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Team DragNFly

Aavpreet Kaur
Samapti Dutta

Janice Rebello
Sharzeel Zafaryab

................. 5 4........................................................ Executive Summary ............................................................................................................................................................................................................. Under 17 FIFA world cup ........................................................................................................................................... 6 Phase 3 (Q3 FY2017 – Q2 FY2018): Brand Extension of Savlon .......................... 5 Digital Campaigns ......................................... 6 Category Extension ....................................................................................................DragNFly Table of Contents 1... Market Analysis ....................................................................................................... 6 Line Extension ........................................................................................................................................................................................................................................................................................................... 6 5.................................................................................................................... Understanding the Indian Consumer and SWOT analysis of Savlon ............................................................................................................. 2 Understanding the brand Savlon and consumer behavior pattern in India ..... 6 2........................................................................................................................................................................................................................................................ 3 4....................... 4 Phase 1 (Q3 FY2015 – Q2 FY2016): Establish Effectiveness of Savlon ....................................................................................................................... 5 Phase 2 (Q3 FY2016 – Q2 FY2017): Drive Differentiation of Savlon ............ Radio Shows ......................................... 6 1........ 4 1............................................................. “Hospital wala Smell” ad: ....................................................................Financial Projection .. 3 3............................................................... TV Shows ............................................... 4 2........................................................ 2 2......ITC INTERROBANG CASE CHALLENGE 2015 ................................................................................................................................................................................................................................................................................ 5 Mobile Marketing ......................... “Jalan Wala Monster” ad: ...................................................... 4 Event and Media Based .......................................................................................................................................................................................................... 2 Marketing strategies for all consumer channels and marketing platforms ....................................................................................................................... Rural Hospitals/Health camps ........................................ 5 3.......................................................................................... 7 1|Page ...................................... Leveraging the Brand equity of Savlon & formulation of Growth strategy ...

Savlon Aroma Mobile Marketing: Games Temple Run.Practo. Marketing strategies for all consumer channels and marketing platforms There are several levels of sales influencers in India for over the counter medical products. Radio: Cricket Commentary Brand Extension 4. a market leader in antiseptic liquid category and establish Savlon as a brand for strong extensions our plan includes: Understanding the brand Savlon and consumer behavior pattern in India Savlon has to offer therefore before we try to change the consumption patter of populace we have to establish trust on the most desired parameter. Our roadmap takes into the account this key insight to establish Savlon as a brand over there. who continue to take care of several generations within a family. This is based on the unique value proposition that Savlon as a product offers and mapping the same with the Indian consumer behavior towards medical products. Shower gel 2. Rural population accounts for 68% of total and most of this population is dependent on State sponsored health services. These all have to be precisely targeted with a pointed marketing campaign to impact the sales on whole. family/neighbors opinions and advertising. Doctors. This trust has to be leveraged to build brand and our roadmap has embedded this into plan. Medtronic # SavlonSurakshaKavach Line Extension: Soap: Savlon Snow. “Effectiveness”. Savlon Strong. Online medical services provider. TV Shows: Chhota Bheem 4. medical shops. Our roadmap is to influence all these levels through a comprehensive three year road map at the end of which we hope to establish Savlon as a leading brand capable of driving its extensions on its name. Savlon Fragrance Hand Wash: Savlon Herbal. Facebook and Twitter # GirogeNahiTohSikhogeKaise 2. wholesale medical distributors. Sanitizer 3. Multipurpose wipes 3. "Jalan Wala Monster" to focus on non-stinginess with a new tagline "Germ ko Rulaye. Indian population has a trust based relation with Doctors. We have used primary and secondary researches coupled with analysis of reports available from credible databases to carefully construct our proposed roadmap for the brand. Subway Surfer Q3 FY2015 2|Page Q4 FY2015 Q1 FY2016 Q2 FY2016 Q3 FY2016 Q4 FY2016 Q1 FY2017 Q2 FY2017 Q3 FY2017 Q4 FY2017 Q1 FY2018 Q2 FY2018 . Savlon Snow. This is possible because the analysis outlines the potential of the market and different time frames to capture and convert this potential into our consumer base. Disinfectant Spray Digital Campaign: Continuation of all year 1 projects: 1. Executive Summary Our proposal plan for Savlon is a brand building exercise which encompasses both short term and long term marketing strategies.DragNFly 1. U-17 World Cup 2017 2. Health Camps and doctors Drive Differentiation Advertisements: 1. Brand Mascot: Savyo Event and media: 1. To build Savlon into a powerful growth engine. Also. aapko Nehi!" Phase 3 Establish Effectiveness Phase 2 Phase 1 Roadmap of Savlon for the next 3 years Category Extension: 1.ITC INTERROBANG CASE CHALLENGE 2015 .

