ANTIPYATIN®
Expert in removing stains

Having created in 1997 the ANTIPYATIN® soap, Trading House  “NHK” company successfully entered the niche segment on the market of household chemistry. Today ANTIPYATIN® is a brand name and a “business card” of the company, the product of this brand is popular in Russia and CIS countries.

Product category

Spot removers

Positioning
Middle price segment, “economy” segment

Insight
“Wherever you face the problem of stains – at work, when you put a stain during lunch, at home, when you see the multicoloured spots on the shirt of your child or on the sofa, - you can always count on ANTIPYATIN®.

Target customers
Woman of 25-55
Income: average or below average.
Makes decision of purchases.
Values: stains on the clothes and furniture are enemy No 1.
Type of consumption: rational, chooses familiar products of good quality.
Preferences: the main thing in cleaning is perfect efficiency and safety.
Places of planned shopping: appliance shops and supermarkets, shops of household chemistry.

Principles of product range formation

1-2 SKUs for different purposes and situations with stains:

• universal stain-removers;
• “emergency” for fresh stains (in office, business trip);
• detergent intensifier;
• treatment of surfaces, not suitable for washing: carpets, furniture etc.

ANTIPYATIN® products