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CHAMELIDEVI INSTITUTE OF TECHNOLOGY & MANAGEMENT, INDORE

BRANDEXTENSION A WAY OF SUCCESS IN FMCG MARKET COMPRATIVE STUDY BETWEEN DETTOL AND SAVLON

A Major Research Project Report Submitted towards the Partial Fulfillment Of the Master of Business Administration Degree awarded by DAVV, Indore (2009-2011)

Research Guide: Amit kumar CDSM Indore

Research Candidate: Amit kumar shukla MBA (FT) (2009-11) Enrollment No.D09MBA2150031

Certificate of Faculty Guide


This is to certify that MR. Amit kumar shukla student of MBA Program, Batch 2009-2011, Enrolment No. D09MBA2150031has completed his Major Research Project entitled BRAND EXTENSION A WAY OF SUCCESS IN FMCG MARKET COMPRATIVE STUDY BETWEEN DETTOL AND SAVLON under my guidance.

He carried this project with full sincerity and dedication.

Faculty Guide: Amit Kumar

Date:

STUDENTS DECLARATION

I hereby declare that the project report entitled BRAND EXTENSION A WAY OF SUCCESS IN FMCG MARKET COMPRATIVE STUDY BETWEEN DETTOL AND SAVLON submitted by me to Devi Ahilya Vishwavidyalaya, Indore through Chameli Devi Institute of Technology and Management (CITM), Indore for consideration of the award of Master of Business Administration (MBA) represents my own work except for the guidance and/or suggestions received, which have been suitably acknowledged.

I further state that this work does not form part of my or any other report submitted to this or any other University/Institution for the award of any degree or diploma.

Date:

Place:

ACKNOWLEDGEMENT
This project has been a truly educative and enlightening experience for me, one that has seen me grow in professionally and personally by expanding my domain knowledge, for this I would like to thank the following people without whom this project could not be completed.

First I would like to thank all the consumers to whom I have visited for giving me this opportunity and resources to complete my Major Research Project. I would like to extend my full gratitude towards all staff specially Amit Kumar sir who has been helpful throughout the project.

Amit kumar shukla

BRANDEXTENSION A WAY OF SUCCESS IN FMCG MARKET COMPRATIVE STUDY BETWEEN DETTOL AND SAVLON

CONTENTS
Chapter

Particulars

Page No.

1.

INTRODUCTION A: Conceptual Framework B: Review of Literature C: Research problem and Objectives

2.

METHODOLOGY A: Information needed B: Source of data C: Design of questions D: The Tools Used
a. Sampling & finding b. Data Analysis

3. 4. 5. 6. 7.

FINDINGS FROM SURVEY LIMITATIONS SUGGESTIONS AND RECOMMENDATIONS CONCLUSION BIBLIOGRAPHY & REFERENCES APPENDICES QUESTIONNAIRE

Chapter I
INTRODUCTION
BRAND: A PART OF MARKTING MIX:- Classical 4Ps (Marketing Mix: Product,
Price, Promotion, Place) is in continuous use by marketing, practitioners and academicians to design an integrated marketing plan. Along with STP (Segmentation, Targeting and Positioning), marketing mix plays a major role for designing marketing roadmap starting from early stage of new product development until maintaining market share(Segmentation, Targeting and Positioning), marketing mix plays a major role for designing marketing roadmap starting from early stage of new product development until maintaining market share. Regardless what content inside the product, how much it is priced, how intensive the promotion takes, and how large the coverage of distribution, a clear identity to distinguish the product to other products that have existed in the market is crucial. In marketing study, such identity labeled to a product is called brand. A brand is created to foster long term chained connections between company and customers. As more alternative of products available in market, customers take bigger trust on brand they can rely on, to products that offering values closely meet their needs. Brand is a powerful tool for marketing strategy. Luxurious brands like Gucci and Prada are negatively affected on counterfeits sold by illegal vendors in developing countries. Consumers who buy the products know dissimilarity of quality. They, however, still make buying decisions as driven by power of brand. The typical consumers wont make purchases when no brand is attached to the counterfeited products. A series of programs to promote products relying on brand images is called branding. Branding is crucial to increase perceived consumer value. Successful branding programs lead to brand loyalty and consequently transfer the loyalty to brand extension. Similar with humans, brand has an image as accumulations of some attributes. Physical product quality, the most tangible and easiest to detect, belongs to the collection of attributes. In the long run, however, the product quality is perceived separately from brand image. Some argues that brand image is more important that physical product quality. In executing brand extension, high profile and well known brand image is more applicable than one with low image.

