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 Classification

• Distribution of Households

Source: MRSI

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

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Dettol Advertisement.mp4 Dettol Liquid Handwash.mp4

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