section c group – 1 abhishek dhull1301-302 hareesh g1301-084 vamsi dabburi1301-239 rachita...
TRANSCRIPT
Section C Group – 1
Abhishek Dhull 1301-302Hareesh G 1301-084Vamsi Dabburi 1301-239Rachita Mishra 1301-165Samixan Lunia 1301-401Akshay Dhar 1301-012
Liquid Hand Wash – Dettol
Segmentation/Targeting/Positioning and Perceptual Map
Market Share – Liquid Hand wash• The Indian Liquid hand wash segment is
estimated to be around Rs. 300 Crores.
• 53% is dominated by Dettol.
• Out of the 47%, Lifebuoy commands the highest marketshare.
53.00%47.00%
Market Share
DettolOthers
Demographic Segmentation
51.53%
48.47%
Population Percentage (2012)
MaleFemale
1. Gender wise segmentation
a. In India, 51.53% are males and 48.47% are females.
b. Females are more inclined towards products addressing the needs of beauty and skin care.
Source: http://www.indiaonlinepages.com/population/india-population-2012.html
Demographic Segmentation
2. Age-wise Segmentation
a. Kids – 0 to 12 yearsb. Teens – 13 to 19 yearsc. Adults –
I. Young – 20 to 30 yearsII. Middle aged – 30 to 60
yearsIII. Senior citizens – 60
plus years
29.20%
18.20%
40.20%
6.80%
5.60%
Agewise Segmentation (2012)
0-14 Years15-24 Years25-54 Years55-64 Years65 Plus Years
Source: http://www.indexmundi.com/india/demographics_profile.html
Demographic Segmentation3. Income segmentation
a. Globalsi. Very high income groupii. Family annual income > Rs. 15 Lakhs
b. Strivers (Married)i. Professionals, married, no or small kidsii. Family annual net income > Rs. 6.5 Lakhsiii. Upward middle class
c. Strivers (Unmarried)i. Professionals, single, annual income > Rs.
2.5 Lakhii. Upward middle Income groups
d. Seekersi. Families with kids and annual income of
around Rs. 2 Lakhs pa.ii. Employment and values education of
childreniii. Medium Income groups
e. Aspirersi. Govt. employees, peons, class-IV
employees, dhobi, shopkeepersii. Low income groups
f. Deprivedi. Bare minimum demandsii. Cannot afford to live without subsidy
Demographic Segmentation
Literacy Rate (2013)
Male
Female
Overall
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
82.14%
65.46%
74.04%
17.86%
34.54%
25.96%
LiteratesIlliterates
4. Literacy wise segmentationa. The Literacy rate has increased by 8% in the last decade.b. People have been more focused now about their
personal hygiene.
Source: http://www.indiaonlinepages.com/population/literacy-rate-in-india.html
Geographical Segmentation
1. Rural population – 31.16%
2. Urban population – 68.84%
Other categories of it are:a. Urban areasb. Semi-urban areasc. Rural areas
68.84%
31.16%
Geographical Population (2011)
RuralUrban
Source: http://indiafacts.in/india-census-2011/urban-rural-population-o-india/
Behavioral Segmentation
Occasion
Infection in the Family
After handling a young child
After visiting the washroom
Before Serving or preparing food
Before and After having meals
After coming home from
outside
Handling Pets/Animals
After handling garbage/working
in Garden
Benefits
Freshness
Protection against germs
Moisturizer
Fragrance
Hygiene
Ease of use
Time saving
Less wastage
No direct contact
Soft hands post wash
No irritation
User Status
Regular Users
Potential Users
First Time-user
Ex Users
Usage Rate
Heavy User
Medium User
Low User
No Usage
Loyalty Status
Hardcore Loyals
Split Loyal
Shifting Loyal
Switchers
Buyer Readiness Stage
Aware
Ever Tried
Recently Tried
Occasional User
Regular User
Most Often Used
PsychographicSegmentation
• This is based on the Activities, interests, etc of the consumers.
