Rebranding strategy: a study on Savlon of ACI Ltd.

Abstract

The rebranding any existing it properly in a market is a very challenging task for any organization. All forms of organizations, big and small invest a significant amount of money and effort in the development and positioning process of an existing brand. For this purpose, a lot of market research is necessary in order to identify the most suitable target audience for the brand and also developing a suitable approach for positioning the brand in the minds of the customers in the intended way. This task is especially difficult in the case of a new product which is the case of Savlon. This report will bring to light the brand development and positioning process in the case of an existing brand and how competing brands complicate the process. The purpose of this report was analyzing the different brand building strategies taken by ACI for the Savlon brand and to see if the current positioning strategy for Savlon is effective or not. For the purpose, data from both secondary and primary sources was analyzed. Secondary data was collected from different published sources. As for the primary data, two primary researches was conducted. One on consumers for analyzing the effectiveness of ACI’s current consumer communication strategies and the other on retailers for analyzing ACI’s Trade Promotion strategies. In both cases, judgmental sampling was used and the number of respondents was 50. For the first research, a questionnaire with 10 questions was used and the survey was conducted online. For the second research, a questionnaire with 5 questions was used and the responses were collected through short interviews with the retailers. The study shows that the level of awareness for the brand Savlon is still very high. Savlon’s positioning as a personal care product is effective. Consumers value product quality as the most important factor at the time of purchasing. However, ACI needs to communicate its offering to the customers to ensure better sales. ACI also invests intensively in trade promotion. This has proven to be quite successful for ACI as it ensures better shelf presence. ACI can continue with its current strategies for trade promotion but it should also increase the volume of consumer oriented promotion.