SAVLON SOAP

Click to edit Master subtitle style BY VIVEK ANBU C-1 8/24/12

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

Antibacterial sectors 7 % per year growth per year in india

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Failure of antiseptic

savlon is a good antiseptic proved by lab Due to not much success of antiseptic savlon soap also did not do good Consumer thing the lotion which makes burring when they apply the lotion is the good lotion

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This is where the Dettol success lies

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 will go away from a soap which is very old 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 have consumers materialism Because they are not attached to their consumers through advertisement So, savlon consumers dont have brand loyalty Lifebuoy high advertisement
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Dettol targeting pregnant women

Consumers ethnocentrism

Ethnocentrism does not play major role in India Because it a old brand , people rarely know that it is an foreign count brand

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Dogmatism

Savlon consumers are low dogmatism because they search good thing in a product Hence Savlon a good soap proved by lab

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Social characters

The consumers who have high social character will not use Savlon Because Savlon is seen as an antiseptic soap which is used for skin problem etc So they feel disconfirmt to tell others that they are using savlon

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Optimum stimulation level

Savlon users will be an high osl persons Because they take risk Even though savlon does not go well in market Some people will try with the product If the savlon comes with a new varient they can attract low osl people also 8/24/12

Sensation seeking

Savlon consumer will be low sensation seeking persons Because they dont come with interesting ads in tv

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Cognitive personality

Savlon consumers will be an need for cognition Because they see new ads in tv They search about the product information If they come to search about the product , Savlon will be an good brand for them
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What technique

Savlon brand should be having both visualizes and verbalizes For soap brand we need ad in tevelision But we need to tell all the good things about the product in the words also . We can put print ad in news paper
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Ideal self image

SAVLON consumers will have a good idea 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 will not tell others that they are using Savlon soap They think their image will go

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STIMULAS FACTORS

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Size And Intensity

Brand should have a interesting ad Because people did not have a much aware of the savlon soap Its better to give ad in news paper in a full page ad .that telling all the good news about soap in a very sort point

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Color and movement

Hence it is antiseptic sub brand of an antiseptic lotion We should not show any yellow color We should take the thought of people mind about the Savlon that it is an antiseptic soap

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Position

Savlon should keep stall in corded place 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 to children With the soap give them note how they should be clean in train toilets

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Thank you

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