& Present

75YearsofDettol
ACaseAnalysisContest

Inassociationwith

TheMarketingClubofMDI

ReckittBenckiserIndiaLtd.:75yearsofDettol

Dettol, the brand synonymous with protection from germs, had for long been voted as Indias most trusted brand. In September 2008, the marketing team of Dettol was reviewing the brands performanceinits75thyearofexistencetoformulateathreeyearplan.Dettolsgrowthtrendhadbeen slowbutsteadyovertheyearsandanumberofinitiativestakenintherecentyearshadstartedyielding results. The brand started its journey in 1933 as antiseptic liquid, but over the years, it has been extendedtoanumberofproductcategoriesliketoiletsoaps,liquidhandwash,liquidbodywash,shaving cream and plaster strips. The growth trend in the last few years had been encouraging with shares showing an accelerated upward growth in most categories, but the team felt share gain could be much faster.Thebrandteamdecidedtofurtherbuildonthegrowthtrajectoryand setitselfavisionarytarget that of doubling Dettols overall share in next three years in the combined market of the product categoriesitispresentin(AntisepticLiquid,Barsoaps,LiquidHandwash,Bodywash). The team knew that it had to address various challenges to achieve its ambitious target viz. consumers saw the need for germ kill only in specific situations, resulting in irregular usage and seasonality. The brand had to fight in a competing environment in which new variants and relaunches wereusedfordrivinggrowth,itwascriticaltodeterminewhat&whereshouldbethebusinessthrustto optimizethemarketingspendandfurtheracceleratethebrandgrowth.

CompanyBackground
Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc., worlds No.1Companyinhouseholdcleaning.ReckittBenckiserPlccameintobeingwiththemergerofReckitt& Colman Plc with Benckiser NV in 1999. The company has operations in 60 countries, sales in 180 countries and has had net revenues in excess of $5.5 billion. Reckitt Benckiser India Ltd (RBIL) manufactures and markets a wide range of products in Personal care, Pest control, Shoe care, Antiseptics, Surface care, Fabric care and other categories. Amongst its many wellknown brands are Dettol, Mortein, Harpic, Cherry Blossom, Lizol, Disprin, Robin powder, Colin, etc. Most of these brands areeithernumber1ornumber2intheirrespectivecategoriesinIndia.
*Unless otherwise stated, all data given in the case refers to trade channel tracked by AC Neilson, supplied by ReckittBenckiserIndiaLtd.

This case is prepared by Prof. Vinod Kalia of Management Development Institute, Gurgaon for the Dettol case study contestorganized by Reckitt Benckiser India Ltd. in association withMDIMarquity.The case is not intended to serve as a source of primary data, or effective or ineffective management. The author would like to thankfully acknowledge inputs from the brand team of Reckitt Benckiser India Ltd. and Ms. Smriti Kataria, Ms. Charuta AmbardekarandMrKaranSood,studentsfromMDIPGPMclassof2009.

ReckittBenckiserIndiaLtd.:75yearsofDettol

RBIL distributes all its products through its common distribution channel, which has a wide and deep reach in the markets and is a key strength of the company. The channel is managed by a well structured sales force, responsible for achieving sales for the entire product portfolio of more than 150 StockKeepingUnits(SKUs).

BrandDettol
The brand Dettol was launched in India in 1933 in the Antiseptic liquid form as a treatment for cutsandwounds. For almostthe first 50years, Dettol was present only as an antisepticliquid.Although it was being used in hospitals and nursing homes for first aid and disinfectant uses like cleaning wards, washing linen, etc. Consumers were also using it for bathing, mopping, shaving and other secondary purposes. While it started its journey as the cuts and wounds brand in the country, over the years it hadtakenovertheroleofprotectorfromgermsineverysituation. DettolAntisepticLiquidhassomestrong,distinctassociationsfirstandforemostisitstrademark smell. Who can miss the characteristic Dettol smell that has been the reassurance to many a childs scrapedknee!ConsumersrecognizethesmellenoughtorefertoamedicinallycleanroomasDettollike smell.Inthebook,PlanningofPowerAdvertising,AnandHalve mentions,Itisasafebetthatyouwill be able to tell the smell of Dettol liquid on a cut with the reassuring tingling sensation which tells you it has begun to work. Savlon on the other does not have the same burning sensation, (and is) very often seenbyconsumersasineffective. The second characteristic is its amber gold color. The third is the clouding effect that appears whenitisaddedtowater. Dettolspackagingis distinct in itsveryownway.Thegreen& white coloursareassociated with hospitals. All Dettol products have a sword on the pack, which is a symbol for fighting germs and infection. Over the years, the clouding action and the sword have become synonymous with the brand andhavebeencreativelyusedinDettoladvertising. Consumers see Dettol as an expert, as something which is effective and versatile and guarantees protection from germs. It has been likened to a bodyguard who protects them from the uncleanandunhygienicoutsideworld.Thebrandsversatilitystemsfrommultipleusesoftheantiseptic liquidwhichoffersprotectioninsomanydifferentforms. Usage of the brand gives rise to many emotions in the consumers minds. From making them feel safe and secure about the wellbeing of their family to making the mother feel that she has done thebestforherfamily,thebrandevokespositiveimageriesandemotions.Thus,itisonlyfittingthatthe brandstaglinesaysBe100%Sure. Over the years brand Dettol has been extended and has made its presence felt in a number of product categories. While Antiseptic Liquid was the category where the brand was born and where it

ReckittBenckiserIndiaLtd.:75yearsofDettol

continuesto commanda dominantmarketshareof85%,itsrevenue growth issignificantlydrivenbyits presence in the other product categories of toilet soaps(or bar soaps), Liquid handwash, Body wash, Shaving Cream and Plasters too (see Exhibit 1 for the complete portfolio). Each of these markets are at varying stages of evolution, so while in one market the brand as the leader had the responsibility of driving overall market growth, in other markets, the brand strategy had been to garner share. Fundamental to all the categories was existence/creation of a consumer need for germ protection satiatedbyDettolstrustedpromise.