BRAND EXTENSION AND LINE EXTENSION:-Brand extension is a part of


brand management to diversify and leveraging the existing brand by entering into new product category by new product development. Positive images and strengths of existing brand / parent brand are leveraged to bring another success story for new product. Brand extension is increasingly used by companies as a part of strategy for product developments. It is viewed as one of means to attain integrated brand architecture. The use of same brand on existing product (parent brand) for a new product in different category (extension brand) increases rate of new acceptance and purchase intention to consumer. The strategy maintains efficiencies on advertising and promotion expenditures yet still can create new market segment. Company is not in position to allocate marketing expenses at the same level as spent by the parent brand, yet may gain similar level of success. A strong reputation of parent brand can minimize risk of new product launch by taking advantages on consumers knowledge and experiences of the established brand. In comparison, line extension strategy is sometimes mixed up with brand extension. While taking completely different approach, line extension offers new products, under the same brand name, in the same product category. Line extension can also by extending same product and same brand with different product features From risk management perspective, brand extension poses more risk than line extension. Poorly executed extension of brand to new product categories can jeopardize current image of parent brand. In less degree of risk encountered, line extension deals only with the product itself with slight connections to the brand. Entire processes of new product developments take significant hours and efforts to bring about a success. Particularly for some type of products having short term product life cycle, a marketing strategy that leads to a shortcut of achievement is a preference for a marketing program. Instead of working up from a zero point, one would start from an established ground-base. From marketing view, brand extension strategy is a solid base and perceived for a main choice to continue the legacy of a successful parent brand. Also, it optimizes economic scale of companys intellectual property. However, brand extension strategy is not a risk-free and does not fully secure the results. It poses some risks since the brand associations of the parent brand must be appropriately transferred and linked to the new product. The failure of associating brand to new product can negatively affect not only to the new product, but also does affect the parent brand. The image and financial figures of parent brand may be endangered due to the failure of strategy implementation.

BRAND EXTENSION IN FMCG:- For FMCG (Fast moving consumer goods)


companies, the use of brand extension is increasing for last few years. Very high cost required to launch a new product becomes a major factor for company to rethink and locate different marketing approaches. Marketers find that using the same brand (of course, the established and reputable one) in the companys portfolio to be used by new product in different category can be the answer to financial efficiencies. As this approach becomes popular and widely leveraged by more companies, supplemental risks occur as brand concentration is focused to big brands only. Too many products under a brand portfolio can also endanger overall brand image. Two FMCG companies P&G (Procter & Gamble) and Unilever are concentrating on big brands that generate sales of more than $1 billion. P&G recently launched two new products using brand extension: new biodegradable wipes named Kandoo, launched under Pampers parent brand, and a new product for washing cars under Mr. Clean parent brand. Different nature and marketing practices,

BIG NAMES WITH SUCCESSFUL BRAND EXTENSION: Not many


companies can be compared to Virgin group in doing A-Z of brand extension. Virgin Group flies high with brand extension. By simply attaching name of Virgin in every product they market, Virgin rolls out so diverse categories. Virgin decisions to take this approach are tightly tied to the founder and CEO of the group, Richard Branson. With one single brand (Virgin), Branson and team have introduced and promoted so diverse product categories, from cola drink to wedding service and further to budget airline. A few were not running as planned, yet not so few can contribute cash inflows to the company. Founded in 1970s as a mail order record company, Virgin has now more than 200 individual companies with total $5 billion in turnover. Recipe spread by Branson on taking his company grown so rapidly is by a simple answer: brand extension. It is the strategy to bring new products and services in market faster than ever. For Virgin, one mistake of product can dilute entire brand portfolio. Before deciding to launch a new product with completely different from parent brand, Yamaha had developed sound reputation in manufacturing musical instruments. Perception to Yamaha musical instruments referred to engineering quality and precision. The two value creation were successfully transferred to new product and as the result, Yamaha is now one of the worlds largest manufacturer of motor cycles under Yamaha Motor Company. A very

