DETTOL – A BRAND OF RECKITT BENCKISER

BRAND EQUITY

• Strong on germ protection

• Multiple uses of antiseptic liquid

• Emotions in the consumers minds

• Tagline – Be 100% sure

NEED TO GROW THE MARKET

PROBLEM
• Stagnation in late 1980’s
• Restricted Revenue

SYMPTOMS
• Sales volume not growing
• Inventory piled up

CAUSES
• Present in all households but seldom used
• Price inflexibility

RESPONSE
• New marketing strategy

WAY AHEAD
• Its success gave way to the Brand extension
• Company decided to introduce a new product.
 DETTOL BRAND EXTENSIONS

ANTISEPTIC LIQUID

SHAVING BODY HAND

HANDWASH SOAPS PLASTERS CREAM WASH SANITIZER
 DETTOL SOAP

• Launched in 1980’s
• Launch based on consumer feedback
• First positioned as premium cosmetic soap
• Relaunched as % germ fighter
• Further several line extensions
• Competitors – Lifebuoy, Lux, Santoor,
Savlon, Godrej No. 1

DETTOL LIQUID SOAPS

• Launched in 1990’s due to increasing competition

• Many consumers used Dettol soaps for cleaning hands
• In hand washing, germ protection is top priority, which made this product
successful.
DETTOL MEDICATED PLASTERS.

• Launched with a distinct purpose

• J&J had the marketing rights of Savlon
• Attack the competitor on its stronghold.
• Still could not achieve any significant sales

DETTOL SHAVING CREAM

• 40% regular shavers applied an antiseptic lotion on their face after shaving.
• 30% used Dettol liquid.
• Most purchase purpose of Dettol liquid was for the same.
• Attempt to enter the Male grooming market
• Not that successful.
PRICING STRATEGY

• Priced slightly higher than its competitor brands.

• Product line pricing
• Captive pricing is common in liquid hand wash
• Products of Dettol are also bundled up and
slight discount
• Optional-feature pricing
DETTOL PROMOTION AND ADVERTISING STRATEGY

• Spends heavily on advertisement.

• Medias of communication
• Ad campaign

SOME OF THE MOST MEMORABLE AND THOUGHTFUL ADS BY DETTOL

• #MaaMaaneDettolKaDhula
• #BackToSchoolCampaign
• #SwachbanegaIndia
• #DettolSoapAndAntisepticLiquid
 BCG MATRIX OF DETTOL

MARKET SHARE
HIGH LOW

HIGH
STAR ??

FLOOR CLEANER

LIQUID HAND WASH

GROWTH

BODY WASH

ORIGINAL SOAP SHAVING CREAM

SKINCARE SOAP
TALC
ANTISEPTIC LIQUID
LOW
CASH COW MEDICATED PLASTER DOG