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20926177 Project on Dettol Soap Reckitt and Benckiser

20926177 Project on Dettol Soap Reckitt and Benckiser

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Published by rekha

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Published by: rekha on Jan 14, 2010
Copyright:Attribution Non-commercial


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Project on Dettol Soap Reckitt and Benckiser ACKNOWLEDGEMENTS
Countless thanks to ALLAH Almighty for giving us such extraordinary abilities andmaking us privileged enough to take part in such activities.I would like to thank my teacher Mr. Jawed Salem for his cooperation and help. He fullysupported throughout the class. We express our heartiest gratitude to him. Hiscooperation made this project a lot much easier.We would also like to express our heartiest gratitude toMr. Faisal razi, BRAND MANAGER (Reckitt Benckiser), who provided us with all therelevant information we required.Loads of thanks to our parents, who were and are very supportive and cooperative at alltimes.Reckitt Benckiser views corporate social responsibility (CSR) and sustainability as oneand the same, and is committed to moving its business towards greater sustainabilityacross the economic, social and environmental dimensions of its activities. We believethat a more sustainable business will not only better fulfill our responsibilities to society but also contribute to delivering our vision of better consumer solutions and greater long-term shareholder value. Reckitt Benckiser has in place a Corporate ResponsibilityFramework comprising of our Code of Business Conduct and specific policies, control arrangements and reporting. Thisframework governs how we act in conducting the Company’s business.
STRATEGIES AND OBJECTIVESReckitt Benckiser's objective is to generate above industry average profitable growth by:• Focusing on building the power brands in high growth categories• Geographic expansion of the portfolio• Continuous innovation• Higher investment in brand building• Margin expansion and cash conversion to fund reinvestment in core brands and to growreturns to shareholders.
• Selective add-on acquisitionsDETTOL PORT FOLIODETTOL SOAPSDETTOL LIQUID• For Bruises & Cuts• Insect bites• Washing of clothes• Mopping of floors• Shaving• Bathing• Cleansing of skinDETTOL HANDWASHDETTOL PRICKLY POWDER Available in two sizes 75gm and 200 gmDETTOL MPCA new product Dettol Multipurpose cleaner recently launched and added in the Dettolfamily. Available in two variants floral and citrus. \MARKETING STRATEGYSITUATIONAL ANALYSISSoap is a major consumerable item and there is a huge demand and potential in thismarket particularly the anti – bacterial segment. The anti bacterial market segment hasgrown year on year by more than 7 % percent due to increased consumer awareness andeducation on the benefits of anti-bacterial soaps. As a result, the pie is growing bigger every year.Some uncontrollable situational factors that are faced by the Reckitt Benckiser Pakistanand Dettol soap are as follows,
Demand: Although the demand for Reckitt Benckiser products is very high but whenwe talk about the demand of the Dettol soap the demand is growing in the antibacterialcategory. The market share of Dettol soap is more than 10 % in Pakistan out of the Rs 11 billion soap market.
Competition: There was no direct competitor of Dettol soap at the time of launching buttoday; two brands are directly competing Dettol. Safeguard (P & G) and lifebuoy(Unilever) are direct competitors
Legal/political: these are the uncertainties that are extremely variable in the politicalconditions of Pakistan. Constant political instability does affect the company in terms of  building new relations with new governments all the time.
Social and Cultural factors: the company has to be very careful in the implementationof its promotional campaigns, since the social cultural environment of Pakistan is veryconservative and any suggestive advertisements usually face a lot of negative reactionson the part of the consumer.
Other factors: like the government regulations and technological advancements havehad no significant effect on the product and the company.MARKETING ANALYSISIn the mind of the consumer, anti-bacterial soap should have the following:A product whose core function is to clean skin, making it softer and smoother, whileleaving a feeling of freshness behind. Good perfume and foam combine to deliver thisfreshness experience.The key functional benefit is that it removes dirt, oiliness and other impurities from skin.Germs are not top-of-mind for the average consumer, but are a function of Dirt anddisease. Research led us to know that consumers are largely unaware of the diversenature of ‘jaraseem’. They just know that Germs (jaraseem) are the bad guys. They don’tknow that there are different types of germs.Different antibacterial competitors are trying to own a higher ground by building onalready present germ-kill equity. Like Dettol has given it’s slogan of “Dettol protectsagainst a wide range of unseen germs, including bacteria and viruses”While safeguard is focusing on ‘Din Raat Lagataar Tahaffuz’ which is more powerful inthe mind of the consumer.Lifebuoy is following the “germ buster’s” strategy.

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