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Final Report Dettol
Final Report Dettol
INTRODUCTION
Dettol, the brand synonymous with protection from germs, had for long been voted as Indias most trusted brand. In September 2008, the marketing team of Dettol was reviewing the brands performance in its 75th year of existence to formulate a threeyear plan. Dettols growth trend had been slow but steady over the years and a number of initiatives taken in the recent years had started yielding results. The brand started its journey in 1933 as antiseptic liquid, but over the years, it has been extended to a number of product categories like toilet soaps, liquid handwash, liquid bodywash, shaving cream and plaster strips. The growth trend in the last few years had been encouraging with share showing an accelerated upward growth in most categories, but the team felt share gain could be much faster. The brand team decided to further build on the growth trajectory and set itself a visionary target that of doubling Dettols overall share in next three years in the combined market of the product categories it is present in (Antiseptic Liquid, Bar soaps, Liquid Handwash, Bodywash). The team knew that it had to address various challenges to achieve its ambitious target viz.consumers saw the need for germ kill only in specific situations, resulting in irregular usage and seasonality. The brand had to fight in a competing environment in which new variants and relaunches were used for driving growth, it was critical to determine what & where should be the business thrust to optimize the marketing spend and further accelerate the brand growth.
COMPANY PROFILE
Reckitt Benckiser was formed on 3 December 1999 as a result of the merger with Reckitt & Colman plc and Benckiser N.V. It is headquartered at Berkshire, United Kingdom. Worldwide, the company has a leading position in household cleaning and health & personal care. Reckitt Benckiser products are sold in 180 countries and they have operations in 60 countries. Reckitt Benckiser is about passionately delivering better solutions in household cleaning and health and personal care to customers and consumers, whatever they may be for the ultimate purpose of creating shareholder value. The Company's principal activities are manufacturing and distributing a wide range of household and personal products. Reckitt Benckiser products are sold in 180 countries and they have operations in 60 countries. Products of the Company include antiseptics, toilet care products, shoe care products, mosquito repellants and personal health care products. The Company manufactures the Dettol branded antiseptics, soaps, talc, medicated creams and medicated plasters, Disprin analgesic tablets, Lizol floor cleaner, Mortein mosquito repellants and rat killer, Robin power, Harpic lavatory care product, Cherry shoe polish and Collin glass cleaner.
Dettol Liquid Soap today is the leader in the Indian handwash liquid soap category. Dettol - The very name brings to mind a brand synonymous with health and hygiene. Most of us would have used the antiseptic lotion at sometime or the other, be it as an additive in water with our daily bath, cleaning the floor of the house, as an after-shave or simply to clean wounds/burns. Indeed such is the top-of-the-line recall of this brand that its been unfailingly named as one of the 20 most popular brands in India for the last 2 decades. The Dettol brand today is the most trusted brand in India and is regarded across the country as the Gold Standard in protection. Dettol products are available across all metros and towns and villages in over 15 lakh outlet. Consumers see Dettol as an expert, as something which is effective and versatile and guarantees protection from germs. It has been likened to a bodyguard who protects them from the unclean and unhygienic outside world. The brands versatility stems from multiple uses of the antiseptic liquid which offers protection in so many different forms. Dettols packaging is distinct in its very own way. The green & white colours are associated with hospitals. All Dettol products have a sword on the pack, which is a symbol for fighting germs and infection. Over the years, the clouding action and the sword have become synonymous with the brand and have been creatively used in Dettol advertising. Over the years brand Dettol has been extended and has made its presence felt in a number of product categories. While Antiseptic Liquid was the category where the brand was born and where it continues to command a dominant market share of 85%, its revenue growth is significantly driven by its presence in the other product categories of toilet soaps(or bar soaps), Liquid handwash, Body wash, Shaving Cream and Plasters too. Each of these markets are at varying stages of evolution, so while in one market the brand as the leader had the responsibility of driving overall market growth, in other markets, the brand strategy had been to garner share. Fundamental to all the categories was existence/creation of a consumer need for germ protection satiated by Dettols trusted promise.
