Answer to Question #168548 in Marketing for Sunny

Question #168548

As a product manager of Dettol healthy kitchen and slab Gel is pitted against category leader Vim brand produced by Hindustan Unilever ltd. you are constantly going to head to head and now you want to explore the potential of the Business Markets to increase market share. The product is positioned as a multi-purpose cleaner and germ killer. It can be used to clean and disinfect multiple kitchen surfaces apart from dishes and utensils, including sinks, kitchen slabs and cooking tops. Write an outline how you will transform this typical consumer product into a successful business product as well? 

Expert's answer


The first step towards making it a successful product is to focus on customer pains. The product is multipurpose because it can clean and disinfect surfaces, something that other products do not have. Therefore, the aim is to push the product in this aspect and make sure it beats other products in terms of functionality. The second step is to outperform the competition. Vim is in the form of powder, but the surface cleaner is in the form of a slab gel. It means that it protects against dust allergies. Another thing about the product will meet the needs that vim does not. Instead of using water to clean, the gel is multipurpose, and it will not leave dust particles behind. The product, therefore, beats Dettol significantly.

The next step to make the product success is to test it and see how well the customers accept it and their thoughts on the same. Kitchen surfaces are prone to grease and the aim of the product is to eliminate that and leave sparkling clean kitchen counters. As the product manager, product testing will help to gauge the performance of the product and also have a rough estimate of the product acceptance. Another thing is to pick a strategy that will work best. Since the product already is high quality and the people have accepted, it will be time to promote it and ensure that the target market is aware of it. Before hitting the stores, a good marketing plan will help to increase its demand such that once it’s distributed; more people will buy it, (Qi, et al., 2019)

The next thing is the place. It is essential, to know where to distribute it. The kitchen gel will be most appreciated by most women since majority love their kitchens. It will be essential to strategically sell it through the internet and also in local stores. It should be a product that can be accessed on-demand and one that is dynamic. There is, therefore, an urgent need to make changes to and ensure that the sales are a success. Generally, the product faces competition from other brands. However, for it to stand out, there is a need to increase its sales. A research by (Qi, et al., 2019) shows that when there is increased output, a product is gains competitive advantage.

In conclusion, the product will be strategically positioned in the market which will help improve the demand and supply chain. Marketing strategies will help to increase the sales, and it will lead to the growth of the company. There is a great chance that the product will be in a position to penetrate the market, and eventually there will be positive growth of the company. The product will therefore have increased sales and gain a competitive advantage.


Qi, W., Luo, X., Wang, H., Liu, X.., & Zhang, Z. L. (2019). Robust product positioning considering customer preferences. IEEE Systems Journal13(3), 2154-2165.

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