Dettol is a trusted brand and operates under the company Reckitt Benckiser.

This company started its operations in India in 1933. At present, the

headquarters of the South-Eastern Region is located in India and C M Sethi is
the current MD and chairman of this group in India. As the tagline-Be 100%
sure, suggests the products are all related to hygiene. NIMA or the National
Integrated Medical Association has recommended and approved all its
antiseptic products for consumer use.
Under the iconic brand name of Dettol, many products have been introduced in
the market. In the minds of consumers, Dettol brings out positive emotions of
keeping ones family safe and healthy. This trusted champion has always
maintained its uniqueness and quality and it has been rewarded by customers
loyalty. Some of the main competitors of this well-known company are the
following:
Competition
Lifebuoy
Safeguard
Savlon
Hindustan Unilever
Henkel-Jyothy (Pril and Exo)
Product in the Marketing mix of Dettol
Dettol satisfies the basic need of the customers by helping them to protect their
families from germs, anywhere. Dettol products have targeted mainly the
women and children group. Their promise of providing products free from
bacteria, dirt and germs is appreciated by everyone. The trust that Dettol
commands is proof enough that the customers have accepted their products
with alacrity. In order to satisfy their customers the company has provided a
wide range of products. Their main products are as following
Dettol liquid hand wash It has been categorized as Skincare, Original and
Sensitive and is available in three sized pouches and refills of 250 ml, 200ml
and 150ml.
No Touch Liquid Hand wash
Dettol Soapis available in sizes of 125 and 75 gm. It is a perfect, protective
balance between beauty and health.
 Dettol Antiseptic Liquid- It is used as disinfectant for the whole family and as
an antiseptic against cuts, wounds and even laundry. It is available in sizes of
50ml to 500 ml.
Dettol Hand Sanitizer
Body Wash for both males and females
Shaving Cream in cool and fresh fragrances
Medical Plasters that are 100% germ free
The kitchen products of Dettol include Dettol Healthy Kitchen Dish and Slab
Gel Which is reputed to kill up to99% germs on utensils and surfaces. These
safe and tested products are available in two variants: Lemon Fresh and Lime
Fresh in sizes of 750ml, 400ml, 200ml and 130ml.
Dettol 4 in 1 disinfectant floor and all-purpose cleaner
Price in the Marketing mix of Dettol
Dettol has been able to maintain a firm grip on the market by evaluating the
price of its products periodically. The company has also shrewdly kept a watch
on all its competitors to maintain the base price level at either par or a little less.
Quite simply, the pricing used is value pricing because the customer gets
optimum value for the product bought. Neither is the pricing too high, neither
too competitive. The cost price of some of the products of its competitors is less
than the price of Dettol but still the main market belongs to Dettol.

Products of this brand are preferred over other similar products not because it
is cheaper but because it has earned the trust of a common man by maintaining
the quality of its product. It has kept a flexible pricing policy where
the demands and the usage determine its prices. In order to attract the
customers it brings out periodic offers and schemes. This helps in maintaining
the balance between producers and consumers. Most of the online shopping
websites give discounts and attractive offers on every buy.
Place in the Marketing mix of Dettol
Dettol has been successfully targeting markets in Eastern and South Asian
Countries. The products of Dettol are available in many cities of China,
Australia, Germany and U K. India has been its faithful and constant market. In
almost every part of the country, one can buy a Dettol product. Dettol has
captured nearly 60% of the Indian market and its strength is continuously
growing. Be it a Metropolitan city or a small village one can usually find a Dettol
product. They are sold in variety of places like Medicine shops, Super markets
and Local markets.
There are many plants in India for the manufacturing of Dettol products. One
of them is located in Marwa road in Mumbai. After the manufacturing and
packaging, the products are sent all over India to C & F agents. These agents act
as the mediator between the manufacturer and the distributor. Dettol Company
also has its personal warehouses where the products are kept safely. The S. K.
U agents then distribute the products to the retailers in the markets. It is up to
them to keep a watch over the happenings of the market and inform the
distributor of the necessary demands.
Promotion in the Marketing mix of Dettol
The main target of the company Dettol is the middle class group. They have also
set their target on the rural market as its products have already captivated most
of the urban market. Special emphasis has been laid on wooing the female
section because in a middle class family woman takes all the household
decisions and hence the women are the decision makers.
Advertising for the Dettol products started from the year 1960 and has
successfully being carried out until date. Dettol has been using a marketing
communication strategy, which involves ATL and BTL strategies. ATL
strategies like print media, social media, newspapers, radio all are used.
Attractive packaging has also increased its popularity. All the products have a
sword on their green cover to indicate its fighting spirit. This packaging has
become synonymous with Dettol.
Many schemes are launched to increase the awareness of the products and to
provide detailed information about each item. New and innovative ideas be
introduced to boost up the sales. During the rainy seasons from June to August,
the company gives a 2% discount to the retailers and 4% discount to the
wholesalers in order to push up the sales. A special offer of one soap free on
purchase of three soaps is also open during these months. The companys
innovative schemes have helped in the continuous loyalty of the customers.
In order to endorse their products Dettol has been using famous and well-
known personalities. They have hired Saad Imran for the Dettol soap add and
famous TV personality Sakshi Talwar for their advertising campaigns.