Chain-specific demand for detergents

Innovations in detergents are driven by a wide range of factors from the methods of cleaning to trends in kitchen equipment. The fact that the market share of modern products is increasing is proof that they serve real needs. According to market research data, last year was a successful one for general detergents. Successful innovations resulted in expanding sales. It was the volume sales that increased, since prices generally stagnated or even decreased, as a result of intense competition. The market shares of various types of detergents show great differences in different size stores. Consumers adapt to the assortment of stores and purchase products from different sources. While smaller stores only keep the most basic products, large stores have wide assortments. When consumers visit hyper markets or supermarkets, they prefer large sizes and special purpose detergents. These factors are taken into consideration in working out its promotional strategies by Unilever. In larger stores, bigger, co-packs and price discounts for large size packages are used. In this category, it is really important to make promotions chain-specific. EVM also uses a great variety of promotional tools. 1+1 promotions and over-fills have been used to encourage people to try new Ultra Aktív detergents. They also organised a major prize game in the autumn of 2006, to help introducing the product line. Detergents used today are far more practical and convenient to use than their predecessors were 15-20 years ago. Regarding packaging, versions equipped with sprinkle nozzles are becoming more popular. Regarding content, consumers prefer universally effective recipes. Changes in the home environment also all for new innovations, like Cif Inox, a product line introduced this year and intended especially for use on stainless steel surfaces. An increasing number of people clean their dishes under flowing water, which means that using a higher density, higher viscosity detergent is more economical for them. The two Unilever brands Cif and Domestos are intended for the same target group but different qualities are emphasised. Domestos is about hygiene, whereas for Cif, focus is placed on an “expert” image. EVM introduced 6 new products with innovations last year under the brand name “Ultra Aktív”. 3 out of the 6 products are equipped with a sprinkler nozzle. The members of the product line can be used for specialised applications, like grease removal, carpet cleaning, oven and grille cleaning.