BRAND EQUITY OF ANTISEPTIC LOTION

“DETTOL, SAVLON & SUTHOL” ACCORDING TO

“INTERBRAND” METHOD

Presented by

Rashmirekha Das.

Jitendranath Saha.

Rajat Sahoo.

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QUESTIONNAIRE

1. Whenever you are in need of antiseptic lotion what name comes first in your mind?

i. Dettol ( ) ii. Savlon ( ) iii. Suthol ( )

2. Are you a loyal customer of the brand you prefer to use or you switch over to different

brand.

i. Loyal Customer ( ) ii. Switch Over ( )

3. Do you think there is volatility, barriers to entry for new comers and growth prospect of the

market is a matter of concern for these brands?

i. Yes ( ) ii. No ( ) iii. Can’t Say ( )

4. Which one among these you think has got the most geographical spread (internationally)?

i. Dettol ( ) ii. Savlon ( ) iii. Suthol ( )

5. Which one of these brands provides the product and service according to the consumer’s

needs and convenience?

i. Dettol ( ) ii. Savlon ( ) iii. Suthol ( )

6. According to you who give the best support in respect of advertisement and consumer

awareness campaign while promoting their brand?

i. Dettol ( ) ii. Savlon ( ) iii. Suthol ( )

7. At the time of purchasing a particular product or brand – do you concerned about the owners

legal right, the registered trade mark etc. of that brand?

i. Yes ( ) ii. No ( )

8. Whether you checked all these brands has got this information or not?

i. Yes ( ) ii. No ( )

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Place of Survey: Forum mart (Big bazaar), Ram Mandir (Jana path).

Sample Size: Twenty.

Segments of Survey: Educated Middle and High middle class people.

FINDINGS

• We found that according to the first criteria of Interbrand method (leadership) Dettol

takes the leadership position in the market.

• When we ask consumers whenever you are in need of antiseptic lotion what name

comes first in your mind?

• We got six out of ten replies “Dettol”; another four is “Savlon”; “Suthol” gets none.

• In the second criteria (Stability) we found that both Dettol & Savlon gets the same

ranking according to the consumer but Suthol as a new entrant in the market still needs

to prove its worth to the consumer.

• In the third criteria (Market) we found consumers think that trading environment of

these brands in terms of growth prospect, volatility & barriers to entry is not a matter of

concern. They thought that the growth prospect of these products is very good as the

population of India is huge. The market of these brands is not volatile. As it is a

healthcare product people are very much concerned before purchasing any product and

they always prefer renowned brands or the brand prescribed by the Doctor. They also

told doctor usually prescribed Dettol for antiseptic lotion.

• In the fourth criteria (Geographical Spread) we found customer think that Savlon has the

better geographical spread than Dettol. Savlon is a product of Johnson & Johnson which

has the spread of almost every country in the world in comparison to the Dettol, a

product of Reckittbenckiser and Suthol a product of GD Pharmaceuticals is still unable to

make a mark in Indian market.

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• In the fifth criteria (Trend) we found customers trend in choosing the particular brand

comes from the ancestors, they told that from the childhood they used to the name

Dettol whenever there was a cut or something related to antiseptic there was always

one solution Dettol. But after the launch of Savlon which is also an antiseptic lotion

without burning that is still present in Dettol. Now the trend is changing and people

shifting from Dettol to Savlon.

• In the sixth criteria (Support) we found that both Dettol & Savlon have the consistency

in the market.

• The company also spent money in communicating to the customers about the brand

and their usefulness. We found Dettol is more aggressive in creating the awareness to

the customer than Savlon. Suthol is far behind in the competition.

• In the seventh & last criteria (Protection) we found that all the brand we choose have

the owners legal title & registered trade mark.

• We also found that customers become very sincere they always check the registered

trade mark before purchasing because it provides assurance to the customers about the

genuinity of the company.

Interbrand Method:

Brand Leadership

(25%)

Stability

(15%)

Market

(10%)

Geo.Spread

(25%)

Trend

(10%)

Support

(10%)

Protection

(5%)

Total

(%)

Dettol 25 15 08 20 07 10 05 90

Savlon 20 15 10 25 10 07 05 92

Suthol 10 05 05 10 05 04 05 44

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Brand Equity:

Dettol: Reckittbenckiser’s total Income 1578 cr. Product line: 19. So, each product has the

contribution of 83.05 cr. As Dettol is a renowned name in market; we assume Dettol

contributes 90 cr. In India we have 29 states. But the population density varies from state to

state. We assume that metros contribute 40% and semi-metros like Hyderabad, Bhubaneswar

etc. contribute 30% and other parts of the country contribute the rest 30% of the total Income.

So, in that way Bhubaneswar contributes 2.70 cr. From the survey we found that in

Bhubaneswar Dettol has the Brand strength of 90%. So, in Bhubaneswar the brand value of

Dettol is 2.43 cr.

Savlon: Johnson &Johnson’s total income 3310 cr. Product line: 29. Each products

contribution 114.13 cr. We assume Savlon contributes 100 cr. In India, whereas Bhubaneswar

contributes 30 cr. In Bhubaneswar Savlon has the Brand Strength of 92%. So, in Bhubaneswar

the brand value of Savlon is 2.76 cr.

Suthol: GD Pharmaceuticals Pvt. Ltd.’s total income is 70 cr. Product line: 4. Each products

contribution 17.5 cr. Suthol is a new entrant in the market. So, we assume the contribution is

10 cr. in India. It means Bhubaneswar contributes 3.33 cr. In Bhubaneswar Suthol’s Brand

Strength is 44%. So, in Bhubaneswar the brand value of Suthol is 1.46 cr.

CONCLUSION

• Suthol is the most favorable brand when comes to the antiseptic lotion.

• Dettol is the second preferable brand. Suthol needs to market the product aggressively.

• People shifting from Dettol to Savlon very rapidly.

• Dettol needs to customize the product according to changing customer’s requirements

to stay competitive in the market.

• As Dettol touches the wound it starts burning; Customer wants to remove that.

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