Marketing Management

Q1- Case is all about how reckitt & Benskiser started their journey in 1819 in
UK and in 1910 established their brand in India with the Dettol brand with got
success over the years, first they started with surgical procedures only but as
over the years they increase their product length they came with bar shops,
hand sanitizers, liquid wash, for kitchen purpose also, and bathing etc. but
after the decades Dettol faced slowdown because they unable to increase their
price because of government control then what they did is they increase their
length of product and launched sone floor washing etc. and it worked because
they catch what youth wants in this era people want hygiene and they
advertised that it provided 99.9% germs free now they want to target laundry
care market.

Q2- Segmentation and targeting-

Because Dettol is very known brand in the market they have a opportunity to
segment in many areas and as in the case it mentioned that they want to
launched antibacterial detergent so they can first segment based on lifestyle
(Psychographic) because they are very much care about their health and aware
about it and second is behavior based segmentation.
Because they are maintain their hygiene and when they find there is detergent
based on hygiene people immediately move on that after that they segment
other areas.
They can publish in newspaper regarding this detergent to give awareness
about this new type of product also do some advertisements
Positioning-
They can do many things to target customers-
1. They can work on quality of product
2. In the initial stage they can charge low price
3. Attractive packaging because in the market same type of packaging
available so they can do some different.

Q3- Possible obstacles in the market-

Because there are many brands in the detergent so they have to thing apart
from that strategies in the different manner-
1. Obstacle to attract customers with their loyal brands
2. Create something new which no detergent brands did till date
3. Obstacle in to make Dettol detergent convenience goods in the market
4. Obstacle in price and market share

Q4-
Key drivers-
Surf excel
Ariel
Nirma
Ghadi
Wheel
Product mix-
Width –
Antiseptic- length- Dettol antiseptic liquid, skin care(wipes)
Width-
Homecare- length- vanish(clothing), floor wash, kitchen (liquid utensils wash)