Brand Equity of Dettol

About Dettol

•A product of Reckitt Benckiser India Ltd

•Launched in India in 1933 in the Antiseptic liquid form as a treatment for cuts and wounds.

•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 liquid antiseptics• The brand is the leader (85 per cent share) with its nearest competitor, Johnson &

Johnson's Savlon, not being able to make much headway.• 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.

Market Share

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.

• If you don’t know where you are, it’s hard to decide how to get there.

To evaluate efficacy of brand value building programs --ROMI.

• If you don’t know where you’re going, any road will get you there.

To Understand Decision Drivers

• Understanding customers’ decision drivers gives companies insights about how to influence customer choices.

To Assess Marketing Efficacy

•The health of your brand is a prime indicator of the health of your company.

How to Measure Brand Equity?

Qualitative Methods

Free Association

Projective Techniques

Brand Personality n Relationships

Quantitative Methods

Brand Audit

Brand Inventory

Brand Exploratory

Brand Multiple

Brand Equity

Brand Associations

Brand Loyalty

Perceived Quality Other

Proprietary 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.

Dettol77%

Aquaguard7%

Bisleri

10%

Others4%

Kent RO2%

Brand Recall - Slogan

DettolAquaguardBisleriOthersKent RO

Dettol; 87; 93%

Savlon; 3; 3%

Medimix; 1; 1% Lizol; 3; 3%

Brand Recall- Logo

DettolSavlonMedimixLizol

Strong Brand Recall

Brand Recall

Brand Associations

DETTOL

TrustAntisep

tic

Safety

HygieneReliabl

e

Healthy family

Bad Smell and burns on application

Affordable

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

Q : What words do you associate with ' Dettol'?

Projective Techniques

Personification of Dettol

A Young, Caring

MotherA concerned

friend (boy/girl)

A strong superhuman (Superman)

A war soldier

A man in his late

30’s. clean. Single child. wears

white a lot. neat hair. slim and fit. clean shaved. Sticks to

the point.

A disciplined, organized husband

An experience

d doctor (Female)

A fat ,middle aged man. Cleanliness

Freak. Yellow –

complexioned. Wears

a green suit

Diagnostic tools to uncover the true opinions and feelings of consumers when they are unwilling or otherwise unable to express themselves on these matters.

Q: How would you personify Dettol?

(Brand Personification)

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: 68

• Consumers are not 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?

Assessing Brand Loyalty

– Majority of Customers buy once a month:

– Repeat customers.

– More than 90% users have been using Dettol since childhood(5- 7 yrs)

11%53%5%

16%

15%

Frequency of Buying a Dettol ProductOnce in 2

weeksOnce a month

Once in 2 onths

Once in 6 months

Others

9096%

4%

Child hoodOthers

Q: How often do you buy a Dettol Product?

Q: Since what age do you remember using Dettol's products?

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?

Survey Result and Interpretation

– 94% respondents found Dettol’s performance to be either excellent or Very good

80%

14%6%Satisfaction Level

ExcellentVery Good

Rate your level of satisfaction regarding the performance of Dettol products.

Under which situations do you feel the most need to use Dettol's Products?

Most people use it when injured or wounded 10%

43%27%

11%11%

Dettol Usage Pattern Routine personal hygiene

When injured/wounded

Someone in family falls ill

During Seasons of infec-tion

As skin care product

No reason

Brand Association

– 90% respondents recalled the name of Dettol when they were asked to find an alternative for the word “Antiseptic”

Dettol89%

Savlon4%

Burnol3%

Others3%

Brand association with Dettol

Dettol Savlon

Burnol Others

Components of Brand Equity Measurement System

Brand Equity

Brand Equity

Management Systems

Brand Tracking

Brand Audits

Brand Audit

• A brand audit is a comprehensive examination of a brand.

• Involves a series of procedures to assess the health of the brand, uncover sources of brand equity, and suggest ways to improve and leverage its equity.