MarketsforvariouscategoriesTheAntisepticliquidmarket
The Antiseptic liquid market in India is estimated at Rs. 120 Crores in 2007(see Exhibit 2a for category sales). The market is dominated by Dettol Antiseptic Liquid, which has close to 85% share. Johnson & Johnsons Savlon is the other significant player with a market share of 13%. A few years back, this marketsawintroductionofSutholbrandantisepticliquidfromG.D.Pharma(makersofBoroline).Dettol Antiseptic Liquid is under pricing control of a Govt. authorized body (see Exhibit 2b and 2c for market share&pricing). Communication: Dettols communication in the initial years was via medical detailing material, print advertisement in popular press and medical journals. This was followed by TV advertisements centered onfirstaidapplicationformanyyears. U&A study showed that while First Aid use in the households had a near 100% penetration, many homes were using it for secondary purposes. In order to exploit this potential in 2005, the message strategy saw a shift to communicating secondary usages like adding Dettol to bathing water, disinfecting the floors, nappy rinsing etc. In early 2008, the brands communication took another step forward with its Aapka Dettol Kya Kya Karta Hai campaign that showcased how brand users across the country had formed their own special bond with the brand using it whenever and wherever they feltaneedfordisinfection. Antiseptic Liquid is a wellpenetrated market, given its use in first aid, and is sold in over 16 lac outlets in the country (see Exhibit 2d for distribution details). Over the years, the product has been extended for other disinfection uses like adding to bathing water, disinfecting baby nappies, adding to waterwhilemoppingetc.andatpresentsecondaryusagecontributesmorevolumesofDettolAntiseptic liquidthantheprimaryfirstaidusage. OtherPlayersintheantisepticliquidmarket: Savlon: It is the key direct competitor in the Antiseptic Liquid market. It was launched with no sting with Savlon campaign. It attempted to pull the consumer base towards its product promise of nonsting. In Feb 2005, it started with a new 70% doctors prefer Savlon advertisement with heavy media support. However, brands share has more or less remained stagnant over the years. Since beginningof2007,Savlonhasbeenoffair.

ReckittBenckiserIndiaLtd.:75yearsofDettol

Suthol: G.D. Pharma launched Suthol antiseptic liquid in April 2006 in their stronghold state of West Bengal, which was positioned on soothing sensation, from irritation due to prickly heat, mosquito bites,aftershave,etc.BothTVand printmediawereusedtopromotethebrandinWestBengalduring the launch phase. The brand has shown strong share gain mainly in the East. In 2007, the brand was rolled out to other states, with heavy print support in Delhi & West Bengal, but with little success beyondEast.

MarketsforvariouscategoriesTheBarSoapMarket
The Bar Soap Market in India is worth Rs. 6550 Crores (see Exhibit 3a for category size). With a 100% penetration, the soap market has been volumetrically stagnant in the last few years. However, value wise, the market has been growing owing primarily due to price increases and to some extent a movement from economy brands to brands that are midpriced or premium priced (see Exhibit 3b for categorydrivers).TheIndianbarsoapmarkethasalargenumberofplayersthatusedifferentappealsto connect with their consumers. The market can be classified into about ten different appeals such as Beauty, Health, Fairness, Freshness, Herbal, etc. While the market is dominated by beauty players (52% share), health platform constitutes approximately 23% of the total market (see Exhibit 3c for share and salesofthedifferentclassificationsofsoaps). DettolSoapwaslaunchedinIndiaintheearly80s.Thelaunchwasbasedonconsumerfeedback on Dettol Antiseptic Liquid, where secondary usage of the product always came up. Since many consumers used Dettol in their bath water, the company thought of offering Dettol in a more convenientformofsoap. Dettol Original was the launch soap, which initially found limited acceptance from consumers. Its sales picked up after a changed positioning (please refer Communication section for details). By 2000, it saw limited success but its market share had started stagnating. Research on brand equity revealed that while Dettols equity remained very strong on germ protection, the products relevance in the consumers choice for a bathing soap was getting limited. It was also gathered in the consumer researchthatwhileloyalistslovedDettolsoapforits trademarkfragrance,itwasbeingrejectedbyabig chunkofconsumersasaregularbathingsoapbar. The brand team felt a need to launch variants in Dettol Soap given that sensorial measures like fragrance, moisturized soft skin, etc were key drivers when it came to consumers choosing their soap brands.DettolSkincaresoapwasthuslaunchedinJanuary2004Awhitecoloredsoap,offeringDettols protection with moisturizers to nourish the skin. This was followed by the third variant Dettol Cool in February 2006, which offered trusted Dettol protection with menthol to help feel refreshed and revitalized. Dettoloccupiesa4.9%share(Fullyear2007)inthismarket.ItsmajorcompetitiorsareLifebuoy, Lux, Santoor, Savlon, Godrej No 1, etc (see Exhibit 3d for value & volume brand shares). The stronghold