bold brand extension was taken by Caterpillar. Its move from a brand solely used for manufacturing on specialist construction and mining equipment into footwear market was highly perceived as a big mistake. However, the trial has been a big success. Available in over 150 countries, unit sales exceeded 5 million in 2001, making Cat Footwear one of the largest youth non athletic footwear brands in the world. The perception tried to transfer from the parent brand to footwear clearly demonstrate the strengths and outdoor equipment. A line in Caterpillars website points out that At Caterpillar, we build the machines that help our customers build a better world. The boots and shoes we build are made with the same commitment". Nike is an example on how a brand is extended to enter some different product categories and still sustains to business competitions. With its 2004 revenues of $12.3 billion, Nike was ranked 173 on US Fortune 500 and ranked 374 on Forbes magazines Global 2000 for total market equity. History of company began in 1962 when a University of Oregon accounting student who also a runner for the campus, Phil Knight, started to import Onitsuka Tiger sport shoes from Japan. He envisioned conquering domination of German manufacturers which controlled U.S. athletic footwear market at that moment by marketing low price and high-tech athletic shoes. With $500 investment of each, the young Phil formed a partnership with Bill Bowerman, the track coach at the same university, to operate a newly formed business under name Blue Ribbon Sports. The very initial marketing operation was marked by selling shoes from the back of a van at a high school track. Within 10 years of business operations, company was gaining growing market share that soon affect to the modifications of corporate name and brand logo. Soon the marketing program worked well and Nike began an advertising debut promoting to public that some marathoners wore Nikes shoes. To optimize it continuous market expansion, Nike went public and took the company to IPO (Initial Public Offering). Targeting diverse markets from men and women to children, Nike also targets different sport categories. Product categories of running, basketball, volleyball, golf, soccer, baseball and recreational media are some of total categories set by management. In 2000, Nike introduced a series of electronic gadgets. Ahead of time, Nike was already running in diverse product categories of athletic shoes, watches and apparel. The brand extension transferred by Nike mostly fit perceptions and image of parent brand into consumers mind.

PERCEPTION OF PARENT BRAND:- The perception of parent brand transferred


inside consumer mind strongly influence acceptance of product extension associated with the brand. Images transferred to consumer minds are perceived and received positively if both, product transfer ability and company transfer ability, address value levels of parent brand. Product transfer ability indicates how features of products in parent brand portfolio are transferable to new product extension. Meanwhile, company transfer ability denotes company environments (i.e. people, facilities and skills) in making the product extension. For instance, assume Nike plans to extend its brand name by introducing a new product extension in personal computer category. Consumers mind may be directed to how effectively companys existing resources is transferable to making personal computer. Perception inside consumer mind plays an important role. As more alternatives available before purchase decision is made, consumer without consciously reconciling their experiences with other products of the same brand. The product, whose parent brand has been established and is triggered with immediate perception and associations, is likely to have better chance for final selection rather choosing completely unfamiliar brand. For instance, Volvo is perceived with luxury and safety, while McDonald is associated with fast service and standardization. This original and grand perception of parent brand is critical and need to be transferred correctly to new products. Bic, stationery manufacturer based in French, took failed step when extending its brand. Originally as a pen maker, Bic embraced successful brand extension into shaving equipment and cigarette lighters. The success of prior two products stimulated Bic to enter another entirely different product category by launching perfume. Sony, which is associated with strong quality of audio and visual devices, makes smooth transfer of the perceptions when introducing a new category of personal computer with label Vaio.

VALUE CREATION OF PRODUCT EXTENSION :- Level of value creation


delivered by product extension is a major influential to sustain long term result to the strategy. Creating values are applied either through physical product or emotional experiences; or at higher level can be both. In deciding which values put into the product, company should consider from multi perspectives of customers. At retailers point, products offering value benefits of maximizing shelf space are likely to offer positive financial returns

to retailers. Challenging point of value created to retailers deal with offering broad variety of products with constrained space they have. Brand management is responsible to manage entire processes of brand life cycle, from creation, development to elimination of the brand. Consumer goods multinational company, Unilever, has recently taken a restructuring on the brand portfolio. By reducing 1,600 to 400 brands, Unilever streamlines its brand varieties in order to be ahead of global competition. The more number of products managed in a company brand portfolio increases level of risk faced due to unsuccessful programs of product extension. In greater impact, it can jeopardize a business unit or company existence. Correlation of 2 functions, span of control and number of products in a brand, provides a framework to devise a brand extension strategy. More products handled by a brand manager decrease the span of control. It brings a linear correlation with brand risks. To lower risk, brand manager is likely to extend brand portfolio with a moderate number of extension, which also reduce span of control issues.

DOWNSIDE: BRAND DILUTION:- Brand dilution occurs when consumers loss the
original grasp of brand perception on their minds and no longer associate the brand with a specific product. For instance, Cadbury may experience brand dilution by loosing its strong identity of chocolate and candy bar by running a number of different categories like mashed potatoes, powdered mill and soups. Too broad varieties of product categories run under same brand can frustrate consumers in thinking which variations of products that actually fit to their perceptions. Even though today's consumers are selective in their buying habits and expect innovation, the reality of brand extension success is still low. This is because most of new product extensions are not unique and do not satisfy consumer needs. There are some factors that lead to brand dilution. Among those include perception in consumer minds comparing between parent brand and product extension, level of familiarity with parent brand, fit level transferred from parent brand to extension and consumers perception to new product. Level of brand loyalty shown by a customer can switch to radical degree for brand extension case. When loyalty and level of familiarity with parent brand is high, new product extension failure may greatly diminish trust level to entire brand portfolio. In turn, low familiarity to brand affects low dilution when product failure occurs in new extension.

