1. Hand Wash

2. INTRODUCTION
*Subsidiary of Imperial Chemical
Industries (ICI) in 1968
•Incorporated as ICI Bangladesh
Manufacturers Limited on January
24, 1973
•Advanced Chemical Industries
Limited (ACI Limited) on 5 May
1992

3. INTRODUCTION (CONTD)
• Four major strategic
business divisions
• History of ACI
Consumer Brand
• Savlon Hand wash

4. Macro and Micro Variables Affecting Marketing
Strategy
• Shortage of raw materials
• Inflation and global economy
• Growth of population
• Consumers perception
• Accountability ti the shareholders
• Political environment

5. SWOT Analysis
• Strength
– Transparent bottle
– Detergent based
– Killing germs
– Skin care moisture
– Suitable fragrance

6. SWOT Analysis (cont…)
• Weaknes
• High COGS
– Consumers lack of knowledge
– Local company
• Opportunity
– Social class
– Mid level income people
– Social activities

7. SWOT Analysis
• Threat
– Consumer knowledge
– Global media

8. Market Competition Analysis
• New in market
• Target consumer
• Different options for consumers
• Other social activities

9. Factors affecting consumption process
• Social class
• Education
• Life style and economic situation
• Beliefs and attitude
• Motivation

10. Types of Segment
• 4 different variant
• 16 skus

11. Basis Of Segment
• Savlon Active Hand Wash
• Savlon Ocean Blue Hand Wash
• Savlon Aloe Vera Hand Wash
• 200, 250 ml for small family
• 500 for large family
• 1000ml for institution and offices

12. Targeting Strategy
• Urban , Semi-urban
• Family income 15000+
• An individual, exposed to satellite channels,
newspaper & magazines
• SEC-A+, SEC- A, SEC-B+, SEC-B (Social Economic
Scale)

13. Unique Positioning Strategy
• Antiseptic and superior protection
• Transparent bottle
• Moisturizer ensures smooth skin

14. • Currently Savlon Hand Wash is holding the 2nd
position in the market
• 4 variant, 16 skus, choice of fragrance &
attractive packaging are the visible supporting
value
Type of product &
Product Differentiation

16. SKUs wise contribution:
SKUs
200ml
ACT
250ml
ACT
500ml
ACT
1000ml
ACT
200
ml
OB
250ml
OB
500ml
OB
1000
ml
OB
200
ml
AV
250
ml
AV
500
ml
AV
1000
ml AV
Area of
Expertis
e
Can be
refilled
for any
Dispens
ing
Pump
Consu
mer
can
recogni
ze it, as
it is the
1st
SHW
brand
High
volume
contrib
utes in
Modern
Trade
channel
Known
as
econom
ic pack
and
high
volume
contrib
utes in
Modern
Trade &
Instituti
on.
Sam
e as
ACT
200
ml
Newly
growin
g as
the
color
is very
attract
ive
Newly
growin
g as
the
color
is very
attract
ive
Sam
e as
ACT
1000
ml
Sam
e as
ACT
200
ml
Sam
e as
ACT
250
ml
Sam
e as
ACT
500
ml
Sam
e as
ACT
1000
ml

17. Competitive Scenario:
Major players in the antibacterial liquid soap
market are Lifebuoy, Dettol & Savlon
Brand Size MRP (TK)
Lifebuoy 180 ml 50
Lifebuoy 200 Ml (Pump) 85
Dettol 175 ml 55
Dettol 200 Ml (pump) 90
Dettol 135 ml 65
Savlon 200 ml 50
Savlon 250 Ml(Pump) 85
Savlon 500 ml 150
Savlon 1000 Ml(container) 210

18. Value Packaging:

19. Promotional Pricing:
• Discount / Free mini soap.
• Retailers Benefit.

20. Creating Word of Mouth
Life Buoy Selling Idea: 10 Sec. to wash the hand.
Fight against germs.
10 Sec possible as Lifebuoy is soap based..
Fight against skin as it will dry your hand quickly..
No moisture.
Smells like Korpur as the formulation was made in India.
Thicker consistency is lower than Savlon
Transparent
Bottle..
Clearance
of Quality
Cleaning The
Germ
Detergent
Base Skin Care
Moisture
Suitable Fragrance
With Higher
Thicker
Consistency

22. Decentralization…
Dettol:
Mos. Too much which is not
suitable for bangladesh.
Less variance; fragrance problem
Bottle size is not preferable from
the consumer end.

23. At End…
Let it be…
Victorious Germ Free Hand In Hand
With

24. CHANNEL STRATEGY
 Channel level
 Direct Marketing
 Pull Strategy
 Types of Distribution
 Intensity of Distribution Network
 Channel Integration
• Conventional Marketing Channel
Manufacturer
Agents/ Retailers
Consumer

25. •SAVLON LOGO IS RECALLED ONLY
WITH LIQUID ANTISEPTIC IN
bangladesh.
•TO COMMUNICATE WITH
CONSUMERS SAVLON LOGO IS NOT
ENOUGH FOR SAVLON HAND WASH.
Communication strategy

26. Rational behind mode of particular communication:
• Doing advertisement on magazine,
newspaper, internet, website.
• Target a group of customer who are techno
centric.
• Advertising on television costs a lot of money.

27. EXAMPLES
• Placing billboards with a image of their varieties
products.
• Regular advertisement on magazine to reduce
cost on advertisement.
• Camping on social welfare
• At first 70 percentage of income are generating
from Dhaka but now 58 percentage of income are
generating from Dhaka as the income has been
spread all over the parts of our country.

28. Factors affecting to determine a particular mode of
communication
• Mainly centralized in Dhaka city.
• Considering lifebuoy company savlon
companies sell is not good enough as well as
income also.
• Savlon company cannot earn much profit as
they are not contributing not much money on
advertisement.
• Savlon company is not an multinational
company.

29. Thank You