The Hypo Whitewash
A 12 year old kid, out on the field with friends, another masterclass "ball" session in the bag, a proper hat-trick and two assists, fit to wear the white Real Madrid kit he loves so much, unfortunately at the end of all the fun, its not as white as it could be, not even close, stained to the tee, he goes home, whips out a box or bottle of bleach, filling the air with a smell so pungent you’ll think he's on the set of a certain AMC hit series. Time for the magic of bleaching to occur.
Over the years, the undisputed bleaching king was JIK, found in households and convenient stores everywhere, used by your brother, sister, mom, dad and that aunt you're not too fond of, no one would dare approach that throne.
Surely not a cheap product whose owners seemed more obsessed with singing than bleaching…..right?
Enter, Hypo - a brand of household cleaning products that originated in Nigeria in the early 1990s
that started to pick up the speed in the late 2000s until it completely took the top spot in the Nigeria bleach industry, owning upwards of 35% of the market share as of at the turn of the decade.
How did they do this?
What about their product struck market gold?
Let's dive into things, shall we?
Understanding their Market - Just Enough Product for the Problem:
Hypo understood that the market of low-medium income households were a chunk of their target.
Using the use case of the dirty jersey from earlier, it’s clear that a problem of needing to clean the jersey has emerged, the only option is to buy the entire bottle, prompting the question "Why buy the relatively expensive bottle of bleach when I just need a solution right now?" Hypo isolated this problem and asked “How do we help our customers solve this problem in the cost effective way possible?”
Introducing the hypo 75ml sachet
Hypo's, single use, “pay as u go”, product was embraced by the market, as it provided an immediate solution to their problem for cheap. Addressing their concern in the moment endeared customers to the Hypo brand, couple this with repeated purchases and a completely loyal market base was forged.
Proper Branding - Making Bleach a True Household Item:
From the smell, to the effects, to the dull packaging, most bleach products screamed “Harmful chemical” that should only be used when it’s an absolute necessity, rather than as regular cleaning agents. Hypo understood this and with a combination of warm coloring, aesthetically pleasing packaging for bottle and sachet, catchy soundtracks to which the family could sing along and an even catchier phrase “Hypo, go wipe oo”, completely endeared the bleaching product as a product that was not intended to harm them but help them. Encouraging buying culture.
In conclusion, it doesn't look like the train is stopping anytime soon with hypo looking to conquer other household niche markets after establishing itself as the new undisputed bleach king - not talking about Yhwach, although I believe he would approve given how much he loves his white.
That's all folks!!
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