Description
Brand equity of Dettol, its targeting,positioning and branding strategies.
Brand Management: Measuring Brand Equity of Dettol
Table of Contents
Introduction ............................................................................................................................................ 3 The Brand Equity Ten .............................................................................................................................. 4 1. Loyalty Measures ................................................................................................................................ 5 a.) Price Premium:............................................................................................................................... 5 b.) Customer Satisfaction/ Loyalty: ..................................................................................................... 6 2. Perceived Quality/Leadership Measures ............................................................................................ 7 a.) Perceived Quality: .......................................................................................................................... 7 b.) Leadership/Popularity: .................................................................................................................. 9 3. Associations/Differentiation Measures ............................................................................................ 10 a.) Perceived Value: .......................................................................................................................... 11 b.) Brand Personality:........................................................................................................................ 11 c.) Organizational Association:.......................................................................................................... 11 4. Awareness Measures ........................................................................................................................ 12 a.) Brand Awareness: ........................................................................................................................ 12 5. Market Behavior Measures ............................................................................................................... 14 a.) Market Share: .............................................................................................................................. 14 b.) Market Price and Distribution Coverage: .................................................................................... 15 References: ........................................................................................................................................... 17 Appendix 1: Result of the responses received for the survey .............................................................. 18
Introduction
In-depth understanding of brand equity and of individual brands and their context, and addressing them can provide insights as to how to build strong brands and track their strength over time. Brand equity measurement across categories has practical utility for firms operating in several product arenas. It also provides insights and a starting point to develop a brand specific tracking system. To measure the brand equity of a brand , we as a team based on the book „Building Strong Brands? by David A. Aaker, decided to use a set of ten measures of brand equity, The Brand Equity Ten. In order to thoroughly understand and apply the rationale of Brand Equity Ten, we needed to use a brand that was well established in the minds of consumers across various product categories. Hence, we choose the brand Dettol by Reckitt Benckizer. Dettol is available in personal care and health care products. It started with the antiseptic lotion and extended the brand to soaps, hand washes, body washes, shaving creams and adhesive bandages (plasters). We developed a questionnaire that could gauge the awareness level of Dettol and the awareness of the products that are available in Dettol, the usage and regularity of using the products, satisfaction levels, recommendation levels and competitors. We collected the responses from 50 consumers across ages and occupations. The profile of the respondents is as follows: The unemployed includes students and housewives. Employed respondents include businessmen, professionals and salaried employees. The survey was conducted within Mumbai.
The Brand Equity Ten
Good management starts with good measurement and the key to managing a portfolio is a common set of measures. Brand Equity Ten satisfies the challenge of developing a credible and sensitive measure of brand strength that supplement financial measures with brand asset measures. Four criteria provided guidance in shaping Brand Equity Ten. 1. The measures should reflect the construct being measured – brand equity. 2. The measures should reflect the constructs that truly drive the market. 3. Selected measures should be sensitive. 4. Measures should be developed that can be applied across brands. The Brand Equity Ten will not necessarily represent an optimum set of measures in all contexts. Modifications to fit the context and task at hand will be necessary. The measures nominated are grouped into five categories. 1. Loyalty Measures: a. Price premium b. Satisfaction/Loyalty 2. Perceived Quality/Leadership Measures: a. Perceived Quality b. Leadership/Popularity
3. Associations/Differentiation Measures: a. Perceived Value b. Brand Personality c. Organizational Associations 4. Awareness Measures: a. Brand Awareness 5. Market Behavior Measures: a. Market Share b. Market Price and Distribution Coverage
1. Loyalty Measures
Loyalty is a core dimension of brand equity. A loyal customer base represents a barrier to entry, a possible price premium, time to respond to competitor innovations, and a bulwark against harmful price competition. It is also important to remember that you offend your core first because they are connected to the brand and they care.
a.) Price Premium:
A basic indicator of loyalty is the amount a customer is willing to pay for the brand in comparison to another brand that is offering similar or fewer benefits. The price premium measure is defined with respect to a competitor or a set of competitors, who must be clearly specified. The price premium is a measure that directly captures the loyalty of customers in the most relevant way. However, there is one drawback of the measure i.e. it fails to capture all the competitors existing in the market in one measure. To track all competitors there will have to be several price premium measures. For Dettol, we identified the key competitors for the product categories and verified whether the brand demands a price premium against the market share of the brand in that category. When we asked our responses, which brand did they think was a competitor to Dettol, 70% of them replied Savlon as the competitor and 30% of them found Lifebuoy as the competitor. Antiseptic Liquid: For nearly a decade, Dettol did not face any competition in this category. However, with the entry of Savlon from Johnson & Johnson, gave the veteran a run for its money. Savlon had the added benefits of a good smell and non-sting application. The pricing of antiseptic lotion is under control of Govt. authorized body. Dettol does not demand a price premium in this category. The 100 ml bottle of Dettol is priced at Rs. 19. 87p/- as against the
110 ml bottle of Savlon at Rs. 22.00p/-. However, Dettol is still the market leader in this category with approximately 80% market share. Soaps: The closest competitor in this category is Lifebuoy Soaps from the house of Hindustan Unilever Ltd. Dettol Soaps are available in four variants: original, cool, skincare and fresh. Lifebuoy is available in six variants: skin guard, clear skin, deofresh, nature, care and total. Although, Lifebuoy enjoys a higher market share than Dettol (approximately 18% and 5% respectively), Dettol commands a price premium of nearly 38% currently. Dettol is perceived as a premium brand as against Lifebuoy which is perceived as a cost effective brand. Hand Wash: Lifebuoy is again a close competitor in this section. However, in this section, both the products are equally priced. Neither of them have a price premium advantage. This is probably because hand wash as a product itself is a premium product. In other categories, shaving creams, body wash and adhesive plasters, Dettol is still at a nascent stage as a brand. Hence, it cannot demand a price premium and is competitively priced.
b.) Customer Satisfaction/ Loyalty:
Satisfaction or liking is a direct measure of how willing is the customer to stick to a brand. Customer satisfaction can be measured by asking simple direct questions like are you satisfied, does the product meet your expectations etc. However, the one drawback about customer satisfaction measure is that it does not include non-customers. Those customers who are aware of the brand but cannot use the brand probably because it is expensive.
In our survey, we asked the customers whether they would be willing to recommend to product to others for each product category. These are the responses we received. 92% of the respondents have replied that they will recommend the brand for hand wash. 88% of them would recommend the antiseptic liquid. This shows that the winning products for Dettol are hand wash and antiseptic liquid.
