Dettol

(a Brand by Reckitt Benckiser)

Baljit Verma 10

Group # 3

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)

Reckitt Benckiser, worlds largest producer of household products and major producer of consumer healthcare and personal products
RB Headquarter is in Slough, United Kingdom RB 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

Airwick Lizol Mortein Harpic Strepsils

Antiseptic Liquid Handwash

Body wash
Soap

Reckitt Benckiser
(House of Brands)

Dettol Finish Veet

Cherry Blossom

Plasters
Band Aid Shaving Cream

Vanish Easy off Bang Disprin Colin

Hand Sanitizers

Product Brands

Disprin Vanish Airwick Lizol

Reckitt Benckiser (House of Brands)

Easy off Bang Product Brands with Variants Mortein Strepsils Finish Veet Colin Cherry Blossom Harpic

Brand across Categories / Brand Extensions

Dettol

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

Brand Architecture
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.

Dettol Portfolio

CATEGORY PERFORMANCE
World wide

Fabric Care Surface Care

26%* 17%*

Dishwashing
Home Care Health Care Personal Care Food

11%*
14%* 26%* 26%* 3%*

Products in its Portfolio

Only Deals in domestic sanitation products Flagship Product is the antiseptic liquid. Dettol Soap was launched in 1990s Leader in the Indian Hand wash Market First aid Plaster was launched in 1990s 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 & Js & 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 firms 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?

Brand Associations

Qualitative Methods
Free Association

Quantitative Methods
Brand Audit

Brand Awareness

Brand Loyalty

Brand Equity

Projective Techniques Brand Personality n Relationships

Brand Inventory

Other Proprietary Brand Assets

Perceived Quality

Brand Exploratory

Aekers Model has been used as the basis for identifying relevant dimensions

Brand Multiple

Kellers Brand Equity Framework: Sources of Brand Equity

Brand Recall Brand awareness Brand Recognition Recall Types of brand associations Favorability of associations Brand Image Strength of associations

Brand Knowledge

Building Blocks

Relevance Believability
Personal relevance Points of parity Points of difference

(Familiarity)
Uniqueness of associations

Qualitative Techniques
Free 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.

Brand Recall

Strong Brand Recall

Brand Associations

Trust Affordable Antiseptic

Peculiar Smell and burns on application

DETTOL
Reliable

Safety

Dettol is largely perceived as an antiseptic brand. Used for hygiene and health of the entire family

Healthy family

Hygiene

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

Q: Which of the following categories do you think Dettol is in?

Consumers are relatively less aware of Shaving Cream and Body Wash High awareness of Antiseptic Liquid, Hand Wash, and Soap

100 R 80 e s 60 p 40 o n 20 d 0e n
t s

93

87

85 54

12

Dettol Products

Total responses: 94

Perceived Quality
Q. What do you think are the positive attributes of the Brand Dettol?

Brand Dettol scores high on:

Trustworthiness of its products Faith the brand has won, Affordable price, Existence for so many years, Effectiveness as antiseptic

Brand Association
90% respondents recalled the name of Dettol when they were asked to find an alternative for the word Antiseptic

Others 3% Burnol 3% Savlon 4%

Brand association with Dettol

Dettol

Savlon

Dettol 90%

Burnol

Others