VIGNANA JYOTHI INSTITUTE OF MANAGEMENT

TERMPAPER REPORT
ON
CONSUMER BEHAVIOUR OF SAVLON HAND WASH

Submitted By,
G SHANMUKHSAI 151118
K HARSHA VARDHAN - 151130
P PUJITHA 151127
P SHRUTHI 151141
K SAI RAM - 151128

INTRODUCTION
Savlon manufactures a range of antiseptic & hygiene products which keep your skin clean and
protected from germs. They are also used in first aid to clean wounds and prevent infections.
ITC Ltd has acquired Savlon and Shower To Shower brands for India from Johnson & Johnson
as part of its ambitious goal to become the country's largest FMCG Company by 2030. Savlon is
the second largest brand in the Rs.350-crore antiseptic liquid market with 15 per cent share way
behind market leader Dettol of Reckitt Benckiser that enjoys more than 80 per cent share. Savlon
has a marginal presence in soaps and hand wash too. ITC to now become a serious player in the
hygiene space, replicating Dettol's strategy by strengthening focus on soaps, hand wash and hand
sanitizer. ITC, which has been aggressively diversifying its business to drastically reduce its
dependence on the core tobacco business, has been immensely successful in food business,
attaining leadership and the second position in categories like cream biscuits, packaged atta,
instant noodles and finger snacks. Savlon has a heritage of more than 50 years in India. ITC's
Personal Care Business marked its foray into the health space with the acquisition of the brand in
2015. The new range of Savlon Hand wash with Silver Nano particles comes in 3 exciting
variants & propositions giving protection against 1 million germs. It is approved by Skin Health
Alliance, UK
Savlon Double Strength Hand wash: Its unique formula with medicated fragrance, offers
effective and powerful cleansing for hands with extra dirt & grime
Savlon Moisture Shield Hand wash: Its unique formula with floral fragrance, offers
moisturized cleansing to make hands soft & supple.
Savlon Herbal Sensitive Hand wash: Its unique formula with herbal fragrance, has been
designed for Sensitive skin.
Savlon Hand wash Protects from Million Germs Savlon Hand wash offers effective, all- round
cleansing against germs. It contains Active Silver to protect against 100 diseases. Savlon Hand
wash Savlons unique formula offers protection against a wide variety of bacteria including gram
positive germs while being gentle on skin. With neutral pH ratings and low alcohol content,
Savlon antiseptics act without burning or hurting your skin. Savlon Hand wash Savlon

Disinfectant and Liquid Hand Wash removes dirt & Grime, protects from million germs and
Leaves Hands Soft.
SWOT ANALYSIS
STRENGTH
Transparent bottle
Detergent based
Killing germs
Skin care moisture
Suitable fragrance
WEAKNESS
High COGS
Consumers lack of knowledge
Local company
OPPORTUNITY
Social class
Mid level income people
Social activities
THREAT
Consumer knowledge
Global media
Factors affecting consumption process
Social class
Education

 Life style and economic situation

Beliefs and attitude
Motivation

Targeting Strategy
Urban, Semi-urban
Family income 15000+
An individual, exposed to satellite channels, newspaper & magazines

Unique Positioning Strategy

Antiseptic and superior protection
Transparent bottle
Moisturizer ensures smooth skin
Competitive Scenario:
Major players in the antibacterial liquid soap market are Lifebuoy, Dettol, Godreg protekt &
Savlon.
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.

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

Communication strategy:
Doing advertisement on magazine, newspaper, internet, and website.
Target a group of customer who are techno centric.
Advertising on television costs a lot of money.
Consumers behaviors can be influenced, manipulated through adequate marketing strategies.
Understanding consumers behavior is considered as one of the most crucial functions of a
companys marketing consent. The more diversities and alternatives are available in the market,
the more consumers behavior fluctuates from time to time.

Psychological Factors:
Motivation: Motivation is the thing that will drive customers to build up an acquiring conduct. It
is the statement of a need is which got to be squeezing enough to lead the shopper to need to
fulfill it. It is typically working at a subliminal level and is regularly hard to quantify. Motivation
is specifically identified with the need and is communicated in the same kind of characterization
as characterized in the phases of the customer buying behavior process. To expand deals and urge
shoppers to buy, brands ought to attempt to make, make cognizant or strengthen a need in the
purchaser's brain with the goal that he adds to a purchase influence. He will be a great deal
keener on considering and purchase their items. They should likewise, as indicated by
examination, the kind of product they offer and the shoppers they target, select the motivation
and the need to which their item react with a specific end goal to make them show up as the
answer for the customers' need.
Perception: Perception is the procedure through which an individual chooses, arranges and
translates the data he gets with a specific end goal to accomplish something that bodes well. The
impression of a circumstance at a given time may choose if and how the individual will act.

