Hand Wash

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

INTRODUCTION (CONTD)

Four major strategic

business divisions
History of ACI
Consumer Brand
Savlon Hand wash

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

SWOT Analysis

Strength
Transparent bottle
Detergent based
Killing germs
Skin care moisture
Suitable fragrance

SWOT Analysis (cont)

Weaknes
High COGS
Consumers lack of knowledge
Local company

Opportunity
Social class
Mid level income people
Social activities

SWOT Analysis

Threat
Consumer knowledge
Global media

Market Competition Analysis

New in market
Target consumer
Different options for consumers
Other social activities

Factors affecting consumption process

Social class
Education
Life style and economic situation
Beliefs and attitude
Motivation

Types of Segment
4 different variant
16 skus

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

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)

Unique Positioning Strategy

Antiseptic and superior protection
Transparent bottle
Moisturizer ensures smooth skin

Type of product &

Product Differentiation

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

SKUs wise contribution:

SKUs

200ml
ACT

Can be
refilled
Area of
for any
Expertis
Dispens
e
ing
Pump

250ml
ACT

Consu
mer
can
recogni
ze it, as
it is the
1st
SHW
brand

500ml
ACT

1000ml
ACT

High
volume
contrib
utes in
Modern
Trade
channel

Known
as
econom
ic pack
and
high
volume
contrib
utes in
Modern
Trade &
Instituti
on.

200
ml
OB

250ml
OB

500ml
OB

1000
ml
OB

200
ml
AV

250
ml
AV

500
ml
AV

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 Sam
e as e as
ACT ACT
500 1000
ml
ml

1000
ml AV

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

Value Packaging:

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

Creating Word of Mouth

Life Buoy Selling Idea:

10 Sec. to wash the hand.

Fight against germs.
Cleaning The
Germ

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

Detergent
Base
Skin Care
Moisture
Suitable Fragrance
With Higher
Thicker
Consistency

Decentralization
Dettol:

Mos. Too much which is not

suitable for bangladesh.
Less variance; fragrance problem

Bottle size is not preferable from

the consumer end.

At End

Let it be
Victorious Germ Free Hand In Hand

With

CHANNEL STRATEGY
Channel level

Direct Marketing
Pull Strategy

Manufacturer
Agents/ Retailers

Types of Distribution
Intensity of Distribution Network
Channel Integration

Conventional Marketing Channel

Consumer

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

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.

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.

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.

Thank You