REVIEW OF LITERATURE
Brand extensions refer to the practice of using current brand names to enter different product categories defines brand extensions as any effort to extend established brand names to launch new or modified products or lines. The success of brand extensions depends on the product information available and the fit between the brand name and the new product category. Aaker and Keller (1990) assert that consumer evaluations of brand extensions are based on the quality of the parent brand, the fit between the parent and extension categories, and the interaction of the two. Park et al. (1991) contend that product feature similarity and brand concept consistency are two factors that differentiate successful and unsuccessful extensions. Consumers take into account not only information about the product-level feature similarity between the new products and established products, but also the concept consistency between the parent brands and the brand extensions The most favorable evaluation of extensions occurs when extensions are built with high brand concept consistency and high product feature similarity . Brand extensions can also facilitate consumers decision-making heuristic by the use of established brands. The established brand can easily be retrieved from memory and the extended brand can be more accessible than individual brands. Extensions are more powerful when they are connected to the customer relationship and brand positioning. The extant literature has shown that similarity among product categories is likely to result in assimilation of the brand extensions and to determine the transfer of brand appeal. In addition, it is also argued that relatedness is a prerequisite for brand extension evaluation. Any shared attributes in terms of product image or concept may contribute to the relatedness. In case of perceived inappropriate information, consumers usually search for additional distinct information.

OBJECTIVE OF THE STUDY

A. Broad objective: The main objective of the report is to analyse the marketing aspect for Brand extension.

B. Specific objective: To know about the whole Extension process and the aspect of marketing in NPD (New product development).

To study about market background and present antiseptic market scenario.

To identify the need gap of existing product.

To collect the views of customer about the expected product and communication channel .

To suggest the necessary improvement of the marketing approach to launch new product .

Chapter II
Types of data:
Primary source of data:
Face to face conversation with customer. Data from the companys documents and report.

Secondary sources of data :


Current product information from the market.

Relevant paper and published documents and annual report.

Public information like , census statistics, trade periodicals etc.

Private networks.

Internet.

METHODOLOGY

Define research category


This is small scale research designed to evaluate/find out the marketing aspect for launching Dettol/savlon antiseptic range .therefore the research is exploratory in nature.

Types of data

Both primary and secondary data have been used in this report .in the organization part ,much Collect from secondary data , on the other hand in the project part primary data has been used to present of the information.

Sampling plan Target Population Specific population who use antiseptics. Sampling category Consumer, Sample size Total sample size is 50 consumers.

C: Design of questions

D: The Tools Used

Chapter III
FINDINGS FROM SURVEY
DETTOL
Statistics VAR00001 50 0 VAR00002 50 0 VAR00003 50 0 VAR00004 50 0 VAR00005 50 0 VAR00006 50 0 VAR00007 50 0 VAR00008 50 0 VAR00009 50 0 VAR00010 50 0 VAR00011 50 0

Valid Mis sing

SAVLON
Statistics VAR00001 50 0 VAR00002 50 0 VAR00003 50 0 VAR00004 50 0 VAR00005 50 0 VAR00006 50 0 VAR00007 50 0 VAR00008 50 0 VAR00009 50 0 VAR00010 50 0 VAR00011 50 0

Valid Mis sing

Statistics VAR00001 N Valid Mis sing

50 0

1-Which antiseptic liquid you generally use ?


VAR00001 Cumulativ e Percent 64.0 100.0

Valid

1.00 2.00 Total

Frequenc y 32 18 50

Percent 64.0 36.0 100.0

Valid Percent 64.0 36.0 100.0

VAR00001
2.00

1.00

INTERPRETATION:
In the case of Antiseptic Dettol has gain more share, We found that according to the first criteria of generally use Dettol takes the leadership position in the market. When we ask consumers whenever you are in need of antiseptic what name comes first in your mind? Which antiseptic you generally use? We got six out of ten replies Dettol; another four is Savlon; other gets none. This finding shows dettol is first preference of consumer in antiseptic market.

2-Rate the products on the basis of Price ?


VAR00001 Cumulative Percent 64.0 100.0

VAR00001 Cumulative Percent 64.0 100.0

Valid

1.00 2.00 Total

Frequency 32 18 50

Percent Valid Percent 64.0 64.0 36.0 36.0 100.0 100.0


VAR00001

Valid

1.00 2.00 Total

Frequency 32 18 50
VAR00001

Percent Valid Percent 64.0 64.0 36.0 36.0 100.0 100.0

2.00

2.00

1.00

1.00

INTERPRETATION:
When we move to next question which is associated with price ,people rate same for both of antiseptic , this finding shows there is no variance in rate, dettol provide same range of its product as savlon ,

Price is most sensitive factor for any company so it is necessary to keep same or less price with unique quality of product and both company try to maintain this,in our survey there is 64% people who said dettol is provide good range of products and 36% people dissatisfied with dettol ,in case of savlon same data will repeat 64% people accept that savlon provide good price range while 36% people deny this .

