1.1About the Company 1.11 Reckitt Benckiser Reckitt Benckiser is fundamentally alludes to open restricted organization.

It is a multinational organization spotted in UK. It was shaped by merger between UK based organization (Reckitt & Coleman open recorded organization) and Netherland Company (Benckiser) in the year 1999. It is one of the heading organization which bargains in boundless assortment in assembling and promoting of the marked items in different sections, for example, Household Cleaning Health and Personal Care and it is likewise bargains in offering an alternate sorts of items having over sixty working organizations in around 180 nations. 1.12 Its Products: Reckitt Benckiser bargains in the item classification into three classes: Health Hygiene Home The organization's technique is to look after keep tabs on portfolio which focuses on its 19 most productive brands, which are giving 70% of net incomes.

1.13. About Dettol:

Dettol is essentially alludes to name which is truly well known which goes under the item line of the cleanliness items which is made by Reckitt Benckiser. Dettol, the brand which acknowledged as same with assurance from germs, it had long been voted as India's most trusted brand. Dettol's development pattern had been abate yet relentless throughout the years and various activities taken in the late years had begun yielding outcomes. This brand began the trip in year 1933 as sterile fluid, however throughout the years, it has been stretched out to various item classifications like can cleansers, fluid hand wash, fluid body wash, shaving cream and mortar strips. The development drift in the last few years had been developing yet very to be accomplished. Some of items shows incredible development as far as high piece of the pie that shows an expand in development in most classifications, however the organization says that there's additional work to be carried out. The marking group of Dettol chose to expand on the development and set itself a not quite the same as different rivals in same fragment. The primary point is to have multiplying the development in years to be taken after. With the goal that the business of the item classes it is available in (Antiseptic Liquid, Bar cleansers, Liquid Hand wash, Body wash) demonstrates upward development constantly. It could be carried out through winning the trust of client in all the item classifications. They know the certainty it is troublesome to accomplish yet they are finishing all of exertion so that with a specific end goal to conquer the test. The mark additionally battling in a contending environment in which new for some item class to be emulated.

1.14 Brand Extension of Dettol: Antiseptic Liquid Market Bar Soap Market Liquid Hand washes Market Body Wash Market Shaving Cream Plaster Kitchen Gel 1.141 Antiseptic Liquid Market The Dettol is fundamentally the business sector pioneer in Antiseptic fluid market in India. The business sector is essentially overwhelmed by Dettol Antiseptic Liquid, which has comes to fruition to be 86% offer. There are different players in the business sector, for example, Johnson & Johnson's (Savlon is the an case which have a vicinity in the business and accomplish a business vicinity which turns out to be 8.1%). A very time back, the business sector saw presentation of Suthol brand germicide fluid from G.d. Pharma (creators of Boroline). Dettol which additionally bargains in Antiseptic Liquid which is a decently entered business, provided for its utilization in emergency treatment, and is sold in over 16 lac outlets in the nation .Over the years, the item has been stretched out for doing other thing likewise, for example, adding to washing water, sanitizing infant nappies, adding to water while wiping and so on and at present auxiliary use helps a bigger number of volumes of Dettol Antiseptic fluid than the essential medical aid use.

Different Players: Savlon Suthol 1.142 Bar Soap Market Reckitt Benckiser have presented 1500 crore rupees in health cleanser fragment so as to get deeper entrance in the Indian market. Right now they are having 18% piece of the pie. Dettol Soap was propelled in India in the early 80s. The launch was dependent upon customer criticism on Dettol Antiseptic Liquid, where optional utilization of the item dependably came up. Since numerous purchasers utilized Dettol within their shower water, the organization considered offering Dettol in a more advantageous manifestation of cleanser. Dettol Original was the launch cleanser, which at first discovered restricted acknowledgement from buyers. Its deals got after a changed positioning. In 2000, it saw restricted triumph yet its piece of the pie had begun stagnating. Examine on brand value uncovered that while Dettol's value remained exceptionally solid on 'germ assurance', The item's pertinence in the shopper's decision for a washing cleanser was getting constrained. It was likewise accumulated in the buyer inquire about that while followers cherished Dettol cleanser for its trademark scent, it was being rejected by a huge piece of purchasers as a normal showering cleanser bar. The brand group felt a need to launch variants in Dettol Soap given that sensorial measures like scent, saturated delicate skin, and so forth were key drivers when it came to buyers picking their cleanser brands. Dettol Skincare cleanser was subsequently propelled in

January 2004 - A white colored cleanser, offering Dettol's insurance with creams to support the skin. This was trailed by the third variant Dettol Cool in February 2006, which offered trusted Dettol security with menthol to help feel invigorated and revitalized. Its Competitors: Lifebuoy Lux Santoor Godrej No.1 Savlon 1.143 Liquid Hand Wash Market

Dettol introduced the Liquid Hand Wash in 1994. It was known from the way that various buyers use Dettol Soap for cleaning hands. Dettol Liquid Soap gave the buyers a cleaning agent in an all the more bleeding edge and supportive association for hand wash. Under control washing, the need for germ protection is top most on client's mind. In view of its starting and continued efforts in building the part and given in the brand. Right away the individuals get fussy and they are worry about the picture of themselves identified with brand. This is on account of the vast majority of new item expansions are not exceptional and don't fulfill customer needs. There are a few components that prompt brand weakening. Around those incorporate recognition in buyer personalities thinking about between guardian brand and item broadening, level of familiarity with guardian brand data, the level of level of

brand devotion demonstrated by a client can additionally be reason that shows the sympathy toward the organization. . When faithfulness and level of familiarity with guardian brand is high, then new item enlargement disappointment may be less.