• Requires understanding sources of brand equity from the perspective of both the firm and the consumer.

Steps of Brand Audit

1.Brand Inventory

• A current, comprehensive profile of how all the products and services sold by a company are marketed and branded

• Reveals the extent of brand consistency

Application to Dettol

• Consistent in positioning all its products as having strong antiseptic properties

• Brand which stands for ‘Total Family Protection’• Through its partnership with IMA and local

doctors, Dettol has been proactively involved in educating consumers regarding health and hygiene

• Have recently added another message to its overall positioning: ‘Mild and Skin care’

Steps of Brand Audit (contd..)

2.Brand Exploratory

•Provides detailed information as to what consumers think and feel about the brand by means of the brand exploratory

Application to Dettol

• Trusted brand• High Quality and effectiveness• Well established brand• Low innovation• Less awareness of Dettol’s brand extensions• Very strong formulation, needs dilution• Burning sensation on application• New products still not perceived as mild, but as a strong

antiseptic product

Brand Tracking • Involve information collected from consumers on a routine

basis over time. • Employ quantitative measures to provide marketers with

current information on how their brands and marketing programs are performing- on a number of key dimensions identified by the brand audit.

• Meant to understand where, how much and in what ways brand value is being created.

Brand Equity Management Systems: Defined as a set of organizational processes designed to improve the understanding and use of the brand equity concept within a firm.

Retailer Survey

• 7 Retailers• Juhu, Vile parle Area• Open Ended Questions

Q. Which products are demanded by the customer under the brand name Dettol

Soaps23%

Antiseptic Liquid46%

Liquid Handwash15%

Plaster8%

Shaving cream8%

Retailer Info on Product Sale

SoapsAntiseptic LiquidLiquid HandwashBodywashPlasterShaving cream

Dettol77%

Savlon23%

Advertisement and Promotions

DettolSavlon

Q. Who gives the best support in respect of advertisements and consumer awareness campaigns while promoting their brand?

Q. Retailer’s perception and behaviour of his customers to him.

23%

8%69%

For antiseptic solution

Purchase another brandWait for the brand

Goes to other retail outlet

54%

8%

38%

For Soaps category

Customer Based Potency

• Brand image and loyalty

Competitive Potency

•Brand trend, support, protection, competitive strength

Global Potency

•Market factors•Promotion and personal factors•Distribution factors•Product factors•Price factors•Regulations

The Brand Multiple

Customer Base Potency•Brand Awareness = 8•Brand Association = 9•Perceived Quality = 10•Total = (27/30)*10 = 9

Competitive Potency•Brand Support = 10•Brand Protection = 9•Competitive Strength = 9•Total = (28/30) * 10 = 9.33

Global Potency•Market factors = 9 •Promotion and personal factors = 9•Distribution factors = 10•Product factors = 9•Price factors = 9•Total = (46/50) * 10 = 9.2

Grand Total = (27.53/30) =

0.9176

Calculating Brand Multiple

Benefits derived from Brand EquitySynonymous with the antiseptic category and hence creates brand associations.

Positive impact on out-right sale of Dettol Products.

Increased brand awareness and brand loyalty for the antiseptic as well as other products.

Factors contributing to Negative Brand Equity

Dettol could not capitalize on its brand equity to some of the other products like Talcum Powder

If the major product has certain core properties, then the consumer develops a certain expectation from other products as well.

Since Consumers associate the Brand Dettol so strongly with its strong antiseptic qualities, its extension into the mild skincare segment has not been very well received

Dettol has not changed its packaging from glass to plastic ( much more convenient).

Dettol Antiseptic Liquid is also popular as a floor disinfectant and for washing clothes, hence associating soap and body wash with the same Brand name discourages customers from using these products.

Conclusion & Recommendations

•To capitalize on brand equity of Dettol, it should position its brand extensions well and Increase innovations

•Could introduce products like antibacterial/ virusidal wipes

•It could very well use its image & equity of safety for products like anti bacterial deo spray

THANK YOU..!!

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