STRATEGEIC MANAGEMENT

Dettol Case Study

Ques 1: Dettol is a brand name or the name of the liquid inside the bottle.
Ans: Dettol is a brand name of an antiseptic liquid manufactured by Reckitt Benckiser. It was
introduced in India in 1933 for cleaning and disinfection of skin during the surgical procedures.
The name of the liquid used for the purpose of disinfection is Parachlorometaxylenol (PCMX).
This active ingredient in Dettol constitutes B.P. 4.8%w/v. The other ingredients include
isopropyl alcohol, pine oil, castor oil soap, caramel and water. These ingredients make Dettol an
effective antiseptic-disinfectant that kills bacteria and other microorganisms.

Ques 2: Who is manufacturing Dettol in India, since when?

Ans: Reckitt Benckiser India Limited (RBIL) is manufacturing Dettol in India since 1951. It is
a subsidiary of Reckitt Benckiser Group plc which is a British multinational consumer goods
company headquartered in Slough, England. It is a producer of health, hygiene and home
products. The company was formed in 1999 by the merger of British company Reckitt & Colman
plc and Dutch company Benckiser NV.

Ques 3: What are the influencing factors to introduce Dettol to Indian market?

Ans: The influencing factors for introducing Dettol into the market are as follows:
  RB introduced Dettol in India to expand its market and India being a British colony, it
was convenient for them.
 Chloroxylenol constituted just 4.8 per cent of Dettol's total admixture, but was powerful
enough to lend its germicide properties to the solution, without irritating human skin as
much as the antiseptic liquids back then.
 Hence, Dettol found acceptance in local hospitals for first-aid, cleaning of wards,
washing of linen etc. due to its antiseptic properties.
 But it remained out of homes because Indians believed in using home remedies such
as haldi (turmeric) as a germicide and they were not really aware of practicing hygiene
and sanitation.
 Dettol represented the new thinking about germs, which was what Allopath propagated -
that disease was caused by germs, while traditional thinking said disease was caused by
an imbalance of the body. It helped that the social milieu was accepting modern science
then.
 RB used it as an opportunity and made it one of the earliest users of doctor’s referrals and
hence it was positioned as an invisible protection against germs.
 Also, Dettol was used by doctors in hospitals to disinfect before delivering babies. Within
four years the morbidity rate from sepsis during birth reduced by 50%. As a result it
became trusted and endorsed by doctors.
 The bottle resembled medicine bottles of the thirties and the use of white on green (Dettol
was embossed in those colors) was reminiscent of hospitals and nursing homes. Dettol's
white sword further referenced the doctor's cross.
 RB cleverly used this as the "sword of trust", along with the clouding action,
characteristic of Dettol when dissolved in water, in advertising across the world. This
advertising strategy scaled up the acceptance and satisfaction level of users.
 Apart from using Dettol as a first aid, helping to prevent infection from cuts and gazes,
people started using it to prevent spread of germs on hands, bodies, laundry and surfaces.
 It was the pioneer in bringing and spreading the idea of sanitization and disinfection
among the Indian population.
 Dettol is considered a gold standard in germ protection. Over the years, it has evolved,
but has remained consistent to its core in every way it engages with users.

Ques 4: What was the market gap, manufacturer found before introducing Dettol to Indian
market?
Ans: Dettol was introduced in India when there was no gold standard solution to prevent sepsis
during minor procedures and surgeries. At that time RB had been testing Dettol for years, in
maternity homes and hospitals. It was introduced in India with the objective of providing first
aid, helping to prevent sepsis and infection emerged out of cuts and bruises.
With the commencement of Dettol in India, it encountered tremendous acceptance from the
doctors and medical professionals. It was used for the cleaning and disinfection of skin during
surgical procedures. As a trusted brand by doctors, it was also used to protect mothers from
illness after childbirth. It was also used for cleaning of wards, washing of linen etc. 
But, due to the lack of awareness among Indian population regarding hygiene and sanitation
and also a traditional approach towards diseases and medical ailments, Dettol failed to make
its impact in the lives of households. People, then, used to believe that disease is caused by
certain imbalance in the body and they believed in home remedies such as turmeric, for
attainment of germicidal action.
RB, say brand historians, was amongst the earliest users of doctor referrals. This was a medium
trusted by consumers. Allopathic doctors would keep an antiseptic liquid for cleaning wounds or
for usage after minor procedures. RB had to ensure that they reached out for Dettol on such
occasions. Patients got to see how Dettol was used, followed the doctor recommending Dettol for
home usage.
Also, the packaging of Dettol was designed in such a manner, that it resembled medicine bottles
of the thirties and use of white and green was the reminiscent of hospital and nursing homes. By
showing its association with medicine, helped the brand to develop trust among Indian customers
and the acceptance also increased.
With increasing awareness about hygiene and sanitation, and recommendation from doctors,
people started using Dettol for various household purpose such as cleaning floors, bathing,
washing etc.
Hence, it had successfully altered the perception and people started moving from the traditional
approach towards illness towards proactive and preventive methods. Hence, it helped the social
milieu to accept modern science then.  It was not uncommon to be told that if you stepped out in
the heat and dust then you should bathe in Dettol water or that you should clean your toilets with
Dettol, besides using it to heal wounds. Dettol was positioned as an invisible protection against
germs.