1.144 Body Wash Market

Dettol figure wash was essentially comes in the year of 2005 which prompts further entrance into related portions and this advancement helps entering into the urban business. The Body Wash business is a little yet quickly developing business sector. The individuals who are fundamentally utilizing this are from metro urban communities.

The client profile right now additionally has a slight female skew and the cooperation of the item utilization is with sentiments of liberality and 'spoiling oneself'. As of late, the y had used Rs.16 crore.

It is fundamentally separates their physique wash into:

original

cool

skincare

1.145 Shaving Cream Market

Dettol propelled its shaving cream in 1996. It is the an alternate method for having an alternate fruitful augmentation for the brand. The fundamental thing is to form into this item from the utilization of Dettol Liquid in shaving water. Organization by and large had used 200 crore into Indian market. They have attained around 30% piece of the overall industry.

Its Competitors:

Palmolive

Old Spice

Vicco

1.146 Plaster Market

Dettol Plaster is additionally acknowledged as a brand in the wicker bin which is utilized as a part of medical aid and henceforth adds to the emergency treatment go

and offers center value of the brand. The real rival in the class is Band-Aid from Johnson and Johnson. As of late, they have put 120 crore in Indian market. 1.147 Kitchen Gel Market As of late, Dettol enter into kitchen by growing their brand into dish wash which is ruled by Vim brand. They have set from hand wash to dish wash. It might be utilized within request to clean utensils and kitchen surfaces which likewise incorporate sinks, kitchen piece and cooking tops. Dettol is one of the prestigious brands in germicide fluid and now have made their entering into kitchen portions and have immediate rivalry with Vim. As of late, they have put Rs.300 Crore into this fragment. Contenders of Dettol: Vim Pril

1.3. Need of the Study

Dettol is one of the brands which is the business pioneer and recognizes as no.1 brand in germ-free fluid. As of late, they have experienced arrangement of enlargement. The need of the study is significant keeping in mind the end goal to know the impact of brand enlargement of the Dettol and how the client discerns Dettol as brand i.e positive or negative.

1.4. Theoretical Framework: 1.41 BRAND: It is additionally acknowledged as a standout amongst the most component of advertising blend (Product Price, Promotion, Place) which is by and large utilized by advertiser which helps as a part of planning a promoting arrangement. The STP (Segmentation, Targeting and Positioning), additionally assume exceptionally imperative part in advertising blend for outlining showcasing course outline tells about introductory phases of new item improvement until it get access to piece of the overall industry. The Segmentation, Targeting and positioning likewise assumes imperative part in setting out the mainstays of advertising blend beginning from promptly phase of new item improvement until supporting piece of the overall industry. It doesn't make a difference i.e. what content inside the item, what amount of cost to offer, how great the advancement procedure, and how expansive the scope of circulation, it gives an acceptable thing to separate the item to different items that have existed in the business is vital. In promoting terms, such a statement is called as brand. A brand is made by knowledge of the item by the client. It tends to make and create a long haul associations between organization and clients. It additionally bring trust and satisfaction for organization and client who are utilizing it. It relies on the brand ; and their items that offers values which ought to helps. So, Brand is an influential instrument. Once in a while , Luxurious brands makes negative effect likewise. It might be numerous reasons sucas like Gucci and Prada are adversely influenced on fakes

sold by illicit merchants in creating nations. Customers who purchase the items know disparity of value. Still they additionally settle on purchasing choices on the grounds that force of brand. The buyers don't go unnecessary buy when no brand is joined to the duplicated items. It is a program that serves to advertise items which is completely dependent upon brand pictures is called marking. Marking is recognized as one of the critical action that prompts expansion observed purchaser esteem. Fruitful marking projects are those which prompt brand devotion and exchange the steadfastness to brand expansion. Comparable with people, brand has a picture as aggregations of a few characteristics. Physical item quality, which is the most substantial and simplest approach to recognize, has a place with the accumulation of properties. In the long run, notwithstanding, the item quality is discerned independently from brand picture. A few contends that brand picture is more imperative that physical item quality. In executing brand amplification, prominent and well-known brand picture is more appropriate than unified with low picture.

1.42 BRAND EXTENSION AND LINE EXTENSION:Brand extension is basically is the part of brand management which tells about broaden and leveraging the existing brand by entering into new item class by having the new item advancement. Positive pictures and qualities of existing brand / guardian brand are additionally recognized as main considerations that prompt bring victory for new item. Brand broadening is utilized by organizations as a piece

of methodology for item advancements. It is seen as one of intends to accomplish incorporated brand building design. The utilization of same brand on

Existing item (parent brand) for another item in diverse classification (growth brand)

increments rate of new acknowledgement and buy aim to customer. The procedure supports efficiencies on publicizing and advancement uses yet still can make new market fragment. Organization is not in position to distribute showcasing expenditures at the same

level as used by the guardian brand, yet may pick up comparable level of victory. A solid notoriety of guardian brand can minimize danger of new item propel by assuming purchasers' learning and encounters of the built brand.