• Based on their lifestyle, personality, self concept, etc
Psychographic Segmentation
Personality
Adventurous
Sports Oriented
Beauty Oriented
Cleanliness Oriented
Culture Oriented
Conservative
Lifestyle
Outdoor oriented
Socially Active
Unhygienic
Indoor
Hygienic
Lavish
Value for Money
Culture oriented
Self Concept
Self Esteem
Purity
Socio Economic Classification
• The entire house (rural and urban) is classified based on – Education of chief earner– Number of “consumer durables”
This is taken from a predefined list owned by the family. The list has 11 items, ranging from ‘electricity connection’ and ‘agricultural land’- to cars and air conditioners
Durables owned/have access at home
Electricity Connection
Ceiling Fan
LPG Stove
Two wheeler
Colour TV
Refrigerator
Washing Machine
PC/Laptop
Car/Jeep/Van
Air Conditioner
Land
Socio Economic ClassificationNo of Durables Education
Illiterate
Less than 4 years of school
5-9 yrs of scool
School Certificate
Some Collage Education Graduate
Post Graduate
None E3 E2 E2 E4 E5 E1 D21 E2 E1 E1 E1 D2 D2 D22 E1 E1 D2 D2 D1 D1 D13 D2 D2 D1 D1 C2 C2 C24 D1 C2 C2 C1 C1 B2 B25 C2 C1 C1 B2 B1 B1 B16 C1 B2 B2 B1 A3 A3 A37 C1 B1 B1 A3 A3 A2 A28 B1 A3 A3 A3 A2 A2 A29+ B1 A3 A3 A2 A2 A2 A1
Yellow defines the Target segment
As per the study, which uses 'household income' as the criterion, a family with an annual income between Rs 3.4 lakh to Rs 17 lakh (at 2009-10 price levels) falls in the middle class category.
Dettol Variants
Why is it bought?
Product packaging and advertisement
features
Target Customer
Psychographic Demographic Geographic Behavioral
Original For cleaning and maintaining a healthy hygiene. Kills germs
Stress primarily given on the effectiveness of killing germs, Anti-bacterial quality strongly highlighted
Conservative, Cleanliness oriented, Sports oriented, Outdoor oriented, Adventurous, Value for money
Entire family, Age group from 15-50 years, Young mother who care about the well being of her children, Literate shoppers , Strivers( upper middle class) families, Strivers (Upper middle class) unmarried (Males), Globals (High income group)
Urban, semi urban and very few rural areas.
Protection against germs, Hygiene, ease of use, Less wastage, Time saving, regular users, Heavy/Medium users, Hardcore/split loyalty
Skincare Moisturizer for soft skin. It is a crossover between your beauty and personal hygiene needs.
Pink color labels with a picture symbolizing of a moisturizer type liquid used to appeal primarily to the females, Mention of the moisturizer for the soft skin on the package
Beauty oriented, Self esteem, Lavish, Care a lot about how they look
Mainly Females, Age group 15 to 45 years, From Teenagers to Middle aged women, Literate people, Strivers( upper middle class) families, Strivers (Upper middle class) unmarried (Females), Globals (High income group)
Urban and Semi urban areas
Protection against germs, Moisturizer, Fragrance, Ease of use, Hygiene, Regular/Potential users, Heavy/Medium users, Hardcore/Split Loyalty,
Dettol Variants
Why is it bought? Product packaging and advertisement
features
Target Customer
Psychographic Demographic Geographic Behavioral
Sensitive Mild on skin without irritation. It is a crossover between sensitive soft hands and personal hygiene.
Use of a picture of a feather symbolizing the sensitivity of the solution, Mention of the sensitiveness of the product and mention of usage of pure glycerin.
Having sensitive skin or some medical conditions, Beauty oriented, Lavish
Young Kids and Females, Age group from 5 to 45 years , Literate shoppers, Strivers( upper middle class) families (Mainly Kids), Strivers (Upper middle class) unmarried (Females), Globals (High income group)
Urban areas Protection against germs, Hygiene, soft hands post wash, no irritation, regular/potential/first time users, Medium user, Split/Shifting loyalty
Fresh Fresh and clean feel. It offers a unique formula that leaves your hand fresh and cleansed.
Mention of the usage of citrus fragrance which makes the user feel fresh after a wash.
