Dettol vs.

 Savlon
(Antiseptic Liquid in India)

Live Project Presentation

Live Project Presentation
Neha Goel| Pooja Aggarwal | Priyanjali Vasisht | Rishabh Agarwal
Agenda
• Introduction & brands
Introduction & brands
• Problem statement
• Current IMC
• Customer surveys
• Suggested IMC strategy
Suggested IMC strategy
• Supply Chain Management
• Sales Force and its effectiveness

2 / 15
 Introduction

• Launched in India in 1933 • Previously owned by ICI Ltd
•N
Near market monopoly for 
k t l f •A
Acquired by Johnson & 
i db J h &
50 years Johnson in 1992
• Top of mind recall
Top of mind recall • Re‐launched in India in 1993
Re‐launched in India in 1993
• Diversified into soap  • Clinically proven as a better 
products
p antiseptic*
p
• 2005 onwards promoted  • Does not sting
alternate usages 

*Source: Newspaper reports based on lab tests 3 / 15
 Problem Definition

Antiseptic Liquid Market 
Antiseptic Liquid Market
Share in India
Others Savlon • Although a better 
Although a better
3% 13% antiseptic, Savlon’s market 
share has remained 
stagnant over the years

• Its market share is 6.5 
Its market share is 6 5
times less than the market 
leader

Dettol
84%

Source: AC Neilson data supplied by RBI Ltd. for MDI study 4 / 15
Current IMC
Corporate Strategy
High levels of media & marketing investment, and continuous 
High levels of media & marketing investment and continuous
innovation
To invest in promising new businesses while maintaining leadership 
o es p o s g e bus esses e a a g eade s p
position
Communication Strategy
Advertising Sales Promotion Public Relations Events & 
& Publicity Experience

5 / 15
Survey
Where was the survey conducted ?

• IIM Indore
• Treasure Island & C 21 Malls and Rau market
• Health care institutions and doctors
• R l M k t (J
Rural Market (Janpau Kutti)
K tti)

Respondents
p

Age Group of Respondents Gender Ratio of Respondents

100%
20‐30 80%
14 5 60% 49% 51%
43 30‐40 40%
24 40‐50 20% 0
0%
50‐60 1 2

Female Male
Total Sample Size: 86
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 Survey Analysis
Current consumer state for
Brand Loyalty
Savlon Antiseptic
p
100%
86%
80% 80
Dettol
60% 7
100% 100%
40%
6
20% Savlon
8% 1
0%
0 10 20 30 40 50 60 70 80

Total 
Total
Purchase Brand Loyal
Purchase (Wait for Brand)

7 / 15
Decision Maker – Target Audience
25
22

20 19

15
13
Women Decision Maker
Male Decision Maker
M l D ii M k
10 9
Influence of Children
6
5
5 4 4
2
1 1
0
0
20‐30 30‐40 40‐50 50‐60

Age in Years
Age in Years

8 / 15
Factors Influencing Purchase

30
26
25
25

20
15
15
12
10 8

0
Color Scent Less Burning  Anti‐germing  Packaging ‐
Sensation Effectiveness Plastic Bottle

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Impact of Brand Association (J&J) 

Dettol buyers 72 8

Savlon buyers
S l b 42
Generate Trial
0 10 20 30No 40 50 60 70 80 40

No Yes

Yes 32

0 10 20 30 40 50

10 / 15
Suggestions for Savlon IMC

Reinforce Savlon as a superior antiseptic
i f S l i i i

Bridge the gap between brand image of Johnson & Johnson and Savlon  

Point of purchase shelf and rack display to increase consideration set 

Counter the perception – “Burning sensation works better” 

11 / 15
 Current Supply Chain Management

Get orders
Get orders

Company /  Super 
Dealers Wholesalers Chemists
Factory Stockists

Supply 
Information

Sales force

• Uses current supply chain of Johnson & Johnson baby products
U t l h i fJ h &J h b b d t Goods
• Focused more on pharmacies than general merchant stores
12 / 15
Current Sales Force Practices

• Monthly targets given on overall brand sales

• Fixed salary Rs. 5,000 – Rs. 6,000 per month

• Lump‐sum incentives based on achieving or

exceeding
di targets

• Similar targets given to dealers; incentive as %

of purchase price

13 / 15
Sales Force Effectiveness

• Incentives based on both total sales as well as 
Incentives based on both total sales as well as
product mix percentage

• Increase in sales of least market share product

14 / 15
THANK YOU
16
Sales Force Effectiveness
Dettol Savlon
Shops 16.95% 10%
Distributor 8% 19% , 15.3%

17