ReckittBenckiserIndiaLtd.:75yearsofDettol

anddominanceofthesebrandsandtheirdistribution,variesacrossregionsandurbanandruralmarkets (see Exhibits 3e and 3f for regionwise value shares and distribution for major brands).While some brands are strong across the market, others have their strongholds in only some of the regions in the country. Dettol variants have contributed incrementally to Dettol soap sales and now make up about 25% of total Dettol soap sales. However, given its heritage and years of existence, Dettol Original Soap continues to be the lead variant, and top of mind when it came to Dettol Soaps (see Exhibit 3g for variantcontributionforDettolandsomemajorcompetitors). To suit the needs of different consumers, Dettol and its competitors are available in different packsizesandcombopackoffers(seeExhibit3hforpacksizewisecontribution). Pricing also plays a big role in this market that can be segmented as economy, midprice and premium. Each player is present in different sizes, and hence tries to straddle different pick up prices. Dettol soap has a premium price versus other key players in the market. This has limited Dettol penetration in the lower end of the market. To overcome pricing barrier, small pack was launched in 2007,pricedatRs.6.Thishelpedingainingfurthershare(seeExhibit3iforpricingdetails). Household penetration and consumer preferences towards Dettol vary across regions and seasons(seeExhibits3j,3kand3lforBrandDettolseasonality,reasonsforusageanddislike). KeyPlayersinthesoapmarket: Lifebuoy: Post a major positioning change in 2002 from male victorious health to family health in the bar soap market, Lifebuoy relaunched itself in March 2004 with improved product and new claim of 100% better germ protection*, and since then has been trying to make strong its equity on germ protection through various communication and new product launches. In February 2005, Lifebuoyhas launchedanewcampaignaddingalayerofsocial goodinitscommunicationwithatagline of Have no Fear. In November 2007, another new ad was launched comparing vs. beauty soaps in general. Lux: It relaunched itself in 2004, with better packaging graphics and upgraded variants in line with the global range. It was highly visible onair with a range of Aishwarya Rai copies. Post decline of share in early 2005, Lux launched a new campaign in Sep 2005 with Shahrukh Khan and four prominent film actresses to commemorate 75 years of Lux, via special Promo packs & new pack graphics. In Feb 2007, it again launched a new campaign, Surat bhi, Khoobsurat bhi. It launched new variant copies in Q2,2008(Peachcream&Strawberrycream)offeringfruitbasedskincare. Santoor: It comes up with regular renewal of its copies (one every year) communicating skin thatlooksyoungerthanitsageproposition.ItlaunchedanewwhitevariantinSeptember2007.

ReckittBenckiserIndiaLtd.:75yearsofDettol

Savlon:Inthesoapcategory,itispositionedontheGentleProtectionproposition.Itssharehas remainedflatat0.6%overtheyears. Godrej No. 1: It has had a very lowkey TV activity, relying mostly on regional print in select states.ItfrequentlyairsadvertisementfeaturingpopularsoapstarJassi. DettolsCommunication: DettolOriginalsoapwaslaunched ontheplatform ofMildand gentleskincarewiththe selling proposition as Give yourfamily theloving care of Dettol Soap.However,thebrand failed totakeoff sinceamildsoapfromtheDettolstabledidnotmakesense.Evenaftertwoyearsoflaunch,Dettolsoap couldnotmakeitspresencefelt. In mid 80s, an exhaustive consumer research was undertaken with the objective of finding reasonsfordissatisfactionamongconsumerandtheresultwastheunderstandingthataconsumerneed platform has to be built for a special bathing soap based on Dettols core strengths and not on the mild andgentleskincareplatform. After indepth consumer research, it was seen that consumers were open to the idea of using Dettol Soap when they faced extreme dirt conditions. Hence, it was felt that Dettol Soap needs to be positioned for occasions that are special, but not rare in everyday life. These could be based on exposuretodirtandgerms,pollution,heat,sweatetc. Another challenge was to create a positioning that managed a fine balance between a cosmetic andtherapeuticmedicatedposition.Thefinalpositioningthatwasdecidedwas: Dettol protection comes to you and your family in the form of soap for those daily occasions when a specially clean germicidal bath is necessary. WHEN NO ORDINARY BATH WILL DO DETTOL SOAPTHE100%BATH The advertising was thus developed along these lines and Dettol Soap was relaunched. The advertising clicked with the consumer. Dettol soap sales reacted very positively to this new communication. Dettol sales grew year after year, with communication being renewed periodically to keepconsumerinterestinthebrandpromisealive. Over the years, the communication was moved along this gradient of educating consumers, on how they pick up germs throughout the day and only Dettol soap can give the required protection everyday.Researchshowedthattherewashugehandwashusageofthebrandandmoreovertheusage was highly seasonal with highest usage seen in peak summer and monsoon months when consumers felt visibly dirty and hence associated the period with the presence of germs. The result was that while a high number of consumers used Dettol soaps during specific germy situations, they moved out of the

ReckittBenckiserIndiaLtd.:75yearsofDettol

brand to the regular soaps in the market once the felt need for germ protection was over. Moreover, while consumers accepted that germs might be presented, the linkage of germs to the illnesses they causewaslimited. In order to address this, a new educative campaign, was launched in 2007 with the objective of driving everyday relevance of Dettol soap. As part of this campaign, seasonal hooks were used to establish germ relevance summer, monsoon, and winter. Consequences of germ pick up were more explicitly voiced. Dettol soap witnessed a sharp surge in sales with the new advertisement (see Exhibit 3mforsoapcommunication).