3-Which brand give you value for money ?rate them .


VAR00002 Cumulative Percent 28.0 72.0 100.0 VAR00002 Cumulative Percent 4.0 70.0 100.0

Valid

3.00 4.00 5.00 Total

Frequency 14 22 14 50

Percent Valid Percent 28.0 28.0 44.0 44.0 28.0 28.0 100.0 100.0

Valid

3.00 4.00 5.00 Total

Frequency 2 33 15 50

Percent Valid Percent 4.0 4.0 66.0 66.0 30.0 30.0 100.0 100.0

VAR00002
5.00

VAR00002
5.00

3.00

3.00

4.00

4.00

INTERPRETATION:
When we come in qus 3 value for money we see a great difference in both product, in case of dettol 28%people is unable to tell anything related to value for money we consider them as neutral, there is 48% consumer who think somehow dettol give value for money ,there is 28% consumer who strongly consider dettol as value for money . If we take a look over on savlon we found that there is 4% consumer is neutral ,66% are in somehow condition and 30% consumer are strongly accept that savlon give value for money .

4-Do you still prefer your brand if they increase price?


VAR00003 Cumulative Percent 8.0 48.0 100.0 VAR00003 Cumulative Percent 20.0 72.0 100.0

Valid

Frequency 3.00 4 4.00 20 5.00 26 Total 50

Percent Valid Percent 8.0 8.0 40.0 40.0 52.0 52.0 100.0 100.0

Valid

Frequency 3.00 10 4.00 26 5.00 14 Total 50

Percent Valid Percent 20.0 20.0 52.0 52.0 28.0 28.0 100.0 100.0

VAR00003

VAR00003
3.00
5.00 3.00

5.00

4.00

4.00

INTERPRETATION:
It was found through deeper probing that even though consumers would have switched brands due to sales promotion, there was reluctance about admitting the same and variety was given as a reason for switching .in this question consumer shows its loyalty with brand

in case of dettol 8% consumer are confuse/neutral 40% are agree and 52% are strongly brand loyal they can never change their brand if they increase price .

in savlon there is 20% consumer in neutral condition ,58% agree and 72% people strongly brand loyal .

the whole ratio shows consumer of dettol is more loyal for there brand .

5. Which one of the product is good in terms of quality


VAR00004 Cumulative Percent 6.0 60.0 100.0

VAR00004 Cumulativ e Frequency Percent Valid Percent Percent Valid 4.00 27 54.0 54.0 54.0 5.00 23 46.0 46.0 100.0 Total 50 100.0 100.0

Valid

Frequency 3.00 3 4.00 27 5.00 20 Total 50

Percent Valid Percent 6.0 6.0 54.0 54.0 40.0 40.0 100.0 100.0

VAR00004
5.00

VAR00004
5.00

3.00

4.00

4.00

INTERPRETATION:
Quality a factor which decide product image in consumer mind ,when we put this question in front of consumer a dramatic result came out 6% consumer unable to tell about quality of the product 54% consumer are agree and 40% consumer are strongly recommend there product to other as quality aspect ,

savlon get advantage here for its quality parameter 54%consumer accept it is good and 46% consumer strongly stick with savlon for quality reason.

6- Which one is more hygienic ?

VAR00005 Cumulative Percent 50.0 100.0


Frequency 5 26 19 50

VAR00005 Cumulative Percent 10.0 62.0 100.0

Valid

4.00 5.00 Total

Frequency 25 25 50

Percent Valid Percent 50.0 50.0 50.0 50.0 100.0 100.0

Valid

2.00 3.00 4.00 Total

Percent Valid Percent 10.0 10.0 52.0 52.0 38.0 38.0 100.0 100.0

VAR00005
VAR00005
4.00

2.00

4.00 5.00

3.00

INTERPRETATION:

Hygienist is the factor for which the people are more concern about, as in case of Dettol it is the most trustworthy brand for the users so they highly recommend it as per market survey 50% recommend it as hygienic and remaining highly recommend it as hygienic product. But in case of Savlon 25% of users are not aware about its authencity. And remaining 40% highly recommended savlon for its hygienic factor.

7- Which is easily available in stores?

