Post on 24-Nov-2014
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
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.
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
Hygiene
Reliable
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
•
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 Liquid
HandWash So
ap
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 in-fection
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 EquityPositive 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..!!
If you are still not 100% Sure…Please shoot your questions….