& ) uettol liquid antiseptics The brand is the leader (85 per cent share) with its nearest competitor, Johnson & Johnson's Savlon, not being able to make much headway. Is logging 20 per cent growth in a Rs 150-crore market.
uettol Liquid hand wash uespite retailing at a higher price than competitors such as Fem and Lifebuoy, has maintained a lead in this segment with a 60 per cent market share in the Rs 100 crore market.
uettol Shaving cream 30 per cent share in a Rs 200 crore market.
uettol Soap The market share of uettol soap increased from 6.4 per cent in June 2008 to 8.1 per cent in June 2009, placing it ahead of Wipro's beauty soap Santoor as the country's third-largest soap brand by value.
+ ) assets & liabilities # , # $ $ $ - "
i $ $ . consumers react more favorably to a product and the way it is marketed when the brand is identified as compared to when it is not * differential effect that past brand knowledge has on consumer response to the marketing of a brand
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& | + To Understand drivers of brand value in order to support strategic decision ʹmaking. If you don͛t know where you are, it͛s hard to decide how to get there.
To evaluate efficacy of brand value building programs --ROMI. If you don͛t know where you͛re going, any road will get you there.
To Understand uecision urivers Understanding customers͛ decision drivers gives companies insights about how to influence customer choices.
To Assess Marketing Efficacy The health of your brand is a prime indicator of the health of your company.
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Brand Awareness
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Other Proprietary Brand Assets
Perceived Quality
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i%| i Q: Which of the following categories do you think uettol is in?
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: o often do you uy a uettol Product? A & * ' A B7
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Q. What do you think are the positive attributes of the Brand uettol?
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) $ Rate your level of satisfaction regarding the performance of uettol products. A 94% respondents found uettol͛s performance to be either excellent or Very good C7
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Under which situations do you feel the most need to use uettol's Products? uettol Usage Pattern
Most people use it when injured or wounded
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Brand Tracking
Brand Audits Brand Equity Manage ment Systems
Brand Equity
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A current, comprehensive profile of how all the products and services sold by a company are marketed and branded Reveals the extent of brand consistency
Consistent in positioning all its products as having strong antiseptic properties Brand which stands for ͚Total Family Protection͛ Through its partnership with IMA and local doctors, uettol has been proactively involved in educating consumers regarding health and hygiene Have recently added another message to its overall positioning: ͚Mild and Skin care͛
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Provides detailed information as to what consumers think and feel about the brand by means of the brand exploratory
Trusted brand High Quality and effectiveness Well established brand Low innovation Less awareness of uettol͛s brand extensions Very strong formulation, needs dilution Burning sensation on application New products still not perceived as mild, but as a strong antiseptic product
