Introduction

Overview

1. KITCHEN CLEANER

MARKET ANALYSIS

Hand
Sanitisers

Hand Wash

Others
32 %

Dettol
48 %

Promotions

PROBLEM AT HAND
PROBLEM AT HAND

Find a way to gain greater

acceptance in consumer mind
Low market share in
home care segment

Savlon 2 %
Lifebuoy
18 %

Others Suthol
2%
1%
Savlon
12%

Positioning of Savlon Brand

Low Top of mind Recall due to
low marketing activities

Dettol
85%
Antiseptic Liquid

Key Purchasing Drivers

Savlon

Availability of product
Effectiveness
Advertisements
Doctors recommendations
Availability

Line
Extension

Category
Extension

Operation SAVLON-Resurgence

Drive Top of Mind Recall of Savlon

with Differentiation and relevance

Ensure Point of sale availability

Line extension to make Savlon

relevant to different psychographics

Category Extension of Savlon

brand

SAVLON BRAND EQUITY

Overview

Promotions

Differentiation
(Reason to
Stand Out)
Relevance
(Reason
to Adopt)

Esteem
(Reason
to Adopt)

Brand awareness was high among

the respondents But when it comes
to purchase of the product, top of
mind recall was low

60% of the respondents perceived

Savlon as a distinct brand but 55%
considered gentleness factor not
that imp to determine purchase

Majority felt that Savlon antiseptic

liquid is only wound-care, ltd uses
but mkt leader has many uses plus
wound care. So it is value for money.

People perceive Savlon is used in

hospitals only

ENGAGE

Future Potential)

Brand Stature
(Lagging
indicator
Current status)

Challenge for Savlon is to drive top of mind recall by communicating differentiation which
is relevant

Savlon

Category
Extension

Consumer Insights

Knowledge
(Awareness)

Brand Strength
(Leading Indicator

Line
Extension

KEY INSIGHTS

Overview

Promotions

Line
Extension

Category
Extension

1. KITCHEN CLEANER

People restrict themselves from trying out new things or things which they likeReasons
because to
of fear
of this
wounds
or getting
enter
segment
dirty. Wounds and dirty hands are integral to the development of any person and to be free to experience the world.So
why to fear them and be concerned about them

Feed confidence,
Starve fear
Ever Protective
Armor

Our campaigns will tell consumers to get their hands dirty, as it is not difficult to get rid of
dirt, explore , learn without any worries

It is the fear of wounds and dirty hands that stops parents from allowing their kids to enjoy
such fun and learning experiences.

Prevention is better than cure so ensure all round expert protection with Savlon daily care

Savlon current positioning

Tough on Germs, Gentle on skin

Savlon

Emotional
Connect

Savlon modified positioning

Feed confidence, starve fear

FORMULATION OF STRATEGY

Overview

Promotions

Line
Extension

Reasons to enter this segment

Drive
Top of Mind Recall of Savlon
Hand
with Differentiation and relevance

Sanitisers
Q415

Q3

16
Stage 1
Top of Mind

Top of Mind Recall

360 degree marketing campaign

Events, PR, TV Ads, billboards
Rural Marketing
POS Marketing
Mobile marketing

Savlon

Line Extension

Line extension to make Savlon

elevant to different
psychographic segments

Q4 16- Q1
17
Stage 2
Q416-Q117

Category Extension of the Savlon

brand

Q2 17- Q4
18
Stage 3

Q217-Q418

Category
Extension

Line Extension

Category Extension

Different segments to be targeted

through extension of Savlon soaps
and hand wash

To increase Consumption Patterns as

well as to use Brand Equity of
Savlon to a greater degree category
extensions into Sanitizer, Dish
cleaner

Category
Extension

Overview

1. KITCHEN CLEANER

Savlon

Promotions

DRIVING TOP OF MIND RECALL

Line
Extension

Category
Extension

Driving Top Of Mind Recall

Overview

1. KITCHEN
CLEANER
Mobile
Marketing
Sponsor Reality shows like
MTV khatron ka Khiladi
and Roadies should be
preferred
Hand
It matches Savlon's
Sanitisers proposition of giving up
fear and exploring

TV Ads

Digital Marketing
2 concepts
1)

2)

For antiseptic liquid

highlighting the
multipurpose use
For soaps & handwash
Why fear when we have
Savlon daily care all
round expert protection

