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MKT624 GDB No. 2 Solution Fall 2015 Due Date Feb 4, 2016
MKT624 - Brand Management GDB No. 2 Solution Fall 2015 Due Date Feb 4, 2016
|Starting Date||Monday, February 01, 2016|
|Closing Date||Thursday, February 04, 2016|
SEMESTER FALL 2014
BRAND MANAGEMENT (MKT624)
Graded Discussion Board No.2
Due Date: February 4, 2016
NOTE: There is no grace period in case of GDB
Savlon a commonly known brand was initially owned by the renowned pharmaceutical company named as MNC ICI Ltd, later on ICI's OTC brands were acquired by Johnson & Johnson Pvt (Ltd). Savlon was clinically proven to be a better antiseptic available in Indian market like Dettol, which is now backed by Johnson & Johnson. Savlon has many advantages like better scent and non-stinging properties as compare to Dettol. It was assumed that this brand will make Dettol to run away from Indian market which was considered as market leader, but even after millions of rupees spent over Savlon positioning in Indian market Dettol still rules the category of antiseptic lotions in India.
Clinically Savlon had lot of advantages over Dettol as it is very effective in germ killing as compare to Dettol. Clinical results show that it does not produce sting while applying on wounds whereas Dettol create a stinging sensation. Even after having all these advantages over Dettol, Savlon could not make business in Indian market and now it captures a very small part of the Indian market. It is a popular brand in the institutional market but in the consumer market, it is a “No-Brand”.
Point of Discussion:
As a student of brand management; how do you think that brand repositioning might help Savlon to drag the attention of Dettol users and increase its market share? Justify your answer.
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