MARKETING MANAGEMENT 2

PRODUCT

SAVLON

SUBMITTED BY: SUBMITTED TO: ARCHANA TIWARY PROF. M FADNAVIS SEC-A 2011043

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

1993: 2007:

Relaunched in Indian Savlon advertisement

market as antiseptic. 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

Doesn’t discolour when mixed with water.

Clinically proven to be a better antiseptic than Dettol.

BRANDING EVOLUTION TIMELINE

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 Dettol’s 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 kid’s best friend

WHY?

It is a kid’s best friend because it doesn’t 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 kid’s 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 can’t 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 didn’t 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.