TV Shows

Strategic
Advertisement

Promotions

Identify 10 most popular

TV soaps
Leveraging the HIGH TV
viewership in Indian
households
Featuring a main character
using Savlon in some way
without explicitly talking
about the brand
Subliminal
advertisement
through TV soaps

Bill
Boards

TOP OF MIND RECALL DRIVING RELEVANCE LEADING TO GREATER ACCEPTANCE

Savlon

Line
Extension

Category
Extension

Driving Top Of Mind Recall

Overview

1. KITCHEN CLEANER

Hand
Sanitisers

5000 Dabbawalas ,
200,000 tiffin boxes
every day
For taste & hygiene
prefer home food
Savlonpeople
delivery from
AakhriDabbawalas
Step , so why not
take the last step of
ensuring hygiene by
washing your hands with
Savlon
Tie up with Mumbai
Dabbawalas to deliver a
hand wash reminder
message through Dabba

Kiosks in prominent
housing societies ,
schools , sports
complexes, gyms
Fun events like Savlon
go green where
mothers & kids plant
trees getting their
hands dirty

Savlon

Savlon Go
green

Line
Extension

Promotions

Category
Extension

POINT OF SALES MARKETING

Reasons to enter this segment

Savlon
Aakhri Step

Events
and PR

App

Huge crowds in festivals

like Ganpati, Durga Puja,
Navaratri etc.
prasad is offered to all
with no arrangements
for handwashing
kiosks at strategic
location near the
gathering with free
Savlon hand wash
facility

INSTITUTIONAL SALES

Savlon
Suraksha

Driving Top Of Mind Recall

Overview

Mobile
Marketing
1. KITCHEN
CLEANER

Category
Extension

Reasons to enter this segment

App

Events
and PR

Savlon bravery awards

# Feed Confidence , Starve Fear campaigns Savlon Go
users will share stories of how they overcame green
Point of Sales Promotions
their fear
- Best video with exciting prizes, create buzz
Increase visibility :Special
Take a pledge campaign encouraging people to
clean their hands by not indulging in activities
Trays to retailers
like corruption and keeping surroundings clean
Bundling with ITC Personal

Care
Bonus Packs , freebies

Savlon

Line
Extension

POINT OF SALES MARKETING

No Fikar App
It uses GPS information of the App user to suggest
Savlon
nearest clinics in Hand
case of an emergency or first aid
Aakhri
Dr Savlon : hygiene
tips in workplace
, in Step
kitchen,
Sanitisers
while travelling , kids & feminine hygiene
FAQs on health
First aid awareness section which will contain videos
and post about first aid operations in different
situations.

Digital Marketing

Promotions

INSTITUTIONAL SALES

Tie up with hotels ,

IRCTC, schools ,
corporates

Driving Top Of Mind Recall

POSTERS & BANNERS

1. KITCHEN CLEANER

Savlon

Overview

Promotions

Line
Extension

Category
Extension

Rural Marketing
Behavioral
1. KITCHEN
Activation
CLEANER
Program

Overview

Promotions

Line
Extension

Category
Extension

RURAL MARKETING
Reasons to enter this segment

Awareness
What are the
occasions?

why are they

important

Commitment
Get people to
commit to practice
moments

Reinforcement
Get them to
practice the
behaviour

Savlon little Doctors

Hygiene camp during which the chosen Little
Doctors from schools will teach how to encourage
their fellow students to adopt good hygiene habits
Each participating school will be evaluated on how
well their entire student population embraced
good hygiene practices as a result of the efforts of
their Little Doctors.
Rewards for winning school and children

Savlon

Reward
Give positive
impetus to encourage
them to continue
the behaviour

Rural Marketing

Overview

Promotions

Line
Extension

Category
Extension

1. KITCHEN CLEANER

Nukkad Nataks

Reasons to enter this segment

KidsHand
from the local schools will be trained &
Sanitisers
educated
to perform this act
These kids will be Savlon heroes who are
suppose to educate the others
Purpose is to educate people about importance
of hygiene, the ways to maintain hygiene and
also create awareness of Savlon

ITC e-choupal
A video on a TV and posters in the waiting area
of e-choupal about hygiene practices, its
importance and the role of Savlon in it
Free sachets will be given for the first time
followed by active promotion
Savlon kiosk at e-choupal

Savlon

Leveraging Doctors

Overview

Promotions

Line
Extension

Category
Extension

Bill boards
TV ADs
1. KITCHEN CLEANER
of everytoad,
show
a doctor
telling
Bill boards will be put in major areas showing the picture of At the endReasons
enter
this
segment
Functional benefits like PH level, no stinging, works
most reputed doctor of that particular area recommending
on gram +ve andve germs, doesnt kill WBCs
Savlon for total protection from germs
Show recommendations by actual doctors, the
way Sensodyne portrays in its ads.

