MARKETING MANAGEMENT 2 PRODUCT SAVLON

SUBMITTED BY:
ARCHANA TIWARY SEC-A 2011043

SUBMITTED TO:
PROF. M FADNAVIS

INTODUCTION
Savlon is a brand of first aid and medical products manufactured in the UK by Novartis Consumer Health. The name Savlon usually refers to Savlon antiseptic skin healing cream, a topical antiseptic cream sold in the UK without prescription. The active ingredients in Savlon cream are Cetrimide and Chlorhexidine Gluconate. It is commonly used for treatment of mild scarring, some mild burns, cuts and bruises as well as skin healing treatment for spots (i.e. pimples). Savlon is also a brand of antiseptic liquid marketed by Johnson & Johnson. It contains I.P. 1.5% v/v Chlorhexidine Gluconate Solution and B.P. Strong cetrimide solution eq. to Cetrimide I.P. 3.0% w/v.

SAVLON- PRODUCTS UNDER THE BRAND

BRANDING EVOLUTION TIMELINE

1993: Relaunched in Indian market as antiseptic. 2007: Savlon advertisement goes off air.

1998: HUL acquired the right to relaunch savlon soaps from j&j.

BRAND ELEMENTS: Savlon portrayed the brand as a non-stingy one with its tagline-Heals without burning. Claimed to be recommended by doctors. Non burning sensation characteristic unlike its competitor Dettol. Leather well Doesnt discolour when mixed with water. Clinically proven to be a better antiseptic than Dettol.

MARKETING OBJECTIVES
Savlon was a brand owned by a pharmaceutical MNC ICI ltd. Later ICI's OTC brand was acquired by Johnson &Johnson. Relaunched in Indian market in 1993. Expected to give Dettol, a run for its money. But even after millions of rupees spent, Dettol still rules the antiseptic lotion market. Positioned as a 100% germ aid solution Later it was positioned as an antiseptic that does not hurt while healing. 12 per cent market share in the antiseptic market.

Target markets
DEMOGRAPHIC SEGMENTATION: Family product catering under all age groups. GEOGRAPHIC SEGMENTATION: Dettol a predominant brand in India so savlon tried to compete with pan India. PSYCHOGRAPHIC SEGMENTATION:Targeted towards kids, chosen urban-middle class families and higher segment families as its target segments. Rather than marketing Savlon as a better germ killing antiseptic, J&J promoted Savlon as a non-stingy, non-smelling antiseptic. HLL put Savlon soap in dustbin in 2003 and repositioned its Lifebuoy brand to fight against Dettol

Communication strategy
THE OBJECTIVE: Enhance the image of savlon as more effective antiseptic than Dettol. A kid friendly antiseptic.

THE GOAL: Connect with the target group as a fun and friendly yet caring brand.

THE TASK: To present at almost every touch point with the target communication group.

THE CHALLENGE: To break the clutter and communicate the brand image.

POSITIONING
Portrayed as brand used by 70% of the doctors. Focussed not only on killing the germs but also on preventing the regrowth. Media reports claim savlon kills both gram+ and gram ve germs. No burning sensation and sweet smell->-ve impact ->consumer considered savlon as ineffective.

PACKAGING
A plastic bottle as compared to the glass bottle of Dettol reduced their operational cost and enhanced portability. Distinctive packaging with a curved bottle instead of Dettols normal shape.

Pricing
Savlon followed a penetration pricing strategy to reach rural and urban market.

Distribution channels
Targeted hospitals, pharmaceuticals, super market and traditional retail stores.

Promotion
Ads showing family (target family audience). Focus mainly on attributes such as smell and non-burning sensation to give an edge over Dettol. Sponsoring events such as sabse favourite kaun on star plus.

SAVLON MESSAGE

Savlon- Suraksha magar Pyaar Se

MESSAGE OBJECTIVES
Clear the myth that an effective antiseptic liquid has no sting. Educate the customer about SAVLON that it is more effective brand than DETTOL because it contains chlorohexidine gluconate with centrimide which is more effective than PCMX (Dettol ingredient). Project savlon as a kid friendly brand by bringing it closed to the kid as his best friend who helps him in his problems. Savlon kids are more independent and responsible.

UNDERLYING MESSAGE
SAVLON is a kids best friend

WHY?
It is a kids best friend because it doesnt hurt burn or stink and at the same time it kills more bacteria than the competitors brand. Savlon is tough on the germs yet sensitive on the skin.Therfore it is kids best friend.

Savlon vs Dettol
J&J conducted a market research, trying to understand what the customers wanted in their antiseptic solutions. They got customer feedback that they did not like that Dettol stings and also smells bad. They took this insight, and made an antiseptic solution in Savlon which neither stung nor smelled bad. This seemed to be a sure-fire success. But it bombed, big time. Why? The company failed to understand that while the customer dislikes the sting, he still wants the sting because to him, the sting is a sure indication that Dettol is working on healing the wounds. He believes that for an injury to heal it cant be miraculously easy, there has to be some pain associated. Hence, he prefers the sting, and associates it with the effectiveness of Dettol. Since Savlon didnt sting, it was perceived to be ineffective, and hence bombed. It is of paramount importance to tread the fine line in understanding when are numbers leading to insights and when are they resulting into garbage.