Brand Equity of Dettol

About Dettol

●
A product of Reckitt Benckiser India Ltd

●
Launched in India in 1933 in the Antiseptic liquid
form as a treatment for cuts and wounds.

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

●
Major products: Antiseptic Liquid, Handwash,
Bodywash, Soaps, Shaving Cream, Adhesive Bandages
 Market Share

Dettol liquid antiseptics

The brand is the leader (85 per cent share) with its nearest competitor, Johnson & Johnson's Savlon,
not being able to make much headway.
Is logging 20 per cent growth in a Rs 150-crore market.

Dettol Liquid hand wash

Despite retailing at a higher price than competitors such as Fem and Lifebuoy, has maintained a lead
in this segment with a 60 per cent market share in the Rs 100 crore market .

Dettol Shaving cream

30 per cent share in a Rs 200 crore market.

Dettol Soap
The market share of Dettol soap increased from 6.4 per cent in June 2008 to 8.1 per cent in June
2009, placing it ahead of Wipro's beauty soap Santoor as the country's third-largest soap brand by
value.
 What is brand equity?
Set of assets & liabilities linked to a brand, its name & symbol, that add to or
subtract from the value provided by a product or service to a firm and/or to that
firm’s customers.

A brand is said to have positive customer-based brand equity when consumers react more
favorably to a product and the way it is marketed when the brand is identified as
compared to when it is not.

Customer based brand equity is the differential effect that past brand knowledge has on
consumer response to the marketing of a brand.

Brand equity arises from differences in consumer response.

 Why Measure Brand Equity?

To Understand drivers of brand value in order to support strategic decision –

making.
●
If you don’t know where you are, it’s hard to decide how to get there.

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

●
If you don’t know where you’re going, any road will get you there.

To Understand Decision Drivers

●
Understanding customers’ decision drivers gives companies insights about how to influence customer choices.

To Assess Marketing Efficacy

●
The health of your brand is a prime indicator of the health of your company.
 How to Measure Brand Equity?
Brand
Equity

Qualitative Meth
Brand
Aware
ness

Other Brand
Proprieta
ry Brand Associ
Assets ations

Free Projective
Perceiv Per
ed
Quality Association Techniques Rela
Brand
Loyalty

Aeker’s Model has been used as the basis for

identifying relevant dimensions
Keller’s Brand Equity Framework:
Sources of Brand Equity

Brand Knowledge

Building Blocks

Relevance
Believability
Brand awareness Brand Image Personal
relevance
(Familiarity)
Points of parity
Points of difference
 Qualitative Techniques
Free Association: Involves free association tasks whereby subjects
are asked what comes to mind when they think of the brand without
any more specific probe or cue.

Q : Which Brand ●
Ans: 93% of respondents
comes to your mind
correctly identified it as
when you look at
Dettol.
this logo?
 Brand Recall

Brand Recall - Slogan Brand Recall- Logo

Medimix; 1; Lizol; 3; 3%
1%
Others Kent RO Dettol Savlon; 3; 3%
Bisleri 4% 2% Dettol
10% Aquaguar Dettol; 87; Savlon
d 93%
Aquaguard Medimi
7% Bisleri x
Dettol
77% Others Lizol
Kent RO

Strong Brand Recall

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

DETTOL •Dettol is largely

Afforda
ble Trust perceived as an
antiseptic brand.
•Used for hygiene and
Bad Smell Antisep
and burns on
application tic health of the entire
family

Healthy
family Safety

Reliable Hygiene
 Projective Techniques
Diagnostic tools to uncover the true opinions and feelings of consumers when they are
unwilling or otherwise unable to express themselves on these matters.

