ITC v3 - Build trust > cto r Fa Fea Building Brand Equity...

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Building Brand Equity with the younger generation Savlon has to build its brand salience with the young generation. Savlon can conduct events at schools catering to students from SEC A, B & C. The event will have a dance competition with students asked to come up with a hand wash dance. The objective is to get Savlon into thousands of households to induce trial of the product. Product Expansion and Bundling Drawing on the Savlon Brand awareness Proposition : The antiseptic that is 8x more effective and recommended by 90% of Doctors The following are the Proposed Extenstions : A. Shower Gels B. Hand Sanitizer C. Baby Wipes Baby Wipes and Napkins Babies are highly susceptible to diseases, Insight :Anyone who interacts or touches a baby must use an anti-septic wipes. Hand Sanitizer Hand sanitizer is another possible extension of the Savlon brand. Savlon hand sanitizer has Savlon anti-septic liquid in every drop making it the best performing hand sanitizer available in the market. Build trust >> Add Value >> Be a Preferred Partner Shower Gel Savlon shower gel provides you with a bathing experience bar none. It allows you to walk out of them shower feeling clean and protected because Savlon shower gel has Savlon anti-septic liquid components. Awareness in cities Consumers lack awareness of hygiene levels in daily life, happily eat food from street vendors and in cafeteria’s without wash their hands Less than 10% of the 143 respondents washed their hands before eating. Objective :Increase awareness Modus Operandi: Mobile camera based app to scan hands- Knowing the hands are dirty instantly draws on need to wash hands Proposal: Savlon Suraksha kiosks in food courts and a mobile scanning station set up in trucks strategically located near high density of street food vendors. Fear Factor Observation : 18 Restaurants and 4 hostels across Mumbai. Insight: After washing hands- Wipe on jeals, T- shrt
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Building Brand Equity with the younger generation Savlon has to build its brand salience with the young generation. Savlon can conduct events at schools catering to students from SEC A, B & C. The event will have a dance competition with students asked to come up with a hand wash dance. The objective is to get Savlon into thousands of households to induce trial of the product.
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