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7/29/2019 Dettol Presentation
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Bharti Bhagwani (05)Anurag Mahendra (08)
Rahul Gupta (15)Manish Kumar (29)Saurabh Sharma (46)Archit Vashishth (56)
CONSUMER BAHAVIOUR
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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, whotherefore perceives it as Doctor Friend for their families
Currently it is a 900crore Rupee Brand Approved by Indian Medical Association
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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 48th
The Brand completed 79 years of protecting families from illness causing germs recently
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Smell
The Logo
Tagline
Clouding Effect
Amber gold colour
Dettols Packaging
Consumers recognize the smell, enough to refer to a medicinallyclean room as Dettol like smell.
The Green and White colors are associated with hospitals
Has SWORD: a symbol for fightinggerms and infection
Be 100% sure
That appears when addedto water
Color association
CHARACTERISTICS
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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 NVin the year 1999. The company has operations in more than 60 countries, sales in 180 countries and netrevenues 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 anddeep reach well structured sales force achieving sales for the entire product portfolio for morethan 150 stock keeping units or SKUs.
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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 .
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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.
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Targeting and Positioning Targeting - Single Product for all markets
Positioning Protector from germs
Points of Difference: Trade Mark Smell, Tingling Sensation, Ambergold colour, Clouding effect when added to water.
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Perceptual Mapping
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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.
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VALUE CHAIN ANALYSIS Shifted its ideology from focussing on brand to focussing on customer.
Dettol has communicated to the customer about the excellence of itsproduct and brand at different steps on emotional as well as rationalroute.
The brand has extremely high customer devotion.
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CONCLUSION The brand has taken both functional and emotional route to bondingwith the end customer On the functional/rational end the brand translates into an efficient
and cleansing product whereas on the emotional front the brandcommands trust among its end users.
Dettols brand elements have played a key role in furtherstrengthening its brand equity. The name, slogan, symbols and themulti sensorial experience help the brand to reiterate its position as abrand that can constantly be trusted.
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THANK YOU