Personific
ation of
Dettol
An experienced doctor
(Female)
A fat ,middle aged
man. Cleanliness
Freak. Yellow –
A Young,
Caring
Q: How would you
Mother
personify Dettol?
complexioned. Wears
a green suit

(Brand Personification)
A
A concerned
disciplined,
friend
organized
(boy/girl)
husband

A man in his late

30’s. clean. Single A strong
child. wears white a
lot. neat hair. slim superhuman
and fit. clean shaved.
Sticks to the point.
(Superman)

A war
soldier
 Interpretation
Customers
Emotional
Presence dobrand
ofconnect
the not
of for
connect
and joy,
consumers
years withenergy,
strong Dettol:
Safety,
positioning
or pridecomfort,
as an
with and
the
assurance brand.
antiseptic
brand.

The
new
attri
but
es
of
new
•
pro
duc
t
exte
nsio
ns
are
ove
rsha
dow
ed
by
the
stro
ng
anti
sep
tic
ima
ge
of
bra
nd
Dett
ol
 Assessing Brand Awareness
Q: Which of the following categories do you think Dettol is in?

100
R
93 87 85
• Consumers are not e80
s 54
aware of Shaving p60
o40
Cream and Body Wash n
d
20 12 9
• High awareness of e0
n
Antiseptic Liquid, Hand t
s
Wash, and Soap
Dettol Products

Total responses: 68
 Assessing Brand Loyalty
Q: How often do you buy a Dettol Product?

– Majority of Customers buy once a month:

Frequency of Buying a Dettol
– Repeat customers. Product
1 Once in 2 Once a Once in 2
6 weeks month onths
115 Once in 6
% Others
513 months
%%%

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

4%
– More than 90% users have been using Dettol
Child
since childhood(5- 7 yrs) 90 hood
96 Others
%
 Perceived Quality
Q. What do you think are the positive attributes of the Brand Dettol?

• Brand Dettol scores high on:

– Trustworthiness of its products
– Faith the brand has won,
– Affordable price,
– Existence for so many years,
– Effectiveness as antiseptic
 Survey Result and Interpretation
Rate your level of satisfaction regarding the performance of Dettol products.
– 94% respondents found Dettol’s performance to be either excellent
or Very good
Satisfaction Level
1 6 Excellen
4%8 t
% 0
%
Under which situations do you feel the most need to use Dettol's Products?
Routine personal
Dettol Usage Pattern hygiene

Most people use it when When

injured/wounded
injured or wounded 10%
11% 11% Someone in family falls
ill

43% During Seasons of

27% infection
As skin care product
No reason
 Brand Association
– 90% respondents recalled the name of Dettol when they were asked
to find an alternative for the word “Antiseptic”

Brand association with Dettol

Burnol Others
3% 3%
Savlon
4% Dettol Savlon

Dettol Burnol Others

89%
Components of Brand Equity
Measurement System

Brand
Brand Audits
Tracking

Brand
Equity
Managemen
t Systems

Brand Equity
 Brand Audit
• A brand audit is a comprehensive examination
of a brand.
• Involves a series of procedures to assess the
health of the brand, uncover sources of brand
equity, and suggest ways to improve and
leverage its equity.
• Requires understanding sources of brand equity
from the perspective of both the firm and the
consumer.
 Steps of Brand Audit

1.Brand ●
A current, comprehensive profile of how all the
products and services sold by a company are
marketed and branded
Inventory ●
Reveals the extent of brand consistency

Applicatio ●

●
Consistent in positioning all its products as having strong antiseptic
properties
Brand which stands for ‘Total Family Protection’
Through its partnership with IMA and local doctors, Dettol has been
proactively involved in educating consumers regarding health and hygiene

n to Dettol Have recently added another message to its overall positioning: ‘Mild and
●

Skin care’
 Steps of Brand Audit (contd..)