2. Perceived Quality/Leadership Measures
a.) Perceived Quality:
Dettol has been perceived as a high quality product from 75 years. For a good brand, it is always important that perceived quality by the customer should be high. The ability of Dettol products to keep you hygienic and germ free are part of perceived quality. As part of our survey we asked people to rate different Dettol products on Quality parameter. The results are as follows:
Antiseptic Solution form Dettol has been the flagship product under the brand of Dettol. As we see in the graph people perceive Dettol solution to be a very high quality product. 98 % of the people have rated it 4 or 5 on a scale of 5 and no one has rated it as 1 or 2 which is for a low quality product. This shows that Dettol is really a high quality product in the antiseptic solution market where competitors like Savlon and Suthol exist. We also asked people to rate Dettol Soap, Hand wash, body wash, bandages and shaving cream on same parameter. The results are as follows:
Here also we see that Dettol has been rated as high quality product. Hand wash is perceived very similar to the antiseptic solution on quality but other products are not as same.
After seeing the results we can summarize that Dettol is perceived to be very high quality when it comes to Medicinal products as Antiseptic solution, liquid hand wash and bandages. But when it comes to personal care products as Soap, Body Wash and shaving cream, the perceived quality is average and is not as high as flagship Dettol products.
b.) Leadership/Popularity:
Market Shares of Dettol in Antiseptic lotion market
We see that Dettol is the market leader from past 3 years. Other players are coming up but they have not been able to even touch Dettol and Dettol has been the market leader.
3. Associations/Differentiation Measures
Brand associations are useful to marketers. Marketers use brand associations to differentiate, position, and extend brands, to create positive attitudes and feelings towards brands, and to suggest attributes or benefits of purchasing or using a specific brand (Aaker, 1991). However, brand associations are of more use to the customer than the marketer. The way a brand association creates value to the customer will depend on the customer?s perception of value. For each individual, reality is a totally personal phenomenon, based on that person?s needs, wants, and personal experiences. Customers everywhere respond to images, myths, and metaphors that help them define their personal identities. Thus, different customers will perceive reality differently. In today?s highly competitive environment a distinctive product image is most important. As products become more complex and the market place more crowded, consumers rely more on the products image than its actual attributes in making purchase decisions. Dettol Antiseptic Liquid has some strong, distinct associations: 1. First and Foremost is its trademark smell: Who can miss the characteristic Dettol smell that has been the reassurance to many a child?s scraped knee! Consumers recognize the smell enough to refer to a medicinally clean room as „Dettol like smell?. In the book, „Planning of Power Advertising?, Anand Halve mentions, “It is a safe bet that you will be able to tell the smell of Dettol liquid on a cut with the reassuring tingling sensation which tells you it has begun to work. Savlon on the other does not have the same burning sensation, (and is) very often seen by consumers as „ineffective? ”. 2. The second characteristic is its amber gold color: Its Golden color is deeply associated with the brand Dettol. The color signifies medicinal solution which is Dettol. Even Savlon and Saphlon have similar colors to negate these brand associations. This also applies to other Dettol products such as soaps, liquid soaps etc. 3. The third is the ‘clouding’ effect that appears when it is added to water: This is an attribute/association very distinctive of Dettol which has also defined the efficacy of the category. Savlon tried to negate it but customer perceived it to be less effective.
4. Dettol’s packaging: The green & white colors are associated with hospitals. All Dettol products have a sword on the pack, which is a symbol for fighting germs and infection. Over the years, the clouding action and the sword have become synonymous with the brand and have been creatively used in Dettol advertising.
a.) Perceived Value:
Dettol has a high perceived value due to its long heritage and also its perceived efficacy as a product. As stated above, the stinging sensation and cloudiness in water are the two important brand associations with Dettol. These two also contribute to the perceived value. People consider that due to its stinging and cloudiness its highly effective in killing germs and cleanliness as compared to the Savlon or Suphlon.
b.) Brand Personality:
Consumers see Dettol as an ‘expert’, as something which is effective and versatile and guarantees protection from germs. It has been likened to a bodyguard who protects them from the unclean and unhygienic outside world. The brand?s versatility stems from multiple uses of the antiseptic liquid which offers protection in so many different forms. Usage of the brand gives rise to many emotions in the consumers? minds. From making them feel safe and secure about the well?being of their family to making the mother feel that she has done the best for her family, the brand evokes positive imageries and emotions. Dettol also has an emotional touch to it in addition to the brand personality aspects stated above. People also see it as a ‘mother of a growing child who needs care and hygiene’. Dettol is mainly used in Indian households for cuts and bruises while playing; household cuts while working. So Dettol stands for the safety, surety and hygiene. Other aspects are: 1) Friendly(trust) 2) Unpleasant a bit(sting) 3) Trustworthy 4) Effective
c.) Organizational Association:
Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc., world?s No.1 Company in household cleaning. Reckitt Benckiser Plc came into being with the merger of Reckitt & Colman Plc with Benckiser NV in 1999. The company has operations in 60 countries, sales in 180 countries and has had net revenues in excess of $5.5 billion. Reckitt Benckiser India Ltd (RBIL) manufactures and markets a wide range of
products in Personal care, Pest control, Shoe care, Antiseptics, Surface care, Fabric care and other categories. Amongst its many well?known brands are Dettol, Mortein, Harpic, Cherry Blossom, Lizol, Disprin, Robin powder, Colin, etc. Most of these brands are either number 1 or number 2 in their respective categories in India. RBIL is highly respected organization in India and RB as such is highly respectable worldwide. As far as their individual brands are concerned, RB is branding each brand individually and not following parent/corporate branding as Nestle, TATA so organizational association is very low. People recognize Dettol as an individual brand. People who know about RB have positive association about it and same is associated with Dettol but overall the organizational association in RB and Dettol is less.
4. Awareness Measures
a.) Brand Awareness:
Awareness is one of the prerequisites for the success of a brand and one of the fundamental dimensions of brand equity. It can be defined as the degree to which consumers or potential customers automatically think of a brand when a given category is mentioned. It represents a main factor for a brand to be included in the buying decision process consideration set, as most of the consumers prefer buying brands they are aware of (brands they are familiar with or, at least, they have heard of). Brand awareness influences consumers? perceived risk assessment and their confidence in the purchase decision. Brand awareness includes the depth and the breadth of knowing a brand. There are primarily the following measures of brand awareness: a. Brand recall – Herein the product category name is given to respondents who are asked to recall as many brands as possible that are members of the category b. Brand recognition - Either the brand name or both the brand name and category name are presented to respondents c. Top of mind awareness – same as brand recall, but only the first brand recalled is recorded (also known as spontaneous brand recall) In order to create, maintain and expand own brands? choice share, companies must understand the importance of growing and leveraging brands? aided and unaided awareness and act accordingly. Marketing integrated communication is implemented, with special
emphasis on advertising and customer relationship management, which play fundamental roles in this direction. Dettol has high very brand awareness and is a preferred product for consumers in this category. This is clearly seen from the survey conducted by us, as all of the 50 respondents are aware of the brand Dettol and many of the products marketed under this brand. Following is the data in percentage terms of the recognition of various products under the brand Dettol. We clearly see that the Dettol Antiseptic lotion, hand wash and soap are the clear winners with the customers being able to relate with them. However other products such as plaster (adhesive bandage), body wash and shaving cream do not capture a share of the consumers mind to that good extent.
