Perceived Quality:

• Reason-to-buy:

Dettol Soap:
The trusted germ-protection formula of Dettol soap acts like a barrier between your skin and a wide
range of unseen germs. The anti-bacterial properties of Dettol original soap makes sure to provide a
shield against unhealthy environment outside. It gives 100% better germ protection vs lifebuoy.
Dettol's Soap helps make skin softer, smoother and healthier everyday. Clean and protects against
99.9% of germs. And easily available on retail, marts and everywhere.

Lifebuoy Soap:
Lifebuoy has been proven in laboratories to provide 100% more effective germ protection than Dettol
soap. Apart from germ-protection the soap also imparts a fresh and uplifting feel after a shower and
helps protect your delicate skin. With its entire range of natural and fresh ingredients. It cares for your
skin and gives you superior protection along with freshness. Lifebuoy easily available on rural and
urban areas too and in urban area Lifebuoy consumption is more than Dettol.

• Differentiate/Position:

Dettol Vs Lifebuoy:
Dettol and Lifebuoy are very strong rival brands, holdings huge market in antibacterial soap segments
Both brands are very old as well as well-known in worldwide market and already taken brand position
in Pakistan market. However, both are competing strongly and aggressively in market.

The Core Competency: Both Dettol and Lifebuoy are conveying message that protection against
“Germs”. And both brands are targeting especially Children market. However, it can useful for family
too. Today, Normally children are facing germs problem while playing, Not cleaning wash property etc.
Dettol and Lifebuoy keeps protect against germs and keep healthy.

Dettol is more reliable because it can treat wounds infections and Kill germs to avoid the disease.
Unlike the Lifebuoy that emphasizes the antiseptic to wash hands to avoid germs. In Conclusion I think
Dettol products are better used as an antiseptic soap.

Position:
Lifebuoy is been positioned by it uses and application. It is been positioned as a complete family health
soap.
Dettol is positioned as premium brand which the mother chooses for 100% protection against all germs
and bacteria for her family the mother of the Family is the focal point for Dettol soap positioning
compared to Lifebuoy which focuses on children.

• A Price Premium:

Dettol:
Pricing is one area where Dettol has been consistent. All their brand products had a very good premium
pricing strategy, which led them into fierce price wars with other able competitors like Lifebuoy.
Actually the heavy competition in the sector forced Dettol to reduce their prices. Now almost they are
on the same page with the other competitors' pricing it is priced at a premium to its competitors
Lifebuoy. Being premium means there will be no compromise in quality as the link between price and
quality exists and customer is always willing to pay more for perceived quality.

Lifebuoy:
Lifebuoy has been in the market for long cause of its pricing strategy one can say, When all others had
their own pricing strategy, it was lifebuoy's strategy that controlled the price of similar products in the
market. And more over , only because of their pricing they established themselves as a king of soaps in
rural markets. Lifebuoy has been the price setter for lower end products targeted towards the rural
market. And this low pricing have also decreased the customer base in urban areas, just because people
in urban areas are getting a perception that lifebuoy is only for poor people and those belong to the
lower middle class. This is also the reason why they have lost the market to Dettol.

• Brand Extensions:

Dettol:
Dettol brand extension is about evolution of a parent brand and its subsequent extensions into different
product categories. Dettol as a brand has immense trust and loyalty from the consumers. It has
occupied a distinct position in the mind of its consumers. To achieve fast growth and leverage the
strong brand equity of Dettol, A number of brand extensions. Some of these extensions such as Dettol
soap and Dettol liquid hand wash became phenomenal success, but most others failed to perform.
Brand Extension includes Dettol Soap > Liquid Soap > Hand Sanitizer > Dettol Antiseptic Liquid.

Lifebuoy:
Lifebuoy brand extension includes Lifebuoy Bar soaps > Hand wash > Body wash > Hand sanitizer >
Shampoo

Channel Member Interest:

Dettol:
Selling
directly to Producer consumer
customers
Selling
through Producer Retailer Consumer
retailers
Selling
through Producer Wholesaler Retailer Consumer
wholesalers
Lifebuoy:
 Suppliers

Lifebuoy
Distribuition
strategy

distributors
Wholesalers

Wholesalers
Retailers Retailers Reatilers
(Urban/Rural) (Urban/Rural) (Rural)

C O NSU MERS