VAR00006 Cumulativ e Percent 28.0 100.0


Frequency 23 27 50

VAR00006 Cumulative Percent 46.0 100.0

Frequency Valid 4.00 14 5.00 36 Total 50

Percent Valid Percent 28.0 28.0 72.0 72.0 100.0 100.0


VAR00006

Valid

4.00 5.00 Total

Percent Valid Percent 46.0 46.0 54.0 54.0 100.0 100.0

VAR00006

4.00

4.00

5.00

5.00

INTERPRETATION:
As it was the market survey at tier-ii city where the market is divide into organized and unorganized so the availability of product is in reach of customer but still Dettol is the oldest player in antiseptic market which penetrates the market and is in reach of customer so more than 70% people found it available nearby their residential. But in case of Savlon it the comparatively new and due to less awareness of savlon, but due to same price tariff it found easily but due to its positioning in customer is not so positive so retails are refuse to put it in their retail stores

8-If you go for repurchase of your product, will you prefer the same product or not?

VAR00007 Cumulativ e Percent 4.0 100.0


Frequency 12 30 8 50

VAR00007 Cumulative Percent 24.0 84.0 100.0

Frequency Valid 4.00 2 5.00 48 Total 50

Percent Valid Percent 4.0 4.0 96.0 96.0 100.0 100.0

Valid

3.00 4.00 5.00 Total

Percent Valid Percent 24.0 24.0 60.0 60.0 16.0 16.0 100.0 100.0

VAR00007

VAR00007

4.00

5.00 3.00

5.00

4.00

INTERPRETATION:
The repurchasing of the product based on the present performance of the product and as comparison of the both antiseptics the Dettol is ahead then the savlon as in case of Dettol more than 95% users repurchase it for further use but as we concern about savlon only 60% users repurchase it for use and remaining are not in strongly agree for repurchasing it for the use.

9-Does your product satisfy your need ?


VAR00008 Cumulative Percent 62.0 100.0
Frequency 10 27 13 50 VAR00008 Cumulative Percent 20.0 74.0 100.0

Valid

4.00 5.00 Total

Frequency 31 19 50

Percent Valid Percent 62.0 62.0 38.0 38.0 100.0 100.0


VAR00008

Valid

3.00 4.00 5.00 Total

Percent Valid Percent 20.0 20.0 54.0 54.0 26.0 26.0 100.0 100.0

VAR00008
5.00 3.00

5.00

4.00

4.00

INTERPRETATION:
The satisfaction level of the user is depend on the trustworthy ness its services the quality of the product as if we talk about Dettol more than 35% are strongly satisfied with the services of Dettol and remaining are satisfied after using the Dettol . but in case of savlon around 25% are satisfied and remaining are still not satisfied with the savlon. In savlon around 20% are till now in stage of neutral for the satisfaction level of savlon.

10-As you hear about the following brands what comes to your mind first?
VAR00009 Cumulative Percent 10.0 100.0
Frequency 21 17 12 50 VAR00009 Cumulative Percent 42.0 76.0 100.0

Valid

4.00 5.00 Total

Frequency 5 45 50

Percent Valid Percent 10.0 10.0 90.0 90.0 100.0 100.0


VAR00009

Valid

3.00 4.00 5.00 Total

Percent Valid Percent 42.0 42.0 34.0 34.0 24.0 24.0 100.0 100.0

4.00

VAR00009
5.00

3.00

5.00
4.00

INTERPRETATION:
According to the data collected by market survey, the first name comes into the mind when we talking about antiseptic Dettol is the first name which comes under the users mind as it got first mover advantage and due to its product quality and users satisfactory services it enlighten first into users mind but when we talk about savlon it new in market as compare to Dettol it reach and penetration level is very less as compare to Dettol the familiarity is also limited upto some users so it misses its place as prior priority as compare to Dettol.

11-Are you aware about the all products range of ?

VAR00010 Cumulativ e Frequency Percent Valid Percent Percent Valid 4.00 6 12.0 12.0 12.0 5.00 44 88.0 88.0 100.0 Total 50 100.0 100.0
VAR00010
VAR00010
4.00
5.00

VAR00010 Cumulative Percent 40.0 80.0 100.0

Valid

3.00 4.00 5.00 Total

Frequency 20 20 10 50

Percent Valid Percent 40.0 40.0 40.0 40.0 20.0 20.0 100.0 100.0

3.00

5.00
4.00

INTERPRETATION:
The most of the users are still unaware about the whole product range as we talk about Dettol is the prominent and user friendly and makes its position in rural as well as in urban market so as to increase its customer base and as it has very superior quality products the product line of dettol is very familiar in between the users. But as talk about savlon still the main product is surfing for its image in users mind so to create the awareness of product line of savlon still company has to suffer a lot for its brand image.

12- Does fragrance of a soap effect your purchase decision or not, if yes then which one you prefer as the only fragrance as concerned ?

