Analysis on Dettol

CASE STUDY ON DETTOL’S BRAND MARKETTING

Debabrata Mahapatro | Murali Manohar | Hariprasad Jayram

A case study on Dettol’s Brand Positioning 1

Table of Contents
1. Introduction............................................................................................... 2
1.1. Introduction to the company...............................................................2
1.2. BranD Dettol........................................................................................ 2
2. Research methodology:..............................................................................3
2.1. Communication (Advertisement):........................................................3
2.4. Dettol products – An Overview:........................................................6
Dettol’s Communication........................................................................8
2.5. Key Points......................................................................................... 9
2.6. Over all Summery............................................................................. 9
3. Segmentation (Demography, Target Markets)...........................................9
3.1. Dettol Soap - Segmentation...............................................................10
3.2. Dettol Antiseptic Liquid – Segmentation............................................11
4. Market share:........................................................................................... 12
5. Dettol as a brand and its imagery in their minds.....................................13
6. Competitive advantage in the Marketing strategy of Dettol....................14
7. Looking Ahead......................................................................................... 15
7.1. MARKETING STRATEGY...................................................................15
7.1.1. BCG Matrix in the Marketing strategy of Dettol..............................15
7.1.2. Distribution strategy in the Marketing strategy of Dettol...............15
7.1.3. Brand equity in the Marketing strategy of Dettol...........................15
7.1.4. Competitive analysis in the Marketing strategy of Dettol...............16
7.1.5. Market analysis in the Marketing strategy of Dettol.......................16
7.1.6. Customer analysis in the Marketing strategy of Dettol...................16
7.2. POTENTIALS AT PRODUCT LEVELS.....................................................17
8. Conclusion............................................................................................... 17

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A case study on Dettol’s Brand Positioning 2

1. Introduction
Dettol, the brand synonyms with protection from germs, had long been voted
as India’s most trusted brand. In 2008, marketing team of Dettol completed
75 years. Dettol’s growth had been slow but steady over the years and a
number of initiatives taken in the recent years had started yielding results.

The brand started its journey in 1933 as an antiseptic lotion, but over the
years, it has been extended to a number of product categories like toilet
soaps, liquid hand wash, shaving cream, plaster strips.

1.1. INTRODUCTION TO THE COMPANY

Consumers see Dettol as an ‘expert’. It is perceived as a product, which is
effective and versatile and guarantees protection from germs. It
uses demographic segmentation and can be used by most people of any age
group.

Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt

Benckiser Plc., world’s No.1 Company in household cleaning. Reckitt
Benckiser Plc came into being with the merger of Reckitt & Colman Plc with
Benckiser NV in 1999. The company has operations in 60 countries, sales in
180 countries and has had net revenues in excess of $5.5 billion. Reckitt
Benckiser India Ltd (RBIL) manufactures and markets a wide range of
products in Personal care, Pest control, Shoe care, Antiseptics, Surface care,
Fabric care and other categories. Amongst its many well‐known brands are
Dettol, Mortein, Harpic, Cherry Blossom, Lizol, Disprin, Robin powder, Colin,
etc. Most of these brands are either number 1 or number 2 in their respective
categories in India.

1.2. BRAND DETTOL

The brand Dettol was launched in India in 1933 in the Antiseptic liquid form
as a treatment for cuts and wounds. For almost the first 50 years, Dettol was
present only as an antiseptic liquid. Although it was being used in hospitals
and nursing homes for first aid and disinfectant uses like cleaning wards,
washing linen, etc. Consumers were also using it for bathing, mopping,
shaving and other secondary purposes. While it started its journey as the
‘cuts and wounds’ brand in the country, over the years it had taken over the
role of ‘protector from germs’ in every situation. Dettol Antiseptic Liquid has
some strong, distinct associations‐first and foremost is its trademark smell.
Who can miss the characteristic Dettol smell that has been the reassurance
to many a child’s Scraped knee! Consumers recognize the smell enough to
refer to a medicinally clean room as ‘Dettol like smell’. In the book, ‘Planning
of Power Advertising’, Anand Halve mentions, “It is a safe bet that you will be

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A case study on Dettol’s Brand Positioning 3

able to tell the smell of Dettol liquid on a cut with the reassuring tingling
sensation which tells you it has begun to work. Savlon on the other does not
have the same burning sensation, (and is) very often seen by consumers as
‘ineffective’ ”.

The second characteristic is its amber gold color. The third is the ‘clouding’
effect that appears when it is added to water.

