BRAND DOSSIERON

DETTOL ANTISEPTIC LIQUID

ANKUSH ROY

KRISHNA BOLLOJULA

SHUBHAM SHARMA

SUDDHASHEEL BHATTACHARYA

AGENDA

OVERVIEW OF BRAND DETTOL

LITERATURE REVIEW

RESEARCH DESIGN

SAMPLING METHOD

ANALYSIS OF RESULTS

CONCLUSION

OVERVIEW OF BRAND DETTOL Reckit Benckiser India Ltd (RBIL) is a fully owned subsidiary of

Reckit Benckiser Plc.

It is the world’s No.1 Company in household cleaning.

The brand was launched in 1933 as antiseptic liquid

For the first 50 years, Dettol was present only as an antiseptic liquid.

It has extended to product categories like toilet soaps, liquid hand wash, liquid body wash ,shaving cream and plaster strips.

Evolution, Positioning and Repositioning of Dettol

The brand Dettol was launched in India in 1933

For the first 50 years, Dettol was present only as an antiseptic liquid.

It progressed from the ‘cuts and wounds’ brand to the ‘protector from germs’

All Dettol products have a sword on the pack, which is a symbol for fighting germs and infection.

Evolution, Positioning and Repositioning of Dettol

The distinct associations of the brand:-

• its trademark smell

• its amber gold color

• the ‘clouding’ effect hat appears when it is added to water

The brand’s tagline says - Be 100% sure In 2008, the brand’s launched its “Aapka Dettol Kya Kya

Karta Hai” campaign It showcased how brand users had formed their own

special bond with the brand

Segmentation Strategy

Dettol initially targeted the urban and educated class who are well aware of public health concerns

Since then Dettol has successfully targeted the other segments including the rural population of the country as well

Dettol soap also targeted the urban middle class uneducated consumers who wanted beauty soap with a property of antiseptic’s.

Overall Strategy of Dettol

Perceived as a very effective germ killer and cut/wound healer by its consumers

Huge market penetration of almost 83% in the country.

Providing more SKU options at different price points

Affordable to a larger segment particularly in the rural areas.

Is now being endorsed by NIMA(National Integrated Medical Association) which increases the trust factor of the consumer in brand.

Other players in the antiseptic liquid market

Savlon: It is the key direct competitor in the antiseptic liquid

market. It was launched with ‘no sting with Savlon’ campaign. It attempted to pull the consumer base towards its

product with the promise of non-sting.

Suthol G.D. Pharma launched Suthol antiseptic liquid in April

2006 It was positioned on soothing sensation from irritation

due to prickly heat, mosquito bites, after-shave, etc.

RESEARCH DESIGN We used quantitative research to assess the aids and

draw conclusions statistically.

In our research, we use single cross sectional study.

In our questionnaire, we asked people different questions to classify (Classification), understand their behavior (Behavior) and get their opinion(Opinion).

To filter the Target group people, we initiated the questionnaire with recruitment question.

SAMPLING METHOD TARGET POPULATION

1.       SEC A/B

2.       Age 21 – 60 yrs

3.       Users of Dettol & Savlon Antiseptic Liquid.

Sampling Frame : Facebook Friends List of our group members.

Sampling technique : Convenience Sampling (Non-Probability Sampling).

Sample Size = 128

HYPOTHESIS

NULL HYPOTHESIS : Brand Loyalty of Dettol is because it is widely available than other Brands.

ALTERNATE HYPOTHESIS : Brand Loyalty of Dettol is not Because it is widely available than other Brands.

ANALYSIS OF RESULTS

84% of the total sample size is btw age 18-25 out of which 72% are male and 28% are female

Out of total sample size 72% has income of <30K. out of which 91% are from age group 18-25.And also out of which 74% are male and 26% are female.

Age *incomeAge * sex

18 - 25 26 - 40 40 – 60 0

10

20

30

40

50

60

70

80

MaleFemale

Age

Count

<30 30-70 70-120 >1200

10

20

30

40

50

60

70

80

90

18 - 2526 - 40 40 – 60

Income(in '000)

Count

41% of the total sample size has used the product 0-2 time in last 3 months out of which 80% are male 20% are female.