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PRODUCT ATTRIBUTES
Although it was being used in hospitals and nursing homes for first aid and disinfectant uses like cleaning wards, washing linen, etc. Consumers were also using it for bathing, mopping, shaving and other secondary purposes. The price at which the soap sells is almost at par with other premium bath soaps like Lux, Palmolive, etc. The peculiar odour of Dettol is one of the most omnipresent smells in dispensaries, clinics and hospitals. And as an antiseptic germ-killer and a potent disinfectant, Dettol must be unparalleled in medical history. Being usable for different kinds of skins, dettol can also be used safely during different seasons without any negative effects. Many other soaps have this effect of inducing skin to peel off during winters which is not the case with Dettol. For people with sensitive skin dettol has also introduced its variant Dettol Skincare.
be 100% sure
The tagline be 100% sure acts as a unique selling point for its varied products. It
manages to gain the confidence of consumers such that they are certain that by using dettol they remain germ free totally. Consumers see Dettol as an expert, as something which is effective and versatile and guarantees protection from germs. It has been likened to a bodyguard who protects them from the unclean and unhygienic outside world. The brands versatility stems from multiple uses of the antiseptic liquid which offers protection in so many different forms. Longitivity
III.
The Antiseptic liquid market in India is dominated by Dettol Antiseptic Liquid, which has close to 85% share. Johnson & Johnsons Savlon is the other significant player with a market share of 13%. A few years back, this market saw introduction of Suthol brand antiseptic liquid from G.D. Pharma (makers of Boroline). Dettol Antiseptic Liquid is under pricing control of a Govt. authorized body. Studies showed that while First Aid use in the households had a near 100% penetration, many homes were using it for secondary purposes. In order to exploit this potential in 2005, the message strategy saw a shift to communicating secondary usages like adding Dettol to bathing water, disinfecting the floors, nappy rinsing etc. In early 2008, the brands communication took another step forward with its Aapka Dettol Kya Kya Karta Hai campaign that showcased how brand users across the country had formed their own special bond with the brand using it whenever and wherever they felt a need for disinfection. 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 promise of nonsting. In Feb 2005, it started with a new 70% doctors prefer Savlon advertisement with heavy media support. However, brands share has more or less remained stagnant over the years. Since beginning of 2007, Savlon has been off air. Suthol: G.D. Pharma launched Suthol antiseptic liquid in April 2006 in their stronghold state of West Bengal, which was positioned on soothing sensation, from irritation due to prickly heat, mosquito bites, aftershave, etc. Both TV and print media were used to promote the brand in West Bengal during the launch phase. The brand has shown strong share gain mainly in the East. In 2007, the brand was rolled out to other states, with heavy print support in Delhi & West Bengal, but with little success beyond East.
Palmolive: Palmolive launched handwash in October 2003 with a premium pricing and imported stocks. In Oct 2006, they dropped prices from Rs. 90/ for 300ml Pump to Rs. 55/ for 250ml Pump. While the brand is supported by promotions mainly in the modern trade, it is not active on air. Savlon: It launched its handwash in March 2005 on the gentle protection platform. It currently has a 2% share. It is not supported on air.
Other Categories Shaving Cream: Dettol launched its shaving cream in 1996.This has also been another successful extension for the brand. The insight into developing this product came from the use of Dettol Liquid in shaving water. Major competitors in this category are Old Spice, Gillette, Pamolive, Park Avenue. Plaster: Dettol Plaster is an important brand in the basket since it is directly used in first aid and hence adds to the first aid range and core equity of the brand. The major competitor in the category is BandAid from Johnson and Johnson.
SUMMER ADVERTISEMENT
MONSOON ADVERTISEMENT
WINTER ADVERTISEMENT
RESEARCH METHODOLOGY
OBJECTIVES OF THE STUDY Understanding consumer behavior, how consumers buy, what influences purchasing To know the various steps involved in purchase decision.
SAMPLING FRAME Parents having children of different age groups and regular office goers . Sample size taken was 30.
LOCATION Silpukuri to Chandmari area (Guwahati) RESEARCH DESIGN The research method used is exploratory as well as descriptive in nature. The research is intended to find out the purchase decision of consumers of dettol in and around Gwahati Club. This is done to gain an insight and understand the purchase decision process.
DATA COLLECTION PILOT SURVEY : A pilot survey was done taking 5% of the sample of employees and the questionnaires were also tested before the final distribution. PRIMARY DATA :Collection of information through standardized questionnaires. A questionnaire was prepared for all the non-officers.It included questions both open- ended and close-ended, rating method and likeart scale. Ther was informal discussion with the employees. SECONDARY DATA : Secondary data consisted of materials newspapers,magazines,journals company website etc. in-house journal like-
The Howard-Sheth model of buying behavior attempts to explain the complexity of the consumer decision making process in case of incomplete information. This model suggests three levels of decision making A) Extensive problem solving. B) limited problem solving. C) Habitual response behavior A)Extensive problem solving At this level the consumer does not have any basic information or knowledge about the brand and he does not have any preferences for any product. In this situation, the consumer will seek information about all the different brands in the market before purchasing. B)Limited problem solving This situation exists for consumers who have little knowledge about the market, or partial knowledge about what they want to purchase. In order to arrive at a brand preference some comparative brand information is sought.
