Case Study: More Dangerous Than Grease

 

For some time now, most Home-Care Solutions brands assume that household managers only care for removing the filthy grease while cleaning dishes. They ignore the fact that the germs left behind by Cockroach infestations are a bigger menace to dishes & crockeries than the easily removable grease.

Cockroaches are in almost any human habitation, especially where food is processed, stored, prepared, & served. During the nighttime, these nocturnal rodents tend to be especially fond of kitchens, where they contaminate food by leaving droppings that can spread bacteria, protozoa, fungi, and other pathogenic microorganisms, resulting in food poisoning. Moreover, according to the World Health Organization, cockroaches are proven or suspected carriers of the organisms causing diseases like diarrhea, dysentery, cholera, leprosy, typhoid fever, and viral poliomyelitis. The question now is: how successful are our dishwashing brands at removing such harmful germs and bacteria? According to Insider.com, not so much, sadly. 

The more established brands like Vim (Unilever) and Trix (Reckitt) are more concerned with fighting grease. These brands do not kill bacteria but lift them off surfaces so water can easily wash them away. On the other hand, newer brands like Glitter (Pran-RFL) and Wonder (ACI) are positioning themselves as Antibacterial alternatives. They contain an active ingredient called triclosan, a powerful antibiotic that can destroy a wide variety of bacteria. Given the rising sensitivity to germs & bacteria in the present time, such an Antibacterial proposition is a far superior one to the typical "easily remove grease" one. 

However, this antibacterial claim becomes obsolete because the brand communications fail to make the customer care. Assuming such germs and bacteria are leftover from grease, why should customers bother switching to Wonder? Vim is more than good enough to do the job. That is why brands should connect the Antibacterial issue to a stronger source, the common cockroach infestations at home rather than grease. Right now, this might seem like a trivial insight, but communicating this matter would increase the brand's importance to the situation, resulting in top-of-mind awareness in customers. Customers' impulse purchases of the brands will decline in favor of more decisive purchases. Overall, sales will increase & the Antibacterial claim will encounterer a worthy opponent to make customers care. To summarize the course of action-

1. Promote: Make the audience aware of the real reason to switch to an Antibacterial dishwashing brand.
2. Expand: Act fast to be the first mover in the market. Make sure the rival brands do not get the opportunity to sway consumer opinion in their favor.
3. Incentivize: Reward the retailers so that they become the chief advocates of the brand.
4. Result: Customers start switching for the added value of Antibacterial efficiency while enjoying the standard grease-fighting capabilities which most other brands have. As a result, both sales & market share increase.

Do you agree with my assessment? Reach out to me in the comment section with your feedback, and thanks for staying with Brand Rabbit.

Yasir Arafat

Email- yasirarafatbusiness@gmail.com

Contact- 01821954321