Dettol’s packaging is distinct in its very own way. The green & white colors
are associated with hospitals. All Dettol products have a sword on the pack,
which is a symbol for fighting germs and infection. Over the years, the
clouding action and the sword have become synonymous with the brand and
have been creatively used in Dettol advertising.

Usage of the brand gives rise to many emotions in the consumers’ minds.
From making them feel safe and secure about the well‐being of their family to
making the mother feel that she has done the best for her family, the brand
evokes positive imageries and emotions. Thus, it is only fitting that the
brand’s tagline says ‐ Be 100% Sure.

2. Research methodology:
Our idea was to study Dettol as a brand in different segments. How they
appeal to different demography. We studied different products and how
Dettol’s communication strategy helped them seen as a unique product
compare to their competitors.

2.1. COMMUNICATION (ADVERTISEMENT):

Dettol’s communication in the initial years was via medical detailing material,
print advertisement in popular press and medical journals. This was followed
by TV advertisements centered on first aid application for many years.

U&A study showed that while First Aid use in the households had a near 100%
penetration, many homes were using it for secondary purposes. In order to
exploit this potential in 2005, the message strategy saw a shift to
communicating secondary usages like adding Dettol to bathing water,
disinfecting the floors, nappy rinsing etc. In early 2008, the brand’s
communication took another step forward with its “Aapka Dettol Kya Kya
Karta Hai” campaign – that highlighted how brand users across the country
had formed their own special bond with the brand – using it whenever and
wherever they felt a need for disinfection.

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A case study on Dettol’s Brand Positioning 4

2.2.ADVERTISING
Dettol’s marketing communication strategy, which involves ATL and BTL
strategies. ATL strategies like print media, social media, newspapers, radio all
are used. Attractive packaging has also increased its popularity. All the
products have a sword on their green cover to indicate its fighting spirit. This
packaging has become synonymous with Dettol.
Many schemes are launched to increase the awareness of the products and to
provide detailed information about each item. New and innovative ideas be
introduced to boost up the sales. During the rainy seasons from June to
August, the company gives a 2% discount to the retailers and 4% discount to
the wholesalers in order to push up the sales. A special offer of one soap free
on purchase of three soaps is also open during these months. The company’s
innovative schemes have helped in the continuous loyalty of the customers.
In order to endorse their products Dettol has been using famous and well-
known personalities. They have hired Saad Imran for the Dettol soap add and
famous TV personality Sakshi Talwar for their advertising campaigns.

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2.2.1. PROMOTIONAL STRATEGIES OF DETTOL

Dettol Surakshit Parivar initiative on, Reckitt Benckiser will target new
mothers, schools and hospitals in six metros - Delhi, Mumbai, Kolkata,
Chennai, Bangalore and Hyderabad.
The programme will mean getting in touch with 1.2 million new mothers,
300,000 students and 250 hospitals across the country
Reckitt Benckiser aims to target those who are most vulnerable to infections.
Thus, new mothers will be presented with a vaccination chart with tips on
how to keep the new-born and its surroundings germ-free, along with a free
bottle of Dettol antiseptic.
School students will be educated in the importance of washing their hands
before eating.
The hospital program will mean reaching out to hospitals and nursing homes
where programmers will be conducted with nurses and staff to keep the
environment germ-free. Health messages on first aid and immunization will
also be displayed.
2.2.2. Ways of Advertising

 Print Media
 Newspaper
 Hoardings
 Electronic Media
o TV Commercial

TV and print ads might work, but they are expensive. Dettol should opted for
a cleverer method: influencers. Influencers are ordinary customers that will
help spread a good word about your product for you. Each influencer is given
some form of incentive (samples, prizes) to tell their larger circle of friends
about your product, with their word-of-mouth replacing the need for
expensive TV advertisements.

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By engaging influencers, your advertising dollar gets exponentially more

mileage. Not only that, because word-of-mouth comes from friends and
acquaintances with relatable stories, they are a lot effective (and
much cheaper!) than traditional ads.
2.2.3. Effect points of Dettol’s influencer campaign.
It identified people who might be strong influencers. Get people with
access to your target audience! In Dettol’s case, they looked mainly for local
women on particular lifestyle sites, or with extensive social media networks.
It gave them incentives to spread the word. They gave samples to the
influencers, and created fun games where advocating the product to friends
earned them points and possibly prizes.
It identified its top influencers. Knowing what kind of people tend to be
good influencers is important for your next campaign! Keeping track of top
influencers also allows you to reward them well.
2.3.PR Strategy for Dettol
The Dettol campaign also tapped on the networks provided by platforms
like Weibo and ten cent, allowing an even greater reach. It was also on social
media and online sites like Vocal Point where they scouted for their potential
influencers.
People who are “friends” on social media sites tend to also share similar
interests. Chances are, if your product appeals to someone, it also appeals to
most of their Facebook friends.