VAR00011 Cumulative Percent 48.0 100.0

VAR00011 Cumulative Percent 58.0 100.0

Valid

Frequency 3.00 24 4.00 26 Total 50

Percent Valid Percent 48.0 48.0 52.0 52.0 100.0 100.0

Valid

4.00 5.00 Total

Frequency 29 21 50

Percent Valid Percent 58.0 58.0 42.0 42.0 100.0 100.0

VAR00011
VAR00011
5.00

3.00 4.00

4.00

INTERPRETATION:
The fragrance is considered as value added property for the antiseptic liquid it will also make a inverse effect for the consumer preference for buying the product. Here in market survey the savlon leads the dettol as compare to savlon. It has more superior fragrance then dettol it smells more like a pesticide than an anteseptic.

Chapter IV
LIMITATIONS
Strength Limitations: Adequate efforts have been taken to accomplish the research according to the objectives. But as the research team is consisted of only one member therefore it was not possible to cover more additional areas, which would obviously give better result. The geographical scope of the study was restricted to the indore city due to time and resource constraints. The study being exploratory in nature, the sample size was restricted to 50 consumers student group. Focus being mainly on in-depth probing, the generalizations drawn are only indicative and not conclusive

Chapter V
SUGGESTIONS AND RECOMMENDATIONS
Dettol, the brand synonymous with protection from germs, had for long been voted as Indias most trusted brand.. Dettols growth trend had been slow but steady over the years and a number of initiatives taken in the recent years had started yielding results. The brand started its journey in 1933 as antiseptic liquid, but over the years, it has been extended to a number of product categories like toilet soaps, liquid hand wash, liquid body wash, shaving cream and plaster strips. The growth trend in the last few years had been encouraging with shares showing an accelerated upward growth in most categories,. The brand team decided to further build on the growth trajectory and set itself a visionary target that of doubling Dettols overall share in next three years in the combined market of the product categories it is present in (Antiseptic Liquid, Bar soaps, Liquid Hand wash, Body wash). The team knew that it had to address various challenges to achieve its ambitious target viz. consumers saw the need for germ kill only in specific situations, resulting in irregular usage and seasonality. The brand had to fight in a competing environment in which new variants and re-launches were used for driving growth, it was critical to determine what & where should be the business thrust to optimize the marketing spend and further accelerate the brand growth. Company Background Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc., worlds No.1 Company in household cleaning. Reckitt Benckiser Plc came into being with the merger of Reckitt & Colman Plc with Benckiser NV in 1999. The company has operations in 60 countries, sales in 180 countries and has had net revenues in excess of $5.5 billion. Reckitt Benckiser India Ltd (RBIL) manufactures and markets a wide range of products in Personal care, Pest control, Shoe care, Antiseptics, Surface care, Fabric care and other categories. Amongst its many well-known brands are Dettol, Mortein, Harpic, Cherry Blossom, Lizol, Disprin, Robin powder, Colin, etc. Most of these brands are either number 1 or number 2 in their respective categories in India.

Chapter VI
CONCLUSION
The study reached up to extensive level of comparison among two big brands extension strategy i.e. Dettol & Savlon. The effectiveness of these brands extension strategy had been analyzed on various parameters. Certain variables have found which has true sense to spread the awareness and consol the consumers about the newly added product range. Through the research we came to know that there are various factors which undoubtedly support the brand Dettol in making and presenting positive image in the minds of the customers. Factors like Value for money, effectiveness, availability, price etc. are brand builder pillars of Dettol. During the research we found close competition among these two brand at various specific geographic location, at some point we found non availability of one brand automatically support another brand and customer resist to switch over another brand if it present in the near future. This shows extension strategy must concentrate over easy availability of extended product as well as existing product at all location. Similarly, most of the customer went for true value of money with Dettol in comparison with Savlon, the study analyzed that customer felt that Dettol is much stronger than Savlon to kill germs. Hence, it is found that customers are now a days more prone to switch over to the most suited product irrespective of brand name, and Dettol undoubtedly still the most favorable brand among the customer with newly added products in range.

Chapter VII
BIBLIOGRAPHY
Books
V S Ramaswamy, S Namakumari, Macmillan Publishers India 2009, Marketing Management : Global Perspective Indian Context Philip Kotler, 13th edition Dorling Kindersley (India) 2009, Marketing Management Rajan Saxena, 4th Edition, Tata Mc Grew- Hill Education Pvt. Ltd., 2009, Marketing Management Kothari C.R, New Delhi, Vishwa Prakash, 2003 Research Methodology Bayus. B.L., 1992, Brand Loyalty and Marketing Strategy: an Application to Home Appliances. 2v;Ciiijici;iig Scieiice 11. 1. 21-38.

