Recently, ITC brand Savlon has rolled out into Sanitizer category and launched Savlon Pen Sanitizer in Spray form. An excellent innovation is done by Savlon which is creating a new opportunity to gain the market share. Pen Sanitizer format itself can be core proposition in the Sanitizer segment. Consumers are now slowly switching over into Sanitizer category, however handwash market is very large which is mainly dominated by Dettol & lifebuoy. Though it is an essential to create in-depth awareness as well as difference between the usage of handwash & hand sanitizer.
According to Nilesen Market Research:
Total Antiseptic Liquid market:- INR 650 crore (Appx.)
Total Handwash Market :- INR 610 crore (Appx.) – Rapidly Growing appx. 15 to 20%
Total Hand sanitizer Market:- INR 75 crore (Appx.) – Growing steadily, though awareness to be required.
Hand sanitizer Core market Segmentation:
(1) Foam hand sanitizer
(2) Gel hand sanitizer
(3) Sanitizing hand wipes
(4) Spray hand sanitizer
Mostly gel based hand sanitizer is being consumed in the market rather than spray form. Savlon has created clutter breaking Pen form hand sanitizer in order to gain the market share. There is a huge opportunity to penetrate the rural & urban market by communicating conceptually as a Pen Sanitizer.
The concept of Pen is representing that it can move easily anywhere in your pocket and can give a hygiene solution before eat anything.
An animated Chhota Bheem iconic campaign is targeting to children and conveying message of Pen sanitizer before eat. In the campaign, showing classroom location is perfectly targeting but overall huge lack of campaign effectiveness, even though it has not found any other campaign or aggressive brand promotion. For any campaigning of an innovative product, an ‘Effectiveness’ is an essential factor and playing a key role to appeal the target audience. As well, it is also needed to consistent promotion of the brand which is creating not only awareness but also urge to buy & at least taste of your product like e.g. Fogg Deo. The other significant point is that to represent the method of 'how to sanitize hand properly' which can bring positive results.
Marketers are an extremely emphasizing on ‘customer comfortness & convenience’.
Many brands are now coming up with small form of packaging in all major segment especially personal care/herbal care/FMCG market which we are facing regularly through various medium.
According to current competitive market scenario, any of brand cannot survive into the market WITHOUT:
(1) Consistent product innovation (For both Existing & New)
(2) End to End Customer Service (For B2B, B2C)
(3) Market Penetration by identifying the market gap
(4) Consistent innovative Marketing & Communication Strategy/Execution
Product Innovation =An Effective Communication