Group 3 - Dettol
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Transcript of Group 3 - Dettol
• Baljit Verma 10• Chirag Bhuta 12• Kumar Ankur 22• Nikhil Tanna 24
• Paresh Mishra 30• Rahil Naik 31• Peenaz Chokshi 34• Vishal Mehta 52
• Saurabh Jhaveri 54
Dettol (a Brand by Reckitt Benckiser)
Group # 3
Dettol (a Brand by Reckitt Benckiser)
Reckitt Benckiser, world’s largest producer of household products and major producer of consumer healthcare and personal products
RB Headquarter is in Slough, United KingdomRB Revenue in 2009 is 12.18bn $.m.
RB brands are found in millions of consumers homes in over 180 countries. Has 19 Power Brands & they are Market Leaders
Brand Architecture
Brand Architecture is the Logical Strategic & Rational Structure for all the Brands in the Brand Portfolio , Brand Architecture is the vehicle by which the Brand Team Functions as a Unit to Create Synergy & Leverage .
Reckitt Benckiser Brands in Global Market
Reckitt Benckiser India – House of Brands
Reckitt Benckiser (House of Brands)
AirwickLizol
MorteinHarpic
Dettol
Antiseptic Liquid
Handwash
Soap
Body wash
Plasters
Band Aid
Shaving Cream
Hand Sanitizers
Strepsils
FinishVeet
Cherry Blossom
VanishEasy off Bang
DisprinColin
Reckitt Benckiser (House of Brands)
Product Brands
DisprinVanish
Product Brands with Variants
Airwick
Lizol
Easy off Bang
Mortein
Strepsils
Finish
Veet
Colin
Cherry Blossom
Harpic
Brand across Categories / Brand
ExtensionsDettol
Dettol : Debut as a Product
About Dettol
• A Iconic Brand of Reckitt Benckiser India Ltd , Number One in World
• Launched in India in 1933 in the Antiseptic liquid form as a treatment for cuts and wounds. Most Trusted Brand of India.
• While it started its journey as the ‘cuts and wounds’ brand in the country, over the years it has taken over the role of ‘protector from germs’ in every situation.
• Major products: Antiseptic Liquid, Handwash, Bodywash, Soaps, Shaving Cream, Adhesive Bandages
DETTOL- BE 100% SURE
Dettol completes 75 years of protecting families from illness causing germs
Dettol Products in India
Dettol liquid antiseptics• The brand is the leader (85 per cent share) with its nearest competitor,
Johnson & Johnson's Savlon• Is logging 20 per cent growth in a Rs 150-crore market.
Dettol Liquid hand wash• Despite retailing at a higher price than competitors such as Fem and Lifebuoy,
has maintained a lead in this segment with a 60 per cent market share in the Rs 100 crore market.
Dettol Shaving cream• 30 per cent share in a Rs 200 crore market.
Dettol Soap• The market share of Dettol soap increased from 6.4 per cent in June 2008 to
8.1 per cent in June 2009, placing it ahead of Wipro's beauty soap Santoor as the country's third-largest soap brand by value.
Brand Architecture
Dettol Portfolio
CATEGORY PERFORMANCE
Fabric Care – 26%*
Surface Care — 17%*
Dishwashing — 11%*
Home Care — 14%*
Health Care — 26%*
Personal Care — 26%*
Food — 3%*
World wide
Products in its Portfolio
• Only Deals in domestic sanitation products• Flagship Product is the antiseptic liquid.• Dettol Soap was launched in 1990’s• Leader in the Indian Hand wash Market• First aid Plaster was launched in 1990’s• Followed by Shaving cream & Instant Hand Sanitizers.• All Products carry the “100 % Protection from
germs “Heritage of Dettol.
STARS
• Liquid Hand Wash Products• Dettol created a new liquid hand wash market in
India in 1994.• Currently holds 75% Market share in this Segment.• Closet Competitors are Lifebuoy , Palmolive & Savlon. • Continuous Innovation like new Variants & Refill
Pouches are helping Dettol to sustain.
