Dettol vs. Savlon (Antiseptic Liquid in India) Live Project Presentation Live Project Presentation Neha Goel| Pooja Aggarwal | Priyanjali Vasisht | Rishabh Agarwal Agenda • Introduction & brands Introduction & brands • Problem statement • Current IMC • Customer surveys • Suggested IMC strategy Suggested IMC strategy • Supply Chain Management • Sales Force and its effectiveness 2 / 15 . Introduction • Launched in India in 1933 • Previously owned by ICI Ltd • A i db J h Acquired by Johnson & & Johnson in 1992 • Re‐launched in India in 1993 Re‐launched in India in 1993 • Clinically proven as a better antiseptic* p • Does not sting •N Near market monopoly for k t l f 50 years • Top of mind recall Top of mind recall • Diversified into soap p products • 2005 onwards promoted alternate usages *Source: Newspaper reports based on lab tests 3 / 15 . 5 times less than the market leader Dettol 84% Source: AC Neilson data supplied by RBI Ltd. for MDI study 4 / 15 .Problem Definition Antiseptic Liquid Market Antiseptic Liquid Market Share in India Others 3% Savlon 13% • Although a better Although a better antiseptic. Savlon’s market share has remained stagnant over the years • Its market share is 6 5 Its market share is 6. Current IMC Corporate Strategy High levels of media & marketing investment. and continuous 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 p position Communication Strategy Advertising Sales Promotion Public Relations & Publicity Events & Experience 5 / 15 . Survey Where was the survey conducted ? • • • • IIM Indore Treasure Island & C 21 Malls and Rau market Health care institutions and doctors Rural Market (Janpau Kutti) R l M k t (J K tti) Respondents p Age Group of Respondents Gender Ratio of Respondents 100% 80% 60% 40% 20% 0% 14 24 5 43 20‐30 30‐40 40‐50 50‐60 49% 51% 0 1 2 Female Male Total Sample Size: 86 6 / 15 . Survey Analysis Current consumer state for Savlon Antiseptic p 100% 86% 80% Dettol 60% 100% 40% 6 7 80 Brand Loyalty 100% Savlon 1 0 10 20 30 40 50 60 70 80 20% 0% 8% Total Total Purchase Purchase Brand Loyal (Wait for Brand) 7 / 15 . Decision Maker – Target Audience 25 22 20 15 10 6 5 2 0 20‐30 30‐40 Age in Years Age in Years 8 / 15 40‐50 5 19 13 9 4 1 4 1 0 Women Decision Maker Male Decision Maker M l D ii M k Influence of Children 50‐60 . Factors Influencing Purchase 30 25 20 15 10 5 0 Color Scent Less Burning Sensation Anti‐germing Packaging ‐ Effectiveness Plastic Bottle 9 / 15 8 15 12 25 26 . Impact of Brand Association (J&J) Dettol buyers 72 8 Savlon buyers S l b 42 Generate Trial 0 10 20 30 No 40 50 60 70 80 40 No Yes Yes 32 0 10 20 30 40 50 10 / 15 . Suggestions for Savlon IMC Reinforce Savlon as a superior antiseptic i f S l i i i 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 orders Get orders Company / Factory Super Stockists Dealers Wholesalers Chemists Supply Information Sales force •U Uses current supply chain of Johnson & Johnson baby products t l h i fJ h &J h b b d t • Focused more on pharmacies than general merchant stores Goods 12 / 15 . 000 per month • Lump‐sum incentives based on achieving or exceeding targets di • Similar targets given to dealers.Current Sales Force Practices • Monthly targets given on overall brand sales • Fixed salary Rs. incentive as % of purchase price 13 / 15 .000 – Rs. 5. 6. Sales Force Effectiveness • Incentives based on both total sales as well as Incentives based on both total sales as well as product mix percentage • Increase in sales of least market share product 14 / 15 . THANK YOU . 16 . 15.3% 17 .95% 8% Savlon 10% 19% .Sales Force Effectiveness Dettol Shops Distributor 16.