Review of Literature:

HARISH B
Savlon was a brand owned by a pharmaceutical MNC ICI ltd. Later ICI's OTC brands
was acquired by Johnson & Johnson . Savlon was relaunched in Indian market in 1993.
The brand was expected to give the market leader Dettol, a run for its money. But even
after millions of rupees spent, Dettol still rules the antiseptic lotion market.This article
shows as to why Savlon was a better antiseptic than Dettol, and then too why Savlon was
not able to hold itself in the market.it also shows the strategy adopted by Dettol which
was not expected by J&J to fight the upcoming antiseptic brand, the decisions took by
J&J and its effect on the brand SAVLON.It also includes launch of Savlons soap,
strategies adopted by HUL to compete Dettol soap, and finally the drop of savlon soap by
HUL.
The power of contrast

S. Ramesh Kumar and B. Shekar

This article says that marketers must use the aspect of contrast creatively so as to lure the
consumers.It also shows that the product attributes of a leader (Dettol) create a perception
that highlights the contrast when there is a follower brand (Savlon). This approach is
extremely useful to fast moving consumer goods where differentiation is difficult to
sustain in the long run. Marketers through advertisements, alongwith conveying the
positioning of the brand, should create a contrast that consumers will be able to accept
and incorporate over a period of time. The contrast would have to be relevant to the

 "Customer Reviews for Olay Daily Moisture Quench Bar." Olay. N.p.,
n.d.Web.24Sep.2013.http://reviews.olay.com/9989/037000115885/ol
ay-daily-moisture-quench-bar-reviews/reviews.htm
The individuals behind Oil of Olay made a promise to women when the company
was started back in the 1950s. They promised to maintain a deep understanding
of womens changing needs and to combine products that fit their needs with the
latest advances in skin care technology. The company believes that women
expect the Olay product to be a superior product. In fact, many women prefer
Olay over competing products because it performs well while also being
affordable. Olay now comes highly recommended. Dermatologists were surveyed
at the World Congress of Dermatology; eight out of 10 dermatologists said they
would recommend Olay. ("Customer Reviews for Olay ")

Dove Beauty Bar: White Beauty Bar." Dove Beauty Bar: White
BeautyBar.N.p.,n.d.Web.24Sept.2013.http://www.dove.us/Products/
Bar-Body-Wash/Beauty-Bar/Dove-White-Beauty-Bar.aspx?
utm_source=google&utm_medium=cpc&utm_term=ingredients
%20dove%20bar&utm_campaign=Always+On++Branded+Product&utm_content=szpl8oE0N_dc|pcrid|
27155952410|pkw|ingredients%20dove%20bar|pmt|b
Dove Beauty Bar and Ivory Original Bar Soap both come from long
established, well-known brands. Both products are considered to be of
high quality. Dove and Ivory have been used in households for many years.
There are other similarities between these two products, but Ivory Original
has a unique feature that makes it different than all competing products.

Dove is made with pure moisturizing creams and contains very gentle cleansers.
In contrast to the ingredients Dove uses, the drying ingredients in soaps strip the
skin of natural moisture so it leaves the skin feeling dry and tight.
Dove Beauty Bar comes in several different kinds, but the white version appears to
be most popular. Dove has this classic feel of good soap, cleaning well while
enhanced by its light, barely noticeable fragrance.

("The Dove Beauty Bar:")

Dove is even gentle enough to be used on the delicate skin of small children and
babies. It can be used for hands, body, or face.
Ivory Original Bar Soap is known for purity. Ivory Original is said to be "99.44% pure,"
and is made with very few ingredients. Ivory Original has a very light scent, a barely
noticeable hint of floral. No heavy perfumes or lotions are added to Ivory. The most
popular type of this soap is white in color. Despite having no added moisturizing
cream, Ivory Original is also gentle enough to be used on face, sensitive skin, as well
as on children and babies.

