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isopropanol. but becomes milky white when diluted in water. In an extreme case. but it must not come into contact with eyes. but becomes milky white when diluted in water. they were forced to withdraw the campaign Dettol Antiseptic Liquid Disinfectant is the name of commercial liquid and solid antiseptic products belonging to a household product line manufactured by Reckitt Benckiser. . Its topical application is a remedy for boils (skin abscess). and water. isopropanol.The traditional liquid product is a light yellow color. Like other household cleaners. but it must not come into contact with eyes. with the rest composed of pine oil. caramel.ABOUT DETTOL Dettol Antiseptic Liquid Disinfectant is the name of commercial liquid and solid antiseptic products belonging to a household product line manufactured by Reckitt Benckiser. This diluted mixture can be used to clean cuts etc. and water.8% of Dettol's total mixture. This diluted mixture can be used to clean cuts etc.Like other household cleaners. The active ingredient which defines its unique antiseptic property is an aromatic chemical compound known as chloroxylenol (C8H9ClO). This makes up 4. castor oil soap. they were forced to withdraw the campaign. mouth. The company ran a controversial advertising campaign where they claimed that your toilet seat was cleaner than kitchen work surfaces. Dettol is poisonous and should not be ingested. The company ran a controversial advertising campaign where they claimed that your toilet seat was cleaner than kitchen work surfaces. Diluted Dettol can also be used to treat acne in small quantities. with the rest composed of pine oil. The traditional liquid product is a light yellow colour. Dettol produces a white emulsion of oil droplets when diluted during use.]. Diluted Dettol can also be used to treat acne in small quantities. Dettol produces a white emulsion of oil droplets when diluted during use. or nasal passage. Dettol is poisonous and should not be ingested. mouth. Because several of the ingredients are insoluble in water. In an extreme case. caramel. Because several of the ingredients are insoluble in water. a forty-two-year-old English man died from Dettol overexposure in May 2007..8% of Dettol's total mixture. or nasal passage. a forty-two-year-old English man died from Dettol overexposure in May 2007. This makes up 4. Its topical application is a remedy for boils (skin abscess). castor oil soap. The active ingredient which defines its unique antiseptic property is an aromatic chemical compound known as chloroxylenol (C8H9ClO).
stable pricing.000 crore milestones will be achieved anytime now. reinforcing the brand’s positioning as a bodyguard which protects people from the unhygienic world outside.The brand’s revenues were pegged at Rs 900 crore in July 2009.to soaps.000 crore much before the year-end. For example. trails behind Dettol in the liquid hand wash category. Soaps have seen a growth of 100-basis points in less than a year (from a market share of 6. the antiseptic liquid -. “It has been able to guard the brand message and not let the brand occupy any other position in the consumer's mind. “Unlike many brands. Dettol has maintained a lead in this segment with a 60 per cent market share in the Rs 100 crore market. he feels. Other brands. also aligned with the hygiene and germ relief promise. 2009 report. It also helped that the two market leaders from HUL's stables – Lifebuoy and Lux – have been steadily losing market share over the last year. hand washes and shaving cream.” points out Singhal. The health platform has worked in other brand extensions as well. according to AC Nielsen's April-May. liquid hand wash. careful brand extensions and smaller packs. but have had shorter lives because of the lack of such a focus.7 per cent) in a Rs 7. according to A C Nielsen data. Lifebuoy. which is presently retailed through modern trade and large format stores. chairman. not being able to make much headway. Not all brands balancing on the healthy plank have managed to get such success. have become less .Soaps. Technopak Advisors. says Sethi. The brand is the leader (85 per cent share) with its nearest competitor.Market share of dettol Soaps have been the biggest growth driver for the 76-year old brand When Chander Mohan Sethi announced last Friday that Dettol. launched in 1981. says Arvind Singhal. So the Rs 1. the 76-year old iconic brand from Reckitt Benckiser. Dettol has successfully extended germ protection -. have tried to jump on to the bandwagon of health.Others agree and attribute multiple reasons for Dettol’s growth – consistent positioning. “It is amazing to see how brand Dettol has been built over the last so many years with a message that is relevant even today. it has inched up to 7. too.5 per cent.” says Singhal.Up next could be herbal soaps from Dettol. Dettol has been able to command a premium because of the consumers’ preference for a brand that has never deviated from its health platform. The packaging of all its products is distinct in their own way. Johnson & Johnson's Savlon. Despite retailing at a higher price than competitors such as Fem and Lifebuoy. They have almost become a generic category in health. could also undergo a rejig and launched on a larger scale. no one was surprised. including market leader Hindustan Unilever. have been the biggest growth driver accounting for around 75 per cent of the total revenue.the USP of its flagship product.500 crore market that is growing 8 to 9 per cent in value and 2 to 3 per cent in volumes. which at some point in their life cycles. is well on its way to achieving a turnover of Rs 1. have been losing market share. the brand has been clocking a double-digit growth even at a time when most others. The green and white colours and the sword have become symbols for fighting germs and infections. Its range of body washes. Reckitt’s chairman and managing director (India) and regional director (South Asia). which it is testing in Tamil Nadu. For.