MarketsforvariouscategoriesTheLiquidHandwashMarket
DettolintroducedtheLiquidHandWashin1994.ItwasknownthatmanyconsumersuseDettolSoapfor cleaninghands.DettolLiquidSoapgavetheconsumersasoapinamoremodernandconvenientformat forhandwash. Inhandwashing,theneedforgermprotectionistopmoston consumers mind.Duetoitsearly and continued efforts in building the segment and given the strength of the parent brand Dettol, this segmentwashistoricallydominatedbyDettolLiquidHandwash. The size of the liquid hand wash market is relatively small Rs. 59 Crores by end of 2007(see Exhibit 4a for market size in volume and value). Although incidence of hand wash in a day is quite high, penetration of liquid handwash is still low in India (estimated as 10% of all Urban House Holds in 2007), bar soaps being typically used for washing hands. The key reasons for low penetration of the category are expensive/low value for money. Amongst users, the motivators are protection from germs followed by convenience of use. Given category building efforts, the penetration has been showing a steadyincrease. Dettols major competitors in this segment are Lifebuoy, Palmolive, Savlon, Santoor, FEM, etc (seeExhibits4bforbrandshares). Thesegmentisbroadlysplitintwoformats: i)DispensingFormat:PumpPacks ii)RefillingFormats:Refillsizes(varyingfrom200mlto5ltr) The category evolution has been based on the increasing penetration of the Pump pack over a period of time. The dispensing pack dominated the market with over 60% contribution (2005). Over the lastthreeyears,therefillsegmenthasflourishedasregularconsumersrepurchasetherefillpackafter enteringintothesegmentviathePumppack.However,theawarenessforrefillpacksisstilllow.Alarge base of consumers still repurchases the Pump pack instead of using a refill pack (see Exhibit 4c for pricingdetails).

ReckittBenckiserIndiaLtd.:75yearsofDettol

In building the segment, Dettol has played the role of the market leader and the innovator. In 2005, it was the first player to launch the Pouch refill pack. As the market evolved and the Pouch refill segmentgrew,alltheothercompetitorsenteredthepouchrefillsegmentin2007. Similarly, the latest product innovation offering from Dettol has been the launch of the small pumppack,atalowerpickupprice,inthefirstquarterof2007. There are multiple product innovation opportunities from the international stable of Dettol handWashwhichthebrandteamisevaluatingforfuturelaunch. As per consumer research, the number 1 category driver for hand washing has been need for protection from germs. Additionally, consumers look for product attributes like nice fragrance and softness. Another characteristic of the hand wash market is its disproportional dependence on the Moderndistributionchannel,ie.Selfservicestores. Close to 25% of the category business comes from this channel. The selfselect environment of the target consumer has multiple implications for the brand. Variants become a key driver for widening theconsumerchoicesetinsuchashoppingpattern. Dettol Liquid Hand wash currently has three variants, namely, Original, Skincare and Sensitive. OtherplayersalsohavemultiplevariantswithLifebuoyhavingfourandFemhavingeight. Theliquidhandwashportfolioissoldviaallthreedistributionchannelsofthecompany,namely: (a)ModernTradeselfservicechannel(b)DirectDistributorsinlargetowns(c)SubStockistnetworkfor reachintosmallertowns. ThedistributionforbothcategoryandDettolHandWashhasbeenonarisingcurvewithmore thanthreelacoutletsstockingthehandwashsegment(seeExhibit4dfordistributiondetails).. PlayersintheMarket: Lifebuoy: It became a serious player in Liquid handwash market in Q3, 2006. Its share went up from 9.3% to 19.8% for the year 2007. Positioned on a protection from germs platform it carries the tagline of have no fear in the Liquid handwash segment too. Other than Dettol, it is so far the only significant player that invests in the category. With media support and strong promotional support, supportingitsrelaunch,ithasmadequickgainsinthissegment. FEM:Fem,fromIvorychemicals,washistoricallythekeybrandinliquidsoapcategory.Itusedto be the strong number two brand until recently. However, it has lost share heavily since the Lifebuoy Handwash relaunch. The brand is positioned on the platform of soft hands and moisturizing care of Fem. In 2007, it launched a premium range of products under a sub brand of Fem Cool Angel (three variants,pricedatRs.79/for250mlpumppack).

ReckittBenckiserIndiaLtd.:75yearsofDettol

Palmolive:PalmolivelaunchedhandwashinOctober2003withapremiumpricingandimported stocks. In Oct 2006, they dropped prices from Rs. 90/ for 300ml Pump to Rs. 55/ for 250ml Pump. Whilethebrandissupportedbypromotionsmainlyinthemoderntrade,itisnotactiveonair. Savlon: It launched itshandwashin March 2005 onthegentle protection platform.It currently hasa2%share.Itisnotsupportedonair. Santoor: As a strong player in the bar soaps market and with a high marketshare in the South, SantoorlaunchedtheLiquidHandWashinJanuary 2007,along withmediasupport.Postthat,thebrand hasbeenoffair. The liquid hand wash category has seen a sharp increase in the competitive environment with new players entering in 2007 and big brands like Lifebuoy getting active. As the liquid handwash category grows, given the usage of single product for handwashing and bathing in many homes, more and more bar soap players are launching liquid handwash. Chandrika & Margo are two such new entrants,butwithnostrongmarketingsupport,theyareyettomaketheirpresencefelt. Communication: Dettol hand wash communication has always focused on the core brand positioning of protectionfromgerms.Overtheyears,themessageofneedforhandwashingandtheriskofgermshas been highlighted in various daily germ pick up situations (see Exhibit 4e for the 20052007 advertisements).