Cash Cow
• Antiseptic Liquid• Dettol liquid antiseptics, is Growing at 20%.• Brand is the Leader with 85% Market share with
Johnson and Savlon having 13% Market share.• Dettol Market share remained untouched for years
despite stiff competition due to the products deep market penetration , strong Branding image & its Multiple use.
Question Mark ?
• Dettol Bodywash – launched in 2005 at 4% market share it Ranked behind
major players like Lux , Palmolive, ITC & Dove. Low Market Penetration.
• Dettol Soap– Holds 18% Market share in Health care segment.
• Shaving Cream– Has 30% market share in Rs 200 Cr. Market.
• Hand Sanitizer – Nascent market share in India.
Dogs
• Plasters– Stagnant & Small market share .– Its Main competitor & Market Leader is J & J’s &
Band- aid.
What is brand equity?
Set of assets & liabilities linked to a brand, its name & symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firm’s customers.
A brand is said to have positive customer-based brand equity when consumers react more favorably to a product and the way it is marketed when the brand is identified as compared to when it is not.
Customer based brand equity is the differential effect that past brand knowledge has on consumer response to the marketing of a brand.
Brand equity arises from differences in consumer response.
Why Measure Brand Equity?
To Understand drivers of brand value in order to support strategic decision –making.
To evaluate efficacy of brand value building programs --ROMI.
To Understand Decision Drivers
To Assess Marketing Efficacy
How to Measure Brand Equity?
Qualitative Methods
Free Association
Projective Techniques
Brand Personality n Relationships
Brand Equity
Brand Associa
tions
Brand Loyalty
Perceived
Quality
Other Proprie
tary Brand Assets
Brand Awareness
Aeker’s Model has been used as the basis for identifying relevant dimensions
Keller’s Brand Equity Framework:Sources of Brand Equity
Brand KnowledgeBrand awareness
Brand Recall
Brand Recognition
Brand ImageRecall Types of brand associations
Favorability of associations
Strength of associations
Uniqueness of associations(Familiarity)
Building Blocks
Personal relevance
Points of parityPoints of difference
RelevanceBelievability
Qualitative TechniquesFree Association: Involves free association tasks whereby subjects are asked what comes to mind when they think of the brand without any more specific probe or cue.
Q : Which Brand comes to your mind
when you look at this logo?
• Ans: 93% of respondents correctly identified it as Dettol.
Strong Brand Recall
Brand Recall
Brand Associations
DETTOL
TrustAntisep
tic
Safety
HygieneReliabl
e
Healthy family
Peculiar Smell and burns on application
Affordable
•Dettol is largely perceived as an antiseptic brand.
•Used for hygiene and health of the entire family
Interpretation
•
Emotional connect of consumers with Dettol: Safety, comfort, and assurance
Presence of the brand for years and strong positioning as an antiseptic brand.
Customers do not connect joy, energy, or pride with the brand.
The new attributes of new product extensions are overshadowed by the strong antiseptic image of brand Dettol
Assessing Brand Awareness
Antiseptic L
iquid
HandW
ash Soap
Adhesive Ban
dages
Shav
ing Cream
BodyWash
020406080
100 93 87 85
54
12 9
Dettol Products
Respondents
Total responses: 94
• Consumers are relatively less aware of Shaving Cream and Body Wash
• High awareness of Antiseptic Liquid, Hand Wash, and Soap
Q: Which of the following categories do you think Dettol is in?
Perceived Quality
Brand Dettol scores high on: – Trustworthiness of its products– Faith the brand has won,– Affordable price,– Existence for so many years, – Effectiveness as antiseptic
Q. What do you think are the positive attributes of the Brand Dettol?
Brand Association
– 90% respondents recalled the name of Dettol when they were asked to find an alternative for the word “Antiseptic”
Dettol90%
Savlon4%
Burnol3%
Others3%
Brand association with Dettol
Dettol Savlon
Burnol Others
F i rs t a i d
1 0 0 % s u re
G e r m f re e
h e a l t hys a fet y
i n fe c ti o n
s m e l l
c a re
Kn e e s c a r
Thank you