Team DragNFly

Aavpreet Kaur
Samapti Dutta

Janice Rebello
Sharzeel Zafaryab

ITC INTERROBANG CASE CHALLENGE 2015 - DragNFly

Table of Contents
1. Executive Summary .................................................................................................................................................................. 2
Understanding the brand Savlon and consumer behavior pattern in India ............................................................................... 2
Marketing strategies for all consumer channels and marketing platforms ............................................................................... 2
2. Market Analysis ........................................................................................................................................................................ 3
3. Understanding the Indian Consumer and SWOT analysis of Savlon ...................................................................................... 3
4. Leveraging the Brand equity of Savlon & formulation of Growth strategy ........................................................................... 4
Phase 1 (Q3 FY2015 Q2 FY2016): Establish Effectiveness of Savlon ........................................................................................ 4
Event and Media Based ............................................................................................................................................................ 4
1.

Under 17 FIFA world cup .............................................................................................................................................. 4

2.

Rural Hospitals/Health camps ...................................................................................................................................... 5

3.

TV Shows ....................................................................................................................................................................... 5

4.

Radio Shows .................................................................................................................................................................. 5

Digital Campaigns ..................................................................................................................................................................... 5

Mobile Marketing ..................................................................................................................................................................... 5
Phase 2 (Q3 FY2016 Q2 FY2017): Drive Differentiation of Savlon ........................................................................................... 6
1.

Jalan Wala Monster ad: ................................................................................................................................................ 6

2.

Hospital wala Smell ad: ................................................................................................................................................. 6

Phase 3 (Q3 FY2017 Q2 FY2018): Brand Extension of Savlon .................................................................................................. 6

Category Extension ................................................................................................................................................................... 6
Line Extension ........................................................................................................................................................................... 6
5.Financial Projection ................................................................................................................................................................... 7

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ITC INTERROBANG CASE CHALLENGE 2015 - DragNFly

1. Executive Summary
Our proposal plan for Savlon is a brand building exercise which encompasses both short term and long term marketing
strategies. This is based on the unique value proposition that Savlon as a product offers and mapping the same with the Indian
consumer behavior towards medical products. We have used primary and secondary researches coupled with analysis of
reports available from credible databases to carefully construct our proposed roadmap for the brand.
To build Savlon into a powerful growth engine, a market leader in antiseptic liquid category and establish Savlon as a brand
for strong extensions our plan includes:

Understanding the brand Savlon and consumer behavior pattern in India

Savlon has to offer therefore before we try to change the consumption patter of populace we have to establish trust on the
most desired parameter, Effectiveness. Rural population accounts for 68% of total and most of this population is dependent
on State sponsored health services. Our roadmap takes into the account this key insight to establish Savlon as a brand over
there.
Also, Indian population has a trust based relation with Doctors, who continue to take care of several generations within a
family. This trust has to be leveraged to build brand and our roadmap has embedded this into plan.

Marketing strategies for all consumer channels and marketing platforms

There are several levels of sales influencers in India for over the counter medical products. Doctors, wholesale medical
distributors, medical shops, family/neighbors opinions and advertising. These all have to be precisely targeted with a pointed
marketing campaign to impact the sales on whole. Our roadmap is to influence all these levels through a comprehensive three
year road map at the end of which we hope to establish Savlon as a leading brand capable of driving its extensions on its name.
This is possible because the analysis outlines the potential of the market and different time frames to capture and convert this
potential into our consumer base.

Brand Mascot: Savyo

Event and media:
1. U-17 World Cup 2017
2. Health Camps and doctors

Drive Differentiation
Advertisements:
1. "Jalan Wala Monster" to
focus on non-stinginess with a
new tagline "Germ ko Rulaye,
aapko Nehi!"