120 100 80 60 40 20 0 Antiseptic Lotion Hand Wash Soap Plaster (adhesive bandage) Body Wash Shaving Cream
Thus from the survey we see that the consumers have been able to identify the brand within the personal hygiene products category. This is also consistent with the fact that out the Reckitt Benckiser India Limited?s total turnover, about 30% is contributed by the sale of Dettol Antiseptic Liquid and Dettol Soap. Also the company has been trying to increase the brand awareness by reinforcing the germ killing positioning and the tagline "Be 100% sure" which started when Dettol recently completed its 75 years in 2008. The brand had been running a campaign highlighting the efficiency and the multi-uses of the product. The brand has also been recently in the process of discovering new uses for the product Dettol trying to increase the visibility of the brand.
5. Market Behavior Measures
a.) Market Share:
Soaps, launched in 1981, have been the biggest growth driver accounting for around 75 per cent of the total revenue. Soaps have seen a growth of 100-basis points in less than a year (from a market share of 6.5 per cent, it has inched up to 7.7 per cent) in a Rs 7,500 crore market that is growing 8 to 9 per cent in value and 2 to 3 per cent in volumes. It also helped that the two market leaders from HUL's stables – Lifebuoy and Lux – have been steadily losing market share over the last year, according to AC Nielsen's April-May, 2009 report. Up next could be herbal soaps from Dettol, which it is testing in Tamil Nadu. Its range of body washes, which is presently retailed through modern trade and large format stores, could also undergo a rejig and launched on a larger scale. The health platform has worked in other brand extensions as well. For example, liquid hand washes. Despite retailing at a higher price than competitors such as Fem and Lifebuoy, Dettol has maintained a lead in this segment with a 60 per cent market share in the Rs 100 crore markets. In shaving cream, it has 30 per cent share in a Rs 200 crore market. Meanwhile, its original product, Dettol liquid antiseptics, is logging 20 per cent growth in a Rs 150-crore market. The brand is the leader (85 per cent share) with its nearest competitor, Johnson & Johnson's Savlon, not being able to make much headway. FMCG major Reckitt Benckiser?s flagship product Dettol is „very close? to becoming Rs 1,000-crore brand. Quoting an AC Nielsen study, Reckitt Benckiser Chairman and Managing Director Chander Mohan Sethi said the brand right now is around Rs 900 crore. According to the industry experts, if the company is able to achieve Rs 1,000-crore sales from Dettol in the current year, it would become the second company after Hindustan Unilever Ltd (HUL) to achieve the milestone. Currently, HUL's detergent brand 'Wheel' with sales of over Rs 2,000 crore remains the top selling FMCG brand in the country. In the wake of the outbreak of swine flu, the company has increased focus on distribution and on making its products available on modern trade and large format stores.
b.) Market Price and Distribution Coverage:
In marketing theory, it is taught that one of the strategies for a brand which has reached the maturity stage of PLC is to find new uses for the product. The Dettol brand is currently in the process of discovering those new uses for the product. When the consumer uses the product for different purposes, the sales naturally increases. A classic case that is used in most marketing textbook is that of the Baking Soda brand Arms & Hammer. The brand found that consumers use baking soda as a refrigerator deodorant. Arms & Hammer ran a series of promotions to encourage consumers to place an open box of Arms & Hammer in their fridge. The brand later extended itself into various products like toothpaste and antiperspirant. The best way to find the new uses for the product is to ask the consumers. Dettol did just that. It ran a series of promotions asking consumers to tell the company, how they used Dettol. The brand asked the consumers to contact them and tell the company on the multiple uses of the product and thus gained lot of insights into the various uses of the brand. The brand later came out with a series of campaign highlighting the various uses of this antiseptic. Dettol now taken the platform of a multi-use antiseptic which can be used during bath, to clean wounds, to sterilize clothes, floor etc. Although homemakers have been using Dettol for all these, the company has now taken these uses as a part of the core product. The brand is trying to break the image of Dettol as an antiseptic which is used for cleaning wounds. Along with this initiative, the brand also reinforced its commitment towards hygiene. The brand has selected hygiene as the core brand value and theme which it will fight for. In 2008, the brand conducted a study which showed that 78% of frequently touched surfaces in a household are highly contaminated. The brand then conducted a series of awareness campaign to promote better hygiene using Dettol. Using hygiene as the major theme, Dettol is trying to increase the usage of the product among the households. Because of the excellent brand equity, Dettol is in a position to ride this wave. We assume that each firm chooses the optimal level of price and advertising expenditure that maximizes a particular market performance measure of firm-based brand equity, given that
the other firms in the market are also doing the same. Since advertising decisions are usually more permanent relative to pricing decisions (i.e. less likely to be changed in the short run once implemented), we assume that firms act in two stages. In the first stage, firms simultaneously choose their levels of advertising expenditure, and in the second stage, they simultaneously choose prices. For each firm, the optimal level of advertising in the first stage is chosen in anticipation of its pricing decision in the second, and within the sub game in each stage, the firm?s decision is made as a best response to its competitors? decisions. Such a twostage model of firm competition has been used in the context of firms? pricing and product quality decisions (e.g. Andersen, Palma and Thisse 1992), and can be shown to result in a sub game perfect Nash equilibrium (Friedman 1990). Pricing also plays a big role in this market that can be segmented as economy, mid?price and premium. Each player is present in different sizes, and hence tries to straddle different pick up prices. Dettol soap has a premium price versus other key players in the market. This has limited Dettol penetration in the lower end of the market. To overcome pricing barrier, small pack was launched in 2007, priced at Rs. 6. This helped in gaining further share. The liquid hand wash portfolio is sold via all three distribution channels of the company, namely: (a) Modern Trade – self?service channel (b) Direct Distributors in large towns (c) Sub Stockist network for reach into smaller towns. The distribution for both category and Dettol Hand Wash has been on a rising curve – with more than three lakh outlets stocking the hand wash segment. Dettol launched its campaign in May?07 „Pleasure for the Senses, Protection for the Body?. Currently, Dettol Body Wash is distributed by the company in the top six metros and in the self?service stores only.