In examination, line growth system is here and there stirred up with brand expansion. While taking totally distinctive methodology, line development offers new items, under the same brand name, in the same item class. Line growth can likewise by augmenting same item and same brand with distinctive item emphasizes.

From danger administration point of view, brand enlargement acts more dangerous like contrasted with a line augmentation. Wretched enlargement of just took the

ribbon off new item classes can prompts disarray and damages the current picture of guardian brand. In less level of danger experienced, line development bargains just with the item itself with slight associations with the brand. As brand can't create overnight. Same case with the brand development. It is likewise can't create overnight additionally. It is not an one day work as it obliges whole techniques of new item advancements which take bunches of time and exertions to taste a victory. Especially in the event of some kind of items having transient item life cycle, an advertising technique that leads to an alternate way of accomplishment is an inclination for an advertising project. As opposed to working up from a zero point, one might begin from a created ground-base. From advertising perspective, brand development system is a strong base and discerned for a fundamental decision to proceed the legacy of an effective guardian brand. In any case, brand amplification method is not a danger free and does not generally brings about getting the positive outcomes for organization . It can additionally represents a few dangers in light of the fact that the brand companionships of the guardian brand must be suitably exchanged and joined to the new item. The disappointment of cohorting just out of the plastic new item can prompt unfavorable impact to the new item, as well as does influence the guardian brand. The picture and monetary figures of guardian brand might be one of the reason to the disappointment of system execution.

1.43 BRAND EXTENSION IN FMCG:- (Fast moving customer merchandise):

In FMCG organizations, the terms and state of brand amplification is changing quick in last few years. It obliges high cost is needed in propelling another item might be one of the paramount components. The organization ought to equipped to reconsider and spot it in distinctive advertising methodologies. Advertisers find that utilizing the same brand (obviously, the built and respectable one) in the organization's portfolio to be utilized by new item within diverse class could be the response to money related efficiencies. This methodology are getting to be extremely celebrated and broadly worthy by numerous organizations, dangers component is additionally significant thing that brand ought to equipped to administer center regarding excessively enormous brands just. Too numerous items under a same brand could be confounding and additionally impact the picture general brand picture . Two FMCG organizations P&g (Procter & Gamble) and Unilever are focusing on enormous brands that create offers of more than $1 billion. P&g as of late propelled two new items utilizing brand broadening: new biodegradable wipes named Kandoo, propelled under Pampers guardian brand, and another item for washing autos under Mr. Clean parent brand with diverse nature and promoting practices.

1.44 EFFECT ON PARENT BRAND:The observation of guardian brand to customer might influence their brains. It might influence the acknowledgement of item enlargement which is connected with the brand.

Pictures are fabricate in the customer brains are observed and accepted absolutely (if both), item exchange capability and organization exchange capacity, location quality levels of guardian brand. Item exchange capacity shows how characteristics of items in guardian brand portfolio are transferable to new item amplification. Then, organization exchange capacity means organization situations (i.e. individuals, offices and aptitudes) in making the item growth. Case in point, accept Nike arrangements to develop its brand name by presenting another item amplification in PC classification. Customers psyche may be steered to how viably organization's existing assets is transferable to making PC. Recognition inside purchaser personality assumes a vital part. As additional options accessible before buy choice is made, buyer without deliberately accommodating their encounters with different results of the same brand. The item, whose guardian brand has been built and is activate with quick observation and affiliations, is liable to have better risk for last determination rather picking totally new brand. For example, Volvo is observed with extravagance and wellbeing, while Mcdonald is connected with quick administration and institutionalization. This unique and excellent observation of guardian brand is basic and need to be exchanged rightly to new items. Bic, stationery maker situated in French, took fizzled step when augmenting its brand. Initially as a pen producer, Bic grasped effective brand development into shaving supplies and cigarette lighters. The accomplishment of former two items fortified Bic to successful brand extension into shaving equipment and cigarette lighters. The success of prior two products stimulated Bic to enter another entirely different product category by launching perfume. Sony, which is associated with strong

quality of audio and visual devices, makes smooth transfer of the perceptions when introducing a new category of personal computer with label Vaio. 1.45 VALUE CREATION OF PRODUCT EXTENSION:The more the value the company creates it would lead to bring more loyal customer in your pocket. The creation of value can be done in such a way so that it creates good and btter image of the brand as compared to competing brands. The creation of the product and delivery of values helps in bringing out many customers as possible. The delivery of utility by brand extension helps in bringing and delivered by product extension is a major reasons that leads to have good and influential growth is a key to have good success in the market. Creating values are applied either through physical product or providing better services in many ways. In deciding which values put into the product, company should consider from viewpoint of the customer. 1.46 DOWNSIDE: BRAND DILUTION:Brand dilution happen when the customer are not focusing the brand that they used to follow and it would leads to losing the positive image which depends upon expectation and perception which is built on their minds and they no longer associate the brand with a specific product. For instance, Cadbury experience brand dilution by losing its image of chocolate and candy bar by running a of different things like mashed potatoes, powdered mill and soups. The reasons are basically endless. It condenses s follows i.e. too much varieties of product keep the customer guessing about what to choose or what not to choose. It also affects the attitude and perception.