“We have reached over a million new mothers through our Surakshit Parivar programme. formerly known as Reckitt & Colman (India) Ltd is one of the • fastest growing consumer goods companies in South Asia.” points out Singhal. Besides the rural programmes. The Company has operations in 60 countries. In India. “smaller pack sizes have also seen distribution shoot up by 25 per cent and volume sales by 35 per cent in markets such as Bihar. Clearasil and others. Hull-based manufacturer. of Reckitt & Sons Ltd. Vanish. Origination In 1929..contemporary. Veet. it has many brands namely . Dettol completes 75 years of protecting families from illness causing germs. Sethi wants to do more and is planning to increase advertising spends by 30 per cent. began research into developing an antiseptic disinfectant along with Bacteriologist. Globally Reckitt Benckiser plc is headquartered in HISTORY Dettol.BE 100% SURE Dettol completes 75 years of protecting families from illness causing germs . the iconic brand from Reckitt Benckiser. Easy Off Bang.• Dettol. hospitals. Dettol has gained the trust of millions of Indians It has been consistently voted as one of the 'Most trusted brands' of India. W. Orissa and Madhya Pradesh. So one-fifth of the ad spends go into non-mass media in smaller towns like wallpainting. • Strepsils. Dettol’s brand communication had 60 per cent share of voice (percentage of Gross Rating Points generated by the category) over the last seven months. It is launched in 1933 in India. Reynolds. The programme educated them about hygiene issues and handed them kits with Dettol products. Dettol's communication has involved taking the message of preventing diseases through maintaining hygiene to the grassroots. semi-urban and rural.” says Sethi. The brand has celebrated platinum jubilee in 2008 . Albert Reckitt. Disprin. housing societies and takes the help of doctors to tell audiences the basics of hygiene. The brand is also endorsed by the Indian Medical Association. surface care. Dettol has remained fresh through packaging changes and communication. The biggest challenge has been low consumer awareness on hygiene. prompting Dettol to take the education route. dealer boards and vans with products and awareness literature. Cherry Blossom. INTRODUCTION • Reckitt Benckiser (India) Limited.” says Sethi. Mortein. 100 per cent in liquid antiseptics and 13-14 per cent in soaps. Dettol is Rs 300 crore brands of Reckitt and Benckiser formerly. Harpic. Brand management DETTOL. Colin. Together they developed Dettol Antiseptic Disinfectant Liquid. According to TAM data.000 people around the world. It has major presence in home and personal care. Dr. pest control and healthcare. sales in 180 • and employs 22. Lizol. It visits schools. Its communication has been carefully different for urban.C. • fabric care.
New Mother Programme. Because 'If she doesn't take care of them who will?' MARKET SHARE others 7% savlon dettol 10% 83% DETTOL SURAKSHIT PARIVAR Dettol has launched Dettol Surakshit Parivar. particularly for those who are most vulnerable to illness such as infants and children. which didn’t succeed like dettol DETTOL SAVLON • Dettol have always been • Savlon introduced as first positioned as a 100% germ aid solution. which has many uses for protecting your family from germs: • Use with mopping water to disinfect floors completely • Use in washing laundry to disinfect your clothes • For first aid and personal care uses. The Programme is being undertaken at three different levels . It has more than 83% market share. rinsing. For detailed usage instructions see back label of product. • Available in a wide range of sizes from 50 ml to 500 ml.PRODUCTS UNDER BRAND APPROVEED BY INDIAN MEDICAL ASSOCIATION DETTOL-ANTISEPTIC LIQUID • Antiseptic Liquid: Dettol Antiseptic Liquid is a proven safe and effective antiseptic that kills various bacteria and provides protection against germs which can cause infection and illness. Since the antiseptic lotion market was stagnant Reckitt wanted to leverage the brand to other categories. Later on savlon introduced antiseptic liquid . it targets new Mother's. in association with the Indian Medical Association (IMA). GROWTH OF DETTOL BRAND Dettol had to expand the usage beyond cuts and bruises. The objective of this campaign is to generate awareness that good hygiene practices are essential to reduce the risk of infections. Having no competition is a problem. The first launch was the soap in 1990's. Spread across Delhi. • Available in a wide range of sizes from 50ml to 5 litre. Interestingly this multi-usage of Dettol Antiseptic Liquid paved the way for the next generation of Dettol. New Mother Programme not missed a single day at school are