BRAND MANAGEMENT OF Reckitt Benckiser - September 1st, 2010

About Reckitt Benckiser

 Recikitt manufactures and markets several consumer products in various segments such
as Household Care, Toiletries, Laundry Products and Pharmaceuticals.
 Some of their famous brands in India:
Dettol , Harpic, Lizol , Mortein , Cherry Blossom, Robin Blue , Disprin….
 Reckitt Benckiser's flagship brand, Dettol makes for one-third of the company's Rs
1,000-crore (Rs 10 billion) turnover.

History:

 Launched in 1936.
 70-year-old brand owned by Reckitt-Benckiser.
 Rs 300 crore worth brand.
 Dettol's market share: 85 per cent
 Dettol was brought to India by Mother Teresa in the second world war.
 Generic name for Antiseptic.
 The very name Dettol brings to mind the brand synonymous with Health and Hygiene.

PRODUCT PORTFOLIO

 Dettol Antiseptic liquid

 Dettol Soap
 Moisturizer
 Glycerin
 Cool menthol
 Juniour
 Dettol Liquid Soap
 Dettol band aid
 Dettol Medicated Plasters
 Dettol shaving cream
 Dettol Talc
 ( Dettol Prickly Heat Powder)
 Dettol Mouthwash

Dettol Antiseptic Liquid

 Dettol Antiseptic enjoys a decade of leadership in the antiseptic market.

 Launched in 1936, Dettol antiseptic liquid was as generic to its category as Xerox
became to copiers.
 It enjoys a monopoly position in the antiseptic market with 85% market share.
 Dettol antiseptic contributes to 8% of Reckitt ‘s turnover and it is among the few brands
in its portfolio that registered a positive growth.