BRAND VALUE OF RELIANCE FRESH OF BHUBANESWAR

Presented by

MANORANJAN PATRA

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 reply “Dettol”; another four is “Savlon”; “Suthol” gets none.

Contd…..

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 itself.

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 concern. They thought that the growth prospect of these products are very good as the population of india is huge. The market of these brands is not volatile. As it is a helthcare 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.

Contd……

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 Boroline is still unable to make a mark in Indian market.

Contd….

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 a antiseptic lotion without burning which is still present in Dettol. Now the trend is changing and people shifting from Dettol to Savlon.

Contd…..

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 usefullness. We found Dettol is more aggressive in creating the awareness to the customer than Savlon. Suthol is far behind in the competition.

Contd….

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.

CONCLUSIONFrom the findings we come to the conclusion

that …….Still Dettol is the most favourable brand when

comes to the antiseptic lotion.Savlon is the second most preferable brand.The trend of the people is changing very fast

in accepting the new brands if it fulfills the require ments of the customers.

People shifting from Dettol to Savlon very rapidly.

If Dettol unable to adapt themselves through necessary changes then Savlon becomes the market leader in the near future.