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Savlon final Savlon final Presentation Transcript

  • Hand Wash
  • INTRODUCTION *Subsidiary of Imperial Chemical Industries (ICI) in 1968 •Incorporated as ICI Bangladesh Manufacturers Limited on January 24, 1973 •Advanced Chemical Industries Limited (ACI Limited) on 5 May 1992
  • INTRODUCTION (CONTD) • Four major strategic business divisions • History of ACI Consumer Brand • Savlon Hand wash
  • Macro and Micro Variables Affecting Marketing Strategy • Shortage of raw materials • Inflation and global economy • Growth of population • Consumers perception • Accountability ti the shareholders • Political environment
  • SWOT Analysis • Strength – Transparent bottle – Detergent based – Killing germs – Skin care moisture – Suitable fragrance
  • SWOT Analysis (cont…) • Weaknes • High COGS – Consumers lack of knowledge – Local company • Opportunity – Social class – Mid level income people – Social activities
  • SWOT Analysis • Threat – Consumer knowledge – Global media
  • Market Competition Analysis • New in market • Target consumer • Different options for consumers • Other social activities
  • Factors affecting consumption process • Social class • Education • Life style and economic situation • Beliefs and attitude • Motivation
  • Types of Segment • 4 different variant • 16 skus
  • Basis Of Segment • Savlon Active Hand Wash • Savlon Ocean Blue Hand Wash • Savlon Aloe Vera Hand Wash • 200, 250 ml for small family • 500 for large family • 1000ml for institution and offices
  • Targeting Strategy • Urban , Semi-urban • Family income 15000+ • An individual, exposed to satellite channels, newspaper & magazines • SEC-A+, SEC- A, SEC-B+, SEC-B (Social Economic Scale)
  • Unique Positioning Strategy • Antiseptic and superior protection • Transparent bottle • Moisturizer ensures smooth skin
  • • Currently Savlon Hand Wash is holding the 2nd position in the market • 4 variant, 16 skus, choice of fragrance & attractive packaging are the visible supporting value Type of product & Product Differentiation
  • SKUs wise contribution: SKUs 200ml ACT 250ml ACT 500ml ACT 1000ml ACT 200 ml OB 250ml OB 500ml OB 1000 ml OB 200 ml AV 250 ml AV 500 ml AV 1000 ml AV Area of Expertis e Can be refilled for any Dispens ing Pump Consu mer can recogni ze it, as it is the 1st SHW brand High volume contrib utes in Modern Trade channel Known as econom ic pack and high volume contrib utes in Modern Trade & Instituti on. Sam e as ACT 200 ml Newly growin g as the color is very attract ive Newly growin g as the color is very attract ive Sam e as ACT 1000 ml Sam e as ACT 200 ml Sam e as ACT 250 ml Sam e as ACT 500 ml Sam e as ACT 1000 ml
  • Competitive Scenario: Major players in the antibacterial liquid soap market are Lifebuoy, Dettol & Savlon Brand Size MRP (TK) Lifebuoy 180 ml 50 Lifebuoy 200 Ml (Pump) 85 Dettol 175 ml 55 Dettol 200 Ml (pump) 90 Dettol 135 ml 65 Savlon 200 ml 50 Savlon 250 Ml(Pump) 85 Savlon 500 ml 150 Savlon 1000 Ml(container) 210
  • Value Packaging:
  • Promotional Pricing: • Discount / Free mini soap. • Retailers Benefit.
  • Creating Word of Mouth Life Buoy Selling Idea: 10 Sec. to wash the hand. Fight against germs. 10 Sec possible as Lifebuoy is soap based.. Fight against skin as it will dry your hand quickly.. No moisture. Smells like Korpur as the formulation was made in India. Thicker consistency is lower than Savlon Transparent Bottle.. Clearance of Quality Cleaning The Germ Detergent Base Skin Care Moisture Suitable Fragrance With Higher Thicker Consistency
  • Decentralization… Dettol: Mos. Too much which is not suitable for bangladesh. Less variance; fragrance problem Bottle size is not preferable from the consumer end.
  • At End… Let it be… Victorious Germ Free Hand In Hand With
  • CHANNEL STRATEGY  Channel level  Direct Marketing  Pull Strategy  Types of Distribution  Intensity of Distribution Network  Channel Integration • Conventional Marketing Channel Manufacturer Agents/ Retailers Consumer
  • •SAVLON LOGO IS RECALLED ONLY WITH LIQUID ANTISEPTIC IN bangladesh. •TO COMMUNICATE WITH CONSUMERS SAVLON LOGO IS NOT ENOUGH FOR SAVLON HAND WASH. Communication strategy
  • Rational behind mode of particular communication: • Doing advertisement on magazine, newspaper, internet, website. • Target a group of customer who are techno centric. • Advertising on television costs a lot of money.
  • EXAMPLES • Placing billboards with a image of their varieties products. • Regular advertisement on magazine to reduce cost on advertisement. • Camping on social welfare • At first 70 percentage of income are generating from Dhaka but now 58 percentage of income are generating from Dhaka as the income has been spread all over the parts of our country.
  • Factors affecting to determine a particular mode of communication • Mainly centralized in Dhaka city. • Considering lifebuoy company savlon companies sell is not good enough as well as income also. • Savlon company cannot earn much profit as they are not contributing not much money on advertisement. • Savlon company is not an multinational company.
  • Thank You