C)Habitual response behavior In this level the consumer knows very well about the different brands and he can differentiate between the different characteristics of each product. According to the Howard-Sheth model there are four major sets of variables: Inputs. Perceptual and Learning Constructs Outputs Exogenous(External) variables
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ANALYSIS
Respondents were asked as to what were the major attributes to their purchase of dettol. This gives a clear cut idea as to the main reason for consumers preference for a particular soap or handwash.
20 18 16 14 12 10 8 6 4 2 0
INTERPRETATION
Consumers are faced with purchase decisions nearly every day. Out of a total of 30 samples 70% are regualr users of dettol. For the others they are planning to or have not found it very essential to jump to dettol. Minor New Purchase- These purchases represent something new to a consumer but in the customers mind are not a very important purchase in terms of need, money, or other reason. Minor Re- Purchase- These are the most routine of all purchases and often the consumer returns to purchase the same product without giving much thought to other product options. With its distinct smell, color and sting, it evokes an emotional bond in millions of hearts if its Dettol, its working. Dettol advertising starting in 1960s has centered on educating consumers on the need for protection from germs, while offering solutions to manage the problem of germs wherever and whenever they may occur. From the table above it is clear that consumers use dettol mostly because they think it cleanses effectively.
Consumers were asked why dettol enjoyed a competitive advantage over others. The responses were follows :-
Physical attributes Price Strongly Disagree Continuous innovation Disagree NAND* Customer loyalty Product diversification First to enter the market 0 5 10 Agree Strongly agree
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INTERPRETATION
Be 100% Sure, the present slogan reflects the trust consumers have in Dettol. They know when they use Dettol, they can be 100% sure of getting superior germ protection for their familys health and wellbeing. From rinsing a new borns nappy to mopping your house every morning; from applying it to a childs bruises to adding drops in ones shaving water; Dettol has found a usage at every life-stage. This way brand appeals to families as it assures germ protection to all the customers globally. Most of the consumers agree that dettol enjoys competitive advantage because of customer loyalty. Using hygiene as the major theme, Dettol is trying to increase the usage of the product among the households. Because of the excellent brand equity, Dettol is in a position to ride this wave. Thus we can say that Brand also plays a major role in purchase decision process.
INTERPRETATION Effectiveness in killing followed by multiple uses of the product was the most sought after reasons for the purchase decision of the customer. However recommended by doctors donot play any significant role in purchase decision process. Now in order to know, whether advertisement play any role in consumer purchase process, or do words of mouth or suggestions by doctors also play any role, respondents were asked how did they come to know of the band. The responses given were as follows:
16 14 12 10 8 6 4 2 0 Electronic media Parents Word mouth Print media Doctors Series1 Series2
INTERPRETATION TV Ads played the most important role in creating awareness. Thus we can say that awareness of any product is a major factor for the pre-purchase decision in the customer buying process.
RECOMMENDATIONS:
Glass bottles to Plastic bottles Reduce burning sensation Aggressive marketing strategy for Dettol Shaving Cream Smaller size of Dettol Soaps to enable the traveling people to be brand loyal. Improving the Dettol Band-aid quality. Need for Dettol Shaving Foam & Gel for younger Generation.
CONCLUSION
Dettol celebrated its 75 years of existence in 2008. This highly popular antiseptic brand has come a long way since 1933. After a plethora of extensions and experiments, this brand is still ruling the Indian market as the most preferred antiseptic lotion and also as a premium soap. The brand celebrated its 75 years by reinforcing the germ killing positioning and the tagline" Be 100% sure". The brand is currently running a campaign highlighting the efficiency and the multi-uses of the product. Dettol now taken the platform of a multi-use antiseptic which can be used during bath, to clean wounds, to sterilize clothes,etc. Along with this initiative, the brand also reinforced its commitment towards hygiene. The brand has selected hygiene as the core brand value and theme which it will fight for. Out of RBIL s total turnover Dettol Antiseptic Liquid contributes 22% and Dettol soap about 10%. According to the Economic Times Survey of Indias Most Trusted Brands,Dettol was rated fifth in the year 2001and first in 2002. The brand is endorsed by the Indian Medical Association and has consistently been voted as one of Indias Most Trusted Brands (ORG Marg Brand Equity Survey). Since year 2007, Dettol has also brought the Global Hygiene Council to India and shared its learnings with media and consumers alike.