Plaster

Shaving cream

DETTOL
SOAPS

Antiseptic liquids

Ashish Banka (36) Vikas Swami (161) Vivek Singh (169) Yogesh babu P K (173)

Dettol Be 100% Sure

Dettol was first used in UK maternity hospitals in the early 1930s, shortly in 1933, with the endorsement of medical profession, it was launched to the general public

Launched in 1933 in India in the Antiseptic liquid form as a treatment for cuts and wounds
An Iconic Brand of Reckitt Benckiser Consistently voted as the Most Trusted Brand in India, currently ranked 48th The Brand completed 79 years of protecting families from illness causing germs recently

Dettol Be 100% Sure

Dettol started its journey as the cuts and wounds brand in the country, over the years it has taken over the role of protector from germs in every situation Dettol has major presence in home and personal care, surface care, fabric care, hygiene and healthcare It is a brand which offers a set of rational and emotional benefits to consumer, who therefore perceives it as Doctor Friend for their families Currently it is a 900crore Rupee Brand Approved by Indian Medical Assosiation

Market share of Dettol

others savlon 7%
10%

dettol 83%

What Dettol is to People?

Safety

Healthy

care

First Aid

Knee scar

Infection 100% Sure

Germ Free

Smell

SWOT Analysis
High market share of antiseptic liquid Brand loyalty Most trusted Brand High quality at affordable prices The brands Germ-kill heritage (brown liquid) is seen as strong and adds on trustworthiness (RTB) Despite excellent product, limited penetration in rural markets Competition from other similar products means stagnant market share Poor marketing strategies for Dettol Shaving Cream & Dettol Talc Burning sensation of Antiseptic liquid

Leverage the powerful brand equity associated with the Dettol Brand to make it an everyday use proposition. Tie-ups with schools, hospitals, hotel chains etc Better penetration in rural markets and emerging economies Dettol Water Purifier due to increase in epidemics Opportunity to capture the shaving cream segment

Other main players in the antibacterial category Other emerging players and alternatives available Competitive Pricing Attractive Packaging of competitor products Good Advertisements by competitor

There are mainly seven brand elements are there.

1. 2. 3. 4. 5. 6. 7. Brand Name URL Logo & Symbol Character Slogans Jingles Packaging

Marketers are using these elements, not all, in mixture according to their products.

Characteristics of Brand Dettol

Consumers recognize the smell, enough to refer to a medicinally clean room as Dettol like smell.

Smell Tagline
Be 100% sure

Amber gold colour

Color association

The Logo
Has SWORD: a symbol for fighting germs and infection

Clouding Effect
That appears when added to water

Dettols Packaging
The Green and White colors are associated with hospitals

Dettol name is used because definition of name itself shows it use. Def:- A type of liquid antiseptic used especially for preventing
wounds from becoming infected and for killing bacteria. Ref:- http://www.ldoceonline.com/dictionary/Dettol
http://www.oxforddictionaries.com/definition/Dettol

APPROVEED BY INDIAN MEDICAL ASSOCIATION

It is in market from 50ml to 5 liter

50ml 100ml 250ml 500ml to 5 liter

It is in market
135ml 250ml

Refills
185ml 475ml 900ml

It is in market
35gm 70gm 120gm

It is in market

125gm 250gm

It is in market
- 70gm

It is available in market
15 100

Pricing of Dettol

BRAND Dettol (1ooml)

PRICE Rs.22

Savlon

Rs.22

BRAND Dettol (120g) Lifebuoy (120g) Savlon (45g)

PRICE Rs 29 Rs 16 Rs 20

PRICING OF HANDWASH LIQUID

FORMAT BRAND PRICE

Pump pack
Pump Pack Pouch Fill

Dettol (250ML)
Lifebuoy(200ml) Dettol (200ml)

RS 55
RS 40 Rs 40

Pouch Fill

Lifebuoy (180ml)

Rs 25

COMPETITIVE PRICING STRATEGY

Soap Dettol Savlon Medimix Quantity Price Quantity Price Quantity 75g 16 75g 12 75g 125g 24.5 125g 17 125g Liquid Soap Dettol Fem Quantity Price Quantity 250ml 55 250ml Shaving Cream Dettol Old Spice Palmolive Quantity Price Quantity Price Quantity 30g 24.5 30g 19.5 30g 70g 37.5 70g 36 70g
http://www.final-yearprojects.co.cc/

