Dettol_Vs_Savlon_03.11

8/3/2019 Dettol_Vs_Savlon_03.11

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Presented By:

Name Roll No

Abhishek Singh 63

Yash Bairathi 64

Richa Banga 65

Rachita Banka 66

Mansi Barai 67

Divya Bhatia 68

Nachiketa Bhavsar 69

Sneha Birari 70

Narayani Biswasroy 71

Samir Chaudhari 72


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RivalsDettol

Savlon

Suthol

Germol et al

Bargaining Powerof Suppliers

No Visible Threat of

forward integrationAvailability of

alternate suppliers

Threat of NewEntrants

Impeccable BrandEquity

Presence of Price andQuality RegulatingBody

BargainingPower of Buyers

Profit margin relativelysame

No Visible threat ofbackward integration

Threat of Substitutes

Homemade Remedies

Medication

Antiseptic Creams

Povidone Iodine

Surgical Alcohols

Adhesive Bandages

Low

Low

Hig

hLow

Porters Five Forces Modelfor Antiseptic Liquids


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Dettol

85%

13% 2%

Market Share of AntisepticLiquid Industry

Dettol

Savlon

Suthol,

Germol et

al

Source: Business Standard dated 14th October 2011

Started in 1933 by ReckittBenckiser

For 50 years presented onlyas antiseptic liquid

Initially sold as the cuts andwounds brand

Changed over the role ofprotector from germs inevery situation

Other Products


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Dettol: Product

Antiseptic liquid used for protection from germs

Active ingredient : Chloroxylenol

Composition :

o 4.8% of total mixture Chloroxylenol

o Rest - pine oil, isopropanol, castor oil soap, caramel, and water

Yellow coloured liquid

Concentrated liquid to be used diluted with water for personal

care uses Uses : Mopping floors, washing laundry to disinfect clothes,

personal hygiene

Shelf life: 36 months

Packaging : Green and white with a sword which has been constant

over the years


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Dettol: Price

Dettol AntisepticLiquid

Volume Price (`)

50 ml 13.30

100 ml 20.66

200 ml 33.65

500 ml 70

1 l 110

2 l 190

5 l 400

Price of Dettol is fixed bymedicine price regulator

National PharmaceuticalPricing Authority (NPPA)

FMCG market is generally

price sensitive but Dettol ismore or less consistent withits pricing strategies


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Dettol: Place

The distribution process of Dettol flows as follows:

Manufacturers C&F Distributors Retailers Customers


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Dettol: Promotion

What they did:

Aapka Dettol kya kya karta hai

Dettol Surakshit Parivaar

New Mother Programme

School Handwash Programme Hospital Programme

Dettol, Be 100% Sure, Better hygiene using Dettol

Health and hygiene always come first

Mission for health, Always Stay Protected

Where they nailed it:

Taglines suggest the opinion they wanted to embed in the audiences mind

Gauged customer perceptions correctly

Introduced various campaigns to increase consumer base

Made consumers conscious on how many ways Dettol can be used and thus

secondary uses enhanced their sales volume


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Dettol: Promotion

Aapka Dettol Kya Kya Karta Hai

SurakshitParivaar

Be 100% Sure


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Dettol: Promotion

Aapka Dettol Kya Kya Karta Hai


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Savlon

Initially Manufactured and marketedby ICI Ltd.

Major brand in UK Sold to Johnson & Johnson in 1992

Re-launched in India in 1993

13% market share

Other Products


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Savlon: Product

Antiseptic liquid To heal without hurting

Active ingredients :

0.3% chlorhexidine gluconate

3.0 %cetrimide

Orange colored liquid

Better scent and non-stinging properties

Concentrated liquid to be used diluted withwater for personal care uses


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Savlon: Price

Savlon Antiseptic Liquid

Volume Price (`)

50 ml 12.00

100 ml 22.00

1 l 150


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Savlon: Place

The distribution process of Savlon flows as follows:

Initially owned by ICI Ltd., later by Johnson andJohnson As the positioning was not correct, Savlon couldnt

penetrate the market

Manufacturers Stockist Sub-stockist Retailers Customers


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Savlon: Promotion

What they did:

"No Sting with Savlon" campaign (launch)

Ye jalega nahi

70% doctors prefer Savlon (2005)

Been off air since 2007

Where they went wrong:

Focused on the wrong attributes

Gauged customer perceptions incorrectly

J&J gave up on Savlon after attack by Dettol

Victim of Attack is the Best form of Defence


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Learnings

Dettol SavlonOld Brand New Entrant in a

Monopoly

High Customer Loyalty Good Product

Attacked Band-Aid Lack of proper Promotion

More resources to defendBand-Aid

Brand

Launch Tactics

Importance of proper well directed promotion


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References

http://www.mims.com/India/drug/info/SAVLON/SAVLON%20liqd

http://marketingpractice.blogspot.com/2009/01/savlon-heals-without-hurting.html

http://www.vitabiopharma.com/products.htm

http://mdi-marquity.com/Case-Study/Dettol%20Case%20Study.pdf

http://www.business-standard.com/india/news/reckitt-regulator-lock-horns-over-dettol-pricing-/452541/

http://www.hndjkj.com/

http://eric800810.en.ecplaza.net/

http://www.herbaldetoxifier.com/dettol/

http://www.authorstream.com/Presentation/pallaviarun27-497489-distribution-channel-of-dettol/

http://www.savlon.co.uk/

http://www.docstoc.com/docs/77899184/Brand-yatra-ofd-antiseptic-products

http://www.thepharmaletter.com/file/10876/ici-sell-savlon-rights.html


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Documents

Dettol_Vs_Savlon_03.11