("The Better Body Bar: ")

The Ivory Original Bar Soap contains only these ingredients: sodium tallow ate,

sodium cocotte or sodium palm kernelate, water, sodium chloride, sodium silicate,
magnesium sulfate, and fragrance. There is something else that sets Ivory Original
Bar Soap apart and makes it unique. This soap has the ability to float at the waters
surface. ("The Better Body Bar: Dove Beauty Bar Vs. Ivory Original Bar Soap.")
"Ivory (soap)." Wikipedia. Wikimedia Foundation, 20 Sept. 2013.

Web. 24 Sept. 2013.http://en.wikipedia.org/wiki/Ivory_%28soap

%29#Ingredients
This now famous feature was originally an accident. The mixing machine was left
on too long so more air was pumped into the soap; that made for much lighter
soap bars. While this ability to float does not add to the quality of the product, it
has become a distinguishing trademark feature. ("Ivory (soap)")

Works Cited:
"Customer Reviews for Olay Daily Moisture Quench Bar." Olay. N.p., n.d.
Web. 24 Sept. 2013.http://reviews.olay.com/9989/037000115885/olay-dailymoisture-quench-bar-reviews/reviews.htm

This cite is reliable because it is made by the makers of oil of Olay but the
information does not contain bias because the information is customer reviews from
all real people and their real customers, it is just a review cite and contains opinions
and theories (all written by customers)

"Dove Beauty Bar: White Beauty Bar." Dove Beauty Bar: White Beauty
Bar. N.p., n.d. Web. 24 Sept. 2013.http://www.dove.us/Products/Bar-BodyWash/Beauty-Bar/Dove-White-Beauty-Bar.aspx?
utm_source=google&utm_medium=cpc&utm_term=ingredients%20dove
%20bar&utm_campaign=Always+On++Branded+Product&utm_content=szpl8oE0N_dc|pcrid|27155952410|pkw|
ingredients%20dove%20bar|pmt|b

this source is reliable because it contains.... it contains all ingredients in the

dove bar all of which are gentle and good for your skin possibly helping to prove my
hypothesis

"Ivory (soap)." Wikipedia. Wikimedia Foundation, 20 Sept. 2013. Web. 24

Sept. 2013.http://en.wikipedia.org/wiki/Ivory_%28soap%29#Ingredients
1. Muthuvelayutham (2012) in his study titled The Study of Consumer
Brand Loyalty on soap with Special Reference to Madurai analyzes the
relationship between demographic variables on the brand loyalty of the
consumers and tries to identify the consumers switching factors in soap.
This study is essentially a correlation study. A randomly selected sample
of 600 from Tamil Nadu State, South India, particularly Madurai, Tuticorin,
Kanyakumari districts were selected to analyze. To indicate the amount of
correlation between the variables, Chi-square test was used in this study.

Results show that among the variables age, education level and gender
have the most significant impact on consumers brand loyalty.
2. Gihan Wijesundera (2010) in this article Factors influencing the
demand of beauty soap among female consumers in the greater Colombo
region Purpose of this study is to explore how the marketing mix &
demographical factors influence the brand preference & purchasing
behavior of beauty soap among the female consumers in the greater
Colombo

region.

The

results

indicated

that

there

were

statistical

relationships between price, product, education, occupation and band

preference and there was no statistical relationship between place,
promotion, age, income level, marital status, skin type, social factors, and
substitute product with the brand preference.
3. Dr. S Mahalingam, P.Nanda kumar (2012) in this studies A study
on

consumer

behavior

towards

fast

moving

consumer

goods

in

Coimbatore city the researcher has assessed the socio-economic profile,

shopping pattern consumer and found out the factors influencing the
consumer to purchase the fast movable consumer products. The study on
the consumer behavior towards the product of FMCG has received a
pivotal position in the market for soap, paste although there are many
competitors in the market.
5. Sultana Tania (2011) in this study Retailers and Customer
satisfaction of LUX soap the main purpose of the document is to have a
full proof knowledge regarding the performance of Lux in the market
against its customer. This will be help Lux assess its weaknesses and
strengths and the opportunities and threat that they have in their brand
and ways to overcome.