7/28/2019 1715719_634978840617875000

1/18

Group 5

Akshay Minhas NMP 02

Mohit NMP 24

Puneet Jaggi NMP 32

Siddharth Kapur NMP

Dettol:Marketing Research for Understanding

Consumer Evaluations of Brand

Extensions

7/28/2019 1715719_634978840617875000

2/18

Dettol

Dettol is an iconic brand from Reckitt Benckiser

Launched in 1993 in India with the antiseptic

liquid, Dettol has gained the trust of millions of

Indians.

Enjoys 85% market share in liquid antiseptic

category.

Tag lineBe 100% sure

It has been consistently voted as one of the Most

trusted brands of India.

7/28/2019 1715719_634978840617875000

3/18

What is Brand Extension?

When a brand uses an established brand name

(parent brand) to introduce a new product.

Brand extension is of 2 types

Category extension when a company uses aparent brand to enter a different product category

that the parent brand currently serves. Eg Dettol

floor cleaner, shaving cream.

Line extension when a company uses the parentbrand to introduce a new product within an existing

category that the parent brand currently serves. eg

Diet coke

7/28/2019 1715719_634978840617875000

4/18

Managerial Decision Problem

Find consumer beliefs about parent brand Dettol

and if the parent brand is strong enough to carry

extension brands?

Which brand extension to continue with and

which to discontinue? What factors to focus on for

making an extension brand a success?

7/28/2019 1715719_634978840617875000

5/18

Research Objectives Consumers belief about the parent brand and what

kind of extension of this brand they want

How consumers belief about parent brand affects herevaluation of brand extension of Dettol

How consumers perception about the fit In theproduct class of the parent brand and extension affecther evaluation of brand extension

How factors such as overall quality of Dettol.perception about the difficulty of manufacturing theproduct class of extension plays a role in consumerevolution of brand extension

7/28/2019 1715719_634978840617875000

6/18

Research Model

She used Aakerand Kellers model:

The model three dimensions to measure the fit ofextension -Complement Substitute and Transfer

First of all, the Complement is that consumer takes

two product (extension and parent brand product)classes as complement to satisfy their specific needs.

Substitute indicates two products have same usersituation and satisfy their same needs which meansthe products class is very similar so that can replace

each other. Transfer is the relationship between extension product

and manufacturer which reflects the perceived abilityof any firm operating in the first product class to makea product in the second class

7/28/2019 1715719_634978840617875000

7/18

Research Design Qualitative study. Open ended associations Quantitative survey. Seven Point Scale

8 extensions 6 (Bandage, Lotion, Shampoo. Soap. Cream &

Cleaner) 1 (Colgate toothpaste) & 1 (Rayban sunglass)

Limited by age, location & socioeconomic class

Sample size< 50 people(B School)x 8 Extensions

Aext= BO+ Bi x Quality + B2 x Transfer + B3 xComplement + B4 x Substitute + B5 x Quality xTransfer + B6 x Quality x Complement + B7 xQuality x Substitute + B8 x Difficult

7/28/2019 1715719_634978840617875000

8/18

Inference From Research

Name of the extension associated with the brand

image of Dettol gives higher rating to adhesive

bandage and floor cleaner.

Substitute appears relatively less important and

the degree of difficulty associated with making the

brand extension has very little impact on

consumers attitude towards the extension

7/28/2019 1715719_634978840617875000

9/18

Improvements in Research

Methodology

Branding does not always follow a rational line(brands fail even if they are a good extensionparameter-wise)

Aaker and Keller model finds no significant evidencethat brand name can be diluted by unsuccessful

brand extensions. Subsequent models by Loken and Roedder-John

(1993) indicate that dilution effect do occur when theextension happens across inconsistency of productcategory and brand beliefs. The failure of extension

may come from difficulty of connecting with parentbrand, a lack of similarity and familiarity andinconsistent IMC messages.

Dettol should try and extend to markets which arehighly correlated with the parent brands core values.

At best Dettol brand can exist as a niche brandextending its core value and creating a niche

7/28/2019 1715719_634978840617875000

10/18

Adhesive Bandage

Brand Attribute Association: High on Germ fighting

Moderate on hygiene and safety

Fit:

Substitutability: (Moderate)in situations of an injury

Transfer of skill:

Low difficulty

Tough competition in the market and so it could not gain

market share

7/28/2019 1715719_634978840617875000

11/18

Sunscreen Lotion

Brand Attribute Association: Does not click

Negative match

Fit:

Not fit

Transfer of skill:

High difficulty

Customers could not relate this product to the anti-septic

quality of the parent brand

7/28/2019 1715719_634978840617875000

12/18

Anti Dandruff shampoo

Brand Attribute Association: High Safety

Moderate on bad smell

Fit:

Moderate mismatch

Transfer of skill:

High difficulty

The typical antiseptic smell bothered customers

7/28/2019 1715719_634978840617875000

13/18

Glycerine Soap

Brand Attribute Association: High on Germ fighting

Moderate on Bad Smell

Fit:

Moderate mismatch Does not click

Transfer of skill:

Moderate difficulty

Consumers unable to relate the hygiene and germi-check image

of Dettol

with the cosmetic benefits the soap claimed to offer. Here the

strong brand strength worked against its extension.

7/28/2019 1715719_634978840617875000

14/18

Moisturizing Cream

Brand Attribute Association: Very Low on germ fighting

Fit:

Strong Mismatch

Transfer of skill:

High difficulty

Customers did not find the typical parent brand qualities in

this product and were skeptical of its effect. Also they

associate Dettol with being a liquid and not a cream.

7/28/2019 1715719_634978840617875000

15/18

Floor Cleaner

Brand Attribute Association: Very Strong on Germ fighting

Fit:

Transferability: Low on its use on floor

Transfer of skill:

Low difficulty

Dettol Antiseptic liquid is also popular as a floor disinfectant

and for bathing, hence associating soap and body use with the

same brand name discourages customers from using it as a floor

cleaner.

7/28/2019 1715719_634978840617875000

16/18

Impact of brand extensions on parent

brand

Positives

Revitalisation of

brand Increase top line

Increase in mindshare

Increasedproduct variety

Increased usage

Permitssubsequent

extensions

Negatives

Negative halo

effect (but thisdidnt affectDettol so much)

Decreasedfocus on the

parent brand Can confuse

customers

May restrict

futureextensions

7/28/2019 1715719_634978840617875000

17/18

Extensions

to retain

Antiseptic

liquid

Liquid soap

to discard

Moisturizing cream

Anti-dandruffshampoo

Sunscreen lotion

Glycerine soap

Floor cleaner Adhesive bandage

New product

Antiseptic cream for cuts and bruises positioning

same as parent brand

7/28/2019 1715719_634978840617875000

18/18

Thank You