Now the people become choosy and they are concern about the image of themselves related to brand. This is because most of new product extensions are not unique and do not satisfy consumer needs. There are some factors that lead to brand dilution. Among those include perception in consumer minds comparing between parent brand and product extension, level of awareness of parent brand information, the degree of level of brand loyalty shown by a customer can also be reason that shows the concern for the company. . When loyalty and level of awareness of parent brand is high, then new product extension failure may be less.

Chapter:2 Literature Review

Thamaraiselvan N. and Raja. J. (2008), How do customer evaluate Brand Extension , journal of service research Vol 8 describes about the competition, environmental changes and changing of preference of customers which leads to brand extension. Companies do lots of efforts in order to reduce uncertainties in terms of brand failure and making their every efforts to give maximum benefits to stakeholders. It also describes factors that are undertaken to purchase the FMCG products in Indian Market such as perceived risk, brand reputation, perceived Quality.

Jaiswal A.K, Shrivastava Arpita, and Kothari Dhiwani (2009), Influence of Brand Extension Vol I stated that evolution of parent brand and its extension into different product category. Whereas Dettol has become brand having building block of trust and confidence from the customers. It is one oldest brand which was introduced in India(1930) and develop distinct image in the mind of customers. In order to attain fast growth, Reckitt Benckiser India Ltd(RBIL) have come out with the brand Extension. Some of them quite successful and some are not. It states that some of the reason why some extension have achieved great success while others are not.

Dr. Sundar k. Shayama and Prabha B. Jeya ,(2012), Drivers of Brand Extension Services Vol II Issue II basically talk about the matter of the brand extension which talks towards the involvement of an existing brand name in order to launch a product in a different category which is also called as category extension. They also mention that extending the brand beyond the parent product category is profitable if the product perform in terms of expectation which helps in assessing the market needs.

But the success rates of such extensions are very less. In order to get success one should focus on the quality and brand repo is also very much important.. It also mention that factors which responsible for the success of Dettol brand extensions. Martinez Eva and Chernatony de Leslie(2004), Effect of Brand Extension Strategie on Brand Image in Journal of Consumer Marketing, Vol 1984 stated that to analyze the effect that brand extension strategy has on brand image. It also analyses how variables related to the parent brand and the extension influence brand image after the extension. Taylor A. Valerie and Bearden O. William (2002), Price Effects on Brand Extension in journal of academy of marketing science; after doing significant research helps in analyzing the price of brand extension is major role to play. It also give the thought that that a high-price gives the thought that the product is off high quality . Mary.W.Suvillien (1992) Win-Win Situation in Vol-2 had conducted empirical study to know whether brand extensions should be introduced or not to be used in early life of product category . The sample is undertaken to analyze the performance of brand extension in terms of entry ino market. The results obtained from the study talks about that if the brand doing its extension as normal activity then early products perform better then old ones. Dr. Leif E. Hem, Lesile de Chernatony and Nina M. Iversen (2001), Factors influencing the successful Brand Extension in the journal of European Marketing put emphasis on organization should follow brand extension only if its needed. It also tells about the impact of brand extension on the brand reputation, perceived risk and consumer innovativeness on the success of brand extensions especially in FMCG sector. durable goods and services sectors . At around 700 people are taken into consideration for the survey. At last, it shows that extensions which are in categories

which are more similar to the original brand likely to be more accepted. The repo of the original brand is one of important factor which influences the success of the extension. It is done in all FMCG whether its durable or non-durable product and also in service sector also. Chen Si Jia and Gu Jing(2012), Analyze and Opportunities of Brand Extension in the journal of Hokslogan journal Vol 2007; basically talks about brand extension is one of the crucial activity that leads to get success in terms of marketing strategies for the companies. Brand extension enjoys a good reputation for bringing practical advantages to companies whilst it faces disputation at the same time because of a relatively high percentage of failures. It also uses Aakers brand equity model as the theoretical framework. It also done in order to analyze the opportunities and challenges a company that could face while using brand extension strategy. This analysis helps mainly focuses on the four elements in the modified Aakers brand equity model: brand awareness, brand loyalty, brand associations and perceived quality. From this one can able to find that a company faces challenges when consumers have a more solid loyalty towards the competitors brand and when consumers are confused about brand associations. Francesca Dall Olmo Riley, Wendy Lomax and Angela Blunden (1997), Generalizing spillover effects of goods and services on brand extension, journal of Business research explains about decision which is made by managers are basically made around the brand. It focus on FMCG in terms of luxury items. It tells about differences between luxury goods and fast moving good also. The result from the study is obtained that FMCG growth much faster rate than luxury items.

