• Baljit Verma 10• Chirag Bhuta 12• Kumar Ankur 22• Nikhil Tanna 24

• Paresh Mishra 30• Rahil Naik 31• Peenaz Chokshi 34• Vishal Mehta 52

• Saurabh Jhaveri 54

Dettol (a Brand by Reckitt Benckiser)

Group # 3

Dettol (a Brand by Reckitt Benckiser)

Reckitt Benckiser, world’s largest producer of household products and major producer of consumer healthcare and personal products

RB Headquarter is in Slough, United KingdomRB Revenue in 2009 is 12.18bn $.m.

RB brands are found in millions of consumers homes in over 180 countries. Has 19 Power Brands & they are Market Leaders

Brand Architecture

Brand Architecture is the Logical Strategic & Rational Structure for all the Brands in the Brand Portfolio , Brand Architecture is the vehicle by which the Brand Team Functions as a Unit to Create Synergy & Leverage .

Reckitt Benckiser Brands in Global Market

Reckitt Benckiser India – House of Brands

Reckitt Benckiser (House of Brands)

AirwickLizol

MorteinHarpic

Dettol

Antiseptic Liquid

Handwash

Soap

Body wash

Plasters

Band Aid

Shaving Cream

Hand Sanitizers

Strepsils

FinishVeet

Cherry Blossom

VanishEasy off Bang

DisprinColin

Reckitt Benckiser (House of Brands)

Product Brands

DisprinVanish

Product Brands with Variants

Airwick

Lizol

Easy off Bang

Mortein

Strepsils

Finish

Veet

Colin

Cherry Blossom

Harpic

Brand across Categories / Brand

ExtensionsDettol

Dettol : Debut as a Product

About Dettol

• A Iconic Brand of Reckitt Benckiser India Ltd , Number One in World

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

• While it started its journey as the ‘cuts and wounds’ brand in the country, over the years it has taken over the role of ‘protector from germs’ in every situation.

• Major products: Antiseptic Liquid, Handwash, Bodywash, Soaps, Shaving Cream, Adhesive Bandages

DETTOL- BE 100% SURE

Dettol completes 75 years of protecting families from illness causing germs

Dettol Products in India

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

Johnson & Johnson's Savlon• 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.

Brand Architecture

Dettol Portfolio

CATEGORY PERFORMANCE

Fabric Care – 26%*

Surface Care — 17%*

Dishwashing — 11%*

Home Care — 14%*

Health Care — 26%*

Personal Care — 26%*

Food — 3%*

World wide

Products in its Portfolio

• Only Deals in domestic sanitation products• Flagship Product is the antiseptic liquid.• Dettol Soap was launched in 1990’s• Leader in the Indian Hand wash Market• First aid Plaster was launched in 1990’s• Followed by Shaving cream & Instant Hand Sanitizers.• All Products carry the “100 % Protection from

germs “Heritage of Dettol.

STARS

• Liquid Hand Wash Products• Dettol created a new liquid hand wash market in

India in 1994.• Currently holds 75% Market share in this Segment.• Closet Competitors are Lifebuoy , Palmolive & Savlon. • Continuous Innovation like new Variants & Refill

Pouches are helping Dettol to sustain.

Cash Cow

• Antiseptic Liquid• Dettol liquid antiseptics, is Growing at 20%.• Brand is the Leader with 85% Market share with

Johnson and Savlon having 13% Market share.• Dettol Market share remained untouched for years

despite stiff competition due to the products deep market penetration , strong Branding image & its Multiple use.

Question Mark ?

• Dettol Bodywash – launched in 2005 at 4% market share it Ranked behind

major players like Lux , Palmolive, ITC & Dove. Low Market Penetration.

• Dettol Soap– Holds 18% Market share in Health care segment.

• Shaving Cream– Has 30% market share in Rs 200 Cr. Market.

• Hand Sanitizer – Nascent market share in India.

Dogs

• Plasters– Stagnant & Small market share .– Its Main competitor & Market Leader is J & J’s &

Band- aid.

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.

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

To Understand Decision Drivers

To Assess Marketing Efficacy

How to Measure Brand Equity?

Qualitative Methods

Free Association

Projective Techniques

Brand Personality n Relationships

Brand Equity

Brand Associa

tions

Brand Loyalty

Perceived

Quality

Other Proprie

tary Brand Assets

Brand Awareness

Aeker’s Model has been used as the basis for identifying relevant dimensions

Keller’s Brand Equity Framework:Sources of Brand Equity

Brand KnowledgeBrand awareness

Brand Recall

Brand Recognition

Brand ImageRecall Types of brand associations

Favorability of associations

Strength of associations

Uniqueness of associations(Familiarity)

Building Blocks

Personal relevance

Points of parityPoints of difference

RelevanceBelievability

Qualitative TechniquesFree Association: Involves free association tasks whereby subjects are asked what comes to mind when they think of the brand without any more specific probe or cue.

Q : Which Brand comes to your mind

when you look at this logo?

• Ans: 93% of respondents correctly identified it as Dettol.

Strong Brand Recall

Brand Recall

Brand Associations

DETTOL

TrustAntisep

tic

Safety

HygieneReliabl

e

Healthy family

Peculiar Smell and burns on application

Affordable

•Dettol is largely perceived as an antiseptic brand.

•Used for hygiene and health of the entire family

Interpretation

•

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

Presence of the brand for years and strong positioning as an antiseptic brand.

Customers do not connect joy, energy, or pride with the brand.

The new attributes of new product extensions are overshadowed by the strong antiseptic image of brand Dettol

Assessing Brand Awareness

Antiseptic L

iquid

HandW

ash Soap

Adhesive Ban

dages

Shav

ing Cream

BodyWash

020406080

100 93 87 85

54

12 9

Dettol Products

Respondents

Total responses: 94

• Consumers are relatively less aware of Shaving Cream and Body Wash

• High awareness of Antiseptic Liquid, Hand Wash, and Soap

Q: Which of the following categories do you think Dettol is in?

Perceived Quality

Brand Dettol scores high on: – Trustworthiness of its products– Faith the brand has won,– Affordable price,– Existence for so many years, – Effectiveness as antiseptic

Q. What do you think are the positive attributes of the Brand Dettol?

Brand Association

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

Dettol90%

Savlon4%

Burnol3%

Others3%

Brand association with Dettol

Dettol Savlon

Burnol Others

F i rs t a i d

1 0 0 % s u re

G e r m f re e

h e a l t hys a fet y

i n fe c ti o n

s m e l l

c a re

Kn e e s c a r

Thank you