Competition in the dishwashing segment remains non-existent. How did Lemon Max manage it?

Dishes are washed by hand in Pakistan. Electricity is expensive and so are appliances, which means most households stick to the essentials such as refrigerators and air conditioners, and dishwashers have not really caught on. 

This also means consumers have a much more direct relationship with the dishwashing products they buy. The market in Pakistan is largely dominated by soap bars, but liquid soap as well as in small tubs are available as well. That is pretty much it for diversity in this market, however, because the entire segment is dominated by a single player. 

Lemon Max by Colgate Palmolive has nearly 70% control of the overall retail market. Even though the company is widely known for its Colgate toothpaste, its star stock keeping unit (SKU) is the Lemon Max Long Bar. 

As far as brand recall is concerned, most people would not know that it is a Colgate-Palmolive product because Lemon Max Bar has become a brand in its own right. 

Let us start from the beginning.