C. Whan Park, Sandra Milberg and Robert Lawson (1988), Evaluation of Brand Extension , Chicago journal describes that there are two main factors which leads to successful and unsuccessful brand extensions. These two things are lookalike product features and how the brand extension creates the differentiation which leads to having better image of the brand in the market. If this thing done in favor of the brand so it survives for long period of time.

Holden and Bottomed (2001), Brand Quality basically conducted empirical study in order to study branding extension and found the fact that even small changes occur would hamper the image in the mind of the customer. There should be two way change process which happens in between company and people who are using it

Moorty Sridhar of Rotman School of Management ,university of Toronto (2010) Journal of Branding Strategies , Vol-III stated that brand extension basically gives the direction which provides utility in terms of cost to company. They have conducted many observation and found that by analyzing the past performance helps to knows the reasons of buying or not buying the product of parent brand.

Barrett Joanna, Lye Ashley and Venkateswarlu P. ,Journal of Empirical Generalizations in Marketing Science, Vol-4 stated that process of consumer attitude formation is built if the company providing the worth ie utility in terms of in terms of satisfaction provided by the brand extension. They also said that brand image is big role to play.

Reast D. Jon (1998), Brand Extension and its effect on Parent Brand, journal of service research Vol 4 tries to explain from their research that there is strong association between company goodwill and brand extension acceptance and from the findings one can get to know there are some variables that affects the company goodwill and brand extension acceptance. The elements such as brand trust, brand expertise and brand share plays very important role in determining the perceived quality level of a parent brand.

Vucasovic Tina (2012), Brand Extension Effects, journal of branding research Vol 5 tries to explain from their research paper is that to relate brand extension strategies with the developing an innovative product in a new product category. It also tries to explain the challenges faced by the companies in order to undertake brand extension strategies. Summation:

It is basically talks about the brand extension and its effect on parent brand. The successful branding extension those bring revenue for the companies which basically depends upon positioning of brand in the minds of the customer by doing innovative methods .

Chapter: 3 Research Methods and Procedures:

3.1 Purpose of Study: Primary Objectives: To analyze the general perception and brand preference of customers towards the brand and the extension of Dettol. To analyze the brand extension and its effect on parent brand. To highlight the factors which influences the customer decision to buy the brand

Secondary Objectives: To know about Dettol branding extension strategies into another product category.

3.2 Research Methodology:

3.21 Research It is basically refers to human activity which involves in search of something valid. In simple terms it involves in investigation of something. The main and primary goal for the research is discovering, interpreting, and the development of methods and systems for the betterment of human knowledge on a wide variety of scientific matters of our world and the universe.. 3.22 Methodology It is the method which helps in doing the study on a particular project. It is a written game plan for conducting Research. It includes not only the research methods but also considers the logic behind the methods used in the context of the study and explains why only a particular method or technique has been used. Therefore it helps in solving the research problem, which is basically helps in designing a research methodology for the problem

3.23 Nature The methodology adopted to achieve the project objective involved exploratory research method. The information required for fulfilling the objective of study was collected from various primary and secondary sources. Research design Research design constitutes the blue print for the collection, measurement and analysis of data. The present study seeks to identify the extent of introduction of brand which recently undergone the brand extension in different segments such as household cleaning and personal and health care and recently in kitchen dishwasher segment. The research design is exploratory in nature. The research has been conducted on the customer behavior towards brand extension and its effect on parent brand. For the selection of the sample, convenient sampling method was adopted and an attempt has been made to include all age groups and gender. 3.3 Sources of data: Following are the methods of sources of data: (a)Primary data: Questionnaire was used to collect primary data from respondents. The questionnaire was structured type and contained questions relating to different dimensions of customer behavior towards the brand extension and its effect on parent brand. It basically helps in understanding the behavior. The questions included in the questionnaire were both closed ended and where few is open-ended and having multiple choices. (b)Secondary data: It generally taken from published source i.e magazines, journal and research paper also. Internet.

3.4 Sampling technique: The sampling technique is Convenience Sampling. 3.41 Sampling unit: It includes who are the sample to be surveyed. It tends to cover the sampling unit is the people of Delhi/NCR. 3.42 Sampling size: It indicates the numbers of people to be surveyed. The sample was undertaken in order to save time and money. The total sample was taken is 100. It covers generally majority of people who using or not using it. 3.43 Sampling Frame: Sampling frame is a representation of the elements of the target population. It consists of a list for identifying target population. For the purpose of this study, the sampling frame consists of user and as well as non-users. 3.44 Method of data collection: The survey method is used to collect the data. Various places of Delhi/NCR visited for the purpose of collection of data. 3.45 Instrument: The instruments which are used basically helps in doing with the help of questionnaire. In order to talk about the drawing the inferences which is done through with the help of primary data and secondary data is collected from the e sources such as newspaper, journals, newspaper. Tools and techniques of analysis:

The data which are collected are put to analyze with the help of SPSS such as Crosstab, mean and frequency.