Phase 3

Establish Effectiveness

Phase 2

Phase 1

Roadmap of Savlon for the next 3 years

Category Extension:
1. Shower gel
2. Multipurpose wipes
3. Sanitizer

3. TV Shows: Chhota Bheem

4. Radio: Cricket Commentary

Brand Extension

4. Disinfectant Spray

Digital Campaign:

Continuation of all year 1

projects:

1. Facebook and Twitter

# GirogeNahiTohSikhogeKaise

2. Online medical services

provider- Practo, Medtronic

# SavlonSurakshaKavach

Line Extension:
Soap: Savlon Snow, Savlon
Strong, Savlon Fragrance
Hand Wash: Savlon Herbal,
Savlon Snow, Savlon Aroma

Mobile Marketing: Games

Temple Run, Subway Surfer
Q3
FY2015

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Q4
FY2015

Q1
FY2016

Q2
FY2016

Q3
FY2016

Q4
FY2016

Q1
FY2017

Q2
FY2017

Q3
FY2017

Q4
FY2017

Q1
FY2018

Q2
FY2018

ITC INTERROBANG CASE CHALLENGE 2015 - DragNFly

2. Market Analysis
The rise in diseases and deaths given the negligence of hygiene in India presents immense growth opportunities in
the antiseptic liquid and soap markets. In the current scenario the antiseptic liquid market in India is estimated at
INR 308 Cr. and Dettol is the market leader with a share of 86% followed by Savlon with a market share of 12%.
The bath and shower Market in India is worth INR 184.4 billion in 2014 with 11% annual growth where the Bar Soap
Market is estimated at 164.4 billion with 80% beauty soaps and 20% health soaps (current market size INR 3850
cr.). Hindustan Unilever continues to lead bath and shower with a 47% value share in 2014 with brands like LUX,
Lifebuoy, Dove etc. and Dettol has a market share of ~9% in this segment. (Source: Euro-Monitor)
The perception of personal hygiene is no longer just bathing and cleaning; consumers are more aware and purchase
the best available products. The dominance of MNCs has led to the establishment of a strong perception of the
functional benefits being offered in the market. Also, the aggressive marketing, through health campaigns, of
personal hygiene products influence the consumer perception further. At this point building brand equity in terms
of effectiveness and credibility provides a competitive edge to the brand enhancing its recall value.

3. Understanding the Indian Consumer and SWOT analysis of Savlon

The consumer buying process helps align the sales strategy to the product being offered.
Through our primary research we attempt to fit the consumer buying pattern into Deweys
five stages. The consumer decision process starts with the problem/need recognition, which
in the case of using an antiseptic liquid arises on getting hurt and in the case of health soap
or liquid hand wash arises with need to stay healthy and germ-free. Information search in
case of antiseptics is through word of mouth, habits developed over ones childhood,
recommendation by the chemist and in very few cases consultation of the doctor.
The next step for a consumer is finding the best solution and making a purchase decision
which in this case is largely
dependent on the perception of
medicines
being
Strength
bitter,
Weakness
1. 8 times more effective germno one
1. Wrong positioning
killer
2. Mild scent and non-stinging
property
3. Plastic bottole safer to use
4. 2/3rd of the doctors prefer
Savlon

Opportunity
1. Huge Consumer market
2. Only 2 big players in antiseptic
liquid market
3. Popular in Institutional market
4. Product portfolio of ITC and RB
is different. So, RB can't attack
directly
branded lotions. Therefore if a new
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2. Lack of marketing support

Problem/Need
Recognition

Information Search

Evaluation of
Alternatives

Purchase Decision

Post-Purchase
Behaviour

contests the fact that they

shouldnt be. Their bitterness
3. Lesser brand recall
is part of the expectation that
4. Limited penetration in rural
they would heal i.e. also one
segment
of the reasons that no one has
ever taken homeopathy
seriously. Antiseptics are the
frontrunners in this consumer
perception of healing process
Threats
being hard on the injury. Even
before Indians started using
1. consumer perception
branded antiseptic lotions,
2. Dettol is the market lead with
doctors would prescribe
strong brand equity
unbranded spirits which
would sting the injury much
more than any modern
antiseptic lotion comes into market without a sting (a good property)

ITC INTERROBANG CASE CHALLENGE 2015 - DragNFly

it is very easy that it can be misconstrued as an ineffective product. Lastly, brand loyalty ensures positive distribution
of feedback in the post purchase behaviour.