References:
? Building Strong Brands by David A. Aaker ? http://www.nnyagdev.org/maplefactsheets/CMB%20105%20Brand%20Awareness.pf ? http://www.mnmk.ro/documents/2009/10_Moisescu_FFF.pdf ? http://marketingpractice.blogspot.com/2009/03/brand-update-dettol.html
Appendix 1: Result of the responses received for the survey
Name Garima Pooja avinash sharma Divyaraj Rochelle Fernandes Ameya Shisani varun jilla ABHISHEK KUMAR Dylan D'Costa shiffy Mitali shilpa SACHI D. Nilesh Chandra Sudhakar Kumar Divij Soumyadip Abhinav Piyush gupta Biren Renuka Sanji Sandip Mehul Adajaniya Ambika Ankita Bara Nikhita Arora Manmeet Ankita Sharma Mamta Pai Ashwini Jaimin Shah Ankush Jadhav sadaf swapnil singh Rahul R. Bathija Marie Ruchi Shweta Akshita Agarwal Samarth Sanghavi Akshata Kamath Ashish Ashish Upender Jit Singh Ashish Khurana Ashutosh Sunita Arushi Karan Mehta devika Age 20-25 20-25 20-25 20-25 20-25 25-30 25-30 25-30 20-25 20-25 20-25 20-25 20-25 20-25 25-30 20-25 20-25 20-25 25-30 25-30 20-25 20-25 20-25 20-25 20-25 20-25 25-30 20-25 20-25 20-25 25-30 25-30 20-25 20-25 20-25 20-25 20-25 20-25 20-25 20-25 20-25 25-30 25-30 > 30 25-30 15-20 > 30 20-25 25-30 20-25 Occupation Student student Student Student Student Student Student student Student student STUDENT Student std Student Student Student Student Student Student student Student Student Student Student Student Student Student student Student student student Student student Service Student Student Student Student Student Student student Student Housewife Student Salaried Student Have you heard about the brand Dettol Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Can you name a competing brand for Dettol? Savlon Savlon No Savalon Savlon Savlon Savlon Savlon, All soap brands Lifebuoy Lifebuoy Lifebuoy SAVLON Savlon Savlon Savlon Savlon Savalon; lifebuoy Savlon Savlon Savlon savelon Lifebuoy Savlon Savlon Savlon Savlon Savlon Savlon Lifebuoy Lifeboy Savlon and lifeboy Savlon Lifebuoy Savlon/lifebuoy Lifebouy Lifebouy Lifebuoy Savlon Savlon Johnson & Johnson Savlon Savlon Savalon Savlon Savlon Savlon
No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50
Which products of Dettol have you heard about? Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Body Wash Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage), Shaving Cream Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Shaving Cream Hand Wash, Soap, Shaving Cream Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Shaving Cream Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Body Wash, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Shaving Cream Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage)
No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50
Which products have you used? Anitseptic Lotion, Hand Wash, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap Hand Wash, Soap, Plaster (Adhesive bandage) Hand Wash, Plaster (Adhesive bandage) Anitseptic Lotion, Soap Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Plaster (Adhesive bandage) Anitseptic Lotion, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap, Shaving Cream Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash Anitseptic Lotion, Hand Wash, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage), Shaving Cream Anitseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage), Shaving Cream Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage), Shaving Cream Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap, Shaving Cream Anitseptic Lotion, Soap Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Soap Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage)
No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50
Which of the products do you use regularly? Antiseptic Lotion, Plaster (Adhesive Bandage Antiseptic Lotion, Hand Wash, Soap Hand Wash, Soap, Shaving cream Hand Wash Antiseptic Lotion, Hand Wash, Soap, Plaster (Adhesive Bandage Plaster (Adhesive Bandage Antiseptic Lotion, Soap Soap Antiseptic Lotion, Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Hand Wash, Plaster (Adhesive Bandage Antiseptic Lotion, Hand Wash Antiseptic Lotion, Plaster (Adhesive Bandage Antiseptic Lotion Antiseptic Lotion, Hand Wash, Soap, Shaving cream Hand Wash Antiseptic Lotion, Hand Wash, Soap, Shaving cream Hand Wash Hand Wash Antiseptic Lotion, Hand Wash Plaster (Adhesive Bandage Antiseptic Lotion, Hand Wash, Soap, Plaster (Adhesive Bandage Antiseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (Adhesive Bandage Antiseptic Lotion Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Plaster (Adhesive Bandage Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Hand Wash, Plaster (Adhesive Bandage, Shaving cream Antiseptic Lotion, Hand Wash Antiseptic Lotion, Hand Wash, Soap, Plaster (Adhesive Bandage Hand Wash Hand Wash Antiseptic Lotion, Hand Wash, Soap, Plaster (Adhesive Bandage Hand Wash Hand Wash Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap Hand Wash Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap Hand Wash Antiseptic Lotion, Soap Antiseptic Lotion, Hand Wash, Plaster (Adhesive Bandage Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Soap Hand Wash
How would you rate the following products in terms of quality? No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 Anti Septic Lotion 5 5 5 5 5 0 5 5 4 4 5 5 5 4 5 5 5 3 5 5 5 4 4 5 5 5 5 4 5 4 5 5 5 5 5 4 4 4 4 4 5 5 5 4 4 5 5 5 5 5 Hand Wash 3 5 4 5 3 4 4 4 4 4 5 4 5 4 5 5 5 5 5 4 4 5 5 5 5 4 4 5 5 5 5 5 5 5 5 5 4 4 4 4 5 5 5 5 4 4 5 5 4 4 Body Wash 1 3 3 0 2 0 4 3 0 0 0 0 0 0 5 0 0 3 0 0 3 0 3 0 0 0 3 0 5 0 0 3 0 5 0 0 0 0 3 0 3 0 0 0 3 3 3 0 0 3 Adhesive Bandage 5 2 4 0 4 5 4 4 0 4 5 0 4 0 5 0 0 4 0 0 5 4 4 0 0 3 5 0 5 4 4 5 0 5 5 4 0 0 3 0 3 0 0 0 3 3 5 0 0 4 Shaving Cream 0 3 2 0 3 0 2 4 0 0 0 0 0 4 5 0 3 3 0 0 3 3 0 0 0 0 3 0 5 4 0 3 0 5 4 0 0 0 3 0 3 5 5 0 2 3 3 0 0 3
Soap 0 5 4 4 3 4 4 5 3 4 5 0 4 3 5 4 3 4 3 3 4 4 4 4 3 4 4 4 4 2 3 4 3 5 5 4 0 3 4 2 5 4 4 5 5 4 4 5 4 3
No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50
Which of the produts would you recommend to others? Antiseptic Lotion, Plaster (Adhesive Bandage) Antiseptic Lotion, Soap, Hand Wash Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Plaster (Adhesive Bandage) Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Soap, Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Hand Wash Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Soap, Hand Wash, Body Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap, Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Hand Wash Hand Wash, Shaving Cream Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap, Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Hand Wash Soap, Hand Wash Antiseptic Lotion, Soap, Hand Wash, Plaster (Adhesive Bandage) Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap, Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Soap, Hand Wash, Body Wash, Plaster (Adhesive Bandage), Shaving Cream
doc_954427239.docx
Brand equity of Dettol, its targeting,positioning and branding strategies.