Chapter -4 Data analysis and Interpretation

4.1 Review of Methodology

In this part we shall analyze the data collected through research study of a sample size of 100 people and used to understand the behavior of people towards the brand Dettol. DESCRIPTIVE ANALYSIS Descriptive statistics is basically describes the quantative data which includes the main features of a collection of data. It basically provides the summary about the sample and about the observations that have been made. It can be both quantative, which helps in understands the graphs in easy manner. It is basically summary of the description of data.. 4.2 Result of research Questions: Frequency: It is basically refers to distribution. It is basically refers to table having all the values of the variable that one has taken and frequency are the each values that have occurred.
Gender(Table-1) Frequency Percent Valid Percent Cumulative Percent Male Female Total 59 41 100 59.0 41.0 100.0 59.0 41.0 100.0 59.0 100.0

It is basically shows that:

59- Male 41-Female are using the brand Dettol according to the survey conducted(Sample Size=100).
Age(Table-2) Frequency Percent Valid Percent Cumulative Percent 21-25 26-30 31-35 Valid 36-40 41-45 Total 34 21 8 26 11 100 34.0 21.0 8.0 26.0 11.0 100.0 34.0 21.0 8.0 26.0 11.0 100.0 34.0 55.0 63.0 89.0 100.0

It is basically shows that the products of Dettol are quite popular among age groups. It is generally used by all age groups.

Education(Table-3) Frequency Percent Valid Percent Cumulative Percent High School Graduation Valid Post Graduation PHD Total 22 42 23 13 100 22.0 42.0 23.0 13.0 100.0 22.0 42.0 23.0 13.0 100.0 22.0 64.0 87.0 100.0

It is basically shows that Dettol positioning are such that people are aware about the products of Dettol and they are using it.
Income Level(Table-4) Frequency Percent Valid Percent Cumulative Percent 1lakh-3lakh 3-5 lakh Valid above 5lakh Total 23 40 37 100 23.0 40.0 37.0 100.0 23.0 40.0 37.0 100.0 23.0 63.0 100.0

It shows that Dettol is generally used by all income level people. It is considered as one of the daily need product.

Frequency

Percent

Valid Percent

Cumulative Percent

Joint Family Nucleur Family Valid Bachelor Total

28 36 36 100

28.0 36.0 36.0 100.0

28.0 36.0 36.0 100.0

28.0 64.0 100.0

Family Type(Table-5)

It shows that it is generally used by everyone whether its joint family, nuclear family and bachelor.

Q1. Are you aware about the brand Dettol?

Frequency

Percent

Valid Percent

Cumulative Percent

Yes Valid No Total (Table-6)

99 1 100

99.0 1.0 100.0

99.0 1.0 100.0

99.0 100.0

As, it clearly suggest that people are well aware about the Dettol as a brand.

Q2 (a). How did you come to know about the Dettol? Television

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-7)

80 20 100

80.0 20.0 100.0

80.0 20.0 100.0

80.0 100.0

Generally 80 of people come to know about Dettol through the Television.

Q2 (b) How did you come to know about the Dettol? Friends

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-8)

44 56 100

44.0 56.0 100.0

44.0 56.0 100.0

44.0 100.0

It is clearly suggested that 44 of people come to know about the Dettol with help of referrals such as friends. Q2 (c) How did you come to know about the Dettol? Radio

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-9)

32 68 100

32.0 68.0 100.0

32.0 68.0 100.0

32.0 100.0

It is clearly suggested that 32 of people come to know about the Dettol with help of radio.

Q2 (d) How did you come to know about the Dettol? Others

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-10)

38 62 100

38.0 62.0 100.0

38.0 62.0 100.0

38.0 100.0

It is clearly suggested that 38 of people come to know about the Dettol with help of other sources such as newspaper, etc. Q3. Did you repurchase the brand after giving at least one try?

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-11)

75 25 100

75.0 25.0 100.0

75.0 25.0 100.0

75.0 100.0

Generally 75 of people think that it is worth to purchase the brand after giving the first try.

Q4. How often do you buy the brand Dettol?

Frequency

Percent

Valid Percent

Cumulative Percent

Daily Routine Once in a 2 Week Twice in a month None of these Total (Table-12)

32 15 26 27 100

32.0 15.0 26.0 27.0 100.0

32.0 15.0 26.0 27.0 100.0

32.0 47.0 73.0 100.0

It is clearly suggest that people generally go to buy Dettol as one of purchase items.

Q5 (a) Which of the following product category do you think Dettol deals in: Antiseptic Liquid

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-13)

90 10 100

90.0 10.0 100.0

90.0 10.0 100.0

90.0 100.0

As Dettol is considered as market leader in the Antiseptic Liquid which proves through the response as 90 of people are said yes. It also proved that people are well aware about that it deals in antiseptic liquid.

Q5 (b) Which of the following product category do you think Dettol deals in: Soap

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-14)

82 18.0 100

82.0 18.0 100.0

82.0 18.0 100.0

82.0 100.0

It is clearly stated that most of the people are also well aware about that Dettol also deals in soap category also.

Q5 (c) Which of the following product category do you think Dettol deals in: Dish Wash

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-15)

23 77 100

23.0 77.0 100.0

23.0 77.0 100.0

23.0 100.0

It is clearly suggested that most of the people doesnt know that Dettol also deals in Dish wash which shows that company has to work more in order to increase their presence in the Dish Wash Category.

