Interrobang Season 12

ITC on Campus

‘Make Handwashing Great Again’

Team Name: Punch-Tantra

Akhilesh Pendkande Gauthami Reddy Harish Rathod Kshitija Polge Niharika Kumar
 Executive Primary Customer Competitor Execution
Gap Analysis Our Solutions Financials
Summary Research Profiling Analysis Roadmap

Executive Summary

Primary Research Customer Segmentation Competitor Analysis Gaps

Uninformed Hygiene-concious Unaware of hand hygiene importance

High Attitude
Aware of hand hygiene but not
benefits of handwash, use
other means to clean hands,
can't afford handwash.
Health conscious customers Lack of awareness about powder handwash
who are aware of importance Need to differentiate brand offering as competitors
of hand hygiene and can are launching similar products
afford the product

11 55 15 Ignorants Slackers
High Awareness Opportunities
Localized ads targeted across all ages and
Aware of hand hygiene but has To overcome slowdown post Covid,
Ignorant towards health, geographies based on consumption pattern
In-depth Focus no resources or has competitors have come up with powder
Survey Form unaware of hand hygiene, use On ground activation to improve brand equity
Retailer Group lackadaisical attitude, doesn't handwash at affordable price to
Respondents only water for washing hands Embedded marketing and social media campaigns
Interviews Discussion prioritize health increase customer base

Our Solutions Roadmap

Awareness Campaigns Digital Marketing Campaign On-ground Activation A Awareness Interactive Dashboard

Campaign - Aadat Yeh Acchi Hai! Social Media Campaign Street Food Stalls - HW Booths Awareness at POC
I Interest

A video campaign showcasing an #Savlon_I wash my hands because..... Global

D Desire
Khane se
orphanage + old age home To increase engagement and develop a pehle Handwashing A Action
To showcase how Savlon powder connnect haath Day Drive at
handwash can create an environment of Government
(R) Retention
Embedded Marketing in OTT dhoya
love, empathy, and care, with affordable kya? Hospitals
hygiene in focus.
Product placement in series Financial Analysis
Panchayat Annual Revenue Generated (In Cr)
Campaign - Sabka Savlon Relevant shows that targets the required Freebies in Newspaper Retail POP 50 Conducted
We created an ad to educate about segment 40
Sensitivity
use cases To distinguish Analysis
Customized Advertising Savlon 30
https://youtu.be/uh5lzk51gMk packaging in a picturing 12
samples in Savlon क सुर ा
Localized ads and display banners typical retail अब बस ₹10 मे !!! 20 scenarios as
Showcasing different use cases where local
store and drive 10 per our
handwashing is required by individuals from Only 10% Indian population speaks and newspapers
sales suggestions
different demographics reads English Savlon क सुर ा
अब बस ₹10 मे
0
5% 10 % 20 % 30 %
 Executive Primary Customer Competitor Execution
Gap Analysis Our Solutions Financials
Summary Research Profiling Analysis Roadmap

Primary Research

Methodology Insights

Retailer In-depth Customer Perception Marketing Competition

Interviews To communicate the High Godrej's brand loyalty in the
Perception Economical, affordable; Freebie For the introduction of ATL
overall positive economic intended benefit of freebies target market attributed to it's
on soap Bundling new products and build Marketing
Brand
perception consumer habits to reach the end consumers market presence for past 30
Loyalty
11 Lather High foam is associated Retailer Lucrative to push the
Margin new products in market
BTL
Marketing
Display banner ads in local
languages are very effective
years for low-income groups

formation with better quality High Post launch in 2018, Mr Magic

Adoption was the most affordable option
We conducted in-depth Powder Handwash Category Product Information Rate available in handwash category
interview with retailers from
Compared to liquid Use of When used instead of Improper Usage of soft-drink bottles
Kozhikode (Kerela), Devas Lack of Bundling Free Mr Magic sachet with a
(M.P.), Nagpur handwash category, fairly Hard distilled water, results in Container leads to excess water usage,
Awareness new and less marketed Water lumps and stickiness Usage resulting in poor consistency Strategy pack of 4 Godrej No. 1 soap
(Maharashtra)

Powder Handwash Awareness Reason for soap adoption 42% respondents would
User Survey repurchase the product Hygiene 60%

Parameters
Used Not Used Not heard Issues listed Value for money 67%
Sticky on hands
55 Tier 1
49% 63%
Less foam Brand Name 34%
Tier 2
Tier 3 & Cheap Easily Not as effective compared
Respondents to liquid handwash Foam generated 41%
below Available

