DETTOL Vs SAVLON

RATING BOTH BRANDS ON DIFFERENT CRITERIAS…

Dettol hands are everywhere…

The Dettol campaign was developed at Euro RSCG Kuala Lumpur, Malaysia, by executive creative director Case Deenadayalan, creative director/copywriter Ramanjit Singh Gulati andart director Hital Pandya

DETTOL- PRODUCTS UNDER THE BRAND…

DETTOL- BE 100% SURE!

Savlon- Suraksha magar Pyaar Se…

SAVLON- PRODUCTS UNDER THE BRAND…

SAVLON- HEALS WITHOUT HURTING…

1. Clear Marketing Objectives

DETTOL… 8/10• Leader in the antiseptic market with

85 per cent market share• As said by Reckitt Benkiser-Dettol is

‘very close’ to becoming a Rs. 1,000-crore brand.

• Second company after Hindustan Uniliver Ltd (HUL) to achieve this milestone

SAVLON… 7/10• Savlon was a brand owned by a

pharmaceutical MNC ICI ltd. Later ICI's OTC brand was acquired by Johnson &Johnson.

• Relaunched in Indian market in 1993. Expected to give Dettol, a run for its money. But even after millions of rupees spent, Dettol still rules the antiseptic lotion market.

• Positioned as a 100% germ aid solution• Later it was positioned as an antiseptic

that does not hurt while healing.• 12 per cent market share in the

antiseptic market.

2. Segmentation of Markets

DETTOL- 8.5/10• Urban-middle class families and higher

segment families as its target segments.• Reckitt Benckiser targeted new mothers,

schools and hospitals• Dettol Soaps was born in 1984, giving

consumers the same trusted protection for a “100% bath”.

• Soon followed Dettol Shaving Cream for protection during shaving and Dettol Plasters.

• Dettol Liquid handwash came in 1994 for protection in every hand wash.

• In 2007 Dettol Body Wash was introduced – offering the protection of bathing in a modern, convenient format.

SAVLON- 5.5/10• Targeted towards kids, chosen urban-

middle class families and higher segment families as its target segments.

• Rather than marketing Savlon as a better germ killing antiseptic, J&J promoted Savlon as a non-stingy, non-smelling antiseptic.

• HLL put Savlon soap in dustbin in 2003 and repositioned its Lifebuoy brand to fight against Dettol

3. Understand customers’ existing and potential needs

DETTOL - 8/10• With its distinct smell, color and

sting, it evokes an emotional bond in millions of hearts – it’s Dettol, its working!

• Centred on educating consumers on the need for protection from germs, while offering solutions to manage the problem of germs wherever and whenever they may occur.

• To give value and to retain its existing customers, it has come up with refill packs for dettol hand wash

SAVLON - 7/10• No-stinging and sweet scents

are not important for a consumer looking for an antiseptic lotion.

• Savlon is doing better in the hand-wash category as after eating non-veg or working with greasy objects, the idea is to be clean and not smell like coming out of the hospital.

4. Create competencies to match opportunities

DETTOL - 8/10• Wanted plenty of brand

extensions• The initial launch of soaps was

unsuccessful because the brand moved from core value of protection to love and care

• Since the brand faltered in its positioning, failure was imminent.

• Re-launched with positioning as " 100 % protection

SAVLON – 5/10• Savlon suffered heavily because it

lost the support in terms of investment in brand building.

• Dettol had a brand equity built over more than 50 years (at that period of time) and it is not an easy task to break into that equity.

• It did not bother to develop knowledge, capabilities (through R&D) and couldn’t match upto dettol in utilizing opportunities that were available.

5. Build Competitive advantage

DETTOL – 9/10• From its launch to 1980's the

brand had a dream run with virtually no competitors

• It tried to attack one of the most valuable brands of J&J – Band-Aid by launching Dettol plasters.

• Unleashed a campaign aiming to expand the usage of the brand to an all purpose antiseptic

SAVLON – 8/10• J&J scrambled to protect

Band-Aid by launching a series of variants in the medicated plaster segment.

• Resources were spent on defending Band-Aid rather than in advancing Savlon.

• J&J was not able to support it in terms of investment.

Build Competitive Advantage…

DETTOL- DIFFERENTIAL ADVANTAGE• First to enter the market • Product diversification • Customer loyalty • Continuous innovation• Multiple use of the product• Physical attributes – colour,

smell and stinging sensation.

SAVLON- DIFFERENTIAL ADVANTAGE• Savlon which was clinically

proven to be an effective germ killer against both Gram Positive and Gram Negative germs.

• Better scent and non-stinging properties.

• Plastic bottle instead of Dettol’s glass one – safer to handle.

• It works better than Dettol as it does not kill WBCs and is therefore very safe to be used on open wounds.

6. Recognise environmental changes

DETTOL – 8.5/10• Company is facing pressure

due to the surge in the commodities prices but has not passed it on to the consumer yet.

• In the wake of the outbreak of swine flu, the company has increased focus on distribution and on making its products available on modern trade and large format stores

SAVLON- 6.5/10• Savlon was considered a rich

man’s antiseptic as it came out with huge price differences. Its sophisticated attributes were undesirable.

• The company should realise its changing environment and try to educate the consumers about these properties and diversify in un-explored segments.

8. Monitor and bench-mark customer satisfaction

DETTOL – 10/10• The brand is endorsed by the

Indian Medical Association and has consistently been voted as one of India’s Most Trusted Brands (ORG Marg Brand Equity Survey).

• Since last year 2007, Dettol has also brought the Global Hygiene Council to India and shared its learning’s with media and consumers alike.

SAVLON – 5/10• Savlon does not have any

distinctive certifications. • With no newer products as

compared to dettol, it seems that the company hardly undergoes research to benchmark itself against competitors.

THANK YOU..!!