4. Leveraging the Brand equity of Savlon & formulation of Growth strategy

The critical insight was the fact that in case of Savlon a unique identity was established but with wrong credentials.
When you are competing in a market
of killing germs, effectiveness should be the
first priority. All of the marketing
campaigns should establish this fact that
Nonit is more effective than Dettol.
This point of parity was lost in the
Mild
stingy
message of less sting and good
smell.
They have to be part of message
smell
but not at the cost of losing out the
effectiveness talk.
8 times
J&J as a brand is synonymous with
baby care in India. Even its best-seller brand
more
Band-Aid exists in isolation without the
aid of parental companys name but this is one
effective
of those cases where products become
big enough that they can survive without parent
companys name. This is something that
works well for Dettol. All of Dettols products sell
well because they fall under Dettol umbrella.
Brand equity of Dettol is huge in Indian market and
almost any product with its name on cover is a
mark of effectiveness. Therefore, for brand extensions
to sell well under Savlons name, it first has to
establish its credentials. Therefore, ITC has to ensure
Savlon
that the marketing strategy is a long term one
where the aim should be to establish Savlon as a name
synonymous with a certain product proposition e.g. Vicks for cold relief, Zandu balm for pain relief and Xerox for
photo-copying.
Based on the critical insights we have devised the 3 year roadmap that will be implemented in
3 phases
and we have followed a 360
degree marketing approach to
Establish Effectiveness
Drive Differentiation
Line & Brand Extension
leverage the unique functional
benefits of Savlon.

Phase 1 (Q3 FY2015 Q2 FY2016): Establish Effectiveness of Savlon

Savlon leads on all parameters when it comes to medical communities opinion but apart from tangentially using
this fact in advertisement Savlon has rarely leveraged this fact. As the case clearly states that efficacy of Savlon is
off the charts and it is something that has to be established in minds of consumer. We propose to do this through
Savlon Suraksha Kavach campaign to establish the effectiveness of Savlon as an antiseptic product. Accordingly,
we will change the tagline of Savlon to Germ ko rulaye, aapko nahi! which beautifully captures the essence of
Savlon it protects against germs without causing any sting. To represent the brand, we propose the use of a brand
mascot named Savyo, an animated sporty, muscular, powerful figure who fights against germs. This campaign
will help establish Savlon as a brand known for its antiseptic qualities thereby bypassing its present image of a mild
product. Campaign will take place across three verticals:

Event and Media Based

1. Under 17 FIFA world cup
India will be hosting a FIFA event for the first time. It is a unique opportunity in which all brands
should be vying for a space to showcase themselves because:

Between 2005 and 2009 Indias TV football audience increased 60% (TAM Media
Research)
47% of the Indian population describe themselves as football fans (Nielsen)
Indian Super League (ISL) 2014 was watched by 429 million viewers. 57% of the viewers
were women and children (TAM Research)

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ITC INTERROBANG CASE CHALLENGE 2015 - DragNFly

The Indian Super League (ISL) 2014 had an average of 24,357 spectators per game, fourth best attended
football league in the world
The broadcast rights for the English Premier League in India increased 200%: From USD$48 million (20102013) to USD$145 million (2013-2016)

Now to promote the world cup AIFF wants to reach out to seven major football playing states and preparations for
the event will engage millions of kids from across the country Savlon Suraksha Kavach will be the constant
companion in this sport which involves a lot of skin injuries.

2. Rural Hospitals/Health camps

Several states like Uttarakhand, Karnataka have mandatory rural stint for its graduating doctors. Savlon has to reach
to these graduating doctors in their final year to get them on board to take Savlon Suraksha Kavach to rural areas.
Doctors regularly conduct health camps which requires basic hygiene facilities, an issue of constant worry in Indian
health standards. Savlon Suraksha Kavach will be the official hygiene partner these camps.