Focus Group Objective: To understand the handwashing habits and awareness of powder handwash Key Takeaways
Discussion We showed powder Would try because Would not try because Need to change in perception that soap is
40%
4 times handwash Affordable Can't relate to the ad 73% cheaper than handwash
Awareness advertisements to Hygienic than Difficult to associate Awareness of the powder handwash
15 respondents aware
about powder
Frequency of
use per day
our respondents to
gauge the
soap
Easy to make
low price and germ
protection
respondents
would try powder
category is low
Hygiene, value for money rated highest
Respondents handwash acceptance handwash Need to educate on use cases
 Executive Primary Customer Competitor Execution
Gap Analysis Our Solutions Financials
Summary Research Profiling Analysis Roadmap

Customer Segmentation and Profiling

Uninformed Hygiene-concious

High Attitude
The customer is aware of hand hygiene The customer is highly aware of
but does not know the hand hygiene
use cases use cases
benefits of using handwash and uses handwash frequently
hence use soap, soil, ash, etc. The use is Brij Bhushan M anju Devi Sachivji Rinky
frequent These constitute primarily the 15%
household penetration category or The protagonist Abhishek Tripathi comes
Reasons can be Pradhanji is seen washing hands with soil.
existing liquid handwash users. from a relatively well-to-do place and both the
low income leading to unaffordability Being a family that heads the village, they
characters fall in the younger category more
of liquid handwash have access to resources, and their attitude
Income level and availability of resources aware of hand hygiene which they also follow
dogmatic attitude towards substitutes is shown to adopt change when educated.
facilitate the use of handwash.
High Awareness

Ignorants Slackers

The customer is unaware of The customer is aware of

hand hygiene hand hygiene

use cases use cases

benefits of using handwash benefits of using handwash
Vikas Pralhad Pandey but does not follow it Bhushan Kranti Devi
hence does not follow hand hygiene
The duo is aware enough of hand hygiene but
Vikas and Pralhad fall under this profiling due Reasons can be
Reasons can be refuses to follow through. It is difficult to
to low literacy and awareness. They can unavailability of resources
low literacy rate convince these people as they are reluctant.
however be educated on hand hygiene and low income
low overall awareness in society The availability of resources is also a
have chances to follow through. lackadaisical attitude challenge.
Index
Key Takeaways
Awareness: Pertaining to hand hygiene, use cases, and use of liquid/powder handwash
High Awareness - The customer is aware of hand hygiene, and uses handwash Hygiene-concious Uninformed Ignorants Slackers
Low Awareness - The customer is aware of hand hygiene, but uses soap/soil/ash/only
water for handwash Should be targeted first as they are Have to educate them through
Difficult to change attitude and
Not the current focus as they are habituated to hand hygiene but are awareness drives. Easy to convert
Attitude: Attitude towards the frequency of hand hygiene and use cases develop habit of handwashing. Need
already using liquid handwash soap users (the potential Rs. 2000 and acquire as they are currently
High/Positive attitude - The customer frequently washes hands using any medium to understand challenges in depth
Low/Negative attitude - The customer does not follow hand hygiene/use is infrequent Cr market) not using any other product

Note: Characters in consumer persona are taken from the series Panchayat
 Executive Primary Customer Competitor Execution
Gap Analysis Our Solutions Financials
Summary Research Profiling Analysis Roadmap

Competitor Analysis

PARAMETERS DETTOL LIFEBOUY GODREJ MR MAGIC SANTOOR

Hygiene Hygiene Hygiene

USP Conscious
Skin Care
Conscious
Herbal
Conscious Skin Care Herbal

MARKET SHARE 38.1% .. 20.4% 9.5% 5.9% 40.6% 7.4% 1.4%

Marketing Campaigns: USE CASES

#DettolKaDhula “Kare Kitanuo Ka Safaya Introduced Mr.Magic powder to #Tough on germs, soft on
Be 100% sure 10 second mai” liquid handwash for germ protection hands
PRE-COVID Marketed as antiseptic Marketed as substitute to at affordable price less than 1/3rd of Positioned as handwash which
handwash. Commercials aimed soap which kills 99.9% germs existing handwashes and lasts for is gentle and soft on hands in
at protection from germs in all in 10 sec. 30 days addition to killing germs.
seasons

Initiated a public service #ProtektIndiaMovement

#DettolSalutes
campaign highlight "It's in Emphasized on providing
Curated stories of Covid
your hands" emphasizing 99.9% germ protection.
COVID warriors and replaced logo
equally on other brands. Freely distributed 1 million
with their images. Promoted
Mr. Magic powder handwash
handwashing for 20 sec
packets.

