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:

SKUs200ml

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