Brand Management: Measuring Brand Equity of Dettol
Table of Contents
Introduction ............................................................................................................................................ 3 The Brand Equity Ten .............................................................................................................................. 4 1. Loyalty Measures ................................................................................................................................ 5 a.) Price Premium:............................................................................................................................... 5 b.) Customer Satisfaction/ Loyalty: ..................................................................................................... 6 2. Perceived Quality/Leadership Measures ............................................................................................ 7 a.) Perceived Quality: .......................................................................................................................... 7 b.) Leadership/Popularity: .................................................................................................................. 9 3. Associations/Differentiation Measures ............................................................................................ 10 a.) Perceived Value: .......................................................................................................................... 11 b.) Brand Personality:........................................................................................................................ 11 c.) Organizational Association:.......................................................................................................... 11 4. Awareness Measures ........................................................................................................................ 12 a.) Brand Awareness: ........................................................................................................................ 12 5. Market Behavior Measures ............................................................................................................... 14 a.) Market Share: .............................................................................................................................. 14 b.) Market Price and Distribution Coverage: .................................................................................... 15 References: ........................................................................................................................................... 17 Appendix 1: Result of the responses received for the survey .............................................................. 18
Introduction
In-depth understanding of brand equity and of individual brands and their context, and addressing them can provide insights as to how to build strong brands and track their strength over time. Brand equity measurement across categories has practical utility for firms operating in several product arenas. It also provides insights and a starting point to develop a brand specific tracking system. To measure the brand equity of a brand , we as a team based on the book „Building Strong Brands? by David A. Aaker, decided to use a set of ten measures of brand equity, The Brand Equity Ten. In order to thoroughly understand and apply the rationale of Brand Equity Ten, we needed to use a brand that was well established in the minds of consumers across various product categories. Hence, we choose the brand Dettol by Reckitt Benckizer. Dettol is available in personal care and health care products. It started with the antiseptic lotion and extended the brand to soaps, hand washes, body washes, shaving creams and adhesive bandages (plasters). We developed a questionnaire that could gauge the awareness level of Dettol and the awareness of the products that are available in Dettol, the usage and regularity of using the products, satisfaction levels, recommendation levels and competitors. We collected the responses from 50 consumers across ages and occupations. The profile of the respondents is as follows: The unemployed includes students and housewives. Employed respondents include businessmen, professionals and salaried employees. The survey was conducted within Mumbai.
The Brand Equity Ten
Good management starts with good measurement and the key to managing a portfolio is a common set of measures. Brand Equity Ten satisfies the challenge of developing a credible and sensitive measure of brand strength that supplement financial measures with brand asset measures. Four criteria provided guidance in shaping Brand Equity Ten. 1. The measures should reflect the construct being measured – brand equity. 2. The measures should reflect the constructs that truly drive the market. 3. Selected measures should be sensitive. 4. Measures should be developed that can be applied across brands. The Brand Equity Ten will not necessarily represent an optimum set of measures in all contexts. Modifications to fit the context and task at hand will be necessary. The measures nominated are grouped into five categories. 1. Loyalty Measures: a. Price premium b. Satisfaction/Loyalty 2. Perceived Quality/Leadership Measures: a. Perceived Quality b. Leadership/Popularity
3. Associations/Differentiation Measures: a. Perceived Value b. Brand Personality c. Organizational Associations 4. Awareness Measures: a. Brand Awareness 5. Market Behavior Measures: a. Market Share b. Market Price and Distribution Coverage
1. Loyalty Measures
Loyalty is a core dimension of brand equity. A loyal customer base represents a barrier to entry, a possible price premium, time to respond to competitor innovations, and a bulwark against harmful price competition. It is also important to remember that you offend your core first because they are connected to the brand and they care.
a.) Price Premium:
A basic indicator of loyalty is the amount a customer is willing to pay for the brand in comparison to another brand that is offering similar or fewer benefits. The price premium measure is defined with respect to a competitor or a set of competitors, who must be clearly specified. The price premium is a measure that directly captures the loyalty of customers in the most relevant way. However, there is one drawback of the measure i.e. it fails to capture all the competitors existing in the market in one measure. To track all competitors there will have to be several price premium measures. For Dettol, we identified the key competitors for the product categories and verified whether the brand demands a price premium against the market share of the brand in that category. When we asked our responses, which brand did they think was a competitor to Dettol, 70% of them replied Savlon as the competitor and 30% of them found Lifebuoy as the competitor. Antiseptic Liquid: For nearly a decade, Dettol did not face any competition in this category. However, with the entry of Savlon from Johnson & Johnson, gave the veteran a run for its money. Savlon had the added benefits of a good smell and non-sting application. The pricing of antiseptic lotion is under control of Govt. authorized body. Dettol does not demand a price premium in this category. The 100 ml bottle of Dettol is priced at Rs. 19. 87p/- as against the
110 ml bottle of Savlon at Rs. 22.00p/-. However, Dettol is still the market leader in this category with approximately 80% market share. Soaps: The closest competitor in this category is Lifebuoy Soaps from the house of Hindustan Unilever Ltd. Dettol Soaps are available in four variants: original, cool, skincare and fresh. Lifebuoy is available in six variants: skin guard, clear skin, deofresh, nature, care and total. Although, Lifebuoy enjoys a higher market share than Dettol (approximately 18% and 5% respectively), Dettol commands a price premium of nearly 38% currently. Dettol is perceived as a premium brand as against Lifebuoy which is perceived as a cost effective brand. Hand Wash: Lifebuoy is again a close competitor in this section. However, in this section, both the products are equally priced. Neither of them have a price premium advantage. This is probably because hand wash as a product itself is a premium product. In other categories, shaving creams, body wash and adhesive plasters, Dettol is still at a nascent stage as a brand. Hence, it cannot demand a price premium and is competitively priced.
b.) Customer Satisfaction/ Loyalty:
Satisfaction or liking is a direct measure of how willing is the customer to stick to a brand. Customer satisfaction can be measured by asking simple direct questions like are you satisfied, does the product meet your expectations etc. However, the one drawback about customer satisfaction measure is that it does not include non-customers. Those customers who are aware of the brand but cannot use the brand probably because it is expensive.
In our survey, we asked the customers whether they would be willing to recommend to product to others for each product category. These are the responses we received. 92% of the respondents have replied that they will recommend the brand for hand wash. 88% of them would recommend the antiseptic liquid. This shows that the winning products for Dettol are hand wash and antiseptic liquid.
2. Perceived Quality/Leadership Measures
a.) Perceived Quality:
Dettol has been perceived as a high quality product from 75 years. For a good brand, it is always important that perceived quality by the customer should be high. The ability of Dettol products to keep you hygienic and germ free are part of perceived quality. As part of our survey we asked people to rate different Dettol products on Quality parameter. The results are as follows:
Antiseptic Solution form Dettol has been the flagship product under the brand of Dettol. As we see in the graph people perceive Dettol solution to be a very high quality product. 98 % of the people have rated it 4 or 5 on a scale of 5 and no one has rated it as 1 or 2 which is for a low quality product. This shows that Dettol is really a high quality product in the antiseptic solution market where competitors like Savlon and Suthol exist. We also asked people to rate Dettol Soap, Hand wash, body wash, bandages and shaving cream on same parameter. The results are as follows:
Here also we see that Dettol has been rated as high quality product. Hand wash is perceived very similar to the antiseptic solution on quality but other products are not as same.