At this point building brand equity in terms of effectiveness and credibility provides a competitive edge to the brand enhancing its recall value. The dominance of MNCs has led to the establishment of a strong perception of the functional benefits being offered in the market. Dove etc. consumers are more aware and purchase the best available products. 2. Market Analysis The rise in diseases and deaths given the negligence of hygiene in India presents immense growth opportunities in the antiseptic liquid and soap markets. Lifebuoy. the aggressive marketing. Mild scent and non-stinging property 3. Even before Indians started using 1. Information search in case of antiseptics is through word of mouth. Their bitterness 3. In the current scenario the antiseptic liquid market in India is estimated at INR 308 Cr.4 billion in 2014 with 11% annual growth where the Bar Soap Market is estimated at 164. The next step for a consumer is finding the best solution and making a purchase decision which in this case is largely dependent on the perception of medicines being Strength bitter. 8 times more effective germno one 1. Through our primary research we attempt to fit the consumer buying pattern into Dewey’s five stages. and Dettol has a market share of ~9% in this segment. which in the case of using an antiseptic liquid arises on getting hurt and in the case of health soap or liquid hand wash arises with need to stay healthy and germ-free. Hindustan Unilever continues to lead bath and shower with a 47% value share in 2014 with brands like LUX. 3. of personal hygiene products influence the consumer perception further. Antiseptics are the frontrunners in this consumer perception of healing process Threats being hard on the injury. recommendation by the chemist and in very few cases consultation of the doctor.DragNFly 2.4 billion with 80% beauty soaps and 20% health soaps (current market size INR 3850 cr.ITC INTERROBANG CASE CHALLENGE 2015 . Also. Huge Consumer market 2. Understanding the Indian Consumer and SWOT analysis of Savlon The consumer buying process helps align the sales strategy to the product being offered. Lesser brand recall is part of the expectation that 4.). Wrong positioning killer 2. The bath and shower Market in India is worth INR 184. Dettol is the market lead with doctors would prescribe strong brand equity unbranded spirits which would sting the injury much more than any modern antiseptic lotion comes into market without a sting (a good property) . through health campaigns. habits developed over one’s childhood. So. also one segment of the reasons that no one has ever taken homeopathy seriously. RB can't attack directly branded lotions. and Dettol is the market leader with a share of 86% followed by Savlon with a market share of 12%. Product portfolio of ITC and RB is different. consumer perception branded antiseptic lotions. The consumer decision process starts with the problem/need recognition. (Source: Euro-Monitor) The perception of personal hygiene is no longer just bathing and cleaning. Only 2 big players in antiseptic liquid market 3. 2/3rd of the doctors prefer Savlon Opportunity 1.e. Popular in Institutional market 4. Therefore if a new 3|Page 2. Limited penetration in rural they would heal i. Weakness 1. Lack of marketing support Problem/Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post-Purchase Behaviour contests the fact that they shouldn’t be. Plastic bottole safer to use 4.

This is something that works well for Dettol. Based on the critical insights we have devised the 3 year roadmap that will be implemented in 3 phases and we have followed a 360 degree marketing approach to Establish Effectiveness Drive Differentiation Line & Brand Extension leverage the unique functional benefits of Savlon. we propose the use of a brand mascot named “Savyo”. Leveraging the Brand equity of Savlon & formulation of Growth strategy The critical insight was the fact that in case of Savlon a unique identity was established but with wrong credentials. powerful figure who fights against germs. Lastly. As the case clearly states that efficacy of Savlon is off the charts and it is something that has to be established in minds of consumer. Brand equity of Dettol is huge in Indian market and almost any product with its name on cover is a mark of effectiveness. All of the marketing campaigns should establish this fact that Nonit is more effective than Dettol.ITC INTERROBANG CASE CHALLENGE 2015 . We propose to do this through “Savlon Suraksha Kavach” campaign to establish the effectiveness of Savlon as an antiseptic product. This point of parity was lost in the Mild stingy message of less sting and good smell. Vicks for cold relief. Campaign will take place across three verticals: Event and Media Based 1. muscular. effectiveness should be the first priority. 8 times J&J as a brand is synonymous with baby care in India. All of Dettol’s products sell well because they fall under Dettol umbrella. 4. Phase 1 (Q3 FY2015 – Q2 FY2016): Establish Effectiveness of Savlon Savlon leads on all parameters when it comes to medical communities’ opinion but apart from tangentially using this fact in advertisement Savlon has rarely leveraged this fact. Therefore. 57% of the viewers were women and children (TAM Research) 4|Page . To represent the brand. ITC has to ensure Savlon that the marketing strategy is a long term one where the aim should be to establish Savlon as a name synonymous with a certain product proposition e. for brand extensions to sell well under Savlon’s name. This campaign will help establish Savlon as a brand known for its antiseptic qualities thereby bypassing its present image of a mild product. They have to be part of message smell but not at the cost of losing out the effectiveness talk.DragNFly it is very easy that it can be misconstrued as an ineffective product. It is a unique opportunity in which all brands should be vying for a space to showcase themselves because:    Between 2005 and 2009 India´s TV football audience increased 60% (TAM Media Research) 47% of the Indian population describe themselves as football fans (Nielsen) Indian Super League (ISL) 2014 was watched by 429 million viewers. we will change the tagline of Savlon to “Germ ko rulaye. Even its best-seller brand more Band-Aid exists in isolation without the aid of parental company’s name but this is one effective of those cases where products become big enough that they can survive without parent company’s name. When you are competing in a market of killing germs. Zandu balm for pain relief and Xerox for photo-copying. Therefore. Under 17 FIFA world cup India will be hosting a FIFA event for the first time. brand loyalty ensures positive distribution of feedback in the post purchase behaviour.g. it first has to establish its credentials. Accordingly. an animated sporty. aapko nahi!” which beautifully captures the essence of Savlon – it protects against germs without causing any sting.