With just a simple “share”, your product could reach tens, or hundreds, of
like-minded potential customers. Dettol found this out when their social
media campaign resulted in an 86% increase in sales for a fraction of the cost
of traditional ad campaigns.

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Let us now study Dettol’s

advertising strategy in each
product categories.

2.4. Dettol products –

An Overview:

 Antiseptic liquid
 Soap
 Liquid hand wash
 No touch liquid hand
wash
 Body wash
 Hand sanitizer
 Shaving cream
 Medical plaster

2.4.1. Dettol antiseptic liquid:

This product is one of the oldest and most popular products from Dettol and
so act as a versatile product towards complete family care protection. This
product can be used in multiple ways and dilution of this product in water
would be the best-recommended usage procedure.
2.4.2. DETTOL SOAP:
This product comes in different flavors like original, skin care, cool and re-
energize. Every product has its specific usage specialty in one’s everyday
use.
Dettol’s Communication:
Dettol Original soap was launched on the platform of ‘Mild and gentle skin
care’ with the selling Proposition as – “Give your family the loving care of
Dettol Soap”. However, the brand failed to take off since a mild soap from
the Dettol stable did not make sense. Even after two years of launch, Dettol
soap could not make its presence felt. In mid 80s, an exhaustive consumer
research was undertaken with the objective of finding reasons for
dissatisfaction among consumer and the result was the understanding that a
consumer need platform has to be built for a special bathing soap based on
Dettol’s core strengths and not on the mild and gentle skincare platform.
After in‐depth consumer research, it was seen that consumers were open to
the idea of using Dettol Soap when they faced extreme dirt conditions.
Hence, it was felt that Dettol Soap needs to be positioned for occasions that
are special, but not rare in everyday life. These could be based on exposure
to dirt and germs, pollution, heat, sweat etc. Another challenge was to create
a positioning that managed a fine balance between a cosmetic and

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therapeutic medicated position. The final positioning that was decided was:
“Dettol protection comes to you and your family in the form of soap for those
daily occasions when a especially clean germicidal bath is necessary. WHEN
NO ORDINARY BATH WILL DO – DETTOL SOAP – THE 100% BATH”

The advertising was thus developed along these lines and Dettol Soap was
re‐launched. The Advertising clicked with the consumer. Dettol soap sales
reacted very positively to this new Communication. Dettol sales grew year
after year, with communication being renewed periodically to keep consumer
interest in the brand promise alive.

2.4.3. DETTOL HAND WASH:

Dettol hand wash products are also categorized as original, skin care,
sensitive and fresh hand wash. The user can select his product based on his
necessity. Due to its perfect mix of ingredients towards complete skin care all
the above hand wash products enjoys a good reputation with trusted
protection towards germs. This product comes in different bottle size and
even it can be reused with purchase of its refillable pouch packs.
Dettol’s Communication
Dettol hand wash communication has always focused on the core brand
positioning of protection from germs. Over the years, the message of need
for hand washing and the risk of germs has been highlighted in various daily
germ pick up situations.

2.4.4. DETTOL NO-TOUCH HAND WASH:

Dettol no touch hand wash is advanced system of technology that
automatically senses ones hand and dispense adequate amount of liquid
soap. This product is available in two flavors like cucumber and original.

2.4.5. DETTOL BODY WASH:

Both men and women can use Dettol body wash. Dettol body wash comes in
four varieties like original, skin care, nourishing and soothing. The products
are priced minimally based on competitive analysis and it can be selected
according to the utility of the customers.
2.4.6. DETTOL SHAVING CREAM:
Dettol shaving cream is an exclusive product for a man that comes in two
different fragrances like fresh and cool. This product can be used in daily life
to provide smoother and effective shave operations for better results and
protection.

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2.4.7. DETTOL HAND SANITIZER:

Dettol hand sanitizer is another product from Dettol that can be used for
water free hand cleansing.
2.4.8. DETTOL WATER MEDICATED PLASTER:
This is another product of Dettol that helps to give and satisfy the users with
100% germs free protection for various heals and cuts.
Usage:
 Dettol can be used as an antiseptic liquid to protect the entire family
from germs.
 Dettol can be diluted in water or cleaned using mops to disinfect the
floors completely.
 Dettol can even be used to disinfect your clothes in washing and
laundry.
 Dettol had expansion in its products category and their product can be
used for cuts, wounds and even for shaving, rinsing as a general
disinfectant.