After seeing the results we can summarize that Dettol is perceived to be very high quality when it comes to Medicinal products as Antiseptic solution, liquid hand wash and bandages. But when it comes to personal care products as Soap, Body Wash and shaving cream, the perceived quality is average and is not as high as flagship Dettol products.
b.) Leadership/Popularity:
Market Shares of Dettol in Antiseptic lotion market
We see that Dettol is the market leader from past 3 years. Other players are coming up but they have not been able to even touch Dettol and Dettol has been the market leader.
3. Associations/Differentiation Measures
Brand associations are useful to marketers. Marketers use brand associations to differentiate, position, and extend brands, to create positive attitudes and feelings towards brands, and to suggest attributes or benefits of purchasing or using a specific brand (Aaker, 1991). However, brand associations are of more use to the customer than the marketer. The way a brand association creates value to the customer will depend on the customer?s perception of value. For each individual, reality is a totally personal phenomenon, based on that person?s needs, wants, and personal experiences. Customers everywhere respond to images, myths, and metaphors that help them define their personal identities. Thus, different customers will perceive reality differently. In today?s highly competitive environment a distinctive product image is most important. As products become more complex and the market place more crowded, consumers rely more on the products image than its actual attributes in making purchase decisions. Dettol Antiseptic Liquid has some strong, distinct associations: 1. First and Foremost is its trademark smell: Who can miss the characteristic Dettol smell that has been the reassurance to many a child?s scraped knee! Consumers recognize the smell enough to refer to a medicinally clean room as „Dettol like smell?. In the book, „Planning of Power Advertising?, Anand Halve mentions, “It is a safe bet that you will be able to tell the smell of Dettol liquid on a cut with the reassuring tingling sensation which tells you it has begun to work. Savlon on the other does not have the same burning sensation, (and is) very often seen by consumers as „ineffective? ”. 2. The second characteristic is its amber gold color: Its Golden color is deeply associated with the brand Dettol. The color signifies medicinal solution which is Dettol. Even Savlon and Saphlon have similar colors to negate these brand associations. This also applies to other Dettol products such as soaps, liquid soaps etc. 3. The third is the ‘clouding’ effect that appears when it is added to water: This is an attribute/association very distinctive of Dettol which has also defined the efficacy of the category. Savlon tried to negate it but customer perceived it to be less effective.
4. Dettol’s packaging: The green & white colors are associated with hospitals. All Dettol products have a sword on the pack, which is a symbol for fighting germs and infection. Over the years, the clouding action and the sword have become synonymous with the brand and have been creatively used in Dettol advertising.
a.) Perceived Value:
Dettol has a high perceived value due to its long heritage and also its perceived efficacy as a product. As stated above, the stinging sensation and cloudiness in water are the two important brand associations with Dettol. These two also contribute to the perceived value. People consider that due to its stinging and cloudiness its highly effective in killing germs and cleanliness as compared to the Savlon or Suphlon.
b.) Brand Personality:
Consumers see Dettol as an ‘expert’, as something which is effective and versatile and guarantees protection from germs. It has been likened to a bodyguard who protects them from the unclean and unhygienic outside world. The brand?s versatility stems from multiple uses of the antiseptic liquid which offers protection in so many different forms. Usage of the brand gives rise to many emotions in the consumers? minds. From making them feel safe and secure about the well?being of their family to making the mother feel that she has done the best for her family, the brand evokes positive imageries and emotions. Dettol also has an emotional touch to it in addition to the brand personality aspects stated above. People also see it as a ‘mother of a growing child who needs care and hygiene’. Dettol is mainly used in Indian households for cuts and bruises while playing; household cuts while working. So Dettol stands for the safety, surety and hygiene. Other aspects are: 1) Friendly(trust) 2) Unpleasant a bit(sting) 3) Trustworthy 4) Effective
c.) Organizational Association:
Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc., world?s No.1 Company in household cleaning. Reckitt Benckiser Plc came into being with the merger of Reckitt & Colman Plc with Benckiser NV in 1999. The company has operations in 60 countries, sales in 180 countries and has had net revenues in excess of $5.5 billion. Reckitt Benckiser India Ltd (RBIL) manufactures and markets a wide range of
products in Personal care, Pest control, Shoe care, Antiseptics, Surface care, Fabric care and other categories. Amongst its many well?known brands are Dettol, Mortein, Harpic, Cherry Blossom, Lizol, Disprin, Robin powder, Colin, etc. Most of these brands are either number 1 or number 2 in their respective categories in India. RBIL is highly respected organization in India and RB as such is highly respectable worldwide. As far as their individual brands are concerned, RB is branding each brand individually and not following parent/corporate branding as Nestle, TATA so organizational association is very low. People recognize Dettol as an individual brand. People who know about RB have positive association about it and same is associated with Dettol but overall the organizational association in RB and Dettol is less.
4. Awareness Measures
a.) Brand Awareness:
Awareness is one of the prerequisites for the success of a brand and one of the fundamental dimensions of brand equity. It can be defined as the degree to which consumers or potential customers automatically think of a brand when a given category is mentioned. It represents a main factor for a brand to be included in the buying decision process consideration set, as most of the consumers prefer buying brands they are aware of (brands they are familiar with or, at least, they have heard of). Brand awareness influences consumers? perceived risk assessment and their confidence in the purchase decision. Brand awareness includes the depth and the breadth of knowing a brand. There are primarily the following measures of brand awareness: a. Brand recall – Herein the product category name is given to respondents who are asked to recall as many brands as possible that are members of the category b. Brand recognition - Either the brand name or both the brand name and category name are presented to respondents c. Top of mind awareness – same as brand recall, but only the first brand recalled is recorded (also known as spontaneous brand recall) In order to create, maintain and expand own brands? choice share, companies must understand the importance of growing and leveraging brands? aided and unaided awareness and act accordingly. Marketing integrated communication is implemented, with special
emphasis on advertising and customer relationship management, which play fundamental roles in this direction. Dettol has high very brand awareness and is a preferred product for consumers in this category. This is clearly seen from the survey conducted by us, as all of the 50 respondents are aware of the brand Dettol and many of the products marketed under this brand. Following is the data in percentage terms of the recognition of various products under the brand Dettol. We clearly see that the Dettol Antiseptic lotion, hand wash and soap are the clear winners with the customers being able to relate with them. However other products such as plaster (adhesive bandage), body wash and shaving cream do not capture a share of the consumers mind to that good extent.
