Understanding Savlon as a brand

1. TERM PAPER ON
SAVLON BRAND
Section B
Group 2
Kshemaindra P - 171268
Sowjanya J - 171313
Pavan Kumar T - 171322
Om Prakash T - 171324

2. BRAND PERCEPTION
not a
healing
brand, not
strong.
Less
functional,
specific
segment
Savlon

3. UNDERSTANDING THE PRODUCT LEVEL

4. LEVERAGING BRAND EQUITY
Consumers relying on
doctors while making
decisions.
Repeated exposure by
medical representatives.
With the help of the
certification.
As the brand is targeting
kids, schools can encourage
kids to use Savlon.

5. CBBE MODEL

6. REVITALISING

7. CBBE MODEL

8. GUIDELINES FOR BRAND EXTENSION
• There is a favourable association for the parent brand &
fit between the parent brand and product extension.
Successful brand extensions occur when
the parent brand is seen as having
favourable associations and there is a
perception of fit between the parent
brand and the extension product.
• There is a fit of product related attributes and non-product
related attributes related to common usage situation or
users.
There are many bases of fit: product-
related attributes and benefits as well as
non-product-related attributes and
benefits related to common usage
situations or user types.
• Concrete attribute associations & abstract benefit
associations are acceptable as the product extension fall
under personal care segment.
Concrete attribute associations tend to
be more difficult to extend than abstract
benefit association.

9. BRAND EXTENSION CHECKLIST
Does the parent brand have strong Equity?
• No, the parent brand doesn’t have strong equity that is why it is trying to push itself in to the market with the help of
campaigns and endorsing the brand with Saina Nehwal.
Is there enough equity to transfer to extension?
• No, there is no substantial equity to transfer to its extension.
Is extension consistent with brand vision and essence?
• Yes, the extension is consistent with the brand vision and essence as the brand talks about hygiene, germ protection &
being mild.
Will extension have necessary POP and POD?
• Yes, the extension have necessary POP i.e., Germ protection, hygiene, mild & POD i.e., smells good, painless, less
price.

10. CHECK LIST FOR THE BRAND EXTENSION
ATTRIBUTES STRONG MEDIUM WEAK LOW
Market opportunity *
Manufacturing complementarity *
Perceived fit *
Parent brand association *
Distribution compatibility *
Situational complementarity *
Advertising *
Negative Association *

11. UNDERSTANDING THE POSSIBILITY OF
EXTENSION
Product Value Proposition Association
Wet wipes Keeps away from germs, wipes off dirt, excess oil,
pocket friendly.
Positive
Shower Gel Helps in keeping fresh, germ free and moisturised. Positive
Cloth Conditioner Anti-septic cloth conditioner to soften clothes and
keeps them germ-free.
Positive
Mouthwash - Negative
Dishwasher - Negative

12. MARKETING
COMMUNICATIONS
Word of mouth communication helps Savlon achieve
ITC’s goal of making it a ₹500 crore brand.
Its advertisements communicate the performance of the
product but not its mildness which gives protection from
germs to maintain hygiene.
Brand bought in Saina Nehwal ace shuttler for endorsing
its products where ad concentrates on parents supporting
and encouraging their kids to achieve their goals.
Impressive campaigns like “Healthy Hand Chalk Sticks”
& “Bharosa Maa Sa” helps in creating brand awareness.

13. BRAND
ARCHITECTURE
Branded House
Targets Kids
Between 5 to 12
Creating creative campaigns by tying up with
Ogilvy and Mather to create awareness.
Children who play outdoor games, Bruises &
for being clean and hygiene.
Single Master brand
Sub brand uses the parent brand name
Brand extensions built by descriptors.
Ex: Savlon Soap
Savlon Hand wash
Savlon Sanitiser

14. MARKET
ENTRY
STRATEGY AND
BRANDING
Price – Competitive pricing across
all categories
Promotion – Newspaper ads,
experiential workshops, bloggers,
shelf space must be booked &
Aggressive visual merchandising.