Description
Describes about Dettol's Brand Equity.It includes market share,branding,brand recall,brand awareness,quality, perceived quality
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
Market Share
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.
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?
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
Aeker’s Model has been used as the basis for identifying relevant dimensions
Brand Multiple
Keller’s 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
Brand Recall - Slogan
Others 4%
Brand Recall- Logo
Medimix, Savlon, Lizol, 3, 1, 1% 3, 3% 3% Dettol
Bisleri 10%
Kent RO 2%
Dettol Aquaguar d Bisleri
Savlon
Medimix Lizol Dettol, 87, 93%
Aquaguar d 7%
Dettol 77%
Strong Brand Recall
Brand Associations
Q : What words do you associate with ' Dettol'?
•Dettol is largely perceived as an antiseptic brand. •Used for hygiene and health of the entire family
Trust Affordable Antiseptic
Bad Smell and burns on application
DETTOL
Reliable
Safety
Healthy family
Hygiene
Projective Techniques
Diagnostic tools to uncover the true opinions and feelings of consumers when they are unwilling or otherwise unable to express themselves on these matters.
An experienced doctor (Female) A fat ,middle aged man. Cleanliness Freak. Yellow – complexioned. Wears a green suit
A Young, Caring Mother
A concerned friend (boy/girl)
A strong superhuman (Superman)
Q: How would you personify Dettol? (Brand Personification)
A disciplined, organized husband
Personification of Dettol
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 war soldier
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 not 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
9
Dettol Products
Total responses: 68
Assessing Brand Loyalty
Q: How often do you buy a Dettol Product?
– Majority of Customers buy once a month: – Repeat customers.
15% 16%
Frequency of Buying a Dettol Product
11% Once in 2 weeks Once a month
5%
53%
Q: Since what age do you remember using Dettol's products?
– More than 90% users have been using Dettol since childhood(5- 7 yrs)
4%
Child hood 90, 96% Others
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
Survey Result and Interpretation
Rate your level of satisfaction regarding the performance of Dettol products. – 94% respondents found Dettol’s performance to be either excellent or Very good
0%0% Satisfaction Level 6% 14% 80%
Excellent Very Good Good
Under which situations do you feel the most need to use Dettol's Products?
Dettol Usage Pattern
Routine personal hygiene When injured/wounded
Most people use it when injured or wounded
11%
11%
9%
Someone in family falls ill During Seasons of infection As skin care product No reason
27%
42%
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% Dettol 90%
Brand association with Dettol
Dettol
Savlon
Burnol
Others
Components of Brand Equity Measurement System
Brand Tracking
Brand Audits
Brand Equity Manage ment Systems
Brand Equity
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
Bodywash 0%
Shaving cream 8% Plaster Liquid 8% Handwash 15%
Retailer Info on Product Sale
Soaps 23%
Soaps Antiseptic Liquid Liquid Handwash
Antiseptic Liquid 46%
Bodywash Plaster Shaving cream
Q. Who gives the best support in respect of advertisements and consumer awareness campaigns while promoting their brand?
Savlon 23%
Advertisement and Promotions
Dettol Dettol 77% Savlon
Q. Retailer’s perception and behaviour of his customers to him.
For antiseptic solution
Purchase another brand 8% Wait for the brand Goes to other retail outlet
For Soaps category
38% 54% 8%
23% 69%
The Brand Multiple
Customer Based Potency Competitive Potency Global Potency
• Market factors • Promotion and personal factors • Distribution factors • Product factors • Price factors • Regulations
• Brand image and loyalty
• Brand trend, support, protection, competitive strength
Calculating 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
Benefits derived from Brand Equity
Synonymous with the antiseptic category and hence creates brand associations.
Positive impact on out-right sale of Dettol Products.
It became easier to extend this brand equity and launch other products like soaps and shaving cream. Success of Dettol soaps, due to a strong association with Antiseptic property only. 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….
doc_879036869.pptx
Describes about Dettol's Brand Equity.It includes market share,branding,brand recall,brand awareness,quality, perceived quality
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
Market Share
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.
