
IntegralCoachFactory

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Importantthingstoknowasan
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rightlypointed...imageisnotyetpresentforViJohn..theynowhavetoscaleupand
improvebranding,cleverly.

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WhereeverMr,Vimalgoeschangesscenerio,luckytobeassociatedwithhimCongrats
&bestwishesSir,Rajeev

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