2.5. Key Points

 Social media links like-minded people. That is why sites like

Facebook are popular: they help link you with friends who think alike.
This is fertile ground for good word about your product to spread.

 Strong influencers can be found on key online sites. Influencers

tend to be well connected and can easily reach many people. Look for
active users on relevant online sites.
2.6. Over all Summery
A small bottle of Dettol doesn’t seem much, but its adoption and success was
driven by a powerful word-of-mouth advertising engine.
Even if you think your product is not exciting, word-of-mouth can still help
you get your message out. Do this by focusing on:
 Behaviour: Research and realise what potential behaviour patterns
are untapped.
 Use influencers: Identify potential influencers, incentivise them, and
reward them.
 Social media: Ideal ground for strong influencers at a much lower cost

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3. Segmentation (Demography, Target Markets)

Positioning strategy for Dettol
To device a Marketing Strategy for Dettol first we need to decide the target
audience and their behavior.
Target audience & Behavior
The main target of the company Dettol is the middle class group. They have
also set their target on the rural market as its products have already
captivated most of the urban market. Special emphasis has been laid on
wooing the female section because in a middle class, family woman takes all
the household decisions and hence the women are the decision makers.

a) They targeted first aid use in households in urban areas

b) They are targeting literate people
c) Many hospitals and clinics use it for secondary purpose in semi-urban
areas and small towns.
d) Mothers use it for washing household’s clothes.
Power of Habit, people tend to have particular behaviour patterns. Dettol was
initially sold only in huge bulky bottles, seemingly unsuited for daily use. In
Nanjing, it was used mostly for cleaning floors and laundry, which limited
possible consumer behaviour.
However, Dettol did its homework, and discovered the pattern of consumer
behaviour: people only used Dettol for the big things: like laundry day or floor
cleaning. What about other possible behaviour patterns, like using Dettol for
small, everyday things?
It took that opportunity and adapted its products to fit by producing smaller
bottles of disinfectant. These were packaged into small “experience kits”,
with a leaflet of tips on new, small ways Dettol could be used in everyday life.

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It was an amazing success. The campaign quickly created another powerful

reason to buy Dettol – and with it, intent to purchase doubled from 21% to 42% in
Nanjing. All it took was to nudge consumers in behaving
just slightly differently.

3.1. DETTOL SOAP - SEGMENTATION

Target Market:
The target market of Dettol is all households who can afford buying soap and
who want to fulfil everyday need that provides them and their family with a
100% anti bacterial solution and complete protection from germs/bacteria
and cleanliness.
Geographic location:
Includes almost all Urban, suburban, small towns and rural areas.
Demographics:
Gender - Male, females (especially mothers)
Age - 18 to 45 years
Socioeconomic status:

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Mainly targeting middle class and upper middle class in urban and suburban
areas, primarily cities and surrounding areas. Rural market penetration is
limited and is primarily driven through indirect channels (Wholesale)

Psychographics:
Young homemakers and mothers who care about the health of their families.

3.2. DETTOL ANTISEPTIC LIQUID – SEGMENTATION

Demographic:
Dettol Antiseptic Liquid’s segmentation for family life cycle is no
segmentation at all. It’s a product presented for the whole family. Everyone,
from kids to elders can use the Antiseptic liquid for various purposes.

Psychographic:
 Lifestyle:
Dettol has segmented our modern-day lifestyle, which is more
outdoors, unhygienic and bacterial. Therefore, for the hygiene-seeking
consumers, Dettol has come up with the Antiseptic liquid for laundry,
wounds, cuts and house cleaning.
 Personality:
Segmented the adventurous and daring personalities, to support them
with a very effective antiseptic liquid for their injuries and wounds.
 Self-concept:
It appeals to those people who are disinfectant freaks.
Behavioral:
 Benefit:
It appeals to the customers who expect a solution with very effective
antiseptic properties for cleaning wounds, laundry and house cleaning.

 User Status:
It had targeted both brand and category users with its “Aapka Dettol
kya karta hai” campaign that show cased how brand users across the
country had formed their own special bond with the brand, using it
whenever and wherever they felt a need for disinfection.

 Usage rate:
They have various packings for different types of consumers based on
quantity consumed, ranging from 50ml to 500ml.

 Purchase options:

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It does not have any specific occasion for purchasing, although it tries
to promote its sales on various occasions like Mother’s Day.

 Loyalty status:
Dettol mostly has hard-core loyal customers and status.

 Buyer readiness:
Dettol has very high buyer readiness. Since years, it has been used in
Indian households for various purposes due to its antiseptic and
disinfectant properties.