Introduced powder to liquid #H for handwashing Released TVC with Madhuri Launched Gel handwash
handwash to reach a higher campaign to inculcate the Dixit as brand ambassador sachets and powder
customer base and a foaming habit in children. Launched promoting powder handwash
POST COVID handwash at an affordable
handwash which provides powder to liquid handwash at cost of soap. price of Rs 15
protection and moisturizing. at affordable price of Rs. 10. # Less plastic, more Magic

Key Takeaways
Brands which promote germ protection have higher market share than Almost all competitors have come up with powder handwash at an affordable price post Covid to increase customer base
brands which focus only on gentleness or other factors Need to differentiate Savlon powder handwash from others in terms of experience and benefits in addition to hygiene
• https://www.exchange4media.com/marketing-news/godrej-protekt-pledges-1-million-free-handwashes-slashes-hand-sanitizer-price-by-66-103519.html https://www.livemint.com/industry/advertising/dettol -to-roll-our-campaign-replacing-logo-with-images-of-covid-warriors-11622990625577.html
 Executive Primary Customer Competitor Execution
Gap Analysis Our Solutions Financials
Summary Research Profiling Analysis Roadmap

Key Insights, Gap Analysis, Opportunity Identification

Customer Evolution in Handwash Category

Adoption in early Attitude Shift New category

Barriers to adoption Retention
stages (lapse to soap) introduction

Unawareness of hand hygiene Customer made aware Benefit realization in terms of The value proposition of
Soap is perceived as Family health-care priority Germ protection Post-Covid reduction in fear - economical powder to liquid
economical compared to Rising family income and purchasing Improved family health a perception that frequent handwash
handwash power Long-lasting than soap handwashing is no more Possible increased adoption
Use cases not known Ease of use (soap dissolves quickly) required through increased awareness
Availability More push due to Covid-induced fear Hygienic than soap which Savings if soap is purchased of the category
Benefits of handwash not Understanding of use cases by is used by multiple instead of liquid handwash Lower price to accelerate
known educated audience people category adoption

Gaps Analysed Opportunity Identification Consumer Behavior Concepts

Powder Though Godrej is leader in powder
handwash category, the awareness
handwash
on this category in itself is low
awareness
Need for change in perception that
Awareness handwash is not just essential in
on use cases Covid but day to day life
Since the competitors are launching a
similar product with the same
On-ground
pricing and similar value proposition,
activation the maximized reach to customers
can be achieved by on-ground
activation
Education across ages Convey affordability and use cases through
Awareness of the value Ad campaign highlighting how the new powder
proposition of powder handwash handwash can be easily used by all
Awareness of use cases Ad on different use cases in India
Digital medium Embedded marketing in the OTT platform
Internet users and Social media Social media campaigns to increase
users in India are 100 crores and 86 engagement
crores
Awareness drives in food stalls, hospital wards
On-ground activation to reach
Enable use through freebies and print ad
consumers effectively
Store visibility in POP area
Localized ads
Customization in offerings Consumption pattern identification and subsequent
promotion of appropriate product
Evaluated
Personality
Inner-directed individuals who
are responsible can be made
aware of the benefits
Outer-directed personality can
be tapped by influencing
through advertisements
Attitude Motivational Function
Value-expressive function as
utilitarian function is perceived
to be achieved through soap
and other substitues
 Executive Primary Customer Competitor Execution
Gap Analysis Our Solutions Financials
Summary Research Profiling Analysis Roadmap

Our Solutions

Campaign Name: Aadat Yeh Achhi Hai! Ad Campaign: Sabka Savlon

To showcase that handwashing is an essential element for all age groups and how Savlon powder Showcasing different use cases where handwashing is required by individuals
handwash can create an environment of love, empathy, and care, with affordable hygiene in focus. from different demographics
What?
A video campaign showcasing an orphanage + old
Awareness Campaigns

age home showcasing the following instances:

Kid plucks fruit, is

stopped by the aged
person, who asks him to Kid helps aged person
wash his hands before to washroom, uses
consumption savlon powder
handwash immediately
after use
New infant arrives at the
old age home, aged
woman washes hands Buddy system, where
Channel
1. Before taking Meal 2. While using public transport 3. Public gatherings
before holding the child each kid has an aged Offline: TV ad slots
to ensure hygiene
Online: YouTube Ads, 4. Labourers/ Workers 5. While taking care of pets 6. Sanitation Workers
partner who checks if
Collaboration with Instagram
the hands are washed by
the other Pages promoting hygiene
Youtube Link: https://youtu.be/uh5lzk51gMk

