The document discusses launching a new soap brand called Savlon Men. It summarizes key points from a SWOT analysis, including strengths like the soap's antiseptic and moisturizing properties, as well as opportunities like targeting middle-income consumers. Weaknesses include high costs and existing competition from other soaps. Threats include lack of consumer knowledge and new market entrants. Market segmentation analysis identifies the target demographic as urban and semi-urban men with modern lifestyles. The positioning positions Savlon Men as an antiseptic soap that protects and moisturizes skin without irritation.

1. beauty outside
beast inside

2. Strength
•Antiseptic without hurting
•Killing germs
•Skin care moisture
•Suitable fragrance
•Vertical Brand extension
Opportunities
•Social class
•Mid level income people
•Social activities
Weakness
•High cost of good sold
•Co-existing soap
Threats
•Consumer’s lack of knowledge
•Global media
•No barrier for new entrance
SWOT
analysis

3. Market Competition Analysis
•New in market
•Target consumer
•Different options for
consumer
•Other social activities

4. •To launch a new soap for
holding the same brand
identity “Savlon”
•To place Savlon a complete
health care soap in the mind of
the consumer
•To make the consumer
understand that Savlon Men is
an antiseptic and beauty soap
•To turn the use into the habit
of consumer

5. Demographic
•For men
•Family life cycle
Behavioral
•Benefit
•User status
•Usage rate
Geographical
•Urban
•Semi urban
Psychographic
Segmentation
•Hygienic modern lifestyle
•Personality
•Self concept

6. •Product specialization- single
product type for all markets
•Family or individual income
15000+
•An individual exposed to
satellite channels, newspaper
and magazine.

7. Positioning
beauty outside
beast inside
•An antiseptic does not hurt while
healing
•Brand name SAVLON MEN
•Antiseptic and superior protection
•Moisturizer ensures smooth skin
• Aloe Vera enriched
•Tag line ‘’beauty outside,
beast inside”
•Logo -