Group 12 (S3) Harjot Singh :FT 14323 Monika Sharma :FT 14342 Praveen Kumar S: FT 14388 Samir Faruqui

:FT14366 Sanyam Garg : FT143106

Methodology used to arrive at the rankings :

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 : 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, 3 or 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)

Dettol

Parent Company Category Sector Tagline/ Slogan USP Segment Target Group

Reckitt Benckiser Personal care brand FMCG Be 100% sure The first of its kind in anti-bacterial segment.
STP

Anti-bacterial All age groups Dettol have always been positioned as a 100% germ fighter with germ fighting and protection as the core value

Positioning

SWOT Analysis
Strength
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 Despite excellent product, limited penetration in rural markets Competition from other similar products means stagnant market share Leverage the powerful brand equity associated with 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 Other main players in the antibacterial category

Weakness

Opportunity

Threats

Other emerging players and alternatives available

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 but the 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.

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 that going 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 be addressing the health and hygiene needs.This will give us an edge over the common beauty soaps available in the market.

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 the price 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 %.

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.

Thank You