Price 16 26

Price 55

Price 22 37

Survey Result 100% 85% 72% 74%

% of survey

80% 60% 40% 20% 0%

72% 56%

Preferred antiseptic

Brand Loyalty

Brand Awareness

Attributes

http://www.final-yearprojects.co.cc/

Usage for other Dettol Products

Reason

Reasons for Brand Extension of Dettol

Despite being a strong brand in antiseptic segment it was faced with stagnation. Sales volume was not growing & inventory was stuck with the company & middlemen as it had become a product of first-aid kits of households. Price inflexibility- Restricted revenue as Government kept the product under the purview of price control. So to tackle these problems, RB came out with a marketing strategy to project Dettol as an all-purpose antiseptic liquid.

Success of Dettol soap [bar/ liquid]

SOAP BAR
Growing awareness among consumers regarding health and environment. Dettol Soap was re-positioned in sync with the mother brand proposition of being both functional and emotional. Identified different TGs & launched variants accordingly (Dettol Junior for kids & Dettol SkinCare for women)

LIQUID SOAP
Soap dispenser from Lifebuoy was defective which allowed Reckitt to

introduce Dettol liquid hand wash.

Dettol liquid soap worked because its contemporary and convenient format was a hit with the new age consumer.

Positioning of liquid soap

Non-Metric Perceptual mapping
Dettol liquid soap was positioned as a germ fighting antiseptic soap which was congruent with the image of the parent brand. It was positioned on a hygiene and germ relief promise. Based on the perceptual maps, it can be noted that Dettol is primarily pitted against Lifebuoy as against other brands. Both mainly compete on the hygiene and price aspects rather than other attributes like freshness or fragrance.

Reasons for failure of Dettol floor cleaner (Dettol Gold)

Dettol antiseptic liquid was added in water to clean floor Dettol gold- launched with theme as double action purpose product but it failed. Possible reasons for failure:o Premium Product:- Dettol is a premium product, people would not buy it ONLY for floor cleaning purposes.

o Redundant product: People would buy only one product ( Antiseptic) if it

can serve two purposes. o Same brand for body use & floor cleaning use could have been

unacceptable

Impact of brand extensions on parent brand

o Negative halo effect- but

didnt affect much in dettols case o Decreased focus on the parent brand

o Revitalization of brand o Increase Top line-> Bottom line o Increase in mind share o Increased product variety o Increased usage

Market penetration strategy

GOOD HEALTH BEGINS WITH HYGIENE

http://www.final-yearprojects.co.cc

BCG Analysis

Original Soap

Skincare Soap

Antiseptic Liquid

Shaving Cream Talc

Floor Cleaner

Medicated plaster

Dettol Product Demand Structure

Market Structure
Product Category Market Share Market Value Competitors

Dettol Antiseptic Liquid Dettol Soap Bar

87.5 %

120 crores

Savlon Suthol Lux Godrej Santoor Savlom Lifebuoy Palmolive Fem Savlon Lux Bodywash Palmolive Dove

4.9%

6550 crores

Dettol Liquid Handwash

51%

60 crore

Dettol Bodywash

4%

16 crores

Regional/ Seasonal Demand Check

Price , but Quality of product Communitys common habits

Number of buyers in market

Age structure Climate/ weather conditions Advertisement and sales

Positioning of Dettol Vs. competing brands

Cosmetic Platform
Dove Lux Godrej No. 1 Initial Positioning

Cinthol

VFM
Lifebuoy Dettol Soap

Premium

Antiseptic Platform

Different Campaigns
Initial years was via medical detailing material, print advertisement in popular press and medical journals.

This was followed by TV advertisements centered on first aid application for many years.
In early 2008, the brands communication took another step forward with its Aapka Dettol Kya Kya Karta Hai campaign

Dettol soap variants Periodic advertorials Surakshit parivar

100% attendance

Dettol marketing strategies

Aapka dettol kya kya karta hai?

Summer advertisement

Monsoon advertisement

Winter advertisement

Possible Brand Extension

Dettol after shave: The earlier research showed that most people used a antiseptic lotion after shave. Hence a opportunity. Dettol has already shaving cream so after shave lotion can be launched. To test market we can offer it in small bottles free with shaving cream.

Possible Brand Extension

Antiseptic cream : It can be easily associated with the parent brand as disinfectant.

Dettol travelling soap: New soap variant in small size (30gm) targeting travelers and hotels.

Possible Brand Extension

Water Purifier ???