Length, Width and Depth of Dettol

INTRODUCTION

Decision to launch, 1932, by the name of PCMX Was launched in 1933 in US as Dettol, the germicide Launched in India in 1936 Faced stagnation by 1980 and decided to diversify Introduced Soap in 1981. Failed. Turnover: 1991- 30 Cr, 2007- 400 Cr Embraced Umbrella Branding

Width, Length and Depth

WIDTH: No. of product lines a company offers LENGTH: Segmentation offered by a company in a product line
DEPTH: Variants offered in each product line

PRODUCT MIX

HANDWASH

PLASTER

SOAP

SHAVING CREAM

BODY WASH

LIQUID ANTISEPTIC

Dettol Hand Wash

Dettol plaster

Dettol Soap Original

70gm 120gm

Dettol shaving cream

Dettol Body Wash Original

Dettol antiseptic liquid Dettol antiseptic liquid

50ml 200ml 500ml

Original
200ml 250ml 1000ml

Original

100gm

125ml

Skincare
200ml 250ml 1000ml

Skincare

Skincare

70gm 120gm

125ml

Sensitive
200ml 250ml 1000ml

Cool
70gm 120gm

CUSTOMER SURVEY ANALYSIS

No. of customers using dettol
Customer Preference

Ghaziabad (Vaishali)

24%
Dettol Antiseptic Savlon Antiseptic

29% 71%

Yes No

Delhi (Rohini, South Ex)

Noida (Sect- 18, 27, 29)
76%

Antiseptic Soap Preference

Dettol minus Antiseptic Quality?

18%

14%
68%

Dettol Savlon Lifebuoy

SAMPLE SIZE:50 38% 62%

yes No

CUSTOMER SURVEY ANALYSIS

Q: Products not available under Dettol
Soap

Products Anticipated
Cosmetics Condoms Hair Care Toothpaste Tile/Toilet Cleaner Others

Shaving Cream Tile Cleaner

Hand w ash

Plaster Toothpaste 0 5 10 15 20 25 30

0 2 4 6 8 1012141618

Retailer Survey Analysis

SAMPLE SIZE:20

BCG MATRIX OF DETTOL

Body Wash Body Wash

CASH COWS

CONCLUSION

Problem with Diversification

Marketing Strategy is not uniform

Major sales come from Soap, Antiseptic liquid and Hand Wash Should foray in the haircare and cosmetics segment

PRESENTED BY:

6 MARKETEERS

1)Ankit Maheshwari 2)Ankita Sharma 3)Abhishek Changal

4)Sushant Vashisht
5)Samir Thacker

6)Faraz Husain