1

ANALYSIS OF INCIDENCE OF
GENERICIDE FOR DETTOL

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QUESTIONNAIRE RESPONDENTS
• Total respondents: 160
 Retailers: 76
 Consumers: 84

Region wise Distribution Region wise Distribution

(RETAILERS) (CUSTOMERS)

12% Delhi 8% Delhi

Bangalore Bangalore
13% 13%
Aurangabad Aurangabad
Mumbai Mumbai
11%
63% 12% 68%
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RETAILER SURVEY
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Brands stocked at chemist shop Substitution of dettol

No. of retailers
yes no
76 76

41
35%
38

29

17
65%
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Overwhelming response showing

Savlon and Dettol are the most well that majority of the retailers do not
stocked brands of Antiseptic liquid, substitute Dettol with any other
displaying the strength of their brand of antiseptic liquid. Thus any
distribution network. impetus to genericide from the
retailer’s end is minimal.
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Substitution brands Reason for Substitution

7
7 margin distribution
6 quality other reasons
6
5
4
3
2 50% 50%
1
0 0 0
savlon suthol
germol any
other
The reason for substituting Dettol
The respondents who do substitute was either better margins from the
Dettol with other brands mainly do other brand or better distribution
so for Savlon followed by Suthol. network.
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90% of the retailers felt that

Insist on DETTOL ONLY
more than half of the Dettol
1-25% 25-50 % 50-75 % 75-100 % buying customers were
4% adamant on buying brand
6%
Dettol only, instead of the
substituted brand. Thus
showing a very high level of
49% brand loyalty for Dettol. This
41% also reduces the possibility of
any other brands piggybacking
on the Dettol name to increase
their market share.

Retailer’s’ survey shows that there is no incidence of GENERICIDE in the

case of Dettol Antiseptic Liquid, and most of the retailers don’t believe in
substituting Dettol with any other brand, and even when substitution
occurs (mostly at General Stores) it is only due to unavailability of Dettol.
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CONSUMER SURVEY
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Realization that Dettol is a How many people ask for

Brand and Not a Product Dettol in place of antiseptic
Category liquid?
YES NO YES NO

11%
28%

89%
72%

Majority of the respondents The use of the name Dettol in place of

antiseptic liquid here cannot be
realized that Dettol is a brand and
attributed to genericide rather it is due
not a product category, thereby to the high consumer awareness of
eliminating any scope for brand Dettol which is coupled with
genericide. high brand loyalty.
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How do customers How often do the consumers

percieve Dettol? get another brand in place of
Dettol?
Safe
Economical Always Often Sometimes Never
Protective
7%
11%
36%

55%

82%
9%

Since the retailer survey has already

Dettol has been successful in
conveying its key message as a
protective and safe brand.
shown, the minimal substitution of
Dettol with other brands, this is further
substantiated with the consumer
response, which also shows that
substitution is negligible.
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Does it matter to consumers if

they get any other product The consumer response
instead of Brand Dettol clearly shows that
YES NO consumers have a very
high degree of loyalty to
brand Dettol and are
11% therefore strongly affected
by substitution, such that
the substitute is
unacceptable.

89%
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INFERENCE

Incidence of genericide is negligible

Dettol has maintained identity as safe and protective

Dettol has become synonymous with the product category

But this has been advantageous for the brand

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HOW HAS DETTOL PREVENTED

GENERICIDE

●
PRODUCT ●
PRICE

Segment
Priced
pioneer
lower than
delivering
competitor
excellent
Savlon
quality

Focussed Availability
advertising,
at retailers,
100% share
strong
of voice in
liquid
distribution
antiseptic network

●
PROMOTION ●
PLACE
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OTHER FACTORS PREVENTING

GENERICIDE
Reinforcing
Resulted inon
market
the key
Successful
message
share of 85%
ofin
Reinforcing
Resulted “Be
in
on line
100%
liquid
market
the key
Successful
antiseptic
Sureof” through
ofmarket
extensions
message
share 85%“Be line
all
with
in 100%its
liquid
line
20%extensions
antiseptic
Sure growthallwith
” through
market its
extensions
line
20%extensions
growth

Brand / 2006 2007 2008 Dettol (Rs.) Savlon (Rs.)

mkt
share

Dettol 86% 85% 84%

50 ml 10.8 12.5

Savlon 13% 13% 13%

100 ml 17 19.5
Suthol 0% 1% 2%
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RECOMMENDATIONS

Our study has established that genericide for Dettol antiseptic liquid is
negligible

We recommend Reckitt Benckiser to continue with its successful strategy of

consistent positioning, stable pricing, careful brand extensions and focussed
aggressive promotion

This will help sustain this 76 year old brand through the years and also
prevent genericide in the future
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THANK YOU