Dettol: Marketing Research for Understanding Consumer Evaluations of Brand Extensions

Group 5 Akshay Minhas NMP 02 Mohit NMP 24 Puneet Jaggi NMP 32 Siddharth Kapur NMP

Dettol
Dettol is an iconic brand from Reckitt Benckiser Launched in 1993 in India with the antiseptic

liquid, Dettol has gained the trust of millions of Indians. Enjoys 85% market share in liquid antiseptic category. Tag line Be 100% sure It has been consistently voted as one of the Most trusted brands of India.

What is Brand Extension?

When a brand uses an established brand name

(parent brand) to introduce a new product. Brand extension is of 2 types

Category extension when a company uses a

parent brand to enter a different product category that the parent brand currently serves. Eg Dettol floor cleaner, shaving cream. Line extension when a company uses the parent brand to introduce a new product within an existing category that the parent brand currently serves. eg Diet coke

Managerial Decision Problem

Find consumer beliefs about parent brand Dettol

and if the parent brand is strong enough to carry extension brands?

Which brand extension to continue with and

which to discontinue? What factors to focus on for making an extension brand a success?

Research Objectives
Consumers belief about the parent brand and what

kind of extension of this brand they want

How consumers belief about parent brand affects her

evaluation of brand extension of Dettol

How consumers perception about the fit In the

product class of the parent brand and extension affect her evaluation of brand extension
How factors such as overall quality of Dettol.

perception about the difficulty of manufacturing the product class of extension plays a role in consumer evolution of brand extension

Research Model
She used Aaker and Kellers model:
The model three dimensions to measure the fit of

extension -Complement Substitute and Transfer First of all, the Complement is that consumer takes two product (extension and parent brand product) classes as complement to satisfy their specific needs. Substitute indicates two products have same user situation and satisfy their same needs which means the products class is very similar so that can replace each other. Transfer is the relationship between extension product and manufacturer which reflects the perceived ability of any firm operating in the first product class to make a product in the second class

Research Design
Qualitative study. Open ended associations Quantitative survey. Seven Point Scale

8 extensions 6 (Bandage, Lotion, Shampoo. Soap. Cream & Cleaner) 1 (Colgate toothpaste) & 1 (Rayban sunglass) Limited by age, location & socioeconomic class Sample size< 50 people(B School)x 8 Extensions Aext= BO+ Bi x Quality + B2 x Transfer + B3 x Complement + B4 x Substitute + B5 x Quality x Transfer + B6 x Quality x Complement + B7 x Quality x Substitute + B8 x Difficult

Inference From Research

Name of the extension associated with the brand

image of Dettol gives higher rating to adhesive bandage and floor cleaner.
Substitute appears relatively less important and

the degree of difficulty associated with making the brand extension has very little impact on consumers attitude towards the extension

Conclusion and Possible Improvements in Research Methodology

Branding does not always follow a rational line

(brands fail even if they are a good extension parameter-wise) Aaker and Keller model finds no significant evidence that brand name can be diluted by unsuccessful brand extensions. Subsequent models by Loken and Roedder-John (1993) indicate that dilution effect do occur when the extension happens across inconsistency of product category and brand beliefs. The failure of extension may come from difficulty of connecting with parent brand, a lack of similarity and familiarity and inconsistent IMC messages. Dettol should try and extend to markets which are highly correlated with the parent brands core values. At best Dettol brand can exist as a niche brand extending its core value and creating a niche

Adhesive Bandage
Brand Attribute Association:
High on Germ fighting Moderate on hygiene and safety

Fit:
Substitutability: (Moderate)in situations of an injury

Transfer of skill:
Low difficulty

Tough competition in the market and so it could not gain market share

Sunscreen Lotion
Brand Attribute Association:
Does not click Negative match

Fit:
Not fit

Transfer of skill:
High difficulty

Customers could not relate this product to the anti-septic quality of the parent brand

Anti Dandruff shampoo

Brand Attribute Association:
High Safety Moderate on bad smell

Fit:
Moderate mismatch

Transfer of skill:
High difficulty

The typical antiseptic smell bothered customers

Glycerine Soap
Brand Attribute Association:
High on Germ fighting

Moderate on Bad Smell

Fit:
Moderate mismatch Does not click

Transfer of skill:
Moderate difficulty

Consumers unable to relate the hygiene and germi-check image of Dettol with the cosmetic benefits the soap claimed to offer. Here the strong brand strength worked against its extension.

Moisturizing Cream
Brand Attribute Association:
Very Low on germ fighting

Fit:
Strong Mismatch

Transfer of skill:
High difficulty

Customers did not find the typical parent brand qualities in this product and were skeptical of its effect. Also they associate Dettol with being a liquid and not a cream.

Floor Cleaner
Brand Attribute Association:
Very Strong on Germ fighting

Fit:
Transferability: Low on its use on floor

Transfer of skill:
Low difficulty

Dettol Antiseptic liquid is also popular as a floor disinfectant and for bathing, hence associating soap and body use with the same brand name discourages customers from using it as a floor cleaner.

Impact of brand extensions on parent brand

Positives
Revitalisation of

Negatives
Negative halo

brand Increase top line Increase in mind share Increased product variety Increased usage Permits subsequent extensions

effect (but this didnt affect Dettol so much) Decreased focus on the parent brand Can confuse customers May restrict future extensions

Extensions
to retain
Antiseptic

to discard
Moisturizing cream Anti-dandruff

liquid Liquid soap

shampoo Sunscreen lotion Glycerine soap Floor cleaner Adhesive bandage

New product Antiseptic cream for cuts and bruises positioning same as parent brand

Thank You