Cleanliness oriented, self esteem, Having a sense of freshness, Purity
Males (less) and females (more), Age group from 15 to 45 years, Socially active people, Literate people , Strivers( upper middle class) families, Strivers (Upper middle class) unmarried , Globals (High income group)
Urban areas Fragrance, Protection against germs, Hygiene, regular/potential users, Heavy/Medium user, Shifting/Split loyalty
Positioning Vs
Points of Parity• Hygiene• Freshness• Skin care• Fairly Priced
Points of Differentiation• Availability• Fragrance• Variants• Packaging• Lather Content• Moisture Content
Brand MantraBe 100% Sure
POP
POD
Hygienic Freshness
Skin Care Fairly Priced
Availability
Fragrance
Variants Packaging
Moisture Content
Substantiators
10 Time Better Protection
Quality Assurance
Health Benefits
Standard And Strict Quality Protocol
Values
Caring
Original
TotalGerm Protection
Visual Identity
Unique Packaging
“DETTOL” Brand
Sign Logo
Positioning of other variants of Dettol
Skin Care• Handwash designed
to ensure beauty needs along with dettol protection
• Advertisements and packaging more aimed at Female Population
Sensitive• Handwash designed
to ensure Sensitivity of hands along with providing dettol protection
• Advertisements and packaging more aimed at Working Population
Fresh• Handwash designed
with improved fragrance and protection qualities
• Advertisements and packaging aimed at larger population who believe in the qualities of lime
Dettol LifeBuoy Palmolive
Unique Selling Proposition
The first of its kind in anti-bacterial segment
100% better protection from germs
Enriched with the natural essential oils
Attribute positioning1. Regular2. Sensitive3. Skincare4. Fresh
1. Total 102. Mild Care3. Cool Fresh4. Green Tea
1. Liquid hand wash
User positioning
1. Sensitive Original2. Mena and Women of
all ages 3. House Hold Women4. Kids
1. Kids2. Men and Women
who are activity based for detoxification
1. Women
Perceptual Mapping based on survey
Preference = 0.934 + 0.719(Germ Protection)-0.027(Availability)-0.047(fragrance)+0.008(lather)+0.118(value for money)
Scale for the plotting is from 0 to 5. We have taken (4,4) as the origin because taking other origin was cluttering the graph and the difference was not clearly visible. Taking this origin is showing the mapping correctly.
Marketing CommunicationSurvey done on 50 people
• Effect of Advertisements on buying decision
• Effect of Expert advice on TV
Strongly Agree Agree Neutral Disagree Strongly Disagree0%5%
10%15%20%25%30%35%40%45%
20%30%
40%
6% 4%
Strongly Agree Agree Neutral Disagree Strongly Disagree0%5%
10%15%20%25%30%35%40%
34%24% 26%
10% 6%
• Effect on buying decision based on Opinion of friends and family Strongly Agree Agree Neutral Disagree Strongly Disagree
0%5%
10%15%20%25%30%35%40%45%50%
44%
24%18%
12%2%
Going Forward
• Feature of Dettol Liquid Hand wash which needs to be improved in the product.
• Was done on a sample size of 50 peopleHygiene; 10%
Moisturization; 25%
Fragrance; 18%
Lather; 4%
Color; 16%
Packaging; 8%
Avail-ability;
9%Price; 10%
HygieneMoisturizationFragranceLatherColorPackagingAvailabilityPrice
References• http://www.indexmundi.com/india/demographics_profile.html• http://www.indiaonlinepages.com/population/literacy-rate-in-india.html• http://indiafacts.in/india-census-2011/urban-rural-population-o-india/• http://www.businessandeconomy.org/27102011/storyd.asp?sid=6471&p
ageno=1• http://articles.economictimes.indiatimes.com/2013-02-13/news/370792
96_1_dettol-brand-reckitt-benckiser-cm-sethi• http://www.indiaonlinepages.com/population/india-population-2012.ht
ml• http://www.mrsi.in/TheNewSECSystem3May2011.pdf• http://www.ncaer.org/publications.aspx?id=4• http://www.dettol.co.in• http://mospi.nic.in/Mospi_New/site/home.aspx• http
://www.betterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/handwashing_why_it's_important