Dettol
Páginas: 6 (1344 palabras)
Publicado: 20 de octubre de 2012
Question number 1
1. What exactly is the true brand identity of the Dettol brand?
The real brand identity of the Dettol brand described from Kapferer six-sided prism in exhibit 7, mentioned that the brand have six faces. The first one, shows us the personality, which indicates that Dettol was as an “in-house-doctor”, which indicates that the product was a must for the emergency kit ofall households, but was seldom used, far less than the company’s expectation.
Also, the personality of Dettol is that cures the patient than make him feel good. The brand achieved high standards in effective germ kill, superior solutions, and to be safe on contact with the skin. A billion of people know about the brand. During the World War II the brand was used to treat wounds. Another aspect ofthis category is to be a strong and unique antiseptic platform.
The second face of the identity of Dettol mentioned about their culture. The origin and values that represents the organization are deep rooted value lies in its superior composition and healing values; and tangible through the out dour and sting of the product.
Other face of the six-sided prism is the self image, whichindicates the perception that consumer has of Dettol. Consumer perception is that Dettol is a product that protects the family in an instant at the time of business and decrease accidents. In the case of India, Dettol developed an original and conventionally entrenched position of trust and reliability in the average Indian consumer’s mind, known as the “king of germkill”.
On the fourth face weobserve the physical characteristics. Dettol’s brand logo consisted of a white glistening sword against the backdrop of green. The logo represented the killing germs and treating infections benefits. Its colors were associated with hospitals, which supported it’s positioning. The product’s package was a green labeled glass bottle containing the brown colored liquid. It’s unique odour and strings on theapplication formed part of its identity also. Dettol was well known for its safety on contact with the skin. These made consumers have a good trust on the brand which helped Dettol on its brand equity. I fact, it was the most trusted brand in the Economic Times Brand Equity survey of India’s most trusted brands.
On the fifth face, we analyze the brand’s relationship. The brand has a dualplatform; its rational and emotional appeal. These promoted the brand in two positions, the functional and emotional. As the rational appeal, Dettol was seen as the germs and healing wounds protection. On the other hand, as the emotional appeal, the brand was seen from a love and care aspect. Besides these, the brand was perceived as a green fighter because of its safety benefit.
On the sixth facewe can see brand’s reflection, which refers to the brand’s perception. Dettol had an image of the responsible and loving housewife. It also was perceived as being protective and safe for families. An advertising campaign was made to show a mother reading a letter from her son who was in a boarding school. In the ad, the mother wasn’t worried for her son because she felt he was safe with theprotection of Dettol. The campaign helped connecting consumers with the emotional side of the brand.
How did it affect the success or failure of various brand extensions of Dettol?
Analyzing Dettol soap, we found out that it had success when it’s positioning was changed from being the love and caring to a 100% germ fighter soap. Consumers felt that the air was heavily polluted and that by usingthis product they would be protected. The Dettol Liquid Soap used the original Dettol soap positioning to increase its share of mind in the new category. Brand’s relationship and image transmitted consumers that the product was trustworthy also. Dettol Medicated Plasters had difficulties in the Indian market for 2 principal reasons. First of all, consumers were used to apply traditional medications...
1. What exactly is the true brand identity of the Dettol brand?
The real brand identity of the Dettol brand described from Kapferer six-sided prism in exhibit 7, mentioned that the brand have six faces. The first one, shows us the personality, which indicates that Dettol was as an “in-house-doctor”, which indicates that the product was a must for the emergency kit ofall households, but was seldom used, far less than the company’s expectation.
Also, the personality of Dettol is that cures the patient than make him feel good. The brand achieved high standards in effective germ kill, superior solutions, and to be safe on contact with the skin. A billion of people know about the brand. During the World War II the brand was used to treat wounds. Another aspect ofthis category is to be a strong and unique antiseptic platform.
The second face of the identity of Dettol mentioned about their culture. The origin and values that represents the organization are deep rooted value lies in its superior composition and healing values; and tangible through the out dour and sting of the product.
Other face of the six-sided prism is the self image, whichindicates the perception that consumer has of Dettol. Consumer perception is that Dettol is a product that protects the family in an instant at the time of business and decrease accidents. In the case of India, Dettol developed an original and conventionally entrenched position of trust and reliability in the average Indian consumer’s mind, known as the “king of germkill”.
On the fourth face weobserve the physical characteristics. Dettol’s brand logo consisted of a white glistening sword against the backdrop of green. The logo represented the killing germs and treating infections benefits. Its colors were associated with hospitals, which supported it’s positioning. The product’s package was a green labeled glass bottle containing the brown colored liquid. It’s unique odour and strings on theapplication formed part of its identity also. Dettol was well known for its safety on contact with the skin. These made consumers have a good trust on the brand which helped Dettol on its brand equity. I fact, it was the most trusted brand in the Economic Times Brand Equity survey of India’s most trusted brands.
On the fifth face, we analyze the brand’s relationship. The brand has a dualplatform; its rational and emotional appeal. These promoted the brand in two positions, the functional and emotional. As the rational appeal, Dettol was seen as the germs and healing wounds protection. On the other hand, as the emotional appeal, the brand was seen from a love and care aspect. Besides these, the brand was perceived as a green fighter because of its safety benefit.
On the sixth facewe can see brand’s reflection, which refers to the brand’s perception. Dettol had an image of the responsible and loving housewife. It also was perceived as being protective and safe for families. An advertising campaign was made to show a mother reading a letter from her son who was in a boarding school. In the ad, the mother wasn’t worried for her son because she felt he was safe with theprotection of Dettol. The campaign helped connecting consumers with the emotional side of the brand.
How did it affect the success or failure of various brand extensions of Dettol?
Analyzing Dettol soap, we found out that it had success when it’s positioning was changed from being the love and caring to a 100% germ fighter soap. Consumers felt that the air was heavily polluted and that by usingthis product they would be protected. The Dettol Liquid Soap used the original Dettol soap positioning to increase its share of mind in the new category. Brand’s relationship and image transmitted consumers that the product was trustworthy also. Dettol Medicated Plasters had difficulties in the Indian market for 2 principal reasons. First of all, consumers were used to apply traditional medications...
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