3. TV Shows
Shows like Chhota Bheem (Viewership of 40 million children) make for a natural fit to showcase the protective
qualities of Savlon. Savlon Suraksha Kavach can be neatly tied into its tagline making it popular among kids. This
will also lay down the ground for our second year campaign.

4. Radio Shows
Akin to popular catchphrases like Dabur Chavanprash Chauka used in cricket commentaries, Savlon Suraksha
Kavach Catch will establish the safety of fielders hands like Savlon in the real world.

Digital Campaigns
Savlon has negligible presence on social media sites (Facebook, Twitter, etc.). Moreover, the wiki page of Savlon has a mere
3-4 lines description with no image. Worst of all, on googling antiseptic liquids, Savlon is not shown in the search results
either. Thus, the genesis of the digital campaign should begin with an active Facebook account, twitter handle, and updated
wiki among other initiatives.

On Facebook, Twitter celebrate a national hygiene day where Savlon celebrates

learning with Savlon #GirogeNahiTohSikhogeKaise where kids are
encouraged to play and adults reminisce about childhood days where a small
injury dissuaded them from playing.
Healthcare/Technology startups like Practo have over 5 million unique visitors
every month. In near future these startups are going to be one stop solution for
all medical practitioners reference point. Practo also makes it clear that third party advertisement is allowed. Also
so far there is no advertisement on the website. Savlon can tie-up with the doctors directly to advertise on their
personal page.
Online medical distributors are growing day by day. Presently they are prescription fillers as Medtronic but these
along with the over the counter drugs (this market is expected to be over $6.6 Billion by 2016) is the futures
marketplace. Once these online medical community too puts its weight behind Savlon brand, well be able to
leverage this equity further.

Mobile Marketing
Video Games association: Temple Run and Subway Surfer having Savlon Suraksha Kavach which would instantly
heal the injured player. An app detailing the effectiveness of Savlon through animated videos and games.

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ITC INTERROBANG CASE CHALLENGE 2015 - DragNFly

Phase 2 (Q3 FY2016 Q2 FY2017): Drive Differentiation of Savlon
Once we have established the effectiveness of Savlon in Phase 1, we focus on the significant differentiation
parameters on which Savlon is unique among its peers. Two very distinct features are its lack of sting and good nonmedicated smell.

1. Jalan Wala Monster ad:

Campaign targeted at mothers showing kid refusing to go out and play for the fear of injury and burn of antiseptic liquid.
Savlon kills the Jalan Wala Monster thus alleviating fear. The reason behind the non-stinging nature of Savlon will be
explained (i.e. the pH level is same as blood, and thus does not sting). Also, the fact that Savlon is 8 times more effective
than the leading brand will be highlighted. This will ensure that all misconceptions relating sting with better treatment will
be dispelled. Campaign to be run through TV advertisements, Social Media and promoted at sporting events like Under 17
FIFA world cup and junior level national athletic events.

2. Hospital wala Smell ad:

Promote its fresh and good smell unlike the heavily medicated smell of other brands. Hospital wala smell reminds
a kid that he is sick and not supposed to play. This campaign will alleviate this mental barrier and encourage kid to
go out and play. Campaign to be run through TV advertisements, Social Media.

Phase 3 (Q3 FY2017 Q2 FY2018): Brand Extension of Savlon

Category Extension
Given the antibacterial properties of Savlon, it should leverage the brand equity and venture into other avenues of
the disinfectant and antiseptic space- namely, sanitizers, disinfectant spray and multipurpose wipes. Exploring the
shower gel/body wash product category would be a natural course of action for Savlon, given the established
credibility of Savlon soaps.
Strategy for decent head start: Savlon can collaborate with hotels, restaurants, schools, colleges, hostels, etc. to
provide sanitizer/ sanitation wipes/ multipurpose wipes through dispensers installed in washrooms, etc. The market
growth rate, driver (key factor in support of extension) and advantages of launching the product have been
summarized below.