on googling “antiseptic liquids”. Healthcare/Technology startups like Practo have over 5 million unique visitors every month. This will also lay down the ground for our second year campaign. 4. 3.DragNFly   The Indian Super League (ISL) 2014 had an average of 24. the genesis of the digital campaign should begin with an active Facebook account.ITC INTERROBANG CASE CHALLENGE 2015 .6 Billion by 2016) is the future’s marketplace. Practo also makes it clear that third party advertisement is allowed. Doctors regularly conduct health camps which requires basic hygiene facilities. Twitter. Also so far there is no advertisement on the website. Savlon has to reach to these graduating doctors in their final year to get them on board to take “Savlon Suraksha Kavach” to rural areas. “Savlon Suraksha Kavach” can be neatly tied into its tagline making it popular among kids.). Presently they are prescription fillers as Medtronic but these along with the over the counter drugs (this market is expected to be over $6. an issue of constant worry in Indian health standards. Savlon is not shown in the search results either. TV Shows Shows like Chhota Bheem (Viewership of 40 million children) make for a natural fit to showcase the protective qualities of Savlon. etc. 2. An app detailing the effectiveness of Savlon through animated videos and games. the wiki page of Savlon has a mere 3-4 lines description with no image. twitter handle. we’ll be able to leverage this equity further. Once these online medical community too puts its weight behind Savlon brand.357 spectators per game. On Facebook. “Savlon Suraksha Kavach Catch” will establish the safety of fielders hands like Savlon in the real world. Radio Shows Akin to popular catchphrases like “Dabur Chavanprash Chauka” used in cricket commentaries. Rural Hospitals/Health camps Several states like Uttarakhand. Digital Campaigns Savlon has negligible presence on social media sites (Facebook. and updated wiki among other initiatives. Twitter celebrate a national hygiene day where Savlon celebrates “learning with Savlon” #GirogeNahiTohSikhogeKaise where kids are encouraged to play and adults reminisce about childhood days where a small injury dissuaded them from playing. Karnataka have mandatory rural stint for its graduating doctors. Online medical distributors are growing day by day. Savlon can tie-up with the doctors directly to advertise on their personal page. Moreover. Worst of all. In near future these startups are going to be one stop solution for all medical practitioners’ reference point. Thus. fourth best attended football league in the world The broadcast rights for the English Premier League in India increased 200%: From USD$48 million (20102013) to USD$145 million (2013-2016) Now to promote the world cup AIFF wants to reach out to seven major football playing states and preparations for the event will engage millions of kids from across the country “Savlon Suraksha Kavach” will be the constant companion in this sport which involves a lot of skin injuries. Mobile Marketing Video Games association: Temple Run and Subway Surfer having “Savlon Suraksha Kavach” which would instantly heal the injured player. 5|Page . “Savlon Suraksha Kavach” will be the official hygiene partner these camps.