given \"Dettol 100% Attendance Award\" to further encourage them to follow good hygiene . Kolkata. Bangalore and Hyderabad. • The brand is currently running a campaign highlighting the efficiency and the multi-uses of the product. school children and the general public. a nationwide campaign. The initial launch was unsuccessful because the brand moved from core value of protection to love and care. the growth will be stagnant. and as a general disinfectant. • It can be used safely for gentle antiseptic wound cleansing and disinfecting. cuts and bruises as well as skin healing treatment for spots ADVERTISING STRATEGY Starting then and till now Dettol advertising has celebrated the role of a mother in protecting her family. Chennai. COMPETITOR FOR DETTOL From its launch to 1980's the brand had a dream run with virtually no competitors. School Handwash Programme and Hospital Programme. Hence Reckitt and Coleman unleashed a campaign aiming to expand the usage of the brand to an all purpose antiseptic that can be used for shaving. For detailed usage instructions see back label of product. USES OF DETTOL • Antiseptic Liquid • Dettol Antiseptic Liquid is a product. value. Dettol Antiseptic Liquid must always be used diluted with water. Dettol saw over these years plenty of brand extensions. fighter with germ fighting • t is commonly used for and protection as the core treatment of mild scarring. Mumbai. some mild burns.
it has also indulged in various below the line activities. shaving. Launched in India in 1933. Dettol has found a usage at every life-stage. After all. “There has been a change in the stance of the communication. savreen gadhoke quizzes Dettol’s mentor on the hows & whys Dettol is a sure shot contender for the honour. Be 100% Sure. which has now become more consumer-centric and evocative. mopping for floors.” And the campaign has done wonders for the brand as market estimates reveal that the sales of the product has gone up by close to 25% post this campaignNot only has Dettol revamped its entire strategies over the last one year. even as Dettol’s product bouquet has grown.Success factor • First to enter the market . this brand has had a virtual free run and rivals don’t stand a chance. hand-wash. They know when they use Dettol.” Panda goes on to add that “In the last one year. Dettol also donated Hygiene Packs to ‘Save the Children’ – a leading global NGO to flood affected states of West Bengal.thou lives of Indians. antiseptic for cuts. With its distinct smell. On a serious note. color and sting. the trusted protection has remained the same. it has even changed its tagline from ‘Strong enough to protect the ones we love’ to ‘Dettol.. Dettol has upped the scale on relevance and performance. cleaning. Dettol celebrated Mother’s Day. Benckiser (India). it’s working! • Dettol advertising starting in 1960s has centered on educating consumers on the need for protection from germs. How does brand appeal to consumer Without any path-breaking changes in its brand proposition. it evokes an emotional bond in millions of hearts – it’s Dettol. soaps. Orissa and Bihar. Director. Sushant Panda. It is indeed difficult to find an Indian household that does not use Dettol in their day to day chores of bathing.” No doubt.’ Asserts Sethi.. Dettol is the market leader in the antiseptic liquid category. From rinsing a new born’s nappy to mopping your house every morning. a bottle or tube of Dettol is found in (almost) every Indian home (especially those that boast a few naughty kids!). For instance. by creating a special TV commercial with children thanking their mothers for all the love and protection they get all through the year. The first instance was when Savlon came to India in 1997 and challenged Dettol. the list has almost acquired endless proportions In fact. while offering solutions to manage the problem of germs wherever and whenever they may occur. they can be 100% sure of getting superior germ protection for their family’s health and wellbeing. from applying it to a child’s bruises to adding drops in ones shaving water. but there have been times when Dettol has felt the heat of competition too. Dettol also has tie-ups with numerous hospitals and medical care facilities. New Delhi. Apart from this. avers. This way brand appeals to me and my family as it assures me germ protection and same way to all the customers globally. Assam. . • Product diversification • Customer loyalty • Continious innovation • Over the years of the original Dettol Antiseptic Liquid. Euro RSCG (agency which has created and conceptualised the campaign). “The present slogan reflects the trust consumers have in Dettol. Dettol was quick to become a product relevant to the cleaner-than.