Social Media Campaign: I wash my hands because.................. Embedded Marketing (OTT Platform)
Recommendation - Product placement in the Amazon Prime series 'Panchayat'
To create an emotional connection
Digital Marketing

with the consumers and give it a Moviegoers feel more positive

Rationale - about brands that they
Campaign

personalized touch #ITC #SAVLON

I wash my hands because... The target segment is 60% recognized in a placement
Consumers are encouraged to enlist coherent with the theme of
Increase in brand awareness
their most prominent reasons to the show
that can be expected from the
wash their hands and post their Easy to create
inclusion of a product placement
associations with the 20%
selfies using the #...... in a movie
characters
The show is widely popular Product placements on
#ITC ...I wash my hands because

across India
Image: Pradhanji
emotionally engaging
washing hands with ASH 43% programs are recognized more
 Executive Primary Customer Competitor Execution
Gap Analysis Our Solutions Financials
Summary Research Profiling Analysis Roadmap

On-ground Activation

Street Food Stalls: Handwashing Booths Awareness Drive at Point of Care Print Ad and Freebie in Newspaper
Rationale:
Target market Lower middle-income
predominantly consists households tend to
of rural households that have a vernacular
uses toilet soap as a newspaper to follow
Treatment NEWS
The healthcare substitute for handwash
The Patient involving contact
worker
with patient

Compliance with hand hygiene practices

during critically ill patients
low-income
10% countries

Only 38% wash their hands before

high-income
38% consumption of street food
65% countries

3 in 11 people in India consume street food daily Only 30% streetfood stall owners wash
30% their hands before preparing food

Campaign Description

Campaign Tagline: What? 1 in 3 facilities lack

Handwash stands to be installed near street 1 in 4 facilities lack
basic hand hygiene
Khane se pehle food stalls along with Savlon Powder basic water facilities
facilities
haath dhoya kya? Handwash so that consumers visiting these
stalls can experience using the product. Savlon क सुर ा
Recommendation: अब बस ₹10 मे
The information of why handwash is better Awareness drive on Global Handwashing Day
Would give consumers an opportunity to HIGH
than an ordinary soap would also be put up on - 15th October Customers trust
have a live experience and instill a habit of Brand recall
Rationale these booths in the local language so that the Focus on government hospitals 82% print ads
washing hands always before and after Time spent than
consumers can understand the benefits Focus areas are birth wards, contagious disease
eating using handwashes Less cognitive digital ad
handwashes have over soap. treatment areas, etc.
21% efforts to process Emotional connect

https://localiq.com/blog/marketing/print-ads-stats/, https://swachhindia.ndtv.com/world-hand-hygiene-day-the-day-dedicated-to-the-importance-of-hand-hygiene-in-health-care-and-to-remind-that-clean-hands-save-lives-58771/
 Executive Primary Customer Competitor Execution
Gap Analysis Our Solutions Financials
Summary Research Profiling Analysis Roadmap

On-ground Activation Customized Advertising

Retail POP Recommendation Localized Ads

Purchase patterns are Population can

Retail POP Only
Used to differentiate smaller dependent on: read, write and
SKU-sized products from a
plethora of available options
1. Open vs. Closed Minded
2. Innovators vs. Laggards
10% speak in ENGLISH
language in India
3. Inner vs. Outer Directed
Cardboard with
Savlon branding
South Indian Culture:
A primarily culture-driven part of Indian Sub-continent with
Savlon की सरु क्षा
high emphasis on products made from natural ingredients
Savlon Powder
अब बस ₹10 मे !!! High Focus on AYURVEDA
Handwash

English Hindi
Sachet
Holder Savlon powder handwash से वलॉन प उडर हैं डवॉश

Image: Typical Retail stores in India

Telugu Bangla
సావ్ాాన్ పౌడర్ హ్యాండ్ వ్ా్ স্যাভলন পাউডার হ্যান্ডওয়াা
Types of Retail POP
Why Retail POP?
Low cost and highly effective Shelf Talkers Counter Displays Floor Stands Key Performance Indicators for Recommended Campaigns

Marketing Strategy Finance

Mass market
82% purchase decisions Competitive Market
Cost per click (CPC) Revenue generated
are made in-store Return on ad spend (ROAS)
occupation
Growth rate
Brand Searches Online
Click through rate Net profit
Customers made at Reach, Impressions
Reviews and Ratings on
Market Share gained
62% least one impulse Hashtags (#) used
social websites
Return on Investment
purchase per trip Payback Period