Q5 (d) Which of the following product category do you think Dettol deals in: Shaving Cream

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-16)

30 70 100

30.0 70.0 100.0

30.0 70.0 100.0

30.0 100.0

It is clearly suggested that most of the people doesnt know that Dettol also deals in Shaving Cream which shows that company has to work more in order to increase their presence in the Shaving Cream Category. Q5 (e) Which of the following product category do you think Dettol deals in: Body Wash

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No 3.00 Total (Table-17)

27 71 2 100

27.0 71.0 2.0 100.0

27.0 71.0 2.0 100.0

27.0 98.0 100.0

It is clearly suggested that most of the people doesnt know that Dettol also deals in Body Wash which shows that company has to work more in order to increase their presence in the Body Wash Category.

Q5 (f) Which of the following product category do you think Dettol deals in: Plaster

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-18)

14 86 100

14.0 86.0 100.0

14.0 86.0 100.0

14.0 100.0

It is clearly suggested that most of the people even dont know that Dettol also deals in Plaster which shows that company has to work more in order to increase their presence in the Plaster Category.

Q6. Rate the satisfaction level regarding the performance of the brand?

Frequency

Percent

Valid Percent

Cumulative Percent

Excellent Very Good Good Bad Total (Table-19)

20 42 29 9 100

20.0 42.0 29.0 9.0 100.0

20.0 42.0 29.0 9.0 100.0

20.0 62.0 91.0 100.0

It shows that most of the people are satisfied with the performance of the Dettol.

Q7 (a) What words do you associate with the brand Dettol: Reliable

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-20)

61 39 100

61.0 39.0 100.0

61.0 39.0 100.0

61.0 100.0

People generally think that products of Dettol are basically reliable as compared to other brands as such.

Q7 (b) What words do you associate with the brand Dettol: Hygiene

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-21)

63 37 100

63.0 37.0 100.0

63.0 37.0 100.0

63.0 100.0

It is quite seen that Dettol are positioned as Hygiene which is seen through the response from the survey. Q7 (c) What words do you associate with the brand Dettol: trust

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-22)

39 61 100

39.0 61.0 100.0

39.0 61.0 100.0

39.0 100.0

It is quite seen that people are not able to relate the product with the concept of trust because Dettol positioned them as Hygiene. Q7 (d) What words do you associate with the brand Dettol: Happiness to family

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total

26 74 100

26.0 74.0 100.0

26.0 74.0 100.0

26.0 100.0

(Table-23)

It is quite seen that people are not able to relate the product with the concept as Happiness to family because Dettol positioned them as Hygiene.

Q7 (e) What words do you associate with the brand Dettol: Others

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-24)

29 71 100

29.0 71.0 100.0

29.0 71.0 100.0

29.0 100.0

It is quite seen that people are not able to relate the product with the other concept also because Dettol positioned them as Hygiene.

Q8 (a) What positive characteristics do you look to buy the brand Dettol: Affordability

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-25)

52 48 100

52.0 48.0 100.0

52.0 48.0 100.0

52.0 100.0

Around 52 of people think that products of Dettol are affordable in nature. Q8 (b) What positive characteristics do you look to buy the brand Dettol: Existence for long years

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-26)

61 39 100

61.0 39.0 100.0

61.0 39.0 100.0

61.0 100.0

Generally people have perception that its brand value existence for long years. It is durable in nature. Q8 (c) What positive characteristics do you look to buy the brand Dettol: Faith and trust Worthiness

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-27)

60 40 100

60.0 40.0 100.0

60.0 40.0 100.0

60.0 100.0

Generally people have perception that their products are trustworthy in nature.

Q8 (d) What positive characteristics do you look to buy the brand Dettol: Others Generally people relate the Dettol with other things such as cherishing etc.

Q9. Does the quality of the product matches with the price?

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-28)

78 22 100

78.0 22.0 100.0

78.0 22.0 100.0

78.0 100.0

Generally people think that the product of Dettol matches with the price.

Q10 (a) Rate the following on the 1-5 scale: Hygiene

Frequency

Percent

Valid Percent

Cumulative Percent

Highly Disagree Disagree Neutral Agree Strongly Agree Total (Table-29)

8 14 19 23 36 100

8.0 14.0 19.0 23.0 36.0 100.0

8.0 14.0 19.0 23.0 36.0 100.0

8.0 22.0 41.0 64.0 100.0

It is clear that most of the people tend to relate the products of Dettol with the hygiene factor.

Q10 (b) Rate the following on the 1-5 scale: Freshness

Frequency

Percent

Valid Percent

Cumulative Percent

Highly Disagree Disagree Neutral Agree Strongly Agree Total (Table-30)

2 15 35 41 7 100

2.0 15.0 35.0 41.0 7.0 100.0

2.0 15.0 35.0 41.0 7.0 100.0

2.0 17.0 52.0 93.0 100.0

It is clear that most of the people tend to relate the products of Dettol with the freshness factor also.

