CONSUMER BAHAVIOUR

Bharti Bhagwani (05) Anurag Mahendra (08)

Rahul Gupta (15)

Manish Kumar (29)

Saurabh Sharma (46)

Archit Vashishth (56)

INTRODUCTION
Dettol 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
Dettol has major presence in home and personal care, surface care, fabric care, hygiene and healthcare It is a brand which offers a set of rational and emotional benefits to consumer, who therefore perceives it as Doctor Friend for their families Currently it is a 900crore Rupee Brand

Approved by Indian Medical Association

HISTORY
Dettol was first used in UK maternity hospitals in the early 1930s, shortly in 1933, with the endorsement of medical profession, it was launched to the general public

Launched in 1933 in India in the Antiseptic liquid form as a treatment for cuts and wounds
An Iconic Brand of Reckitt Benckiser Consistently voted as the Most Trusted Brand in India, currently ranked 48 th

The Brand completed 79 years of protecting families from illness causing germs recently

CHARACTERISTICS
Consumers recognize the smell, enough to refer to a medicinally clean room as Dettol like smell. Smell Tagline Amber gold colour Be 100% sure Color association

The Logo Has SWORD: a symbol for fighting germs and infection Dettols Packaging

Clouding Effect
That appears when added to water

The Green and White colors are associated with hospitals

Reckitt & Benckiser

It is a subsidiary of Reckitt Benkiser Plc which is the worlds No.1 company in household cleaning. The company came into being with the merger of Reckitt and Colman Plc and Benkiser NV in the year 1999. The company has operations in more than 60 countries, sales in 180 countries and net revenues of 5.5 billion. It manufacturers and markets wide range of products in personal care ,pest control, shoe care, anti care, surface care etc.

Dettol, Lizol, Harpic are some well known Brands for this company.
It distributes all its products through its common distribution channel which has a wide and deep reach well structured sales force achieving sales for the entire product portfolio for more than 150 stock keeping units or SKUs.

Awards & Achievements

Ranked at No.4 at the top 50 Social marketers awards in the year 2010.

Won readers digest most trusted brand award for the year 2011.
It is the No.1 brand in antiseptics outside north of America. In Indian market with a share of more than 85% it is leading the pack as far as antiseptic lotion industry is concerned.

It is the second most top selling brand in India with a sale of over 1000 crores .

Segmentation
Demographic: Product for the whole family. No age bar. Psychographic: Hygiene seeking consumers, disinfectant freaks Behavioural: Solution with very effective antiseptic properties, hardcore loyalty status, and buyer readiness.

Targeting and Positioning

Targeting - Single Product for all markets Positioning Protector from germs Points of Difference: Trade Mark Smell, Tingling Sensation, Amber gold colour, Clouding effect when added to water.

Perceptual Mapping

STRENGTHS 1. High market share of antiseptic liquid. 2. Brand loyalty. 3. High quality at affordable prices. 4. The brands Germ-kill heritage is strong and adds on trustworthiness.

WEAKNESSES 1. Limited penetration in rural markets. 2. Competition from other similar products means stagnant market share. 3. Burning sensation of Antiseptic liquid.

OPPORTUNITIES 1.Leverage the powerful brand equity associated with the Dettol Brand to make it an everyday use proposition. 2. Tie-ups with schools, hospitals, hotel chains etc 3. Better penetration in rural markets.

THREATS
1. Many strong players in the antibacterial category . 2, Aggressive Competitors in terms of Pricing, Packaging and Promotions.

VALUE CHAIN ANALYSIS

Shifted its ideology from focussing on brand to focussing on customer.
Dettol has communicated to the customer about the excellence of its product and brand at different steps on emotional as well as rational route.

The brand has extremely high customer devotion.

CONCLUSION
The brand has taken both functional and emotional route to bonding with the end customer On the functional/rational end the brand translates into an efficient and cleansing product whereas on the emotional front the brand commands trust among its end users. Dettols brand elements have played a key role in further strengthening its brand equity. The name, slogan, symbols and the multi sensorial experience help the brand to reiterate its position as a brand that can constantly be trusted.

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