MICRO ECONOMICS CIA-1.

1
By – Suhani Ghai { 22111549}
1 BBA C

Topic- Demonstrate the understanding of the

concepts of trade-offs and market forces in the retail
business.

Companies

Lifebuoy

Dettol
Trade-off .
All decisions involve trade-offs. Trade-offs play a role in our day-to-day life.

Opportunity cost
Opportunity cost is the loss you take to make a gain , or the loss of one
gain for another gain.

INDIAN RETAIL MARKET DURING COVID 19 SCENARIO

India is the world’s fifth largest global destination in retail space . India ranked
73 in the United Nations Conference on Trade and Development's Business-to-
Consumer(B2C) E-commerce Index 2019. India is the world’s fifth-largest
global destination in the retail space and ranked 63 in World Bank’s Doing

is the world’s
Business2020. India

fifth largest global

destination in the retail
space. In FDI
Confidence Index,
India ranked 16 (after
US, Canada, Germany,
United Kingdom,
China, Japan, France,
Australia, Switzerland,
and Italy
Indian retail industry has
emerged as one of the most
dynamic and fast-paced
industries due
to the entry of several new
players. Total consumption
expenditure is expected to
reach nearly
US$ 3,600 billion by 2020
from US$ 1,824 billion in
2017.
Indian retail industry has
emerged as one of the most
dynamic and fast-paced
industries due
to the entry of several new
players. Total consumption
expenditure is expected to
reach nearly
US$ 3,600 billion by 2020
from US$ 1,824 billion in
2017.
Indian retail industry has
emerged as one of the most
dynamic and fast-paced
industries due
to the entry of several new
players. Total consumption
expenditure is expected to
reach nearly
US$ 3,600 billion by 2020
from US$ 1,824 billion in
2017.
Indian retail industry has
emerged as one of the most
dynamic and fast-paced
industries due
to the entry of several new
players. Total consumption
expenditure is expected to
reach nearly
US$ 3,600 billion by 2020
from US$ 1,824 billion in
2017.
India is the world’s fifth-largest global destination int he retail space Indian
retail industry has emerged as one of the most dynamic and fast-paced
industries due to the entry of several new players. India is the world’s fifth-
largest global destination in the retail space. India ranked 73 in the United
Nations Conference on Trade and Development's Business-to-Consumer(B2C)
E-commerce Index 2019. India is the world’s fifth-largest global destination in
the retail space and ranked 63 in World Bank’s Doing Business2020.India is the
world’s fifth largest global destination in the retail space. In FDI Confidence
Index, India ranked 16 (after US, Canada, Germany, United Kingdom, China,
Japan, France, Australia, Switzerland, and Italy).

global destination in
the retail sp
India is the
world’s fifth-largest
global destination in
the retail space. India
ranked 73 in the United
Nations Conference on
Trade and
Development's
Business-to-Consumer
(B2C) E-commerce
Index 2019. India is the
world’s fifth-largest
global destination in
the retail space and
ranked 63 in World
Bank’s Doing Business
2020.
India is the world’s
fifth largest globa
DETTOL

Dettol and its growth during pandemic

Dettol is a cleaning disinfectant and antiseptic. It was introduced in
1932 by the British company Reckitt. 
People from all generation are the targeted customers of Dettol. Dettol
follows Product specialization strategy in order to penetrate
the market and increase the usage rate .
Better availability and rationalisation of shelf-keeping units has helped its
business during the pandemic.
In keeping with the situation, brand communication, too, has changed. In
the ‘Dettol Salutes’ campaign, Reckitt for the first time replaced the
brand’s logo with pictures of selected individuals who stepped up during
the pandemic to help others.
Global consumer products major Reckitt said its health and hygiene
businesses in India witnessed strong growth in the first half of 2021, a
period in which the country battled with an intense second pandemic
wave.

