Description
PROJECT ON SAVLON HANDWASH
Hand Wash
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)
• Four major strategic business divisions • History of ACI Consumer Brand • Savlon Hand wash
Macro and Micro Variables Affecting Marketing Strategy
• • • • • •
Shortage of raw materials Inflation and global economy Growth of population Consumers perception Accountability ti the shareholders Political environment
SWOT Analysis
• Strength
– Transparent bottle – Detergent based – Killing germs – Skin care moisture – Suitable fragrance
SWOT Analysis (cont…)
• 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
Market Competition Analysis
• • • •
New in market Target consumer Different options for consumers Other social activities
Factors affecting consumption process
• • • • •
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
• Savlon Aloe Vera Hand Wash
• 200, 250 ml for small family • 500 for large family • 1000ml for institution and offices
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)
Unique Positioning Strategy
• Antiseptic and superior protection • Transparent bottle • Moisturizer ensures smooth skin
Type of product & Product Differentiation
• Currently Savlon Hand Wash is holding the 2nd position in the market • 4 variant, 16 skus, choice of fragrance & attractive packaging are the visible supporting value
SKUs wise contribution:
SKUs 200ml ACT 250ml ACT 500ml ACT 1000ml ACT
200 ml OB
250ml OB
500ml OB
1000 ml OB
200 ml AV
250 ml AV
500 ml AV
1000 ml AV
Can be refilled Area of for any Expertis Dispens e ing Pump
Consu mer can recogni ze it, as it is the 1st SHW brand
High volume contrib utes in Modern Trade channel
Known as econom ic pack and high volume contrib utes in Modern Trade & Instituti on.
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
Competitive Scenario:
Major players in the antibacterial liquid soap market are Lifebuoy, Dettol & Savlon
Brand
Lifebuoy Lifebuoy Dettol Dettol Dettol Savlon Savlon Savlon Savlon
Size
180 ml 200 Ml (Pump) 175 ml 200 Ml (pump) 135 ml 200 ml 250 Ml(Pump) 500 ml 1000 Ml(container)
MRP (TK)
50 85 55 90 65 50 85 150 210
Value Packaging:
Promotional Pricing:
• Discount / Free mini soap. • Retailers Benefit.
Creating Word of Mouth
Life Buoy Selling Idea: 10 Sec. to wash the hand. Fight against germs.
Cleaning The Germ Transparent Bottle.. Clearance of Quality
Detergent Base Skin Care Moisture
Suitable Fragrance With Higher Thicker Consistency
10 Sec possible as Lifebuoy is soap based.. Fight against skin as it will dry your hand quickly.. No moisture. Smells like Korpur as the formulation was made in India. Thicker consistency is lower than Savlon
Decentralization…
Dettol:
Mos. Too much which is not suitable for bangladesh.
Less variance; fragrance problem
Bottle size is not preferable from the consumer end.
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
• Conventional Marketing Channel
Consumer
strategy •Communication SAVLON LOGO IS RECALLED ONLY WITH LIQUID ANTISEPTIC IN bangladesh.
•TO COMMUNICATE WITH CONSUMERS SAVLON LOGO IS NOT ENOUGH FOR SAVLON HAND WASH.
Rational behind mode of particular communication
:
• Doing advertisement on magazine, newspaper, internet, website. • Target a group of customer who are techno centric. • Advertising on television costs a lot of money.
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.
Factors affecting to determine a particular mode of communication
• Mainly centralized in Dhaka city. • Considering lifebuoy company savlon companies sell is not good enough as well as income also. • Savlon company cannot earn much profit as they are not contributing not much money on advertisement. • Savlon company is not an multinational company.
Thank You
doc_322522200.pdf
PROJECT ON SAVLON HANDWASH
Hand Wash
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)
• Four major strategic business divisions • History of ACI Consumer Brand • Savlon Hand wash
Macro and Micro Variables Affecting Marketing Strategy
• • • • • •
Shortage of raw materials Inflation and global economy Growth of population Consumers perception Accountability ti the shareholders Political environment
SWOT Analysis
• Strength
– Transparent bottle – Detergent based – Killing germs – Skin care moisture – Suitable fragrance
SWOT Analysis (cont…)
• 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
Market Competition Analysis
• • • •
New in market Target consumer Different options for consumers Other social activities
Factors affecting consumption process
• • • • •
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
• Savlon Aloe Vera Hand Wash
• 200, 250 ml for small family • 500 for large family • 1000ml for institution and offices
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)
Unique Positioning Strategy
• Antiseptic and superior protection • Transparent bottle • Moisturizer ensures smooth skin
Type of product & Product Differentiation
• Currently Savlon Hand Wash is holding the 2nd position in the market • 4 variant, 16 skus, choice of fragrance & attractive packaging are the visible supporting value
SKUs wise contribution:
SKUs 200ml ACT 250ml ACT 500ml ACT 1000ml ACT
200 ml OB
250ml OB
500ml OB
1000 ml OB
200 ml AV
250 ml AV
500 ml AV
1000 ml AV
Can be refilled Area of for any Expertis Dispens e ing Pump
Consu mer can recogni ze it, as it is the 1st SHW brand
High volume contrib utes in Modern Trade channel
Known as econom ic pack and high volume contrib utes in Modern Trade & Instituti on.
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
Competitive Scenario:
Major players in the antibacterial liquid soap market are Lifebuoy, Dettol & Savlon
Brand
Lifebuoy Lifebuoy Dettol Dettol Dettol Savlon Savlon Savlon Savlon
Size
180 ml 200 Ml (Pump) 175 ml 200 Ml (pump) 135 ml 200 ml 250 Ml(Pump) 500 ml 1000 Ml(container)
MRP (TK)
50 85 55 90 65 50 85 150 210
Value Packaging:
Promotional Pricing:
• Discount / Free mini soap. • Retailers Benefit.
Creating Word of Mouth
Life Buoy Selling Idea: 10 Sec. to wash the hand. Fight against germs.
Cleaning The Germ Transparent Bottle.. Clearance of Quality
Detergent Base Skin Care Moisture
Suitable Fragrance With Higher Thicker Consistency
10 Sec possible as Lifebuoy is soap based.. Fight against skin as it will dry your hand quickly.. No moisture. Smells like Korpur as the formulation was made in India. Thicker consistency is lower than Savlon
Decentralization…
Dettol:
Mos. Too much which is not suitable for bangladesh.
Less variance; fragrance problem
Bottle size is not preferable from the consumer end.
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
• Conventional Marketing Channel
Consumer
strategy •Communication SAVLON LOGO IS RECALLED ONLY WITH LIQUID ANTISEPTIC IN bangladesh.
•TO COMMUNICATE WITH CONSUMERS SAVLON LOGO IS NOT ENOUGH FOR SAVLON HAND WASH.
Rational behind mode of particular communication
:
• Doing advertisement on magazine, newspaper, internet, website. • Target a group of customer who are techno centric. • Advertising on television costs a lot of money.
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.
Factors affecting to determine a particular mode of communication
• Mainly centralized in Dhaka city. • Considering lifebuoy company savlon companies sell is not good enough as well as income also. • Savlon company cannot earn much profit as they are not contributing not much money on advertisement. • Savlon company is not an multinational company.
Thank You
doc_322522200.pdf