Dettol Group 12 Analysis

7/29/2019 Dettol Group 12 Analysis

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Group 12 (S3)

Harjot Singh :FT 14323

Monika Sharma :FT 14342

Praveen Kumar S: FT 14388Samir Faruqui :FT14366

Sanyam Garg : FT143106


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Methodology used to arrive at the rankings :

Stage 1: Each respondent was asked to indicate the familiarity for each brand on

a four-point scale. The scale range would be: 1 - I have not heard of this brand; 2

- I have heard of this brand, but know nothing about it; 3 - I have heard of this

brand and know a little about it; 4 - I have heard of this brand and know it quite

well.

Stage 2: The respondent evaluated all brands that have been rated by him/her, 3or 4 on the familiarity scale stated above. Those who rated a brand 1 or 2 on

familiarity scale were not asked to evaluate the brand (their individual brand

trust score is considered to be 0)

Survey : It was restricted to SEC A, B and C in urban India, with a view to focus

on the prime target audience for most branded products and services.

Coverage: Survey was done 12 cities across India. Total sample size was 8160

for General category distributed equally across respondent types within

each segment. Stages are :


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Dettol

Parent Company Reckitt Benckiser

Category Personal care brand

Sector FMCG

Tagline/ Slogan Be 100% sure

USP The first of its kind in anti-bacterial segment.

STP

Segment Anti-bacterial

Target Group All age groups

Positioning

Dettol have always been positioned as a 100% germ fighter with germ

fighting and protection as the core value


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SWOT AnalysisStrength The brands Germ-kill heritage (brown liquid) is

seen as strong and adds on trustworthiness (RTB).

Excellent for treating skin irritations, cuts/bruises

and seasonal applications.

Brand comes from a reputable (old) company

Loyal following of Original

Increasing popularity of Dettol soap as a germ

killer and hygienic soap

Has products like antiseptic liquid, soaps,

sanitizers, body wash etc

Weakness Despite excellent product, limited penetration inrural markets

Competition from other similar products means

stagnant market share

Opportunity Leverage the powerful brand equity associatedwith the Dettol Brand to make it an everyday use

proposition.

Tie-ups with schools, hospitals, hotel chains etc

Better penetration in rural markets and emerging

economies

Threats Other main players in the antibacterial category

Other emerging players and alternatives available


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Role Play Discussion :

How the efforts have helped the brand sustain or gain positions

over the previous years?

The brand has been able to constantly sustain 5th or 6th position in

the Brand equity for past 10 years.

Its the constant focus on quality and the multiple attributes of

the product that has helped Dettol phenomenally. For instance,

Dettol is a brown liquid for maintaining health and hygiene butthe moment you mix it with water it becomes milky white and its

scope of usage increases too. And thats what (various functions

of Dettol) we have been continuously promoting through our ad

campaigns.


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How has dettol performed with respect to other major brands in the past

year and what marketing strategies has dettol used to increase the

penetration ?

We might have single brand and lesser product, but our product attributes are

more comprehensive than any other product available in the market.

Moreover, Dettol is a widely accepted brand in India and thats the reason all

our ventures in the personal care segment will have the brand name Dettol.

Dettol is expanding into personal care and kitchen care .How is thatgoing to effect dettols image?

we are not compromising with our brand image. If you see the latest

TVC for Dettol skincare soap, it first highlights the brands basic

attribute 100% safe, I mean from protection perspective, and then

only it conveys the message that the soap also has moisturiser. Even

in future, all our products under the Dettol umbrella will beaddressing the health and hygiene needs.This will give us an edge

over the common beauty soaps available in the market.


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Should we expect price hike from Dettol, similar to HULs move?

If the market conditions leave us with no other option, in that case we will have to

increase price and not because other players are raising it. However, we think theprice increase would be too miniscule to impact the brand value enjoyed by Dettol.

The brand has become a household name across the country and a minimal price

hike wont affect it much.

How has the sales effectiveness helped Dettol maintain its Brand Equity ?

Retailer are the final link where companys effective marketing strategy will

decide the demand and will make public aware of it existing product as

retailers are medium for product display.Therefore we provide retailer margin

of 7 to 8 %.


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Recently Lifebuoy has targeted Dettol in the

media . What is Dettols take on this ?

Dettol has a very good brand image and a

loyal customer base so such things would

not effect Dettols market cap.


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Thank You

Documents

Dettol Group 12 Analysis