Depending to his encounters, convictions and individual qualities, an individual will have an
alternate perception from another. Each individual faces each day a huge number of tangible
jolts. It would be outlandish for the cerebrum to prepare all deliberately. That is the reason it
concentrates just on some of them.
Nature of Consumer Behavior:
There are certain natures of consumer behavior; which are mentioned below,
1. Affected by different factors:
The different components that impact the shopper conduct are as per the following:
a. Marketing mix and activities, for example, product design, price, promotion, packaging,
positioning and distribution.
b. Personal factors, for example, age, gender, education and income level.
c. Psychological components, for example, purchasing thought process, perception of the item
and attitude towards the item.
d. Situational variables, for example, physical surroundings at the season of procurement, social
surroundings and time component.
e. Social elements, for example, societal position, reference groups and family.
f. Cultural elements, for example, religion, social classrank and sub-standings
2. Experiences a steady change:
Shopper conduct is not static. It experiences a change over a timeframe relying upon the way of
items. For instance, children incline toward vivid and extravagant footwear, however as they
grow up as youngsters and youthful grown-ups, they favor popular footwear, and as moderately
aged and senior residents they lean toward more calm footwear. The adjustment in purchasing
conduct may occur because of a few different considers, for example, expand wage level,
training level and showcasing elements.
3. Shifts from consumer to consumer:

All buyers don't carry on in the same way. Different purchasers act in an unexpected way. The
distinctions in customer conduct are because of individual components, for example, the nature
of the buyers, way of life and society. For instance, a few purchasers are technoholics. They go
on a shopping and spend past their methods. They obtain cash from companions, relatives,
banks, and on occasion even receive dishonest intends to spend on shopping of development
advances. In any case, there are different customers who, in spite of having surplus cash, don't go
notwithstanding for the normal buys and keep away from use and buy of development
innovations.
4. Differs from place to place:
The purchaser conduct differs crosswise over states, locales and nations. For instance, the
conduct of the urban purchasers is unique in relation to that of the country customers. A decent
number of rustic purchasers are preservationist in their purchasing practices. The rich rustic
buyers may reconsider to spend on extravagances in spite of having adequate assets, though the
urban buyers may even take bank credits to purchase extravagance things, for example, autos and
family apparatuses. The customer conduct might likewise shifts over the states, areas and
nations. It may contrast contingent upon the childhood, way of life and level of improvement.
5. Data on consumer behavior is essential to the marketers:
Advertisers need decent information of the buyer conduct. They have to consider the different
components that impact the shopper conduct of their objective clients.
6. Leads to purchase decision:
A positive consumer behavior leads to a buying decision. A customer may take the choice of
purchasing an item on the premise of diverse purchasing thought processes. The buy choice
prompts higher interest, and the offers of the advertisers increment. In this way, advertisers need
to impact customer conduct to build their buys.
7. Differs from product to product:
Consumer behavior is distinctive for diverse items. There are a few customers who may purchase
more amount of specific things and low or no amount of different things. For instance, young
people may spend vigorously on items, for example, phones and marked wears for stiff neck bid,

however may not spend on general and scholarly perusing. A moderately aged individual may
spend less on dress, however may put cash in reserve funds, protection plans, benefits plans, et
cetera.

8. Enhances standard of living:

The buying behavior of the consumers may lead to higher standard of living. The more a man
purchases the goods and services, the higher is the way of life. In any case, if a man spends less
on goods and services, regardless of having a decent pay, they denies themselves of higher
expectation for everyday life.
9. Reflects status:
The customer behavior is not just affected by the status of a buyer, yet it additionally reflects it.
The purchasers who own extravagance autos, watches and different things are considered having
a place with a higher status. The extravagance things additionally give a feeling of pride to the
owners.

Reasons for Brand Preference:

Majority of the consumers prefer the particular brand they use for the Quality issue. They are
very quality concern as its a cleaning product or related to hygiene.
Many consumers prefer their current brand for its existing market image.
Availability of products in different shops also plays crucial role in terms of choosing a specific
brand.

MY PERSONAL EXPERIENCE IN ITC SALES & PROMOTIONAL ACTIVITIES

At first I had assigned Savlon hand wash to promote and sell the product. First day I tried to
explain the features and benefits of the product and customers are not interested in Savlon

because even they are the premium customers they are preferring other products than savlon
because of the price variant and also the brand value of Dettol motivates customer to purchase.
Local hand wash products are also playing major role because as cost Savlon costs Rs.160/- per
1 liter pack and for Dettol Rs.175/- per 900 ml and local players are charging only Rs.100/- per
liter and they are offering in a attractive bottle where customer is attracts to the bottle by
comparing the prices and it motivates to purchase the local product. As, I have done sales activity
in hyper city there most of the customers are purchasing low priced products or high end
products like Palmolive.

Understanding Consumer Behavior:

Existing customers are loyal and less interested to switch their brands.
The company name Dettol & Unilever has a permanent impact on consumers mind and
influences their purchasing behavior.
Most of the customers care about Lifebuoy because of its strong communication strategies.
Many customers consider Savlon as an independent entity and are influenced by its individual
image.
Almost all the consumers use Hand Wash product for its Germ Protection feature.
Smell is also an important factor for the consumers.
Availability of the products is the most important factor for the channel customers.
Promotional offers play a crucial role in terms of retail purchase of Hand Wash products.
Push sell strategy can be more effective on the channel customer.
Usage pattern of this product is massive.
Soap is still considered as a major alternative among the consumers.
Consumers ensure affordability in terms of purchasing Hand Wash product

Where Savlon went wrong?

There are marketing experts who say that the positioning of Savlon was not correct. No-stinging
and sweet scent are not important for a consumer looking for an antiseptic lotion. What they look
for is effectiveness. Hence Savlon was trying to differentiate on attributes which are not
considered to be important by the consumers. More Over, consumers tend to believe that the
stinging sensation is a side-effect of the effectiveness of the antiseptic. So if it does not hurt, it is
not effective. Dettol has taught them that way.