BRAND EQUITY OF ANTISEPTIC LOTION

DETTOL,
ACCORDING

SAVLON
TO

&

SUTHOL

INTERBRAND

METHOD

Presented by
Rashmirekha Das.
Jitendranath
Saha.
1

Rajat Sahoo.
QUESTIONNAIRE
1. Whenever you are in need of antiseptic lotion what name comes first in
your mind?
i. Dettol ( )

ii. Savlon ( )

iii. Suthol ( )

2. Are you a loyal customer of the brand you prefer to use or you switch over
to different brand.
i. Loyal Customer ( )

ii. Switch Over ( )

3. Do you think there is volatility, barriers to entry for new comers and
growth prospect of the market is a matter of concern for these brands?
i. Yes ( )

ii. No ( )

iii. Cant Say ( )

4. Which one among these you think has got the most geographical spread
(internationally)?
i. Dettol ( )

ii. Savlon ( )

iii. Suthol ( )

5. Which one of these brands provides the product and service according to
the consumers needs and convenience?
i. Dettol ( )

ii. Savlon ( )

iii. Suthol ( )

6. According to you who give the best support in respect of advertisement

and consumer awareness campaign while promoting their brand?
i. Dettol ( )

ii. Savlon ( )

iii. Suthol ( )

7. At the time of purchasing a particular product or brand do you concerned

about the owners legal right, the registered trade mark etc. of that brand?

i. Yes ( )

ii. No ( )

8. Whether you checked all these brands has got this information or not?
i. Yes ( )

ii. No ( )

Place of Survey: Forum mart (Big bazaar), Ram Mandir (Jana path).
Sample Size: Twenty.
Segments of Survey: Educated Middle and High middle class people.

FINDINGS

We found that according to the first criteria of Interbrand method

(leadership) Dettol takes the leadership position in the market.

When we ask consumers whenever you are in need of antiseptic lotion

what name comes first in your mind?

We got six out of ten replies Dettol; another four is Savlon; Suthol
gets none.

In the second criteria (Stability) we found that both Dettol & Savlon
gets the same ranking according to the consumer but Suthol as a new
entrant in the market still needs to prove its worth to the consumer.

In the third criteria (Market) we found consumers think that trading

environment of these brands in terms of growth prospect, volatility &
barriers to entry is not a matter of concern. They thought that the
growth prospect of these products is very good as the population of
India is huge. The market of these brands is not volatile. As it is a
healthcare product people are very much concerned before purchasing
any product and they always prefer renowned brands or the brand
prescribed by the Doctor. They also told doctor usually prescribed
Dettol for antiseptic lotion.
3

In the fourth criteria (Geographical Spread) we found customer think

that Savlon has the better geographical spread than Dettol. Savlon is a
product of Johnson & Johnson which has the spread of almost every
country in the world in comparison to the Dettol, a product of
Reckittbenckiser and Suthol a product of GD Pharmaceuticals is still
unable to make a mark in Indian market.

In the fifth criteria (Trend) we found customers trend in choosing the

particular brand comes from the ancestors, they told that from the
childhood they used to the name Dettol whenever there was a cut or
something related to antiseptic there was always one solution Dettol.
But after the launch of Savlon which is also an antiseptic lotion without
burning that is still present in Dettol. Now the trend is changing and
people shifting from Dettol to Savlon.

In the sixth criteria (Support) we found that both Dettol & Savlon have
the consistency in the market.

The company also spent money in communicating to the customers

about the brand and their usefulness. We found Dettol is more
aggressive in creating the awareness to the customer than Savlon.
Suthol is far behind in the competition.

In the seventh & last criteria (Protection) we found that all the brand
we choose have the owners legal title & registered trade mark.

We also found that customers become very sincere they always check
the registered trade mark before purchasing because it provides
assurance to the customers about the genuinity of the company.

Interbrand Method:

Bran

Leaders

Stabil

Mark

Geo.Spr

Tre

Supp

Protect

Tot

hip

ity

et

ead

nd

ort

ion

al

(25%)

(15%)

(10%

(25%)

(10

(10%)

(5%)

(%)

%)

Dett

25

15

08

20

07

10

05

90

ol
Savl

20

15

10

25

10

07

05

92

on
Suth

10

05

05

10

05

04

05

44

ol

Brand Equity:
Dettol: Reckittbenckisers total Income 1578 cr. Product line: 19. So, each
product has the contribution of 83.05 cr. As Dettol is a renowned name in
market; we assume Dettol contributes 90 cr. In India we have 29 states. But
the population density varies from state to state. We assume that metros
contribute

40%

and

semi-metros

like

Hyderabad,

Bhubaneswar

etc.

contribute 30% and other parts of the country contribute the rest 30% of the
total Income. So, in that way Bhubaneswar contributes 2.70 cr. From the
survey we found that in Bhubaneswar Dettol has the Brand strength of 90%.
So, in Bhubaneswar the brand value of Dettol is 2.43 cr.

Savlon: Johnson &Johnsons total income 3310 cr. Product line: 29. Each
products contribution 114.13 cr. We assume Savlon contributes 100 cr. In
India, whereas Bhubaneswar contributes 30 cr. In Bhubaneswar Savlon has
the Brand Strength of 92%. So, in Bhubaneswar the brand value of Savlon is
2.76 cr.

Suthol: GD Pharmaceuticals Pvt. Ltd.s total income is 70 cr. Product line:

4. Each products contribution 17.5 cr. Suthol is a new entrant in the market.
So, we assume the contribution is 10 cr. in India. It means Bhubaneswar
contributes 3.33 cr. In Bhubaneswar Suthols Brand Strength is 44%. So, in
Bhubaneswar the brand value of Suthol is 1.46 cr.

CONCLUSION

Suthol is the most favorable brand when comes to the antiseptic lotion.

Dettol is the second preferable brand. Suthol needs to market the

product aggressively.

People shifting from Dettol to Savlon very rapidly.

Dettol needs to customize the product according to changing

customers requirements to stay competitive in the market.

As Dettol touches the wound it starts burning; Customer wants to

remove that.