Jik vs Hypo (Race to the Top)

JIK vs Hypo

The Race to the Top

Background

• The bleach category has been led by JIK produced by Reckitt Benckiser. • However, the industry has recorded a strong performance since 2011. Sales were boosted by the launch of the Hypo brand by Hygiene Products Ltd, presented in an innovative small sachet pack and promoted with considerable advertising support and the offer of discounts. • With the help of road shows in many parts of the country. The launch served to increase awareness of the bleach category as a whole and forced leading brands and competitors to embark on promotional activities in a bid to retain both share and consumer loyalty.

COMPETITIVE LANDSCAPE

• Sequel to the introduction of Hypo, Reckitt Benckiser Nigeria Ltd leveraging its robust distribution network and trusted brand name, continued to dominate bleach sales in 2011, claiming a 51% value share. • The company’s Jik brand is popular among consumers with a long-standing presence in the market. Most consumers believe that the brand has a milder effect on clothes, for which it is mostly used.

Source: http://www.euromonitor.com

COMPETITIVE LANDSCAPE

• Hypo Division is one of the business ventures of Dufil Group a subsidiary of Tolaram Group that has remarkably changed the Nigerian culinary landscape in the past decade through its product Indomie Instant Noodles.

• Hypo has pioneered in Nigeria as the first and only bleach brand available in sachets.

PROSPECTS WITHIN THE INDUSTRY

• Driven by marketing activities and its generalpurpose nature, bleach is expected to see a constant value CAGR of 2% over the forecast period. • As the category is strengthened by rising awareness, producers will increase their marketing activities in a bid to maintain and increase share. • Bleach’s suitability for use with white fabrics will further support its forecast period performance.

PROSPECTS WITHIN THE INDUSTRY

• Also, the extension of Bleach functions from just a whitening agent to cleaning and...