Finish: To grow while cleaning (machine cleaner)

Finish, a range of dishwasher detergent and cleaning products owned by Reckitt, increased product and brand penetration; unit market share; and overall category growth in Turkey by highlighting the price difference with its nearest competitor.

Where Were We?

Turkey is the country with the highest dishwasher market penetration in the world. Out of every 100 households, 93 own a dishwasher. On average, a dishwasher runs five times per week in a household. One of the strongest emotional bonds with home appliances tends to be formed with the dishwasher. Some people even name their dishwashers.

Dishwasher cleaning, however, is often overlooked.

At the time, only 4 out of every 100 households were using our product, Finish Machine Cleaner, while 15 out of 100 used store-brand products.

Why Were We There?

To start, people were unaware that...

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