How Dettol Responded to the Covid-19 Crisis With an Effective

Communications Plan

Dettol used effective communication system during pandemic which

includes content, method, people and partners.
Communication is a mode of the imparting or exchanging of messages by
speaking, writing, or using some other medium. During a pandemic,
communication is not only conveying messages to people but has a much
wider approach.
It also includes various platforms such as blogs, call centres, webinars,
conference calls, online health group videos, digital news media are the
means to ensure communication.
Effective communication emphasizes the importance of content,
accuracy, comprehensive signs, symbols, language, culture, and semiotic
rules. This strategy of Dettol helped them to attract more costumer.
LIFEBOUY

Lifebuoy sales growth beats expectations as demand for

hygiene products booms

Lifebuoy is the world’s number one hygiene soap brand, sold in over 100
countries.
Lifebuoy has a compound annual growth rate of around 13% across the
last decade.
Sales of Lifebuoy soap and sanitising products were up 65 per cent so far
this year, said chief financial officer Graeme Pitkethly, making Lifebuoy
a €1bn brand after the company rolled it out in new markets.
In 2020, Lifebuoy grew over 50 percent on the back of demands,
triggered by covid 19 and the brand focused on communications, such as
its ‘H is for handwash’ campaign to raise awareness of handwashing and
hygiene among children.

Lifebuoy and its strategies during covid 19

During the pandemic, Lifebuoy shared message through simultaneous

public service announcements across 17 key markets and by working
with almost 200 international influencers who shared handwashing tips
on a range of social media platforms, reaching millions of engaged
followers.
Lifebuoy launched an advertisement that describes the technique for
washing hands using witty analogies .

Lifebuoy launched a new campaign during covid 19 called ‘It’s in Your

Hands’ which emphasised on maintaining hygienic precautions such as
handwashing with soap (any soap not just Lifebuoy), social distancing
and mask-wearing, as well as highlighting the importance of accepting
vaccinations when offered.
Lifebuoy worked to create a Handwash Dance challenge which would
promote proper hand washing technique which was also shared on
Tiktok.
Lifebuoy built handwash booths for people conducting essential
business. 
Lifebuoy started printing the pictures of krrish’s character on its packet as
krrish’s character is all about protecting the world from enemies .

Conclusion

During covid their was a increase in sales of sanitizers , hand washes,

soaps etc so both the companies made profit during the pandemic period .
They opted for various strategies that helped them to bloom their business
. The reach of both the companies increased . The pandemic had a direct
impact on company revenues, but it also impacted overall development
timelines of companies, affecting long-term strategies and revenue
forecasts. The market share for liquid handwash is dominated by Dettol
by 53 percent and out of 47 percent remaining market is dominated by
lifebuoy .

References
a. https://www.reckitt.com/media/8283/q3-2020-press-release-
final.pdf
 b. https://dataintelo.com/report/global-life-buoy-market/
#:~:text=The%20Global%20Life%20Buoy%20Market,at
%20a%20CAGR%20of%207%25.
c. https://www.cosmeticsdesign-asia.com/Article/2021/04/06/
Product-innovation-and-aggressive-marketing-key-for-success-
post-COVID-19-Unilever-s-Lifebuoy
d. https://www.prweek.com/article/1700761/unilever-pandemic-
provides-new-purpose-brand-lifebuoy

II. is the world’s

III. fifth largest global
IV. destination in the retail
V. space. In FDI
VI. Confidence Index,
VII. India ranked 16 (after
VIII. US, Canada, Germany,
IX. United Kingdom,
X. China, Japan, France,
XI. Australia, Switzerland,
XII. and Italy)
XIII. is the world’s
XIV. fifth largest global
 XV. destination in the retail
XVI. space. In FDI
XVII. Confidence Index,
XVIII. India ranked 16 (after
XIX. US, Canada, Germany,
XX. United Kingdom,
XXI. China, Japan, France,
XXII. Australia, Switzerland,
XXIII. and Italy)