Santo

or

Lux
Brand Awareness
Top of the mind
Unaided recall
Aided Recall
Brand Loyalty
Switching Cost
Liking
Satisfaction
Commitment
Perceived Quality
Fragrance
Colour
Lather
Cleansing
Beauty Enhancement
Brand Association
Strength of
Association
Uniqueness of
Association
Favourability of
Association
Other Proprietary
Asset
Name
Logo
Slogan
Total Score

Liril

47
50
50

33
40
50

7
20
50

21
82
69
35

22
80
70
33

23
70
63
27

82
72
75
73
67

73
64
70
67
63

76
72
73
73
63

75

69

67

76

64

74

78

73

70

84
80
84
1200

75
64
83
1093

72
68
69
1037

Analysis and findings under each of the 5 dimensions of the 3 brands:

Brand Awareness
It comprises of3 dimensions
1. Top of the mind-As seen from the table, Lux clearly has clearly been more in
top of the mind compared to Santoor and Liril. Respondents were asked to
name one brand of soap which comes to their mind. This contributes
positively towards brand awareness for lux. The least is for Liril. Very less
people remember Liril at the top of their mind when it comes to soap.
2. Unaided Recall-Here too lux has an advantage over the other two brands.
Clearly as seen from the table Lux is ahead of other two brands. In unaided
recall respondents were asked to recall the name of brands of soap which

they know and majority of them recalled Lux, followed by Santoor and then
Liril.
3. Aided Recall- Respondents were shown the pic of the brand and then asked to
recall if they remember. Every brand was recognized by respondent when
they were shown the picture. So it means every brand had their presence in
the market.
Brand Loyalty
This comprises of how loyal the customers are towards the brand. It takes into
account various factors such as when will customers switch to other brand in
terms of switching cost: Price, Effort, time. It also measures the behavioral
aspect as number of other brands purchased, frequency of purchase.
1. Switching Cost-Lux lags behind in terms of switching cost. Liril has the
switching cost. It means that people will switch to other brands than lux if
they do not find lux in store. They are not committed buyers or the buyers
who likes the brand of lux. They are searching for the reason to switch which
is determined as the cost is low.
2. Liking-This is most for the Lux. People who use lux, rate it very higher in
terms of their liking. Respondents were asked to rate the b rand on a scale 15 in tems of liking. Least is for Liril.
3. Satisfaction-Here Santoor leads the way. Lux is on 2 nd in terms of product
satisfaction. Respondents were asked to Rate on scale of 1-5 in terms of
satisfaction of each brand
4. Commitment-Lux is on 1st position in terms of commitment. Again the scale
was used for taking responses. People rate liril as the least commitment
brand.
Perceived Quality
This measures the how people regard the quality of the product. This is of key
importance to understand peoples evaluation on the quality of the product.
After the entire product should deliver value to people and this is for people are
buying the product. So getting a fair idea about this parameter will help the
company to change or improve the quality
Here 5 dimensions were consider in terms of judging the quality of product
1.
2.
3.
4.
5.

Fragnanence
Color
Lather
Beauty Enhancement
cleansing

Lux is leading the way in terms of perceived quality in all the aspects. People
regard lux as highly durable and high in terms of performance, Whereas Santoor
is regarded as 3rd most brand in terms of quality.

Brand Association
Brand association considers users aspect in terms of 3 dimensions
1. Strength of Association-Here the strength of association is measured on
scale of 1-5. The stronger the association is the better is for the brand.
People store the information and process it in their mind. The strength is a
function of how the data is stored in memory and how it is processed. Lux
has the most brand association. People get very associated with the brand
very highly. While Liril scored least on strength of association.
2. Uniqueness of Association-Here too Lux is on number 1 in terms of how
unique the brand association is. The more unique the association is the
more chances that brand is highly related to people. The USP of the
product gives consumer reason to buy the product
3. Favourability of Association-The attributes and benefits related to product
should be fitting with the consumers need. If it fits then only consumer will
find it useful. In case of lux, people find it useful and therefore it is ranked
number one in case of favourability. Liril has been ranked 3 rd in this
scenario.
Other Proprietary Asset
It has 3 dimensions:
1. Name
2. Slogan
3. Symbol
All the dimensions are measured on Attractiveness and Fit. How attractive and fit
the brand is in terms of name, slogan and symbol? Here too Lux has scored
number 1 position in all the dimensions. People think the name Lux, Slogan
and symbol goes with the brand image (Fit). People find it attractive in terms of
appealing and liking. Santoor has scored lowest in category of logo, while liril
has scored lowest in Name and Slogan dimension.