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