the company has now taken these uses as a part of the core product. Dettol now taken the platform of a multi-use antiseptic which can be used during bath. The Dettol brand is currently in the process of discovering those new uses for the product. A major super market is also not stocking this brand. to sterilize clothes. In marketing theory . . to clean wounds.Brand Update : Dettol (a strategy to appeal consumers globally) Dettol celebrated its 75 years of existence in 2008. I am not sure whether Dettol has stopped selling through OTC . Dettol did just that. floor etc. This highly popular antiseptic brand has come a long way since 1933. He told me that Dettol is available only in medical shops. The brand is trying to break the image of Dettol as an antiseptic which is used for cleaning wounds. recently I wanted to buy this brand from my nearest grocery store but was surprised to find that the product was not stocked there. It ran a series of promotions asking consumers to tell the company . then the brand is in for trouble. The brand later came out with a series of campaign highlighting the various uses of this antiseptic. the sales naturally increases. If it is so. Regarding the distribution. Dettol is in a position to ride this wave. The brand is currently running a campaign highlighting the efficiency and the multiuses of the product. Along with this initiative. Using hygiene as the major theme. In 2008. The best way to find the new uses for the product is to ask the consumers. the brand also reinforced its commitment towards hygiene. Dettol is trying to increase the usage of the product among the households. The brand then conducted a series of awareness campaign to promote better hygiene using Dettol. The brand has selected hygiene as the core brand value and theme which it will fight for. The brand celebrated its 75 years by reinforcing the germ killing positioning and the tagline " Be 100% sure ". Although homemakers has been using Dettol for all these. When the consumer uses the product for different purposes. Because of the excellent brand equity. how they used Dettol Addvertisement Watch the commercial lhere :Dettol new users The brand asked the consumers to contact them and tell the company on the multiple uses of the product and thus gained lot of insights into the various uses of the brand. the brand conducted a study which showed that 78% of frequently touched surfaces in a household is highly contaminated. After a plethora of extensions and experiments. it is taught that one of the strategy for a brand which has reached the maturity stage of PLC is to find new uses for the product. this brand is still ruling the Indian market as the most preferred antiseptic lotion and also as a premium soap.
is likely to have contributed highly to the success of the Dettol ad. it is able to determine not only whether the consumer was drawn in by the ad. caused by the recent publicity of swine flu and E. For instance. coli breakouts. Dettol. Dettol tops the rankings with its antibacterial spray ad emphasising the benefits of protecting against bacteria. the soap had to be repositioned for image mismatch. and essentially . tested more than 200 advertisements across the period of April to September 2009.” Mercury. A particular positioning statement may not work with a brand. TNS Research International’s early warning ad tool.London.” said Paul Baker. the more likely they are to purchase the product or service. The soap. This was not in line with its core values. Marketing strategies of dettol globaly 3rd November 2009 . The rankings are below: 1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th Dettol Walkers Kellogg’s iPhone Tesco Premier Inn Morrisons comparethemarket. Often falling or stagnant sales is responsible for repositioning exercises. In the ad Dettol addresses a problem that a lot of people feel very strongly about and therefore connects with people at a fundamentally emotive level. Dettol toilet soap was positioned as a beauty soap initially. had to be repositioned as a “germ-kill” soap (“bath for grimy occasions'') and it fared extremely well after repositioning. There are several other reasons for repositioning. Here. This is closely followed by nostalgic brands Kelloggs and Walkers with its ad featuring Gary Lineker and Cat Deeley. Using a straightforward set of questions. but far more importantly: how it positions the brand emotionally. therefore. It is not always that these nine categories are mutually exclusive. “We know that the more an ad emotionally connects with a consumer. the parent brand (anti-septic liquid) was known for its ability to heal cuts and gashes.Brand Repositioning is changing the positioning of a brand. from a number of different categories. The extension's 'beauty' positioning was not in tune with the parent’s “germ-kill” positioning. TNS Research International today announced the top 10 most motivating ads of 2009 to date. Often one reason leads to the other and a brand is repositioned sometimes for a multiplicity of reasons. Head of Mercury at TNS Research International.com Currys Jacob's Cream Crackers Surface Antibacterial Spray Gary's Cycle Ride Free Cornflakes 3G Mobile Phone/ O2 Hot Air Balloon Pick Up Psycho Nightmare The Search for Fresh Fish Aleksander & Sergei Fridge Freezer Recycling Your Way “An increased awareness of protecting yourself and your family against germs.
Annexure Symbol of dettol . It is one thing to have an ad that people enjoy.” . i. The final top 10 league tables for 2009 will be released in early January and it will be interesting to see if anyone can knock Dettol off the top spot.whether consumers are likely to go on to purchase this product or service. As our table shows. “A brand’s emotional connection with a consumer plays a huge part in motivating them to buy a product. it is less likely they will turn that enjoyment into a purchase. Mercury will continue to evaluate consumers’ motivation levels to the latest ads. but if you’re not addressing a need or feeling. this can be achieved in any category. Paul continued. Whether they are “motivated” or not.e. even insurance and fridges! As we move towards the end of year and we see brands moving into their festive campaigns.
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