2.Brand ●
Provides detailed information as to what
consumers think and feel about the

Exploratory brand by means of the brand exploratory

Applicatio Trusted brand

●

●
High Quality and effectiveness
●
Well established brand
●
Low innovation
●
Less awareness of Dettol’s brand extensions

n to Dettol
●
Very strong formulation, needs dilution
●
Burning sensation on application
●
New products still not perceived as mild, but as a strong antiseptic product
 Brand Tracking
• Involve information collected from consumers on a routine
basis over time.
• Employ quantitative measures to provide marketers with
current information on how their brands and marketing
programs are performing- on a number of key dimensions
identified by the brand audit.
• Meant to understand where, how much and in what ways
brand value is being created.

Brand Equity Management Systems: Defined as a set of

organizational processes designed to improve the
understanding and use of the brand equity concept within a
firm.
 Retailer Survey
• 7 Retailers
• Juhu, Vile parle Area
• Open Ended Questions
Q. Which products are demanded by the customer
under the brand name Dettol

Retailer Info on Product Sale

Shaving cream
8%
Plaster Soaps
8% 23% Soaps
Liquid Handwash Antiseptic Liquid
15% Antiseptic Liquid Liquid Handwash
46% Bodywash
Plaster
Shaving cream
Q. Who gives the best support in respect of
advertisements and consumer awareness campaigns
while promoting their brand?

Advertisement and Promotions

Savlon
23%

Dettol
Savlon
Dettol
77%
Q. Retailer’s perception and behaviour of his
customers to him.

For antiseptic solution

For Soaps category
Purchase
another
23% brand 38%
8% Wait for the
69% brand 54%

Goes to
other retail 8%
outlet
 The Brand Multiple

Customer Based Competitive

Global Potency
Potency Potency

Brand trend,
● ●
Market factors
●
Promotion and
support, personal factors
●
Brand image and
loyalty protection, ●
Distribution factors
●
Product factors
competitive ●
Price factors
strength ●
Regulations
 Calculating Brand Multiple
Customer Base Potency Competitive Potency
Brand Awareness = 8 Brand Support = 10
Brand Association = 9 Brand Protection = 9
Perceived Quality = 10 Competitive Strength = 9
Total = (27/30)*10 = 9 Total = (28/30) * 10 = 9.33

Global Potency
Market factors = 9
Promotion and personal factors = 9
Grand Total =
Distribution factors = 10
Product factors = 9
(27.53/30) =
Price factors = 9
Total = (46/50) * 10 = 9.2 0.9176
 Benefits derived from Brand Equity
Synonymous
Success
Positive
It becameofeasier
Dettol
with
tosoaps,
impact theon
extend
due brand
antiseptic
this to a strong
category
equity andand
out-right
launch sale
otherwith
hence creates
association productsof
brand like
Dettol
soaps andProducts.
shaving
associations.
Antiseptic property cream.
only.

Inc
rea
sed
bra
nd
aw
are
nes
s
and
bra
nd
loy
alty
for
the
an
tise
ptic
as
wel
l as
oth
er
pro
duc
ts.
 Factors contributing to Negative Brand Equity
Since
Dettol
If C onsumers
hasproduct
the major not associate
changed the
has certain
Dettol
Brand could
Dettol sonot capitalize
strongly
core properties, then thewith its
its packaging
on itsantiseptic
strong brand equity fromtoglass
qualities, itssome
consumerinto
extension develops a certain
of
to the other
plastic
expectation
segmen
( the
from
t has no
mild
products
much other
t been
skincare
more like
products
very well
Talcum
well. Powder
convenient).
as
received

Dett
ol
Antis
eptic
Liqui
d is
also
popu
lar as
a
floor
disinf
ecta
nt
and
for
wash
ing
cloth
es,
henc
e
asso
ciati
ng
soap
and
body
wash
with
the
same
Bran
d
nam
e
disco
urag
es
custo
mers
from
using
thes
e
prod
ucts.
Conclusion & Recommendations

●
To capitalize on brand equity of Dettol, it should position
its brand extensions well and Increase innovations

●
Could introduce products like
antibacterial/ virusidal wipes

●
It could very well use its image & equity of
safety for products like anti bacterial deo spray
 THANK YOU..!!

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