Dettol Group 12 Analysis


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Dettol Analysis
  Group 12 (S3)Harjot Singh :FT 14323Monika Sharma :FT 14342Praveen Kumar S: FT 14388Samir Faruqui :FT14366Sanyam Garg : FT143106  Methodology used to arrive at the rankings : Stage 1: Each respondent was asked to indicate the familiarity for each brand ona four-point scale. The scale range would be: 1 - I have not heard of this brand; 2- I have heard of this brand, but know nothing about it; 3 - I have heard of thisbrand and know a little about it; 4 - I have heard of this brand and know it quitewell.  Stage 2: The respondent evaluated all brands that have been rated by him/her, 3or 4 on the familiarity scale stated above. Those who rated a brand 1 or 2 onfamiliarity scale were not asked to evaluate the brand (their individual brandtrust score is considered to be 0)Survey : It was restricted to SEC A, B and C in urban India, with a view to focuson the prime target audience for most branded products and services. Coverage: Survey was done 12 cities across India. Total sample size was 8160for General category â €” distributed equally across respondent types within each segment. Stages are :  Dettol Parent Company Reckitt BenckiserCategory Personal care brandSector FMCGTagline/ Slogan Be 100% sureUSP The first of its kind in anti-bacterial segment. STP Segment Anti-bacterialTarget Group All age groupsPositioningDettol have always been positioned as a 100% germ fighter with germfighting and protection as the core value  SWOT Analysis Strength The brand’s Germ -kill heritage (brown liquid) isseen as strong and adds on trustworthiness (RTB).Excellent for treating skin irritations, cuts/bruisesand seasonal applications.Brand comes from a reputable (old) companyLoyal following of ‘Original’  Increasing popularity of Dettol soap as a germkiller and hygienic soapHas products like antiseptic liquid, soaps,sanitizers, body wash etc Weakness Despite excellent product, limited penetration inrural marketsCompetition from other similar products meansstagnant market share Opportunity Leverage the powerful brand equity associatedwith the Dettol Brand to make it an everyday useproposition.Tie-ups with schools, hospitals, hotel chains etcBetter penetration in rural markets and emergingeconomies Threats Other main players in the antibacterial categoryOther emerging players and alternatives available
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