> Ea XLRi ITC on Campus : ‘SAVLON: THE RESURGENCE’ TEAM VICTORIOUS SECRETExecutive Summary Savion has currently not realized its true potential in the antiseptic liquid market with a market share of less than 12%. We conducted an extensive survey covering users online, stores, retailers and analysed the key needs of the consumers, brand recall and perceptions of the customers towards Savon. Savion has developed ‘a strong brand equity amongst doctors but is lagging behind when it comes to target consumer. Our strategy involves two main key points > Increase the brand equity of Savion in FMCG segment by increasing awareness, visibility and by putting the right value proposition forward. > Develop a range of categories for expansion under the brand Savion to increase reach and market share. id Rete Research Methodology Surveys > Customers are askedto reply to expectation statements and perception statements, for tangibles, Responsiveness and Assurance & for dimensions of empathy and reliability. ~> Subjects reply usinga rating scale positioned alongside each of the statements. > Subjects are also given questions asking them to rate the relative importance of each of the dimensions. FGDs: 2 FGDs of members each. Certain issues regarding the current value proposition have been identified. However, by gauging consumer insights and putting the right value proposition forward, Savion can be extended to new categories. These recommendations are on the basis of extensive primary and secondary research. The existing brand equity of Savion has been depicted through use of Keller's CBBE Model, Consumer Needs-Brand Image alignment, Brand Personality association, Top of Mind recall and Mind Maps. Correct value proposition was then defined using the value map analysis and building the value proposition model. Exploratory research and projective techniques helped us shortlist the categories which can be an attractive proposition for a new product under Savion. We further aligned the categories with the brand, conducted the market analysis, calculated MAI (Market Attractiveness Index) for each brand and checked for the acceptability of consumers. Ligeia Canty ea tod Matrix) Leu iet cay Cn as: s Market Analysis > Market Analysis done to shortlist the categories for possible category extensions. Market Attractiveness Index (Mal) was calculated for each segment. > Focussed on the current market size and the scope of growth in the categories with forecasted market share. > Barriers to entry in the categories were alsolooked upon with special focus on the consumer purchasing behaviour and the existing competition in the categories. Pls: 15 respondents for Mind-maps & Insights.Brand Equity- Understanding the Brand Equity amongst Customers We need to analyse the brand equity of Savion to understand the current position in the market and identify consumer perception. This will help us understand the gaps between Savion and its competitors. Brand Perception Savion is perceived as the brand with less functional benefits as compared to lead competitor. It is considered as a niche product used when skin irritation is the priority along with the healing. Moreover, its communication has not been focussed on core functional benefits and so consumers do not perceive it as a strong healing brand. ‘Also Savion is not perceived as a brand which can be used for various purpose unlike its lead competitor. No buming sensation and sweet smell which has a negative impact leading to consumer considering Savion not as effective as competitor. Brand Perception Refer Appendix for survey results 50 (Ona scale of 50) 3 — 2 ttl s x sero 3 is —tiebow io $ ° rf 2 = are Fig F 7 F828 g2 23 £ Esessgl FS yd S$ 22, : & Ba93, 28,2 3 2 23i:s 2 5,897 fpagdhi piliiiedizig £an3ib: b gegis g2 3 55g § GES8Esezoe a § GEEREE £ Eg tusk EU Eb BST Pre ge pete sag ag ° 3 22 3 cE 52 a 22 = 2 Brand Awareness Awareness Currently Savion is slightly low in cert the awareness set of consumers 5 5 Savion uy and very low in the consideration set of consumers. Overall brand Lfebuoy pa so 100 0 loyalty in this segment is low and depends upon availability. Dettol is 0 50 readily available in the market mBrand Loyals m™ Total Buyer Savion Dettol_Lifebuoy Brand Association We used Flashcards & association tests to identify Advertisements, Safety, Effectiveness and Packaging as the key associations with Brand Savion. It scores high on Clarity of Communication intended by the current value proposition. Mind Maps: Mind maps Keller's Model were prepared of Savion to.understand what first comes to the mind of consumers when they think of Savion, Words Refer Appendix 2 ftecive rane orange, children, fomretectie, Recommensied playing, etc. came up, strongly in the ed Easily Avalable ¢ sate discussion. smells Good Hurts tess savin —pettol —utebuoy