Dettol vs. Savlon_final

Dettol vs. Savlon(Antiseptic Liquid in India)

Live Project PresentationLive Project PresentationNeha Goel| Pooja Aggarwal | Priyanjali Vasisht | Rishabh Agarwal

Agenda

• Introduction & brandsIntroduction & brands

• Problem statement

• Current IMC

• Customer surveys

• Suggested IMC strategySuggested IMC strategy

• Supply Chain Management

• Sales Force and its effectiveness

2 / 15

Introduction

• Launched in India in 1933

N k t l f

• Previously owned by ICI Ltd

A i d b J h &• Near market monopoly for 50 years

• Top of mind recall

• Acquired by Johnson & Johnson in 1992

• Re‐launched in India in 1993Top of mind recall

• Diversified into soap products

Re‐launched in India in 1993

• Clinically proven as a better antiseptic*p

• 2005 onwards promoted alternate usages 

p

• Does not sting

3 / 15*Source: Newspaper reports based on lab tests

Problem Definition

Antiseptic LiquidMarket

SavlonOthers

Antiseptic Liquid Market Share in India

• Although a betterSavlon13%

Others3%

• Although a better antiseptic, Savlon’s market share has remained stagnant over the years

• Its market share is 6 5Its market share is 6.5 times less than the market leader

Dettol84%

4 / 15Source: AC Neilson data supplied by RBI Ltd. for MDI study

Current IMC

High levels of media & marketing investment and continuous

Corporate Strategy

High levels of media & marketing investment, and continuous innovation

To invest in promising new businesses while maintaining leadership o es p o s g e bus esses e a a g eade s pposition

Communication Strategy

Advertising Sales Promotion Public Relations& Publicity

Events & Experience

5 / 15

SurveyWhere was the survey conducted ?

• IIM Indore• Treasure Island & C 21 Malls and Rau market• Health care institutions and doctorsR l M k t (J K tti)• Rural Market (Janpau Kutti)

Respondentsp

Age Group of Respondents Gender Ratio of Respondents

4314 5

20‐30

30‐4049% 51%

40%60%80%100%

4324 40‐50

50‐600

0%20%40%

1 2

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Female Male

Total Sample Size: 86

Survey AnalysisCurrent consumer state for

Savlon Antiseptic Brand Loyalty

86%80%

100%

pp

100% 100%60%

80%

7

80Dettol

8%20%

40%

1

6Savlon

0%1

0 10 20 30 40 50 60 70 80

TotalPurchase Brand LoyalTotal Purchase (Wait for Brand)

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Decision Maker – Target Audience

2225

22

1920

1315Women Decision MakerM l D i i M k9

65

10Male Decision MakerInfluence of Children

44

12

5

10

0

5

Age in Years

0

20‐30 30‐40 40‐50 50‐60

8 / 15

Age in Years

Factors Influencing Purchase

2526

25

30

15

20

8

12

10

15

0

5

0

Color Scent Less Burning Sensation

Anti‐germing Effectiveness

Packaging ‐Plastic Bottle

9 / 15

Impact of Brand Association (J&J) 

72 8Dettol buyers

4 2S l b 4 2Savlon buyers

Generate Trial

0 10 20 30 40 50 60 70 80

No Yes

40No

32

0 10 20 30 40 50

Yes

10 / 15

0 10 20 30 40 50

Suggestions for Savlon IMC

i f S l i i iReinforce Savlon as a superior antiseptic

Bridge the gap between brand image of Johnson & Johnson and Savlon  

Point of purchase shelf and rack display to increase consideration set 

Counter the perception – “Burning sensation works better” 

11 / 15

Current Supply Chain Management

Get ordersGet orders

Company / Factory

Super Stockists Dealers Wholesalers ChemistsFactory Stockists

Supply Information

U t l h i f J h & J h b b d t

Sales force

Goods•Uses current supply chain of Johnson & Johnson baby products•Focused more on pharmacies than general merchant stores

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Goods

Current Sales Force Practices

• Monthly targets given on overall brand salesMonthly targets given on overall brand sales

• Fixed salary Rs. 5,000 – Rs. 6,000 per month

• Lump‐sum incentives based on achieving ordiexceeding targets

• Similar targets given to dealers; incentive as %• Similar targets given to dealers; incentive as %of purchase price

13 / 15

Sales Force Effectiveness

• Incentives based on both total sales as well asIncentives based on both total sales as well as product mix percentage

• Increase in sales of least market share product

14 / 15

THANK YOU

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Sales Force Effectiveness

Dettol Savlon

Shops 16.95% 10%

Distributor 8% 19% , 15.3%

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