Question

Case study

The antiseptioc liquid market in India is ruled by Dettol which is the market leader in this segment. It was launched in 1936 by Reckitt and Benckiser and the product was very successful with virtually no competitors. On the other hand in more than 50 years of operating in India (Since 1957) Johnson and Johnsin limited had gained a reputation for delivering high-quality products.
In 1993 Johnson and Johnson limited launched savlon in the Indian market as an antispetic liquid that helped healing without hurting by not only killing germs but also preventing their re-growth. Media reports also backed Savlon as a better product than Dettol on the grounds that it did not create a stinging sensation and that the scent was far better than Dettol. However, Savlon could not achieve its desired success and could hardly break into the brand equity built by Dettol. Today, Savlon occupies only a negligible portion of the market.
While Johnson and Johnson tried its level best to see that the product meets the needs of the target audience, the question is: what marketing strategy would have to be develped to gain acceptance in the market.
Questions:
1-Why do you think the market did not accept savlon’s soothing product?
2-Should savlon be re-introduced as a product with attributes similar to Dettol?
3-Is there any particular market-segment that savlon should try to appeal to? Give reasons for your answers.​

Answer 1

Answer:

hope it's helpful!

Explanation:

Packaged consumer goods company Reckitt Benckiser’s (RB) Dettol soap bar became the country’s number one selling soap brand by value share, claimed the company, riding on the increased demand for personal hygiene products in the country

The maker of Dettol disinfectants, Harpic toilet cleaners and Veet hair removal cream, posted a “high single digit (revenue) growth" in India during the first half of the year, the company’s top management said as RB announced its half-yearly and second quarter results on Tuesday

Answer 2

Answer:

sorry I don't know answer of this question sorry mate