Vivek Anbu Savlon

7/31/2019 Vivek Anbu Savlon

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SAVLON SOAP

BYVIVEK ANBUC-1


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HISTORY

Launched in 1993 1998 HLL Acquired The Rights Of

Savlon Soap


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Market share

2006 -0.6

2007 -0.6

2008 -0.7 2009 -0.8


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Competitors

Dettol

Lifebuoy


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Competitor market share

DETTOL - 6.7

LIFEBUOY - 14.5


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Heath sectors Antibacterialsectors

7 % per yeargrowth per yearin india


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Failure of antiseptic

savlon is a good antiseptic provedby lab

Due to not much success ofantiseptic savlon soap also did not dogood

Consumer thing the lotion whichmakes burring when they apply thelotion is the good lotion

This is where the Dettol success lies


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Lifebuoy

Play a good role in rural

Have major market share in rural

People think 100 % germ killing soap

One of the most oldest brand in india


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Dettol

Launched in 1980

Dettol soap now increasing by 1% in

market Soap success due to success of

Dettol antiseptic


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Problem of Savlon soap

gave the rights to Hul in early 1998

Not much success of its antiseptic

No rural play


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Consumers innovation

Due to unchanged soap shape ,cover

People who have high innovation willgo away from a soap which is veryold

No innovation is there in savon Success of lifebuoy , new variants

and new vapor and shape


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Consumers materialism

Savlon consumers do not haveconsumers materialism

Because they are not attached totheir consumers throughadvertisement

So, savlon consumers dont havebrand loyalty

Lifebuoy high advertisement

Dettol targeting pregnant women


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Consumers ethnocentrism

Ethnocentrism does not play majorrole in India

Because it a old brand , people rarelyknow that it is an foreign count brand


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Dogmatism

Savlon consumers are lowdogmatism because they searchgood thing in a product

Hence Savlon a good soap proved bylab


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Social characters

The consumers who have high socialcharacter will not use Savlon

Because Savlon is seen as anantiseptic soap which is used for skinproblem etc

So they feel disconfirmt to tell othersthat they are using savlon


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Optimum stimulation level

Savlon users will be an high oslpersons

Because they take risk

Even though savlon does not go wellin market

Some people will try with the product If the savlon comes with a new

varient they can attract low osl

people also


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Sensation seeking

Savlon consumer will be lowsensation seeking persons

Because they dont come withinteresting ads in tv


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Cognitive personality

Savlon consumers will be an need forcognition

Because they see new ads in tv

They search about the productinformation

If they come to search about theproduct , Savlon will be an goodbrand for them


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What technique

Savlon brand should be having bothvisualizes and verbalizes

For soap brand we need ad intevelision

But we need to tell all the goodthings about the product in the wordsalso .

We can put print ad in news paper


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Ideal self image

SAVLON consumers will have a goodidea about the brand

He may also use the brand

He will now worry about any one


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Social image

People who need an social image willnot tell others that they are usingSavlon soap

They think their image will go


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Size And Intensity

Brand should have a interesting ad

Because people did not have a muchaware of the savlon soap

Its better to give ad in news paper ina full page ad .that telling all thegood news about soap in a very sortpoint


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Color and movement

Hence it is antiseptic sub brand of anantiseptic lotion

We should not show any yellow color

We should take the thought of peoplemind about the Savlon that it is anantiseptic soap


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Position

Savlon should keep stall in cordedplace where they will think of health.

Like hospital, exbition etc


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How to promote

In corded place

Give a small pack soap in train

Give balloon written Savlon soap tochildren

With the soap give them note how

they should be clean in train toilets


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Thank you

Documents

Vivek Anbu Savlon