Shower Gel/ Body

Wash

Multipurpose Wipes

Sanitizer

Disinfectant Spray

Numbers: Bath & Shower

markey INR 184.4 billion;
CAGR 11%

Numbers: Market of Rs.

537 million; 11% CAGR

Numbers: Rs. 600 crores in

2014; 26% CAGR

Numbers: Rs7.9 billion in

2014; 15% CAGR

Driver: Organice Extension

from soaps

Driver: No clear dominant

market leader; No major
hand sanitation wipes.

Driver: Organic Extension

from antiseptic liquid

Driver: Efforts by the GoI

to improve health &
hygiene through
awareness

Advantage: Established
credibility of Savlon soap

Advantage: First Mover

Advantage

Advantage: Established
credibility of Savlon
Antiseptic liquid

Advantage: Entry into

Rural Markets which
provide a huge untapped
opportunity

Line Extension
Line Extensions in the soap product category is desirable, given the tremendous market potential (184 billion
market) and limited options of Savlon soaps available. The PoD for the soaps are demonstrated below:

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ITC INTERROBANG CASE CHALLENGE 2015 - DragNFly

Savlon Snow:
Provides a cool
sensation

Soap

Savlon Strong:
Deodrant based
soap for men

Savlon Fragrance:
Deodrant based
soap for women

By including the above soaps, the Savlon soap portfolio will encompass a wide variety which caters to different
members of the family (Example: Savlon Strong for Men, Savlon Glycerin for kids/mothers, Savlon Fragrance for
women, Savlon Snow for the youth, etc ).
Similarly, the hand wash offering can be extended to involve the following variants:
Savlon Herbal:
Similar to the
soap Savlon
Herbal.

Hand
wash

Savlon Aroma:
Fresh &
Rejuvenating
aroma

Savlon Snow:
Provides a cool
sensation

5.Financial Projection
Savlon Current

Savlon Stage 1

Savlon Stage 2

Savlon Stage 3

0%

40%

60%

85%

3080000000

3449600000

3863552000

4327178240

Conversion Factor
Total Market size

Variable factor
Number of Households
Number of members
Savlon per year per household cost*
Chota Bheem viewership
TV Show viewers

Social Media

Dettol

Savlon current

Savlon Stage 1

Facebook likes

837,000.00

418,500.00

Twitter Followers

9,152.00

4,576.00

Visitors per site per year

846,152.00

423,076.00

676,921.60

1,252,304.96

Increase in visibility

423,076.00

253,845.60

575,383.36

Conversions

169,230.40

152,307.36

489,075.86

369,600,000.00
0%

1,721,150,553.60
21%

1,776,923.08
12%

8,274,762.28

Sales (Packs) per year

Total increase
Total households
Market Share

2,648,800,000.00

86%

Savlon Stage 2

50%
192671808
1021160582
208
34730000
1018865868

669,600.00
7,321.60

50%

1,993,084,139.95
86%
9,582,135.29
52%

Savlon Stage 3
1,238,760.00
13,544.96

2,347,047,884.70
85%
11,283,884.06
54%

Given facts:

Savlons current market share is 12%, Dettols Current Market share is 86%
Average size of a household is 5.3

Assumptions:

Savlon & Dettol Each household requires 1 antiseptic liquid costing INR 52 in 3 months making it 4 bottles in a year = INR 208
Antiseptic Liquid Market has a CAGR of 12%
Variable factor is used to calculate social media followers from Dettol and is assumed to be 50%
Conversion factor is used to calculate the number of people who will start buying Savlon after the marketing from social media
and Chota Bheem (As of now 40% after stage 1, 60% after stage 2 and 85% after stage 3)
Conversion factor of 2% is taken for the total TV show viewers

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