we focus on the significant differentiation parameters on which Savlon is unique among its peers. The market growth rate. Shower Gel/ Body Wash Multipurpose Wipes Sanitizer Disinfectant Spray Numbers: Bath & Shower markey INR 184. CAGR 11% Numbers: Market of Rs. “Hospital wala smell” reminds a kid that he is sick and not supposed to play. schools. Exploring the shower gel/body wash product category would be a natural course of action for Savlon. the fact that Savlon is 8 times more effective than the leading brand will be highlighted. “Hospital wala Smell” ad: Promote its fresh and good smell unlike the heavily medicated smell of other brands. This will ensure that all misconceptions relating sting with better treatment will be dispelled. Social Media and promoted at sporting events like Under 17 FIFA world cup and junior level national athletic events. it should leverage the brand equity and venture into other avenues of the disinfectant and antiseptic space.DragNFly Phase 2 (Q3 FY2016 – Q2 FY2017): Drive Differentiation of Savlon Once we have established the effectiveness of Savlon in Phase 1.4 billion. colleges. restaurants. etc. to provide sanitizer/ sanitation wipes/ multipurpose wipes through dispensers installed in washrooms. Two very distinct features are its lack of sting and good nonmedicated smell. 537 million. 600 crores in 2014. Campaign to be run through TV advertisements. 2. 26% CAGR Numbers: Rs7. Strategy for decent head start: Savlon can collaborate with hotels. The PoD for the soaps are demonstrated below: 6|Page . This campaign will alleviate this mental barrier and encourage kid to go out and play. Savlon kills the “Jalan Wala Monster” thus alleviating fear. disinfectant spray and multipurpose wipes.namely. sanitizers. hostels. Driver: Organic Extension from antiseptic liquid Driver: Efforts by the GoI to improve health & hygiene through awareness Advantage: Established credibility of Savlon soap Advantage: First Mover Advantage Advantage: Established credibility of Savlon Antiseptic liquid Advantage: Entry into Rural Markets which provide a huge untapped opportunity Line Extension Line Extensions in the soap product category is desirable. Phase 3 (Q3 FY2017 – Q2 FY2018): Brand Extension of Savlon Category Extension Given the antibacterial properties of Savlon. The reason behind the non-stinging nature of Savlon will be explained (i. Social Media. the pH level is same as blood.ITC INTERROBANG CASE CHALLENGE 2015 . Also. No major hand sanitation wipes. 15% CAGR Driver: Organice Extension from soaps Driver: No clear dominant market leader. given the established credibility of Savlon soaps. 1. “Jalan Wala Monster” ad: Campaign targeted at mothers showing kid refusing to go out and play for the fear of injury and burn of antiseptic liquid.9 billion in 2014. given the tremendous market potential (184 billion market) and limited options of Savlon soaps available.e. Campaign to be run through TV advertisements. driver (key factor in support of extension) and advantages of launching the product have been summarized below. and thus does not sting). 11% CAGR Numbers: Rs. etc.

307.000.08 12% 8.00 - 423.000.760.600.96 Increase in visibility - 423.00 Twitter Followers 9. the Savlon soap portfolio will encompass a wide variety which caters to different members of the family (Example: Savlon Strong for Men. Similarly.40 152.047.00 - 418.36 489.150.86 369.762.582.383.721.00 7.3 Assumptions:      Savlon & Dettol – Each household requires 1 antiseptic liquid costing INR 52 in 3 months making it 4 bottles in a year = INR 208 Antiseptic Liquid Market has a CAGR of 12% Variable factor is used to calculate social media followers from Dettol and is assumed to be 50% Conversion factor is used to calculate the number of people who will start buying Savlon after the marketing from social media and Chota Bheem (As of now 40% after stage 1.845.00 676.000.283.60 575.139.152.075.776. Dettol’s Current Market share is 86% Average size of a household is 5.238.00 Visitors per site per year 846.884.274.Financial Projection Savlon Current Savlon Stage 1 Savlon Stage 2 Savlon Stage 3 0% 40% 60% 85% 3080000000 3449600000 3863552000 4327178240 Conversion Factor Total Market size Variable factor Number of Households Number of members Savlon per year per household cost* Chota Bheem viewership TV Show viewers Social Media Dettol Savlon current Savlon Stage 1 Facebook likes 837.500.993.084.DragNFly Savlon Snow: Provides a cool sensation Soap Savlon Strong: Deodrant based soap for men Savlon Fragrance: Deodrant based soap for women By including the above soaps.076.28 Sales (Packs) per year Total increase Total households Market Share 2.347.00 - 4.36 Conversions - 169.29 52% Savlon Stage 3 1.00 86% Savlon Stage 2 50% 192671808 1021160582 208 34730000 1018865868 669.321. etc ).96 2.252. the hand wash offering can be extended to involve the following variants: Savlon Herbal: Similar to the soap Savlon Herbal. Savlon Fragrance for women.00 253.230.06 54% Given facts:   Savlon’s current market share is 12%. Savlon Snow for the youth.544.800.921.553.923.648.60 1.076.00 13. Savlon Glycerin for kids/mothers.884.00 0% 1.60 50% 1.152.576.60 21% 1. 60% after stage 2 and 85% after stage 3) Conversion factor of 2% is taken for the total TV show viewers 7|Page .70 85% 11.304. Hand wash Savlon Aroma: Fresh & Rejuvenating aroma Savlon Snow: Provides a cool sensation 5.135.ITC INTERROBANG CASE CHALLENGE 2015 .95 86% 9.600.