Psyche of Consumers:

Hygiene Conscious : Before eating,after eating,advocate,restroom(slide

1/3)
Hygiene Watchers: Initiate hygiene but will follow..Extreme cases
(trigger points )
Hygiene Unconscious

Daily doctor Savlon for family

Savlon with Variant of Green variant (other variant)
Emotional benefit not captured
One stop solution or family protection

Transparent packaging

Consumer Perception Savlon is Orange

Chemical smell of handwash

Retailers
Ask them if the retailers normally push any hand wash product
Consumers ask retailers the hand wash required
Positioning on the shelf space and variants available

Industry Analysis:

DETTOL

LIFEBUOY

GODREJ
SANTOOR
SAVLON

82 years old brand , Market leader with more than 50%

of the market share, Approved by Indian medical
Association, Many variants ,Be 100% sure, Different
Sizes availability ,Good Packaging ,Targeting Moms
and kids,Banega swach India campaign.
10x,10 seconds super-fast hand wash ,99.9% germ
protection ,Targeting schools and children, Help a child
reach 5 initiatives by educating mothers,
Targeting kids, fun based handwash,effective
,innovations like foam
Sandal wood fragrance ,oils and all ,cosmetic brand
Silver line particles, Approved by SKA, recommended
by doctors.

Classification of Hand wash users

Hygiene followers

1.

2.

They ensure they use hand wash before and after

eating ,
using loo,
washing utensils,
Playing.
They have hand wash at each and every wash point and
also they recommend others to use the product.
3. They make it a point to stick to the same brand and they
also try various variants of the same brand.
4. They not only expect germ protection which is basic
function of a liquid hand wash but also expect the brand
to give more benefits like fragrances , moisturizing effect,
skin benefits,

Hygiene Watchers

They are not regular hand washers but they are a bit
conscious .They normally get influenced by other in these
habits.
If someone does it before them there are high chances
even they go and wash their hands.
They buy hand wash because of low pricing or discounts
occasionally and they are also not brand loyal.

Classification of Non - Hand wash users

Hygiene
Followers

Hygiene
watchers

Unhygienic
class

They ensure they are clean always they wash their

hands with hand wash many times
They are hygiene conscious but they dont use hand
wash due to lack of awareness or price or due to lack
of behaviour change to liquid hand wash.
They have hand wash soaps and each and every wash
point.
Normally they are the older people or low economic
class
They normally prefer to wash their hands with water.
Majority of them do it for just name sake although they
know its not effective.
They can be influenced by others to stay germ free.
Their hand wash behaviour with soap is not frequent.
They normally dont wash their hands at all. High
chances for infections
They dont have this habit of staying hygienic in the
top of their minds
Lot of scope for behaviour change

Background
Initially the soaps were always preferred as the most effective for
washing hands but now the trend has moved towards the liquid hand
wash being available to consumers and is becoming an important role
in their life due to their multiple benefits like
Moisturizing,

Germ protection

Fragrances,

Ease of washing hands

Effectiveness

Reduction of infections

Lot of awareness campaigns by various brands have led to this

behaviour change and the potential of the market is very high.
Research Methodologies
Qualitati

15

Buyers from Retail

Profile, personal care category,

ve

consumer

Super Markets

Association and Salience with the liquid

Intervie

hand wash brands, purchase & usage

patterns , Behaviour and insights towards

hygiene, Awareness about SAvlon Hand
wash

Quantita

243

Users and Non

Usage of hand wash, Brands,

tive

participan

users of Liquid

Characteristics, Variants, Fragrances,

Survey

ts

hand wash across

Usage, Refill packs, Packagings , Savlon

all age groups ( 20-

Hand wash, Reasons for not trying liquid

60 years)

hand wash, substitutes,Behavior towards

hand wash in the Future

In-depth

5 Doctors

GP,Paediatrician,Ob

Recommendation of Hand wash to

Intervie

stetrics

patients in order to avoid infections,

ws

&Gynaecologist ,

Insights about hand wash behaviour of

Dermatologist

patients.

In-

Online

Practo, Lyberate,

Leveraging on their user base and

depth -

Health

Help

other future avenues for mutual

Discussi

Platform

benefits of improving consumer health

ons

standards

Secondary Research:
Market reports by Euro monitor, WARC, CRISIL, Frost & Sullivan .

Articles from newspapers, websites Business Standard, Economic

Times, competitor

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