MarketsforvariouscategoriesTheBodywashMarket
Dettol bodywash was launched in 2005 for further penetration into related categories and progression intotheurbanmarket. TheBodyWashmarketisasmallbutfastgrowingcategory.ItscategorysizewasRs.16Croresin 2007.Forthelast3years,theCAGRhasbeennear30%(seeExhibit5aforcategorysize). The marketisdominatedbyafew keyplayersnamely,LuxBody Wash,PalmoliveandDove (see Exhibit5bforvolumeandvaluebrandshares). The current user profile of Body Wash is upper SECs who reside mainly in Metros. The user profile currently also has a slight female skew and the association of the product usage is with feelings of indulgence and pampering oneself. The category is considered premium due to its high priced products(referExhibit5cforthepricechart). Given the size of the market, the support behind the category has been overall at a rather low level.TheoverallpenetrationinIndiaisameagre1%.However,trendsinothersemidevelopedmarkets

ReckittBenckiserIndiaLtd.:75yearsofDettol

show that shower gels clearly the bodywash market of the future. In many developed countries, use of soapischangedtobodywashformat(almostto50%). Playersinthemarket: Lux:ItlaunchedtheMTVrangeFridayNightFeverandranspotsonMTV Palmolive:IthaslaunchedtheSparangewithtwovariantsThermalandFirming Dove:Haspickedupinthebodywashmarketandlaunchedanewproductin2007 Communication: Lux Body Wash did a big bang advertising launch in 2004 with celebrity endorsement (Kareena Kapoor).Thatyearthecategorygrewby135%. The other advertiser in this segment was Palmolive, which has been advertising on a low but regularbasis.Bothbrandsusednichechannelsandoccasionallyusetargetedmagazines. Dettol launched its campaign in May07 Pleasure for the Senses, Protection for the Body. Currently, Dettol Body Wash is distributed by the company in the top six metros and in the selfservice storesonly.

OtherCategories
ShavingCream:Dettollauncheditsshavingcreamin1996.Thishasalsobeenanothersuccessful extension for the brand. The insight into developing this product came from the use of Dettol Liquid in shavingwater. Plaster:DettolPlasterisanimportantbrandinthebasketsinceitisdirectlyusedinfirstaidand hence adds to the first aid range and core equity of the brand. The major competitor in the category is BandAidfromJohnsonandJohnson. Atthispointintime,thesetwosegmentsarenotthefocusfortheteam.

Otherinitiatives
One of the key challenges on use of Dettol has been low consumer awareness on germ pick up situations. Recognizing the same, the team is evaluating how hygiene awareness can be increased further.Apartfromcommunicationtheinitiativesthatarecurrentlyundertakenare: 1. Dettol Surakshit Parivar: An onground consumer contact program, where young mothers are educatedongoodhygienepracticesandschoolchildrenareeducatedonhandwashhabits.

ReckittBenckiserIndiaLtd.:75yearsofDettol

2. Dettol is working with Global Hygiene council, a council working towards increasing hygiene awareness across countries. The results of and recommendations from the studies done are sharedthroughthemassmedia. 3. Periodic advertorials on good hygiene practices, threat of illnesses, hygiene habits, educational advertorials,etcaresomeoftheotherinitiatives.

LookingAhead..
Brand Dettols growth trend had been steady over the years. In the last few years, there had been an acceleration in its growth, but the team felt that with the right strategies in place, it could leverage the growth momentum it had built in recent past. It was looking forward to finalizing various marketingstrategiesandinitiativestohelpitachieveitsambitiousobjectives.

ReckittBenckiserIndiaLtd.:75yearsofDettol

Exhibit1
ThecompleterangeofproductsunderBrandDettol

ReckittBenckiserIndiaLtd.:75yearsofDettol

Exhibit2
AntisepticLiquidmarket

2a.MarketSize MarketSizeValue(RsCrore) MarketSizeVolume(KiloLtr) 2b.MarketShares 2005 90.1 5719 2006 103.3 6499 2007 120.2 7339

MarketShare(Value) Dettol Savlon Suthol

2005 86% 13% 0%

2006 85% 13% 1%

2007 84% 13% 2%

2c.PricingforDettol&SavlonfordifferentsizesinRs. 50ml 100ml Dettol 10.8 17 Savlon 12.5 19.5

2d.DistributionforDettolin2007

AllIndia NorthernRegion EasternRegion WesternRegion SouthernRegion

Distribution(noofoutlets) 16,07,669 6,03,245 3,80,580 2,37,720 3,86,126

VolumeOfftake(Mn.Litres) 6.43 1.29 1.18 1.40 2.56

ReckittBenckiserIndiaLtd.:75yearsofDettol

Exhibit3
Barsoapmarket
3a.MarketSize Volume(Tons) Value(Rscrore) 3b.Category(Bathingsoap)driversforconsumption 2004 5,35,217 5768 2005 5,37,923 5921 2006 5,43,884 6046 2007 5,47,215 6548

Category Driver : Bar Soap (body)

Trust Pleasant fragrance Brand for me High quality Cleans effectively Modern Leaves skin soft Lathers well Good VFM Is gentle on my skin Ideal for whole family Suitable for everyday Innovative products Lasting fragrance Rinses easily Effective killing germs Natural ingredients Protects against infection Kills viruses Recommended by medical profession 0.2 0.25 0.23 0.36 0.35 0.34 0.34 0.32 0.32 0.32 0.32 0.32 0.32 0.31 0.3 0.29 0.29 0.29 0.29 0.4

Connection Germ Protection Efficacy Value Innovative Experience Gentle

Note:Eachindividualparameterisratedfromascaleof0to1.Theseparametersaregroupedasshown.