120 100 80 60 40 20 0 Antiseptic Lotion Hand Wash Soap Plaster (adhesive bandage) Body Wash Shaving Cream
Thus from the survey we see that the consumers have been able to identify the brand within the personal hygiene products category. This is also consistent with the fact that out the Reckitt Benckiser India Limited?s total turnover, about 30% is contributed by the sale of Dettol Antiseptic Liquid and Dettol Soap. Also the company has been trying to increase the brand awareness by reinforcing the germ killing positioning and the tagline "Be 100% sure" which started when Dettol recently completed its 75 years in 2008. The brand had been running a campaign highlighting the efficiency and the multi-uses of the product. The brand has also been recently in the process of discovering new uses for the product Dettol trying to increase the visibility of the brand.
5. Market Behavior Measures
a.) Market Share:
Soaps, launched in 1981, have been the biggest growth driver accounting for around 75 per cent of the total revenue. Soaps have seen a growth of 100-basis points in less than a year (from a market share of 6.5 per cent, it has inched up to 7.7 per cent) in a Rs 7,500 crore market that is growing 8 to 9 per cent in value and 2 to 3 per cent in volumes. It also helped that the two market leaders from HUL's stables – Lifebuoy and Lux – have been steadily losing market share over the last year, according to AC Nielsen's April-May, 2009 report. Up next could be herbal soaps from Dettol, which it is testing in Tamil Nadu. Its range of body washes, which is presently retailed through modern trade and large format stores, could also undergo a rejig and launched on a larger scale. The health platform has worked in other brand extensions as well. For example, liquid hand washes. Despite retailing at a higher price than competitors such as Fem and Lifebuoy, Dettol has maintained a lead in this segment with a 60 per cent market share in the Rs 100 crore markets. In shaving cream, it has 30 per cent share in a Rs 200 crore market. Meanwhile, its original product, Dettol liquid antiseptics, is logging 20 per cent growth in a Rs 150-crore market. The brand is the leader (85 per cent share) with its nearest competitor, Johnson & Johnson's Savlon, not being able to make much headway. FMCG major Reckitt Benckiser?s flagship product Dettol is „very close? to becoming Rs 1,000-crore brand. Quoting an AC Nielsen study, Reckitt Benckiser Chairman and Managing Director Chander Mohan Sethi said the brand right now is around Rs 900 crore. According to the industry experts, if the company is able to achieve Rs 1,000-crore sales from Dettol in the current year, it would become the second company after Hindustan Unilever Ltd (HUL) to achieve the milestone. Currently, HUL's detergent brand 'Wheel' with sales of over Rs 2,000 crore remains the top selling FMCG brand in the country. In the wake of the outbreak of swine flu, the company has increased focus on distribution and on making its products available on modern trade and large format stores.
b.) Market Price and Distribution Coverage:
In marketing theory, it is taught that one of the strategies for a brand which has reached the maturity stage of PLC is to find new uses for the product. The Dettol brand is currently in the process of discovering those new uses for the product. When the consumer uses the product for different purposes, the sales naturally increases. A classic case that is used in most marketing textbook is that of the Baking Soda brand Arms & Hammer. The brand found that consumers use baking soda as a refrigerator deodorant. Arms & Hammer ran a series of promotions to encourage consumers to place an open box of Arms & Hammer in their fridge. The brand later extended itself into various products like toothpaste and antiperspirant. The best way to find the new uses for the product is to ask the consumers. Dettol did just that. It ran a series of promotions asking consumers to tell the company, how they used Dettol. The brand asked the consumers to contact them and tell the company on the multiple uses of the product and thus gained lot of insights into the various uses of the brand. The brand later came out with a series of campaign highlighting the various uses of this antiseptic. Dettol now taken the platform of a multi-use antiseptic which can be used during bath, to clean wounds, to sterilize clothes, floor etc. Although homemakers have been using Dettol for all these, the company has now taken these uses as a part of the core product. The brand is trying to break the image of Dettol as an antiseptic which is used for cleaning wounds. Along with this initiative, the brand also reinforced its commitment towards hygiene. The brand has selected hygiene as the core brand value and theme which it will fight for. In 2008, the brand conducted a study which showed that 78% of frequently touched surfaces in a household are highly contaminated. The brand then conducted a series of awareness campaign to promote better hygiene using Dettol. Using hygiene as the major theme, Dettol is trying to increase the usage of the product among the households. Because of the excellent brand equity, Dettol is in a position to ride this wave. We assume that each firm chooses the optimal level of price and advertising expenditure that maximizes a particular market performance measure of firm-based brand equity, given that
the other firms in the market are also doing the same. Since advertising decisions are usually more permanent relative to pricing decisions (i.e. less likely to be changed in the short run once implemented), we assume that firms act in two stages. In the first stage, firms simultaneously choose their levels of advertising expenditure, and in the second stage, they simultaneously choose prices. For each firm, the optimal level of advertising in the first stage is chosen in anticipation of its pricing decision in the second, and within the sub game in each stage, the firm?s decision is made as a best response to its competitors? decisions. Such a twostage model of firm competition has been used in the context of firms? pricing and product quality decisions (e.g. Andersen, Palma and Thisse 1992), and can be shown to result in a sub game perfect Nash equilibrium (Friedman 1990). Pricing also plays a big role in this market that can be segmented as economy, mid?price and premium. Each player is present in different sizes, and hence tries to straddle different pick up prices. Dettol soap has a premium price versus other key players in the market. This has limited Dettol penetration in the lower end of the market. To overcome pricing barrier, small pack was launched in 2007, priced at Rs. 6. This helped in gaining further share. The liquid hand wash portfolio is sold via all three distribution channels of the company, namely: (a) Modern Trade – self?service channel (b) Direct Distributors in large towns (c) Sub Stockist network for reach into smaller towns. The distribution for both category and Dettol Hand Wash has been on a rising curve – with more than three lakh outlets stocking the hand wash segment. Dettol launched its campaign in May?07 „Pleasure for the Senses, Protection for the Body?. Currently, Dettol Body Wash is distributed by the company in the top six metros and in the self?service stores only.
