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INTRODUCTION
*Subsidiary of Imperial Chemical
Industries (ICI) in 1968
Incorporated as ICI Bangladesh
Manufacturers Limited on January
24, 1973
Advanced Chemical Industries
Limited (ACI Limited) on 5 May
1992
INTRODUCTION (CONTD)
SWOT Analysis
Strength
Transparent bottle
Detergent based
Killing germs
Skin care moisture
Suitable fragrance
Weaknes
High COGS
Consumers lack of knowledge
Local company
Opportunity
Social class
Mid level income people
Social activities
SWOT Analysis
Threat
Consumer knowledge
Global media
New in market
Target consumer
Different options for consumers
Other social activities
Social class
Education
Life style and economic situation
Beliefs and attitude
Motivation
Types of Segment
4 different variant
16 skus
Basis Of Segment
Savlon Active Hand Wash
Savlon Ocean Blue Hand Wash
Targeting Strategy
Urban , Semi-urban
Family income 15000+
An individual, exposed to satellite channels,
newspaper & magazines
SEC-A+, SEC- A, SEC-B+, SEC-B (Social Economic
Scale)
200ml
ACT
Can be
refilled
Area of
for any
Expertis
Dispens
e
ing
Pump
250ml
ACT
Consu
mer
can
recogni
ze it, as
it is the
1st
SHW
brand
500ml
ACT
1000ml
ACT
High
volume
contrib
utes in
Modern
Trade
channel
Known
as
econom
ic pack
and
high
volume
contrib
utes in
Modern
Trade &
Instituti
on.
200
ml
OB
250ml
OB
500ml
OB
1000
ml
OB
200
ml
AV
250
ml
AV
500
ml
AV
Sam
e as
ACT
200
ml
Newly
growin
g as
the
color
is very
attract
ive
Newly
growin
g as
the
color
is very
attract
ive
Sam
e as
ACT
1000
ml
Sam
e as
ACT
200
ml
Sam
e as
ACT
250
ml
Sam Sam
e as e as
ACT ACT
500 1000
ml
ml
1000
ml AV
Competitive Scenario:
Major players in the antibacterial liquid soap
market are Lifebuoy, Dettol & Savlon
Brand
Size
MRP (TK)
Lifebuoy
180 ml
50
Lifebuoy
200 Ml (Pump)
85
Dettol
175 ml
55
Dettol
200 Ml (pump)
90
Dettol
135 ml
65
Savlon
200 ml
50
Savlon
250 Ml(Pump)
85
Savlon
500 ml
150
Savlon
1000 Ml(container)
210
Value Packaging:
Promotional Pricing:
Discount / Free mini soap.
Retailers Benefit.
Transparent
Bottle..
Clearance
of Quality
Detergent
Base
Skin Care
Moisture
Suitable Fragrance
With Higher
Thicker
Consistency
Decentralization
Dettol:
At End
Let it be
Victorious Germ Free Hand In Hand
With
CHANNEL STRATEGY
Channel level
Direct Marketing
Pull Strategy
Manufacturer
Agents/ Retailers
Types of Distribution
Intensity of Distribution Network
Channel Integration
Consumer
Communication
strategy
SAVLON
LOGO IS RECALLED
ONLY
WITH LIQUID ANTISEPTIC IN
bangladesh.
TO COMMUNICATE WITH
CONSUMERS SAVLON LOGO IS NOT
ENOUGH FOR SAVLON HAND WASH.
EXAMPLES
Placing billboards with a image of their varieties
products.
Regular advertisement on magazine to reduce
cost on advertisement.
Camping on social welfare
At first 70 percentage of income are generating
from Dhaka but now 58 percentage of income are
generating from Dhaka as the income has been
spread all over the parts of our country.
Thank You