Vanish liquid test market launch; Reckitt Benckiser

Abstract

The internship was a great experience for me and it was useful in improving my knowledge related to FMCG Marketing and helped in building skills required for surviving in a corporate environment. A brief of internship is described below. Vanish is global jewel (one of the 17 power brands) in the portfolio of Reckitt Benckiser which is world No.1 in the fabric treatment category. Most effective in removing stain both from coloured and white clothes when used as an additive along with detergents. Vanish powder was launched in India in 2005 and over the years it has created a 'stain remover market' in India. In order to revitalize the brand, Vanish was relaunched in March'10 roping in Sridevi as the Brand Ambassador. The next plan of action includes introducing a liquid variant of Vanish that sells on value for money proposition and helps inducing trial purchase thereby driving more penetration and higher frequency of use. Before introducing it at pan India level, it was decided to go for a Test Market Launch in Andhra Pradesh only in order to test the efficacy of this dual-format model and get the price-promotion equations right before going for pan India level launch.