References:
? Building Strong Brands by David A. Aaker ? http://www.nnyagdev.org/maplefactsheets/CMB%20105%20Brand%20Awareness.pf ? http://www.mnmk.ro/documents/2009/10_Moisescu_FFF.pdf ? http://marketingpractice.blogspot.com/2009/03/brand-update-dettol.html
Appendix 1: Result of the responses received for the survey
Name Garima Pooja avinash sharma Divyaraj Rochelle Fernandes Ameya Shisani varun jilla ABHISHEK KUMAR Dylan D'Costa shiffy Mitali shilpa SACHI D. Nilesh Chandra Sudhakar Kumar Divij Soumyadip Abhinav Piyush gupta Biren Renuka Sanji Sandip Mehul Adajaniya Ambika Ankita Bara Nikhita Arora Manmeet Ankita Sharma Mamta Pai Ashwini Jaimin Shah Ankush Jadhav sadaf swapnil singh Rahul R. Bathija Marie Ruchi Shweta Akshita Agarwal Samarth Sanghavi Akshata Kamath Ashish Ashish Upender Jit Singh Ashish Khurana Ashutosh Sunita Arushi Karan Mehta devika Age 20-25 20-25 20-25 20-25 20-25 25-30 25-30 25-30 20-25 20-25 20-25 20-25 20-25 20-25 25-30 20-25 20-25 20-25 25-30 25-30 20-25 20-25 20-25 20-25 20-25 20-25 25-30 20-25 20-25 20-25 25-30 25-30 20-25 20-25 20-25 20-25 20-25 20-25 20-25 20-25 20-25 25-30 25-30 > 30 25-30 15-20 > 30 20-25 25-30 20-25 Occupation Student student Student Student Student Student Student student Student student STUDENT Student std Student Student Student Student Student Student student Student Student Student Student Student Student Student student Student student student Student student Service Student Student Student Student Student Student student Student Housewife Student Salaried Student Have you heard about the brand Dettol Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Can you name a competing brand for Dettol? Savlon Savlon No Savalon Savlon Savlon Savlon Savlon, All soap brands Lifebuoy Lifebuoy Lifebuoy SAVLON Savlon Savlon Savlon Savlon Savalon; lifebuoy Savlon Savlon Savlon savelon Lifebuoy Savlon Savlon Savlon Savlon Savlon Savlon Lifebuoy Lifeboy Savlon and lifeboy Savlon Lifebuoy Savlon/lifebuoy Lifebouy Lifebouy Lifebuoy Savlon Savlon Johnson & Johnson Savlon Savlon Savalon Savlon Savlon Savlon
No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50
Which products of Dettol have you heard about? Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Body Wash Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage), Shaving Cream Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Shaving Cream Hand Wash, Soap, Shaving Cream Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Shaving Cream Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Body Wash, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Shaving Cream Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage) Antiseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (adhesive bandage), Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Shaving Cream Antiseptic Lotion, Hand Wash, Soap, Plaster (adhesive bandage)
No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50
Which products have you used? Anitseptic Lotion, Hand Wash, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap Hand Wash, Soap, Plaster (Adhesive bandage) Hand Wash, Plaster (Adhesive bandage) Anitseptic Lotion, Soap Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Plaster (Adhesive bandage) Anitseptic Lotion, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap, Shaving Cream Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash Anitseptic Lotion, Hand Wash, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage), Shaving Cream Anitseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage), Shaving Cream Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage), Shaving Cream Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Hand Wash, Soap, Shaving Cream Anitseptic Lotion, Soap Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage) Anitseptic Lotion, Hand Wash, Soap Anitseptic Lotion, Soap Anitseptic Lotion, Hand Wash, Soap, Plaster (Adhesive bandage)
No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50
Which of the products do you use regularly? Antiseptic Lotion, Plaster (Adhesive Bandage Antiseptic Lotion, Hand Wash, Soap Hand Wash, Soap, Shaving cream Hand Wash Antiseptic Lotion, Hand Wash, Soap, Plaster (Adhesive Bandage Plaster (Adhesive Bandage Antiseptic Lotion, Soap Soap Antiseptic Lotion, Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Hand Wash, Plaster (Adhesive Bandage Antiseptic Lotion, Hand Wash Antiseptic Lotion, Plaster (Adhesive Bandage Antiseptic Lotion Antiseptic Lotion, Hand Wash, Soap, Shaving cream Hand Wash Antiseptic Lotion, Hand Wash, Soap, Shaving cream Hand Wash Hand Wash Antiseptic Lotion, Hand Wash Plaster (Adhesive Bandage Antiseptic Lotion, Hand Wash, Soap, Plaster (Adhesive Bandage Antiseptic Lotion, Hand Wash, Soap, Body Wash, Plaster (Adhesive Bandage Antiseptic Lotion Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Plaster (Adhesive Bandage Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Hand Wash, Plaster (Adhesive Bandage, Shaving cream Antiseptic Lotion, Hand Wash Antiseptic Lotion, Hand Wash, Soap, Plaster (Adhesive Bandage Hand Wash Hand Wash Antiseptic Lotion, Hand Wash, Soap, Plaster (Adhesive Bandage Hand Wash Hand Wash Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap Hand Wash Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Hand Wash, Soap Hand Wash Antiseptic Lotion, Soap Antiseptic Lotion, Hand Wash, Plaster (Adhesive Bandage Antiseptic Lotion, Hand Wash, Soap Antiseptic Lotion, Soap Hand Wash
How would you rate the following products in terms of quality? No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 Anti Septic Lotion 5 5 5 5 5 0 5 5 4 4 5 5 5 4 5 5 5 3 5 5 5 4 4 5 5 5 5 4 5 4 5 5 5 5 5 4 4 4 4 4 5 5 5 4 4 5 5 5 5 5 Hand Wash 3 5 4 5 3 4 4 4 4 4 5 4 5 4 5 5 5 5 5 4 4 5 5 5 5 4 4 5 5 5 5 5 5 5 5 5 4 4 4 4 5 5 5 5 4 4 5 5 4 4 Body Wash 1 3 3 0 2 0 4 3 0 0 0 0 0 0 5 0 0 3 0 0 3 0 3 0 0 0 3 0 5 0 0 3 0 5 0 0 0 0 3 0 3 0 0 0 3 3 3 0 0 3 Adhesive Bandage 5 2 4 0 4 5 4 4 0 4 5 0 4 0 5 0 0 4 0 0 5 4 4 0 0 3 5 0 5 4 4 5 0 5 5 4 0 0 3 0 3 0 0 0 3 3 5 0 0 4 Shaving Cream 0 3 2 0 3 0 2 4 0 0 0 0 0 4 5 0 3 3 0 0 3 3 0 0 0 0 3 0 5 4 0 3 0 5 4 0 0 0 3 0 3 5 5 0 2 3 3 0 0 3
Soap 0 5 4 4 3 4 4 5 3 4 5 0 4 3 5 4 3 4 3 3 4 4 4 4 3 4 4 4 4 2 3 4 3 5 5 4 0 3 4 2 5 4 4 5 5 4 4 5 4 3
No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50
Which of the produts would you recommend to others? Antiseptic Lotion, Plaster (Adhesive Bandage) Antiseptic Lotion, Soap, Hand Wash Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Plaster (Adhesive Bandage) Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Soap, Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Hand Wash Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Soap, Hand Wash, Body Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap, Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Hand Wash Hand Wash, Shaving Cream Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap, Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Hand Wash Soap, Hand Wash Antiseptic Lotion, Soap, Hand Wash, Plaster (Adhesive Bandage) Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap, Hand Wash, Plaster (Adhesive Bandage) Antiseptic Lotion, Hand Wash Antiseptic Lotion, Soap, Hand Wash Antiseptic Lotion, Soap, Hand Wash, Body Wash, Plaster (Adhesive Bandage), Shaving Cream
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