Journals
Aaker, D. A. and Keller, K. L., 1990. Consumer evaluations of brand extensions. Journal of Marketing 54, 27-41. Ambler, T. and Styles, C., 1997. Brand development versus new product development: toward a process model of extension decisions. Journal of Product and Brand Management 6 (4), 222-234. Barrett, J., Lye, A. and Venkateswarlu, P., 1999.

Consumer perceptions of brand extensions: generalizing Aaker and Kellers model. Journal of Empirical Generalizations in Marketing Science 4, 1-21. Booz, Allen and Hamilton, 1982. New Products for the 1980s. Booz, Allen and Hamilton: New York Qualitative Marketing Research. Sage: London. Chartered Institute of Marketing, Czellar, S., 2003. Consumer Attitude Toward Brand Extensions: An Integrative Model and Research Propositions. International Journal of Research in Marketing 20 (1), 97-115. Amber and Styles (1997) Fast Moving Consumer Goods Brand/marketing manager or other key executive responsible for brand extension launch Company policy/ philosophy on brand and line extensions. Description of the extension Decision criteria (Brand equity, forecast and financial criteria) Drivers of extension

WEBLIOGRAPHY
http://www.extension.iastate.edu/agdm/wholefarm/pdf/c5-54.pdf http://www.eurib.org/en/knowledge-resource-centre/online-recource-centre/brandloyalty.html https://lirias.kuleuven.be/bitstream/123456789/119352/1/TEM1996-4_507-533p.pdf http://www.scribd.com/doc/19540711/Brand-Loyalty http://www.eurib.org/en/knowledge-resource-centre/online-recource-centre/brandloyalty.html http://www.bnet.com/blog/harvard/brand-loyalty-is-a-two-wayaffair/327#ixzz1PntXjByU http://en.wikipedia.org/wiki/Liberty_Shoes#History http://trak.in/tags/business/2007/09/05/largest-indian-retail-store/ http://en.wikipedia.org/wiki/Lee_Cooper http://www.coursework.info/University/Business_and_Administrative_studies/Market ing/Brand_loyalty_and_its_measurement_Litera_L66050.html http://www.ruf.rice.edu/~seethu/HaiSeethuMarch192008.pdf http://onlineessays.com/essays/business/true-brand-loyalty.php

Appendices

QUESTIONNAIRE

Person details:
Name: __________________________Age:_______ Gender_______

Address:_____________________________________________

1-Which antiseptic liquid you generally use ?


DETTOL SAVLON

OTHERS(specify)

2-Rate the products on the basis of Price ? Dettol Savlon 1 Unfavourable


Price 1 Unfavourable Price

2 2

3 3

4 4

5favourable Price

5favourable Price

3-Which brand give you value for money ?rate them . Dettol Savlon 1 Unfavourable
Price 1 Unfavourable Price

2 2

3 3

4 4

5favourable Price

5favourable Price

4-Do you still prefer your brand if they increase price ? Dettol Savlon 1 Unfavourable
Price 1 Unfavourable Price

2 2

3 3

4 4

5favourable Price

5favourable Price

5- which one of the product is good in terms of quality ? Dettol Savlon 1 Unfavourable
Price 1 Unfavourable Price

2 2

3 3

4 4

5favourable Price

5favourable Price

6-which one is more hygienic ? Dettol Savlon 1 Unfavourable


Price 1 Unfavourable Price

2 2

3 3

4 4

5favourable Price

5favourable Price

7-which is easily available in stores ? Dettol Savlon 1 Unfavourable 2


Price

3 3

4 4

5favourable Price

1 Unfavourable 2
Price

5favourable Price

8-If you go for repurchase of your product, will you prefer the same product or not ? Dettol Savlon 1 Unfavourable 2
Price

3 3

4 4

5favourable Price

1 Unfavourable 2
Price

5favourable Price

9-Does your product satisfy your need ? Dettol Savlon 1 Unfavourable 2


Price

3 3

4 4

5favourable Price

1 Unfavourable 2
Price

5favourable Price

10-As you hear about the following brands what comes to your mind first? Dettol Savlon 1 Unfavourable 2
Price

3 3

4 4

5favourable Price

1 Unfavourable 2
Price

5favourable Price

11-Are you aware about the all products range of ? Dettol Savlon 1 Unfavourable 2
Price 1 Unfavourable Price

3 3

4 4

5favourable Price

5favourable Price

12- Does fragrance of a soap effect your purchase decision or not, if yes then which one you prefer as the only fragrance as concerned ? Dettol Savlon 1 Unfavourable 2
Price 1 Unfavourable Price

3 3

4 4

5favourable Price

5favourable Price

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