Group Report on Savlon Antiseptic Cream

Group Members

1. Mehrab MortayzRafin [2232815630]

2. Mohammad Tahsinur Rahman [2321744630]
3. Tawfiq Rahman [2321287030]
4. Sabit Elahi Chowdhury [2323574030]
5. Zannatul Nayem [2131115630]
6. Sanjana Parvej [2231577630]

Course-MKT202

Course Instructor- ShahneelaNaheed(SNE)

North South University, Bangladesh

Date of Submission: 27th May 2024

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Acknowledgements

We would like to express our gratitude to our course instructor Shaneela Naheed Ma’am for
guiding us throughout this project. Special thanks to Lavender Pharmacy, situated in
Dhanmondi 5, for providing us with Savlon Antiseptic Cream prices. We also extend our
appreciation to our peers and family for their support.

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Executive Summary

This report analyzes Savlon Antiseptic Cream, focusing on its marketing mix and market
considerations. Owned by ACI Limited, a leading Bangladeshi conglomerate, Savlon benefits
from a strong brand reputation in wound care and personal hygiene.

We explore Savlon's product features, pricing strategy, promotional activities, and

distribution channels. The product offers effective infection prevention and skin soothing
benefits. Pricing is affordable yet maintains a premium image, with various sizes available.

Promotional efforts include TV commercials, radio ads, print advertisements, and sales
promotions to enhance brand visibility. Distribution is extensive, covering pharmacies,
supermarkets, convenience stores, and online platforms.

The report also examines consumer behavior, noting that Savlon is a frequently purchased,
trusted convenience product. Market segmentation and targeting focus on demographics,
geographic regions, and behavior, aiming at families and health-conscious individuals.

Savlon differentiates itself through superior efficacy and brand trust, positioning itself as a
high-quality antiseptic at competitive prices. This analysis provides insights into Savlon's
market strategy and competitive edge, highlighting how it sustains its market position amidst
evolving consumer needs and competition.

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Table of Contents

1. Executive Summary PAGE-3

2. Introduction PAGE-5

3. Marketing Mix PAGE-6,7

 Product
 Price
 Promotion
 Place/Distribution

4. Marketing Considerations PAGE-8

5. Market Segmentation and Targeting PAGE-9,10

 Market Segmentation
 Market Targeting
 Differentiation
 Positioning

6. Contribution Table PAGE-11

7. Appendix PAGE-12

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Introduction

Company Background

Savlon is a renowned brand under ACI Limited, a leading conglomerate in Bangladesh. ACI
Limited, established in 1992, has diversified interests in pharmaceuticals, consumer brands,
and agribusiness. Savlon, initially a UK brand, became a household name for its antiseptic
properties and is trusted for wound care, disinfection, and personal hygiene. ACI has
maintained Savlon's reputation by ensuring high-quality standards and widespread
availability.

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Marketing Mix

Product

Savlon Antiseptic Cream offers multiple benefits, including wound healing, infection
prevention, and soothing skin irritations. The product levels include:

 Core Benefit: Protection against infection.

 Actual Product: The antiseptic cream with its specific formulation and packaging.
 Augmented Product: Customer support and information on proper use.

Price

Savlon Antiseptic Cream is available in various sizes to cater to different needs. The pricing
strategy ensures affordability while maintaining a premium image.

Size (g) Price (BDT)

30 30-40

60 50-60

100 70-80

Promotion

Savlon promotes its antiseptic cream through diverse channels:

 TV: Engaging commercials highlighting the product's benefits.

 Radio: Ads during prime listening hours.
 Newspapers and Magazines: Print ads in popular publications.
 Sales Promotions: Discounts and bundle offers during health awareness campaigns.

Place/Distribution

Savlon Antiseptic Cream is distributed intensively, ensuring availability in:

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  Pharmacies
 Supermarkets
 Convenience stores
 Online platforms

This wide distribution network guarantees that the product is easily accessible to consumers.

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Marketing Considerations

Consumer Product Type

Savlon Antiseptic Cream is a convenience product. It is frequentlypurchased, widely

available, and typically low-priced, making it an essential item in household first aid kits.

Consumer Buying Behavior

The buying behavior for Savlon Antiseptic Cream is habitual. Consumers often repurchase it
due to familiarity and trust in the brand, involving low decision-making effort.

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Market Segmentation and Targeting

Market Segmentation

Savlon segments its market based on multiple factors:

 Demographic: Targeting families, caregivers, and health-conscious individuals.

 Geographic: Urban and rural areas with specific promotional strategies.
 Behavioral: Focus on consumers seeking reliable and effective first aid solutions.

Market Targeting

Savlon employs a segmented marketing strategy, tailoring its campaigns to different

demographic groups and regions to maximize reach and effectiveness.

Differentiation

Savlon differentiates itself through superior product efficacy and a trusted brand name.
Comparing Savlon with Dettol Antiseptic Cream:

Feature Savlon Dettol

Active Ingredients Cetrimide, Chlorhexidine Chloroxylenol, Terpineol

Pricing Moderate Moderate

Brand Trust High High

Availability Extensive Extensive

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Positioning

Savlon follows a more for the same positioning strategy, offering high-quality antiseptic
care at competitive prices. This strategy reinforces its value proposition of premium quality
without a premium price.

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Contribution Table

Section Contributor

Executive Summary Mehrab MortayzRafin

Introduction Mohammad Tahsinur Rahman

Marketing Mix: Product Tawfiq Rahman

Marketing Mix: Price Sabit Elahi Chowdhury

Marketing Mix: Promotion Zannatul Nayem

Marketing Mix: Place/Distribution Sanjana Parvej

Marketing Considerations Mehrab MortayzRafin

Market Segmentation Mohammad Tahsinur Rahman

Market Targeting Tawfiq Rahman

Differentiation Sabit Elahi Chowdhury

Positioning Zannatul Nayem

Compilation and Editing Sabit Elahi Chowdhury

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Appendix

References

1.ACI Limited. (2024). Company Overview. Retrieved from ACI Website(https://www.aci-

bd.com)

2.Market Analysis Report. (2023). Antiseptic Cream Market Trends. Retrieved from Market
Research (https://www.marketresearch.com)

3.Advertisement Archives. (2024). Savlon Promotional Campaigns. Retrieved from Ad

Archives (https://www.adarchives.com)

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