ReckittBenckiserIndiaLtd.:75yearsofDettol 3c.ToiletSoapClassification

Salesrevenuesofmajorbrandsin2007

Classifications Baby Beauty Fairness Freshness Haircare Health Herbal Others Skincare TotalToiletSoap

2007value share 2.8% 52.3% 0.7% 3.4% 0.3% 23.3% 8.2% 4.3% 4.7% 100.0%

Majorbrands JOHNSON'S BABY LUX SANTOOR GODREJNO1 BREEZE NIRMA REXONA NIMA JO MYSORE SANDAL DYNA CINTHOL LIRIL LIFEBUOY DETTOL SAVLON HAMAM MEDIMIX MARGO PEARS DOVE

Classifications Baby Beauty Beauty Beauty Beauty Beauty Beauty Beauty Beauty Beauty Beauty Freshness Freshness Health Health Health Herbal Herbal Herbal Skincare Skincare

2007value inRscrore 149.7 1139.5 447.7 427.3 409.4 251.1 194.1 155.1 111.9 96.5 45.9 145.5 71.8 1151.0 322.5 37.7 202.0 175.6 62.4 242.5 68.1

ReckittBenckiserIndiaLtd.:75yearsofDettol 3d.Marketsharesofmajorbrandsbyvalueandvolume

MarketShare Value(%) Dettol Lifebuoy Lux Santoor Breeze GodrejNo1 Savlon

2004 3.7 18 16.8 4.8 7.4 4.1 0.4

2005 3.9 18.4 15.7 5.4 6.7 4.8 0.6

2006 4.3 18.3 17.5 5.9 6.5 5.6 0.6

2007 4.9 17.6 18.2 6.8 6.3 6.5 0.6

Q1'05 3.3 19 16 5.3 6.7 4.5 0.5

Q2'05 4 19 15 5.1 6.7 4.6 0.6

Q3'05 4.4 18 16 5.7 6.9 4.9 0.6

Q4'05 4 18 16 5.6 6.5 5.3 0.6

Q1'06 3.7 19 17 5.2 6.6 5.3 0.6

Q2'06 4.8 18 18 5.9 6.3 5.3 0.7

Q3'06 4.6 18 18 6.3 6.3 5.9 0.6

Q4'06 4.2 18 18 6 6.6 5.9 0.5

Q1'07 3.9 18 18 6.2 6.1 6.2 0.5

Q2'07 5 17 19 6.6 6.2 6.5 0.6

Q3'07 5.6 17 18 6.9 6.6 6.9 0.6

Q4'07 5.2 18 18 7.5 6 6.5 0.5

MarketShare Volume(%) Dettol Lifebuoy Lux Santoor Breeze GodrejNo1 Savlon

2004 2 21.8 14.2 4.1 11.5 5.5 0.2

2005 2.3 22.2 13.5 4.9 9.9 6.6 0.3

2006 2.6 21.6 15.5 5.4 9.5 7.8 0.4

2007 3 20.9 16.2 6.2 9.2 9.1 0.3

Q1'05 1.8 23 14 4.6 10 6.1 0.3

Q2'05 2.3 23 13 4.6 10 6.3 0.3

Q3'05 2.7 22 14 5.2 10 6.7 0.3

Q4'05 2.5 22 14 5.2 9.6 7.2 0.3

Q1'06 2.2 23 15 5 9.6 7.2 0.3

Q2'06 2.9 21 16 5.4 9.3 7.4 0.4

Q3'06 2.8 21 16 5.7 9.3 8.3 0.4

Q4'06 2.6 21 16 5.4 9.7 8.3 0.3

Q1'07 2.3 21 16 5.7 9.1 8.6 0.3

Q2'07 3.1 21 17 6 9.2 9.2 0.4

Q3'07 3.5 21 16 6.3 9.6 9.6 0.4

Q4'07 3.1 21 16 6.8 8.7 9.2 0.3

ReckittBenckiserIndiaLtd.:75yearsofDettol 3e.RegionWisevalueshareofmajorbrands TOILET SOAPSvalue inRscrore* LIFEBUOY LUX SANTOOR GODREJNO1 DETTOL BREEZE PEARS NIRMA HAMAM REXONA MEDIMIX JOHNSON'S BABY CINTHOL NIMA JO MYSORE SANDAL DYNA DOVE MARGO LIRIL 2007 East

AllIndia

North

West

South

6548 17.6 17.4 6.8 6.5 4.9 6.3 3.7 3.8 3.1 3.0 2.7 2.3 2.2 2.4 1.7 1.5 0.7 1.0 1.0 1.1

1581 17.3 13.2 13.1 8.1 10.3 9.1 3.6 2.3 1.9 0.9 1.3 1.2 1.6 1.2 1.6 1.0 0.9 0.9 0.8 0.9

1091 26.4 19.6 8.7 7.3 5.1 2.3 2.7 2.6 2.0 0.9 1.9 1.5 2.3 0.5 1.5 1.1 1.3 1.1 0.4 0.8

