BizMaestros Case (Round 1) Vim Liquid: How to enter Bangladeshi kitchens? Vim liquid is a premium format of the Vim brand (which also comes in the powder and bar formats) that takes utensil cleaning convenience to “the next level”. It is specially formulated such that only one wipe is enough to provide scratch-free, sparkling clean dishes, as showcased in the recent „One Wipe‟ campaign depicting dishes themselves relishing in the sparkling cleanliness that Vim Liquid provides them with. Market research has shown that there lies a phenomenal opportunity to grow Vim liquid volumes rapidly in Bangladesh. Currently less than 2% of Bangladeshi households use Vim liquid– or any other liquid cleaning products. Majority of consumers have been found to use raw ash, fabric cleaning detergent powders, or the less expensive Vim Bar or Powder. Even in households where Vim Liquid is used, it is mostly used only for specialty items such as expensive crockery or baby bottles (feeders) and not for regular dish washing. While it is understandable that the more expensive liquid format would be less used in a country such as Bangladesh where the population is skewed towards the rural and lower Socio-Economic Clusters (SEC‟s), it has been found that even in upper SEC households in urban Bangladesh, only about 6% households use Vim Liquid. Thus the challenge for you is to devise an innovative strategy in order to get urban housewives to try and start using Vim liquid regularly while maintaining “premiumness” of the product. Your plan also has to positively impacts on sales. You should consider: 1. What is your idea based on? 2. How are you going to activate that idea? i.e. what will the campaign look like/where is your promotion going to take place? Be creative, think of something that you have not seen before!!! Instructions The solution has to be exhibited either in the form of a video (max five min and max 5 MB) or a presentation (max 5 slides). Kindly do not send both PPT and video. Please note there will be no additional marks on the image quality of the video. Teams will have 48 hours to solve the case. The presentation/video has to be emailed to [email protected] on or before 11 am 27th September 2011. Please note the submission timeline will be strictly followed. The teams also have to attach their team details ( Name, Contact Number) If the team is selected then they will receive the case for the next round For Queries/concerns Please email to [email protected] (along with your contact number) if you have any queries or questions regarding the case.