Effective Marketing Strategy for the Leading Antiseptic Brand

Savlon is one of the key driving brands of ACI Consumer Brands, a strategic business unit of Advanced Chemicals Industries (ACI) Limited. ACI is one of the leading conglomerates in Bangladesh. The brand - Savlon is the market leader in the antiseptic-category market of Bangladesh. Since, this brand possesses lion share of the market and defines the market, growth of the brand within the category has become quite stagnant considering the growth of the market category itself. To sustain this leadership position, it is the high time to make the brand vibrant through rigorous marketing activities. Thus, this research work aims at "A study to define effective marketing strategy for Savlon Liquid Antiseptic Brand considering competitors' activities". Here in this study, the author's attempt is to design an effective marketing strategy for Savlon Liquid Antiseptic brand considering current market situation. To secure long term sustainable market presence, marketing strategy needs to be defined in a way to penetrate the maximum consumer level with establishing brand loyalty. From such point of view, marketing activities should be increased to keep Savlon brand vibrant