1787 18.6 19.4 7.8 5.5 6.4 8.0 3.5 4.1 2.8 2.5 2.1 1.0 2.2 1.3 1.3 0.9 1.1 0.9 0.8 0.6

2088 15.4 13.9 14.6 7.8 7.2 5.1 4.5 4.0 4.0 3.2 3.9 2.0 2.0 1.3 1.0 0.9 1.0 0.6 NA 0.6

ReckittBenckiserIndiaLtd.:75yearsofDettol Geographywisevalueshares(%)formajorbrands

TOILETSOAPSvaluein RsCrores* DETTOL DettolSmallPacks DettolLargePacks LUX LuxSmallPacks LuxLargePacks LIFEBUOY LifebuoySmallPacks LifebuoyLargePacks SANTOOR SantoorSmallPacks SantoorLargePacks

AllIndia Metro 2006 2007

AllIndia AllIndia TownsClass AllIndiaRest ofUrban Rural 1 2006 2007 2006 2007 2006 2007

AllIndia (Urban+Rural) 2006 2007

1,339 1,450 1,012 1,078 1,040 1,140 2,655 2,881 6,046 6.5 7.1 4.9 5.5 4.5 5.5 2.9 3.4 4.3 0.0 6.5 17.9 2.0 15.9 14.1 1.8 12.3 3.9 0.2 3.7 0.1 7.0 18.0 2.2 15.8 13.1 2.0 11.0 4.9 0.4 4.5 0.0 4.9 17.7 2.3 15.5 14.7 2.5 12.2 6.2 0.5 5.7 0.1 5.4 18.8 3.0 15.8 14.0 2.8 11.2 7.0 0.8 6.1 0.0 4.5 16.1 2.1 14.0 16.5 2.7 13.7 4.7 0.4 4.3 0.1 5.4 16.5 2.4 14.1 15.5 3.0 12.6 5.7 0.6 5.1 0.0 2.9 17.8 4.7 13.2 22.6 7.0 15.6 7.2 0.9 6.3 0.1 3.3 18.8 5.9 12.9 22.0 7.7 14.3 8.2 1.5 6.7 0.0 4.3 17.5 3.2 14.3 18.3 4.3 14.0 5.9 0.6 5.3

6,549 4.9 0.1 4.8 18.2 4.0 14.2 17.6 4.8 12.8 6.8 1.0 5.9

*Note:Figuresareroundedoff

3f.Distributionforthetopbrandsintermsofnumberofoutlets(table1);noofdealers(table2) Table1 Bodysoaps Dettol Lifebuoy Lux Santoor Breeze GodrejNo1 Savlon 2004 57,29,961 20,43,810 40,37,418 36,97,472 11,63,726 26,08,078 10,71,294 5,90,696 2005 59,14,089 19,28,221 42,60,275 38,57,883 12,35,822 26,41,925 12,29,297 6,53,858 2006 60,75,797 18,95,077 45,08,039 42,65,473 13,16,524 24,74,234 13,84,032 5,61,717 2007 62,44,942 21,96,611 46,24,383 42,21,792 14,29,301 24,10,057 14,81,902 6,07,843

ReckittBenckiserIndiaLtd.:75yearsofDettol

Table2

AllIndiaMetro

AllIndiaTownsClass1

AllIndiaRestofUrban

AllIndiaRural

AllIndia(Urban+Rural)

TOILET SOAPS DETTOL Dettol Small Packs LUX LuxSmall Packs LIFEBUOY Lifebuoy Small Packs SANTOOR Santoor Small Packs

2006

2007

2006

2007

2006

2007

2006

2007

2006

2007

7,10,977 54.7

7,65,497 57.5

6,81,077 47.1

7,16,910 48.8

9,72,667 41.3

9,74,185 46.7

37,11,031 21.1

37,88,334 25.1

60,75,773 31.2

62,44,918 35.2

0.2 83.6 46.1 80.9

7.5 82.3 43.9 80.2

0.4 76.2 38.9 76.8

5.6 73.7 32.2 71.2

0.4 70.1 26.2 72.0

4.2 69.5 25.6 69.5

0.2 66.6 29.3 73.0

3.7 63.0 29.6 74.5

0.2 70.2 30.0 74.2

4.5 67.6 29.5 74.0

42.1 32.8

50.2 32.8

35.9 27.1

40.0 28.4

30.3 20.5

39.7 21.8

41.8 18.8

49.6 20.1

39.3 21.7

47.0 22.9

10.6

12.6

10.1

11.9

5.8

7.5

9.7

11.9

9.2

11.3

ReckittBenckiserIndiaLtd.:75yearsofDettol 3g.Variantcontributiontomarketsharesforkeyplayers Dettol Cool SkinCare Original Lifebuoy SkinGuard ClearSkin DeoFresh Nature Care Total/Strong Lux Pink White International Black FestiveGlow Aqua HautePink WhiteGlow CrystalShine Provocateur 2005 8.5 4.7 0.9 0.9 0.7 0 0 0 2006 7.9 6.4 0.9 0.7 0.9 0.6 0 0.1 2005 0 0.2 0.9 0.7 1.7 14.9 2006 0 0.3 0.7 0.9 1.3 15.1 2005 0 0.5 3.3 2006 0.3 0.5 3.5

