Positioning requires that similarities and differences between brands be defined and communicated.
DETTOL AND SAVLON
The antiseptic lotion market in India has been traditionally dominated by Dettol,a flagship from Reckitt Benckiser India Limited.Attributes of the Dettol liquid,such as strong smell,turning cloudy when pour on water,and the stinging sensation produced on touching a wound became the category properties of liquid antiseptic lotion.
It is in this market that Savlon was introduced.Savlon did not have any of these properties.It had a different smell,the liquid did not turn cloudy in water,and it did not give the stinging sensation.Therefore in order to obtain consumers acceptance,Savlon had to counter the category perception through communication.The brand advertised superior efficacy of the product and highlighted the "no sting" property of Savlon antiseptic liquid as the key differentiators.
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