A report on the strategic

approaches of SAVLON

Shaira Binte Sarwar Munim Chowdhury MS Sakib Rahman

16251027 16251073 16251073
 Advanced Chemical Industries Ltd
Founded DSE CSE
ICI 1968
1973 1976 1995

ACI ltd
Company Pharma
Consumer
Brands

Overview
SBU

Retail Agri
Chain business
 Using Liquid handwash is a
growing TREND

SAVLON
Brand
Overview Variants Active Aloe Vera Ocean Blue

Pack Size 200 ml 250ml 500 ml 1 Liter

 ”
To enrich the quality of life of the
Mission people through responsible
Statement application of knowledge, technology
and skills

”
 Customer
Quality Innovation
Focus

Company
Values
Continuous
Fairness Transparency
Improvement
 Strength Weakness

1) Brand Image 1) No recent direct

marketing
2) Strong Distribution
Network 2) No differentiated

SWOT product

Analysis Opportunities Threat

1) New Market 1) New Local Products

Segment 2) Highly competitive
2) Growing consumer market
demand
 Power of Power of Threat of Threat of Competitive

Porter’s Suppliers Buyers Substitute

product
New Entrant rivalry

5 LOW Medium High High High

Forces
 Communication

Advertisements

Internal
Analysis

Print
TVC Campaign
Media
Distribution
Process
Distribution
Process
 Competitors

Competitive
Dettol Lifebuoy
Analysis
 Competitive Advantage

USP
Competitive
Analysis Brand awareness

Brand awareness
 Functional Level Strategy

Marketing Strategy
Competitive Financial Strategy
Analysis
Human Resource Strategy
Production Strategy
Research and Development Strategy
 Roots of Competitive advantage

Competitive
Analysis
 Business Level Strategy

Competitive
Analysis
 Product Life cycle of SAVLON

Product
Life Cycle
 Practice of being frequent
Recommendation throughout the communication
plan
 Building a strong sales force
Recommendation
in marketplace
Recommendation More frequent trade offers
Conclusion