Posters

Savlon posters can be placed in doctors cabin

or in the waiting area of hospitals

Savlon

TV Shows
Health/fitness shows of short format (1-2 min)
in between 10 most popular TV soaps

Line Extension

Overview

Promotions

Line
Extension

1. KITCHEN CLEANER

Reasons to enter this segment

Hand
Sanitisers

Savlon

Category
Extension

Dishwashing Liquid

Overview

Line
Extension

Promotions

Category
Extension

Positioning
Promotions

Reasons to enter this category

Leveraging theHand
brand
Sanitisers
equity
Highly attractive segment
: 2310 Crores
High CAGR : 13% for last
5 years
2015-16 Market Size: 588
Crores
Changing consumer
preferences
Per Capita consumption :
UK 150 units
India 4 units
Expected revenue at the
end of 2018 > 50 Crores
Improved visibilty

Savlon

Year

Sales in Rs Crore

Complete protection

2014

300

Kill germs not only on

your hands but on your
plate also

Advertising in
leading womens
magazine

Its about disinfecting the

entire kitchen

Savlon dishwashing
liquid competitions
in housing societies

2015

420

2018(Expected)

1152

2025(Expected)

4129

segment

Reasons to enter this segment

Sales Projection

Existing Players
Others
16%
Xpert
6%
Exo
8%
Pril
8%

Dettol
1%

Vim
61%

Road Ahead

400
300
200
100
0

Opportunity to achieve 3rd or 4th

position in this segment by 2025
Revenue of ~ 50 Crore by 2018
Revenue of ~ 300 Crore by 2025
2017

2018

2025

Sanitizer

Overview

Hand

Year

Sales in Rs Crore

2011

20

2015

76

2018(Expected)

148

2025(Expected)

530

Category
Extension

Savlon your hands anytime

anywhere
Promotions
Targeted to frequent travelers
, kids
Introduction of
Strengthening the positioning
sachets @ Re. 1
of Savlon as a protective
Distribution of sachets
armor/shield
through railway
Savlon sanitizer gives you
platforms

Automatic sanitizer
protection from germs even
dispenser in malls
when your are away from home
Free Samples can be
Focused
on convenience of
segment
distributed with meals
carrying the product
Reasons to enter
this segment
in McDonalds,
KFC
Ads in magazines in
domestic and
international flights

Sales Projection
Road Ahead:

60
40

Body wash
Surface Cleaner

20

0
2017

Savlon

Line
Extension

Positioning

Reasons to enter this category

Evolving and fast growing
Sanitisers
segment
High CAGR : ~50 % for last 4
years
2014-15 Market size ~76
Crores
Changing consumer
preferences
Expected revenue at the end
of 2018 > 8Crore
No established brand
Visibility & shelf space in
retail stores

Promotions

2018

2025

FINANCIALS

Overview

Promotions

Line
Extension

Category
Extension

Reasons to enter this segment

Drive
Top of Mind Recall of Savlon
Hand
with Differentiation and relevance
Sanitisers CAGR(Savlon)
Categories

Antiseptic Liquid
Sanitizer
Handwash
Dish Cleaner

20%
20%
30%
40%

61.95
5.94
14.38
32.92

74.34
8.31
18.69
49.32

89.20
11.64
24.30
64.20

Total Cost of Campaigns

The Larger Picture

FY 18

FY 17

FY 16

Category Extension of the Savlon

brand
Projected Sales
on FY 17- Projected Sales on FY 1818(Crores)
19(Crores)

Projected Sales on FY 1617(Crores)

Rs. 150 Crore

Rs. 189 Crore

Telivision
Billboards(Tier II & III)
Mobile App
SavlonGoGreen
SavlonAakhriStep
SavlonSuraksha
Khatron Ka Khiladi
Miscellaneous

20
3

Cost of Campaign( in Rs. Crores)

50

12
15

Rs. 115 Crore

Savlon