SOURCE 1: https://www.rhinoglobalsolutions.com/the-top-driver-of-retail-sales-are-pop-displays SOURCE 2: https://www.bbc.com/news/magazine-20500312

 Executive Primary Customer Competitor Execution
Gap Analysis Our Solutions Financials
Summary Research Profiling Analysis Roadmap

Execution Roadmap

Handwashing in general - Through Campaign ads Desire creation through emotional Purpose of first 4 stages is to create maximum brand loyalists
Aadat yeh acchi hai! Targeted Segment connection ~60% consumers are brand loyal once they start using a
Sabka Savlon Ignorants Localized TV commercials certain brand
Product-specific (Powder Handwash) Localized display banners Availability of hygiene care products
Drive at Government Hospitals on Global Targeted Segment will help customers develop a connect
Soft loyals and switchers mention lack of availability as
Handwashing Day (15th October) Uninformed with the product
#1 factor to switch to other brands
Ads describing the affordability of the product

INTEREST ACTION

A I D A R
AWARENESS DESIRE RETENTION

Interest generation through engagement How we can enable consumers to Procurement

Interactive Dashboard
try and buy our product? Ensure Availability
Social media campaign - I wash my
Trials Ensure Visibility
We can do the scenario analysis by hands because.... after the release of
the campaign ad Sabka Savlon Freebies Retail POP displays
changing the cost variables, and see
Drive at food stalls - Khane Localized display banners
its impact on Total Marketing Cost Product placement in OTT platform
se pehle haath dhoya kya? Channels
through this interactive dashboard. series
Drive in hospitals High prospect in GT

https://www.researchgate.net/publication/270274950_Factors_Influencing_the_Extent_of_Brand_Loyalty_of_Toilet_Soap_Users_in_Bangladesh_A_Case_Study_on_Dhaka_City
 Executive Primary Customer Competitor Execution
Gap Analysis Our Solutions Financials
Summary Research Profiling Analysis Roadmap

Financial Analysis
Revenue Projection Impact - Effort Matrix

Target Conducted Sensitivity Analysis Revenue Projection as per reach

Population - in "12" Case Scenarios; attaching Marketing Cost Reach
based on the results of our Primary Campaign Impact Effort
27 Cr Survey to derive the best and worst numbers from "4" cases, including (In Mn) (In Mn)
Households case Revenue scenario. best and worst
Aadat yeh achhi hai - Savlon for all
91.30 15.83
age groups
Annual Revenue Generated 60 # Households Captured
50
Sabka Savlon 113.50 27.50
40
40 Social Media Campaign 6.00 14.45
30
Embedded Marketing 5.00 4.5

20
20
Handwashing Booths 0.75 0.13

10
Hospital Awareness Drives 0.75 0.05

0 0
5% 10% 20% 30% 5% 10% 20% 30%
Print Ad + Freebie distribution 6.30 2.40
Savlon Penetration in Powder Handwash Category Savlon Penetration in Powder Handwash Category

Excel File 3M Model of Marketing Finance to be followed

30000*
Attached Monitor trends in Business internalities and externalities Retail POP recommendation 0.80
stores
with Manage the efficiency of Marketing Initiatives
detailed Maximize opportunity areas and minimize threats
numbers: Modulate planning through regular reviews, as required Localized Ads 2.30 NA

*Reach in terms of stores. Rest are in terms of number of consumers reached.

Thank You..!!
Appendix
 Primary Research
Survey Form Link https://forms.gle/1xSwrDWYgThmFnaG6
Focus group discussion questionnaire

Objective: To understand the handwashing habits and awareness of powder handwash

Introduction, Process, Content

● Good Morning, my name is Niharika and I will be guiding today’s focus group discussion.
● The purpose of the study is to understand the handwashing habits of people and learn how the awareness regarding powder handwash
● This discussion is expected to last for 20 minutes
● Please take note that this interview will be video-audio recorded and we are committed to keep the identities of all of our participants confidential.

Questioning Sequence

1) Please introduce yourself – your name, where you are from and the number of people in your house.
2) Do you prefer soap or handwash for cleaning your hands?
3) How frequently and in what cases do you use handwash in a day?
4) Have you heard about powder handwash? If yes, mention the brands.
5) According to you, what are the important parameters of a good handwash?
6) What is your perception about the handwash from the ads we have shown?
7) Would you try the new powder handwash? Would you switch from soap?

Wrap up and Thank You

Thank You everyone for your time today. We appreciate your participation. Have a good day!