DETOL FINAL

8/7/2019 DETOL FINAL

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Brand Equity of Dettol

Group 2

ROHIT CHUGH

KANKESH

SANJEEVCHANIKA

NAGARAJ


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About Dettol


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Market Share


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What is brand equity?

Set ofassets & liabilities linked to a brand, its name & symbol, that add to orsubtract from the value provided by a product or service to a firm and/or to that

firms customers.


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WhyMeasure Brand Equity?


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How to Measure Brand Equity?

AekersModel has been used as the basis for

identifying relevant dimensions


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Kellers Brand Equity Framework:

Sources of Brand Equity

BrandKnowledge

Brandawareness

Brand Recall

BrandRecognition

Brand Image

Recall Types ofbrand

associations

Favorability ofassociations

Strength ofassociations

Uniqueness ofassociations

(Familiarity)

Building Blocks

Personal

relevance

Points of parity

Points of difference

Relevance

Believability


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Qualitative Techniques

Free Association: Involves free association tasks whereby subjectsare asked what comes to mind when they think of the brand without

any more specific probe or cue.

Ans: 93% of

respondents correctlyidentified it as Dettol.

Q: Which Brand

comes to yourmind when you

look at this logo?


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Strong Brand Recall

Brand Recall


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Brand Associations

DETTOL

Trust

Antiseptic

Safety

Hygiene

Reliable

Healthy

family

Bad Smell

and burns

on

application

Affordable

Dettol is largely

perceived as anantiseptic brand.

Used for hygiene and

health of the entire

family

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


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Projective Techniques

Personification

of Dettol

A Young,Caring

Mother A concernedfriend

(boy/girl)

A strongsuperhuman

(Superman)

A war soldierA man in his late 30s.

clean. Single child. wearswhite a lot. neat hair. slim

and fit. clean shaved.Sticks to the point.

A disciplined,organizedhusband

An experienceddoctor (Female)

A fat ,middle agedman. Cleanliness

Freak. Yellow complexioned.

Wears a green suit

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

Q: How would youpersonify Dettol?

(Brand Personification)


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Interpretation

Emotional connect of consumers with Dettol:Safety, comfort, and assurance

Presence of the brand for years and strongpositioning as an antiseptic brand.

Customers do not connect joy, energy, or

pride with the brand.

The new attributes of new productextensions are overshadowed by the strongantiseptic image of brand Dettol


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Assessing Brand Awareness

93 87 85

54

12 9

020406080

100

Dettol Products

R

es

p

o

n

d

e

n

t

s

Total responses: 68

Consumers are notaware of Shaving

Cream and Body Wash

High awareness of

Antiseptic

Liquid, Hand

Wash, and Soap

Q: Which ofthefollowing categories do you think Dettol is in?


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Assessing Brand Loyalty

Majority of Customers buy once a month:

Repeat customers.

More than 90% users have been using Dettol

since childhood(5- 7 yrs)

Q:How often do you buya Dettol Product?

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


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Perceived Quality

Brand Dettol scores high on:

Trustworthiness of its products

Faith the brand has won,

Affordable price,

Existence for so many years, Effectiveness as antiseptic

Q. What do you think arethe positiveattributes ofthe Brand Dettol?


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Survey Result and Interpretation

94% respondentsfound Dettols performanceto beeither excellent

or Very good

Rateyour level ofsatisfaction regarding the performance ofDettol products.

Under whichsituations do you feel themost need to use Dettol's Products?

Most people use it wheninjured or wounded


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Brand Association

90% respondents recalled the name of Dettol when they were asked

to find an alternative for the word Antiseptic


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Components of Brand Equity

Measurement System

Brand Equity

Brand

EquityManage

ment

Systems

Brand

Tracking

Brand

Audits


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Brand Audit

A brand audit is a comprehensive examinationof a brand.

Involves a series of procedures to assess the

health of the brand, uncover sources of brandequity, and suggest ways to improve andleverage its equity.

Requires understanding sources of brandequity from the perspective of both the firmand the consumer.


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Steps of Brand Audit

A current, comprehensive profile ofhow all theproductsand servicessold bya companyaremarketed

and branded

Revealstheextent ofbrand consistency

1.BrandInventory

Consistent in positioning all its productsashavingstrong antiseptic properties

Brand whichstandsfor Total Family Protection

Through its partnership with IMA and localdoctors, Dettol hasbeen proactively involved in

educating consumers regarding healthand hygiene

Have recentlyadded another messageto its overallpositioning: Mild and Skin care

Applicationto Dettol


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Steps of Brand Audit (contd..)

Provides detailed information asto whatconsumersthink and feel aboutthebrandbymeans ofthebrand exploratory

2.BrandExploratory

Trusted brand

HighQualityand effectiveness

Well established brand

Low innovation

Lessawareness ofDettols brand extensions

Verystrong formulation, needs dilution

Burning sensation on application

New productsstill not perceived asmild,butasastrong antiseptic product

Applicationto Dettol


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Brand Tracking

Involve information collected from consumers on a routinebasis 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 dimensionsidentified by the brand audit.

Meant to understand where, how much and in what ways

brand value is being created.

Brand Equity ManagementSystems:Defined as a set oforganizational processes designed to improve the

understanding and use of the brand equity concept within a

firm.


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Retailer Survey

7 Retailers

Juhu, Vile parle Area

Open Ended Questions


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Q. Which products are demanded by the customer

under the brand name Dettol


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Q.Who gives the best support in respect of

advertisements and consumer awareness campaigns

while promoting their brand?


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Q. Retailers perception and behaviour of his

customers to him.


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CustomerBased Potency

Brand image andloyalty

CompetitivePotency

Brandtrend, support,protection, competitive

strength

Global Potency

Market factors

Promotion andpersonalfactors

Distributionfactors

Product factors

Price factors

Regulations

The Brand Multiple


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Customer Base Potency

Brand Awareness = 8

Brand Association = 9

Perceived Quality = 10

Total = (27/30)*10 = 9

Competitive Potency

Brand Support = 10

Brand Protection = 9

Competitive Strength = 9

Total = (28/30) * 10 = 9.33

Global Potency

Market factors = 9 Promotion and personal factors = 9

Distribution factors = 10

Product factors = 9

Price factors = 9

Total = (46/50) * 10 = 9.2

Grand Total = (27.53/30) =0.9176

Calculating Brand Multiple


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Benefits derived from Brand Equity

Synonymous with the antiseptic category and hencecreates brand associations.

Positive impact on out-right sale of Dettol Products.

It became easier to extend this brand equity andlaunch other products like soaps and shaving cream.

Success of Dettol soaps, due to a strong associationwith Antiseptic property only.

Increased brand awareness and brand loyalty for theantiseptic as well as other products.


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Factors contributing to Negative Brand Equity

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

If the major product has certain core properties, then theconsumer develops a certain expectation from other

products as well.

Since Consumers associate the Brand Dettol so stronglywith its strong antiseptic qualities, its extension into themild 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 floordisinfectant and for washing clothes, hence associating

soap and body wash with the same Brand namediscourages customers from using these products.


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Conclusion & Recommendations

To capitalize on brand equity of Dettol, it should positionits brand extensions well and Increase innovations

Could introduce products like antibacterial/ virusidalwipes

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


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THANK YOU..!!

If you are still not 100% Sure

Please shoot your questions.

Documents

DETOL FINAL