Final Dettol ppt

|
    

Group 2 Anvesha Poswalia 228 Harshita Gupta 410 Radha Mehta 428 Surel Shah 442 Arpit Garg 448 Shubhangi Joshi 454 Shrey Tandon 462

i      i    | 
 

 

 i    

 
    
   
    
 ! 
"
   #$   
 

$    !      % "$  
  &
   'i  #(

#| 
#)
# )
$%* 
#i$|

%

&
 )
 uettol liquid antiseptics The brand is the leader (85 per cent share) with its nearest competitor, Johnson & Johnson's Savlon, not being able to make much headway. Is logging 20 per cent growth in a Rs 150-crore market.

uettol Liquid hand wash uespite retailing at a higher price than competitors such as Fem and Lifebuoy, has maintained a lead in this segment with a 60 per cent market share in the Rs 100 crore market.

uettol Shaving cream 30 per cent share in a Rs 200 crore market.

uettol Soap The market share of uettol soap increased from 6.4 per cent in June 2008 to 8.1 per cent in June 2009, placing it ahead of Wipro's beauty soap Santoor as the country's third-largest soap brand by value.



 + )  assets & liabilities  

# 
,  # 

   
   $
 $ 
    $ 
  
-   
  "  

i

 
$ $  .

  consumers react more favorably to a product and the way it is marketed when the brand is identified as compared to when it is not *  

  differential effect that past brand knowledge has on consumer response to the marketing of a brand

Brand equity arises from differences in consumer response

 &
  |
 + To Understand drivers of brand value in order to support strategic decision ʹmaking.  If you don͛t know where you are, it͛s hard to decide how to get there.

To evaluate efficacy of brand value building programs --ROMI.  If you don͛t know where you͛re going, any road will get you there.

To Understand uecision urivers  Understanding customers͛ decision drivers gives companies insights about how to influence customer choices.

To Assess Marketing Efficacy  The health of your brand is a prime indicator of the health of your company.

( &
 |
 + /

$ & 

Brand Associations

Brand Awareness

Brand Loyalty

|
 

Other Proprietary Brand Assets

Perceived Quality

i " &
 
 
     % $
 

/
 
$ & 

0  i


|
i

1   $ 2

|
 $  

|
 1 
  


|
 3


|
 & 

Ò "|
 0
 ' )  |


|

 |




|
 Ò%

|
 %  
2  




|%|

0
$
  



$
 |$


|

% ) %  



1 
 $


50

 6 4 



1  


1    

/

$2 Free Association'$$ 


    


      
  
      

/'|
       
 %+

 i'7          
  

|

 Brand Recall - Slogan :   ;7 |  97

Ò :     7 7 7

  )
$

i
%
 |  i
%
 87

  887

Strong Brand Recall

&3 >

  =8 7

|
i
 /'
  

 ?  ?+

Trust Affordable

Bad Smell and burns on application

Antiseptic

22:

Healthy family

Safety

Hygiene Reliable

*  
%   $


  
 *4   %
 
     


1   $2


%   $   
 %    
 %   
 3  $ 
 

i3    50
6

i@%#*
% & 

i
#
% 
*
 0 
@A 3 

% 

i   5  -% 6

1  
    

i % 
 5) 
6

i # %
> 


i

9" 
)%
  
 

 
  

$ )    

i


/'(      + 5|
1  
6

   
  
      ' )
 #  #




* 1   
   

 %  %


  


*      # % #     
 2
      3 
$ 
   %
  
% 
  

i%|
i
 Q: Which of the following categories do you think uettol is in?

* *   
 

 )
$% * 

|  
 * (%

  i    #(
 
#
)


99  =9  C9  ;9