22% have used the product more than 2 times

Sex * usage frequency

>8 4 to 8 2 to 4 0 to 2 don't know

0

5

10

15

20

25

30

35

40

45

MaleFemale

Usage Frequency

Count

Out of the total sample size of 84% of age group btw 18-25 , 41% has used the products 0-2 times.

23% has used it more than 2 times within months. 

Age * usage frequency

>8 4 to 8 2 to 4 0 to 2 don't know

usage

0

5

10

15

20

25

30

35

40

45

50

Age 18 - 25Age 26 - 40 Age 40 – 60

Out of 41 % people that have used the product 0-2 times 54 % has used it for bathing and washing laundry. Whereas 23% has used it for mopping. Out of 37% people that didn’t remember how many time they have used the product , 46% has used for cut and wound..and 42% used for mopping and washing laundry  

Usage freq* usage situation

Cut

wound/b

urn

Bath

ing w

ate

r

Moppin

g n

surf

ace

Wash

ing laundry

Inse

ct

Oth

er

usage situation

0

5

10

15

20

25

usage >8usage 4 to 8usage 2 to 4usage 0 to 2usage don't know

Out of 41% those who have used the product 0-2 time , 50% have preferred 100gm package

27% & 19% have preferred 50gm and 150gm respectively

Out of 37% people that didn’t remember how many time they have used the product, 42% have preferred 50gm package and 33% have 100gm package.  

Usage freq*pack preference

50 100 150 250 500pack preference(in grams)

0

5

10

15

20

25

30

usage >8usage 4 to 8usage 2 to 4usage 0 to 2usage don't know

Out of total sample size 39% preferred 100gm package and 33% preferred 50gm package.

44% of total age group 18 – 25 preferred 100gm pack. And 28% for 50gm.

71% of the total people in age group 26 – 45 preferred 50gm pack.

Age*pack preference

50 100 150 250 500pack preference(in grams)

0

5

10

15

20

25

30

35

40

45

50

Age 18 – 25Age 26 – 45Age 46 - 60

40% of the total males prefer 100gm pack. And 34% prefer 50gm pack.

35% of total female prefer 100gm pack and 30% prefer 50gm pack.

Sex*pack preference

50 100 150 250 500pack preference(in grams)

0

5

10

15

20

25

30

35

40

MaleFemale

Additional analysis

Paired sample t- tests was carried out between Dettol and Savlon on following parameters

Trust

Protection

Price

Availability

Need satisfaction

Paired T- test Results The p-values of the variables trust, protection and pricing

are greater than the significance level of 0.05

Hence, there is no significant difference between Dettol and Savlon in respect of trust, protection and pricing.

The p-values of the variables needs and availability are less than 0.05, implying that there is a significant difference between Dettol and Savlon in these aspects

A new dummy brand “Ayurcare” was introduced to the survey takers at the same price points with similar product characteristics and survey takers were now asked to rate following attributes between Dettol, Savlon and Ayurcare

Which brand they would choose while shopping for an antiseptic?

Was the price of the product fair? Did the product satisfied their needs? Overall perception of the brand?

Introduction of Dummy Brand

Analysis We did a paired sample t- test between the responses for two

brands, Savlon and Ayurcare, with respect to the main brand – Dettol

There is a significant difference between the mean scores of the variable ‘brand chosen’ with most people preferring Dettol followed by Savlon.

Dettol is also perceived to be the most fairly priced, since the mean scores are significantly different.

Overall preference is maximum for Dettol followed by Savlon. The p-values of overall preference is less than 0.05, and hence, it is significantly different from the mean scores of each other

CONCLUSION Dettol is available more widely than its competitor.

Savlon and Dettol are perceived to be same on price points and enjoy same trust factor

Even after introducing AYURCARE Dettol remained most preferred brand followed by Savlon

We reject our null hypothesis that brand loyalty of Dettol is only a function of its availability it scores highest on all tested parameters- A mark of a truly cult brand.

Thank You