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?
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
Aeker’s Model has been used as the basis for identifying relevant dimensions
Brand Multiple
Keller’s 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
Brand Recall - Slogan
Others 4%
Brand Recall- Logo
Medimix, Savlon, Lizol, 3, 1, 1% 3, 3% 3% Dettol
Bisleri 10%
Kent RO 2%
Dettol Aquaguar d Bisleri
Savlon
Medimix Lizol Dettol, 87, 93%
Aquaguar d 7%
Dettol 77%
Strong Brand Recall
Brand Associations
Q : What words do you associate with ' Dettol'?
•Dettol is largely perceived as an antiseptic brand. •Used for hygiene and health of the entire family
Trust Affordable Antiseptic
Bad Smell and burns on application
DETTOL
Reliable
Safety
Healthy family
Hygiene
Projective Techniques
Diagnostic tools to uncover the true opinions and feelings of consumers when they are unwilling or otherwise unable to express themselves on these matters.
An experienced doctor (Female) A fat ,middle aged man. Cleanliness Freak. Yellow – complexioned. Wears a green suit
A Young, Caring Mother
A concerned friend (boy/girl)
A strong superhuman (Superman)
Q: How would you personify Dettol? (Brand Personification)
A disciplined, organized husband
Personification of Dettol
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 war soldier
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 not 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
9
Dettol Products
Total responses: 68
Assessing Brand Loyalty
Q: How often do you buy a Dettol Product?
– Majority of Customers buy once a month: – Repeat customers.
15% 16%
Frequency of Buying a Dettol Product
11% Once in 2 weeks Once a month
5%
53%
Q: Since what age do you remember using Dettol's products?
– More than 90% users have been using Dettol since childhood(5- 7 yrs)
4%
Child hood 90, 96% Others
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
Survey Result and Interpretation
Rate your level of satisfaction regarding the performance of Dettol products. – 94% respondents found Dettol’s performance to be either excellent or Very good
0%0% Satisfaction Level 6% 14% 80%
Excellent Very Good Good
Under which situations do you feel the most need to use Dettol's Products?
Dettol Usage Pattern
Routine personal hygiene When injured/wounded
Most people use it when injured or wounded
11%
11%
9%
Someone in family falls ill During Seasons of infection As skin care product No reason
27%
42%
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% Dettol 90%
Brand association with Dettol
Dettol
Savlon
Burnol
Others
Components of Brand Equity Measurement System
Brand Tracking
Brand Audits
Brand Equity Manage ment Systems
Brand Equity
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
Bodywash 0%
Shaving cream 8% Plaster Liquid 8% Handwash 15%
Retailer Info on Product Sale
Soaps 23%
Soaps Antiseptic Liquid Liquid Handwash
Antiseptic Liquid 46%
Bodywash Plaster Shaving cream
Q. Who gives the best support in respect of advertisements and consumer awareness campaigns while promoting their brand?
Savlon 23%
Advertisement and Promotions
Dettol Dettol 77% Savlon
Q. Retailer’s perception and behaviour of his customers to him.
For antiseptic solution
Purchase another brand 8% Wait for the brand Goes to other retail outlet
For Soaps category
38% 54% 8%
23% 69%
The Brand Multiple
Customer Based Potency Competitive Potency Global Potency
• Market factors • Promotion and personal factors • Distribution factors • Product factors • Price factors • Regulations
• Brand image and loyalty
• Brand trend, support, protection, competitive strength
Calculating 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
Benefits derived from Brand Equity
Synonymous with the antiseptic category and hence creates brand associations.
Positive impact on out-right sale of Dettol Products.
It became easier to extend this brand equity and launch other products like soaps and shaving cream. Success of Dettol soaps, due to a strong association with Antiseptic property only. 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….
doc_879036869.pptx