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Group 2

Anvesha Poswalia 228


Harshita Gupta 410
Radha Mehta 428
Surel Shah 442
Arpit Garg 448
Shubhangi Joshi 454
Shrey Tandon 462
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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.
  
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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

Brand equity arises from differences in consumer response



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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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Q: Which of the following categories do you think uettol is in?

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: o often do you uy a uettol Product?

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A     uettol Product
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: Since hat age do you remem er using uettol's products?

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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.
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or Very good
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Under which situations do you feel the most need to use uettol's Products?
    
uettol Usage Pattern 
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injured or wounded 7 )   
 

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Brand
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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

i    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
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by means of the brand exploratory

 Trusted brand
 High Quality and effectiveness

i    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
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