G ROUP M EMBERSPresented by:Mr. Shafiq Ahmed SoomroMr. Muhammad ImranSyed Zahid JamalMr. Sher ShahMr. Khalid Hussain Submitted to: Syed Akhtar Mahmud
INTRODUCTION OF DETTOL VideoOrigin of the product DETTOL and its mission for health.
DETTOL IN PAKISTAN Video Dettol brand in Pakistan. Evolution…
SOAP MARKET The soap market size is of Rs. 17 Billion in Pakistan It is divided in two categories: Beauty Soap (Lux, Capri, Dove etc.) Anti Bacterial Soap (Lifebuoy, Safeguard, Dettol)
STATISTICAL DATA The share of Anti bacterial soaps is 49% This segment has a value of Rs 8.3 billion It has a annual volume turnover of 33700 tones Antibacterial Soap Market is increasing by 7% The overall soap market is growing by 10%
STATISTICAL DATA The market share of Dettol soap is 9%. Promotional budget is only Rs. 290 Million which is the lowest among their major rival in the antibacterial soap segment
TARGET MARKET The target market for Dettol soap is all households (primarily mothers) who can afford buying soap and who want to fulfill an everyday need (primarily bathing) that provides them and their family with a 100% anti-bacterial solution – complete protection from all germs/ bacteria and cleanliness from dirt / grime.
TARGET MARKET Geographic location Include almost all Urban; suburban; small town; and some rural areas of Pakistan Demographics Gender Male; female mainly mothers Age 18years to 45 years Socioeconomic status Mainly targeting middle class and upper middle class in urban and sub-urban areas – primarily cities and surrounding areas. Rural market penetration is limited and is primarily driven through indirect channels (e.g.Wholesale) Psychographics Young housewives and mothers who care about the health and well being of her family.
BRAND ASSOCIATIONSQ : What words do you associate with Dettol‘? • Dettol is largely Trust perceived as an Affordable Antiseptic antiseptic brand. • Used for hygiene and Bad Smelland burns on DETTOL Safety health of the entireapplication family Healthy Hygiene family Reliable
BRAND PERSONA A Young, Caring A concerned An experienced Mother friend (boy/girl) doctor (Female) A fat ,middle aged man. Cleanliness Freak. Yellow – A strong complexioned. Wears a green suit Personification superhuman (Superman) of Dettol A disciplined, A war organized soldier husband A man in his late 30’s. clean. Single child. wears white a lot. neat hair. slim and fit. clean shaved. Sticks to the point.
WHAT WENT WRONG ?Consumers are open to the idea of usingDettol Soap when they faced extreme dirtconditions. Hence, it was felt that DettolSoap needs to be positioned for occasionsthat are special, but not rare in everydaylife. These could be based on exposure todirt and germs, pollution, heat, sweat etc.
NEGATIVE BRAND EQUITY If the major product has certain core properties, then the consumer develops a certain expectation from its other products as well. Since Consumers associate the Brand Dettol so strongly with its strong antiseptic qualities, its extension into the mild skincare segment has not been very well received. Dettol Antiseptic Liquid is also popular as a floor disinfectant and for washing clothes, hence associating soap and body wash with the same Brand name discourages customers from using these products.
DETTOL REPOSITIONING Dettol, has come up with new Dettol Re-energize soap with the freshness of orange and Dettols trusted germ protection. The unique formulation not only protects you against germs but also leaves you feeling healthy, fresh and re- energized.
VIDEO Dettol Re-Energize Soap Turn up the energy…
CONCLUDING REMARKS To capitalize on brand equity of Dettol, it should position its brand extensions well and Increase innovations. It could very well use its image & equity of safety for products like anti bacterial deo spray, shaving gels, etc Dettol’s benefits and features are very well received among the consumers, now it should move up towards the values and emotions in the brand value pyramid.