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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.
Customer based brand equity is the differential effect that past brand
knowledge has on consumer response to the marketing of a brand.
• The health of your brand is a prime indicator of the health of your company.
How to Measure Brand Equity?
Brand
Qualitative Quantitative
Associations Methods Methods
Free
Brand Audit
Brand Brand Association
Awareness Loyalty
Brand
Equity Projective Brand
Techniques Inventory
Other Brand
Brand
Proprietary Perceived Personality n
Exploratory
Brand Quality Relationships
Assets
Brand
Aeker’s Model has been used as the basis for Multiple
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
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
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 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?
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
●
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.
Shaving cream
Plaster 8% Soaps
8% 23% Soaps
Liquid Handwash Antiseptic Liquid
15% Liquid Handwash
Antiseptic Liquid Bodywash
46% Plaster
Shaving cream
Q. Who gives the best support in respect of
advertisements and consumer awareness campaigns
while promoting their brand?
Dettol
Savlon
Dettol
77%
Q. Retailer’s perception and behaviour of his
customers to him.
Brand trend,
● ●
Market factors
●
Promotion and
support, personal factors
●
Brand image
protection, ●
Distribution factors
and loyalty ●
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..!!