2007 0.5 0.5 3.8

2007 0.1 0.3 0.4 0.5 1.3 15

2007 7.7 7.1 0.8 0.6 0.5 0.7 0.4 0.3 0.1

ReckittBenckiserIndiaLtd.:75yearsofDettol 3h.PacksizewiseContribution PackSize 050g 75g 90125g 150g Multi/PromoPack Total 3i.Pricechartforkeyplayers Dettol Lifebuoy Lux Size(g) 35 70 120 42 90 115 45 75 100 125 Category 16% 11% 39% 3% 32% 100% Dettol 3% 45% 12% 0% 40% 100% Lifebuoy 28% 1% 55% 0% 16% 100%

Lux 24% 11% 52% 2% 12% 100%

Santoor 16% 0% 70% 3% 11% 100%

MRP(Rs.) 7 18 29 5 12 14 5 10 17 21.5

ReckittBenckiserIndiaLtd.:75yearsofDettol 3j.BrandDettol:Seasonality

Note:ThegraphsshowatrendinhouseholdpenetrationofDettolinurbanareasandvalueshare(actual& expected)inthesoapmarket

ReckittBenckiserIndiaLtd.:75yearsofDettol 3k.RegionwiseseasonalityforDettolsoapconsumption

ReckittBenckiserIndiaLtd.:75yearsofDettol 3l.Dettol:Reasonsfordislike(ifany)

Note:Thebaserepresentsthenumberofrespondentsinterviewed,whiletheotherfiguresinthetableindicate percentageofrespondentswhohavegivenaparticularreasonfordislike

ReckittBenckiserIndiaLtd.:75yearsofDettol 3m.CommunicationforDettolsoaps

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ReckittBenckiserIndiaLtd.:75yearsofDettol

Exhibit4
LiquidHandwashmarket
4a.MarketSize MarketSize(Value,Rs.Crore) MarketSize(Volume,Kiloltr) RecentQuarters MarketSize(Value,Rs. Crore) MarketSize (Volume,Kiloltr) 4b.Marketsharesofleadingbrands Yearly Dettol Lifebuoy Fem Savlon Palmolive Santoor RecentQuarters Dettol Lifebuoy Fem Savlon Palmolive Santoor Q1'06 54% 8% 29% 2% 4% 0% Q2'06 54% 8% 29% 3% 4% 0% Q3'06 56% 11% 26% 2% 3% 0% Q4'06 53% 14% 21% 1% 5% 0% Q1'07 50% 17% 21% 1% 7% 1% Q2'07 50% 19% 19% 1% 7% 2% Q3'07 51% 20% 16% 1% 7% 2% Q4'07 50% 23% 11% 1% 7% 2% 2004 53% 0% 29% 13% 0% 2005 58% 4% 27% 2% 6% 0% 2006 54% 10% 26% 2% 4% 0% 2007 51% 20% 17% 1% 7% 0% Q1'06 Q2'06 Q3'06 Q4'06 Q1'07 Q2'07 Q3'07 Q4'07 2004 26.3 1430 2005 27.8 1626 2006 39.4 2185 2007 58.7 3236

8.4 478

9.4 513

9.9 542

11.8 651

13.9 764

13.9 758

15.8 865

15.2 850

ReckittBenckiserIndiaLtd.:75yearsofDettol 4c.PriceChartforvariouspacksizes Format Brand Dettol Dettol Lifebuoy Fem Palmolive Santoor Dettol Lifebuoy Fem Palmolive PouchRefill Santoor Dettol Lifebuoy Fem Palmolive LargeRefill Santoor MRP 55 38 40 55 55 55 30 25 29.5 35 27 150 125 159.5 150 150

Size(ml) 250 135 200 250 250 250 200 180 200 250 180 1000 900 1000 1000 1000

PumpPack

ReckittBenckiserIndiaLtd.:75yearsofDettol 4d.AvailabilityTrendwithrespecttothenumberofoutlets
150000 350000 300000 250000 200000

100000 50000 0

'0 6 Ja n' 07 M ar '0 7

'0 6 Se pt '0 6

ay '0 6

Ja n' 06 M ar '0 6

ay '0 7

y' 07

'0 7 No v

LHW

Dettol

Lifebuoy

Fem

Se pt '0 7

Ju l

Palmolive

*LHWstandsforLiquidhandwash

4e.Communication

2005 2006 2007current

Ja n' 08 M ar '0 8

Ju l

No v

ReckittBenckiserIndiaLtd.:75yearsofDettol

Exhibit5
Bodywashmarket
5a.MarketSize Value(Rscrores) Volume(kiloltr) 5b.Marketsharesformajorbrandsbyvalueandvolume MarketSize(Value) Palmolive Dove Lux FiamaDiWills Fa Dettol MarketSize(Volume) Palmolive Dove Lux FiamaDiWills Fa Dettol 5c.Pricechartformajorplayers 2004 52% 38% 2004 50% 39% 2005 44% 5% 42% 4% 2005 43% 4% 45% 4% 2006 41% 5% 44% 6% 2006 37% 3% 50% 7% 2007 37% 15% 41% 4% 2007 36% 12% 45% 4% 2005 9.2 329 2006 12.2 436 2007 16.3 580

Brand Lux Lux Palmolive Palmolive Dove Dettol Dettol

Size(ml) 250 125 250 130 250 250 125

Price(Rs.) 70 40 90 45 125 85 45

Per100ml 28 32 36 34.6 50 34 36

PriceIndex* 100 114 129 124 179 121 129

*Note:Consideringthecheapestper100mlpackas100,thepriceindicesforcompetitivebrandsinvariouspack sizeshasbeencalculated.