Q10 (c) Rate the following on the 1-5 scale: Convenience

Frequency

Percent

Valid Percent

Cumulative Percent

Disagree Neutral Agree Strongly Agree Total (Table-31)

21 38 19 22 100

21.0 38.0 19.0 22.0 100.0

21.0 38.0 19.0 22.0 100.0

21.0 59.0 78.0 100.0

It is clear that Dettol should work on Convenience factor. They should make some efforts in terms of accessibility of products so that it reaches to customer easily. Q10 (d) Rate the following on the 1-5 scale: Packaging

Frequency

Percent

Valid Percent

Cumulative Percent

Highly Disagree Disagree Neutral Agree Strongly Agree Total (Table-32)

8 10 36 30 16 100

8.0 10.0 36.0 30.0 16.0 100.0

8.0 10.0 36.0 30.0 16.0 100.0

8.0 18.0 54.0 84.0 100.0

It is quite clear from above that problem related to packaging is not big concern.

Q11. Would you recommend the product of Dettol to others?

Frequency

Percent

Valid Percent

Cumulative Percent

Yes No Total (Table-33)

54 46 100

54.0 46.0 100.0

54.0 46.0 100.0

54.0 100.0

The company should work on this why the people are not suggesting the product to Dettol to others. They should work on feedback system so that no response can change to yes response. Descriptive Statistics:

It is basically states about maximum, minimum, mean, and standard deviation taken as respondent filled by respondents. Mean-Mean is one measure of the central tendency either of a Probability distribution or of random variable characterized by that distribution. Interpretation Mean An average value Standard Deviation-shows how much variation or dispersion exists from the average (m, or expected value The Mean gives the basic idea about the customer think about the brand Dettol: People think that hygiene is a factor that they like the most

Descriptive Statistics(Table-34) N Rate the following on the 1-5 scale: Hygiene Rate the following on the 1-5 scale: Freshness Rate the following on the 1-5 scale:Convience Rate the following on the 1-5 scale: Price Rate the following on the 1-5 scale: Packaging Valid N (list wise) 100 100 100 100 100 100 Mean 3.6500 3.3600 3.4200 3.2200 3.3600 Std. Deviation 1.31330 .89352 1.05582 1.18560 1.11482

Crosstab:

It is a statistical tool that helps to create contingency table. They provide basic picture that shows interrelation between two variables can help to find the interaction in between. They are used widely in research also.

Q1. Are you aware about the brand Dettol? * How did you know about the Dettol? Television Cross tabulation

How did you know about the Dettol? Television Yes Yes Are you aware about the brand Dettol? No Total (Table-35) 1 80 0 20 79 No 20

Total

99 1 100

It is clearly seen that around 79 of people comes to know about Dettol through Television. Q1.Are you aware about the brand Dettol? * How did you know about the Dettol? Friends Crosstabulation

How did you know about the Dettol? Friends Yes Yes Are you aware about the brand Dettol? No Total (Table-36) 0 44 1 56 44 no 55

Total

99 1 100

It is clearly seen that around 44 of people comes to know about Dettol through help of friends.

Q1.Are you aware about the brand Dettol? * How did you know about the Dettol? Radio Crosstabulation

How did you know about the Dettol? Radio Yes Yes Are you aware about the brand Dettol? No Total (Table-37) 1 32 0 68 31 no 68

Total

99 1 100

It is clearly seen that around 31 of people comes to know about Dettol through Radio. Q1. Are you aware about the brand Dettol? * How did you know about the Dettol? Others Cross tabulation

How did you know about the Dettol? Others Yes Yes Are you aware about the brand Dettol? No Total (Table-38) 0 38 1 62 38 no 61

Total

99 1 100

It is clearly seen that around 38 of people comes to know about Dettol through other sources such as newspaper.

Chapter:5 Conclusions & recommendation:

5.1 Findings: The findings are obtained from the survey are as follows: 1. People are well aware about the brand Dettol. 2. As Dettol is considered as a market leader in antiseptic liquid :this is proven from the respondent survey. 3. The company should work on promotion activities in: Plaster Shaving Cream and even Dish Wash also. 4. People quite relate the product of Dettol with Hygiene Factor. 5. Company should work on fragrance factor.

5.2 Conclusion:

On the basis of data collected and analyzed it is found that the customers are aware about the products of Dettol. The usage of this is all set to increase among the customers regarding benefits. Though Dettol is making a effort to promote their product such as by conducting the campaigning . If the company gets higher market share so they have to make aware about their product category by spreading such information to their relatives, friends, and colleagues as well. The study says if one having good experience then they it would lead to positive word of mouth and as well as positive referrals of their different product category.

5.3 Limitation:

Dettol is considered as a market leader in antiseptic liquid and also have good presence in soap and which is to some extent in body wash . But they are lacking in some. Every research is

conducted under some constraints and this research is not an exception. Limitations of this study are as follows:1. There were several time constraints. 2. The study is limited to areas of Delhi and NCR only.

3. The sample size of only 100 was taken from the large population for the purpose of study, so there can be difference between results of sample from total population.

5.4 Recommendations: They should work on promoting that product category that they are failing to do it such as Plaster, Dish wash. They can improve on quality, packaging, pricing attributes.