4. Market share:

5. Dettol as a brand and its imagery in their minds.

Dettol is largely perceived as an antiseptic brand used for health and hygiene
of the brand.

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6. Competitive advantage in the Marketing strategy

of Dettol
 Over the years, Dettol has created strong, distinct associations-first
and foremost is its trademark smell. Who can miss the characteristic
Dettol smell that has been the reassurance to many a child’s scraped
knee! Consumers recognize the smell enough to refer to a medicinally
clean room as ‘Dettol like smell’.
 The second characteristic is its amber gold colour.
 The third is the ‘clouding’ effect that appears when it is added to water.
 The fourth and most important is the absolute trust that consumers
have on the brand Dettol because the brand has always been proven
to kill germs and to make a wound septic or even to clear a room of all
germs. It has been positioned effectively and beating that position is
very difficult. This positioning is the most important competitive
advantage of Dettol.
 Dettol’s packaging is distinct in its very own way. All Dettol products
have a sword on the pack, which is a symbol for fighting germs and
infection. Over the years, the clouding action and the sword have
become synonymous with the brand and have been creatively used in
Dettol advertising.
 Dettol has a broad product portfolio under each category, which helps
the company in capturing the market across the segments thereby
increasing its product visibility by occupying the large shelf space of
the retail outlets.

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7. Looking Ahead...
Brand Dettol’s growth trend had been steady over the years. In the last few
years, there had been an acceleration in its growth, but the team felt that
with the right strategies in place, it could leverage the growth momentum it
had built in recent past. It was looking forward to finalizing various marketing
strategies and initiatives to help it achieve its ambitious objectives.
7.1. MARKETING STRATEGY

7.1.1. BCG MATRIX IN THE MARKETING STRATEGY OF DETTOL

 Liquid hand wash are stars. Dettol is the market leader in hand wash
category so command strong hold in the market. However, this market
has several other strong players including Lifebuoy.
 Antiseptic Liquids is Cash cows although Dettol is the market leader in
this product category, but the market is deeply penetrated & and
crowded with other competitive brand offerings resulting into low
industry growth rate.
 Product categories like bar soaps, Wipes, Kitchen Gel and shaving
cream are still struggling due to low acceptability of these offerings of
Dettol in the market and hence are in question marks.
 In the stagnant and small plaster market its main competitor is Johnson
& Johnson’s “Band Aid” therefore it is under Dogs.

7.1.2. DISTRIBUTION STRATEGY IN THE MARKETING STRATEGY OF

DETTOL
RBIL distributes all its products through its common distribution channel,
which has a wide and deep reach in the markets and is a key strength of the
company. The channel is managed by a well-structured sales force,
responsible for achieving sales for the entire product portfolio of more than
150 Stock Keeping Units (SKUs).
It sells its products via all three-distribution channels of the company,
namely:
 Modern Trade – self-service channel
 Direct Distributors in large towns
 Sub Stockist network for reach into smaller towns.

7.1.3. BRAND EQUITY IN THE MARKETING STRATEGY OF DETTOL

Research on brand equity revealed that while Dettol’s equity remained very
strong on ‘germ protection’, Consumers see Dettol as an ‘expert’, as
something which is effective and versatile and guarantees protection from
germs. It has been likened to a bodyguard who protects them from the

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unclean and unhygienic outside world. The brand’s versatility stems from
multiple uses of the antiseptic liquid, which offers protection in so many
different forms.
Usage of the brand gives rise to many emotions in the consumers’ minds.
From making them feel safe and secure about the well-being of their family to
making the mother feel that she has done the best for her family, the brand
evokes positive imageries and emotions. Thus, it is only fitting that the
brands tagline says – Be 100% sure.

7.1.4. COMPETITIVE ANALYSIS IN THE MARKETING STRATEGY OF

DETTOL
Dettol having presence in various product categories & due to RBIL’s
extensive network can cover the wide market across different segments.
Also, they are market leader in some like Antiseptic liquid & Liquid hand wash
but some of its product categories are comparatively not doing well like in
Wipes, Kitchen Gel, shaving cream already there are large number of global &
national giants fighting to maintain their market share such as HUL, P&G,
Dabur and many other local & national players are there.

7.1.5. MARKET ANALYSIS IN THE MARKETING STRATEGY OF

DETTOL
Hygiene market is occupied with various companies’ offerings. With rise in
income & education level people are becoming more & more health conscious
which is an opportunity for these companies to increase their customer base.

7.1.6. CUSTOMER ANALYSIS IN THE MARKETING STRATEGY OF

DETTOL
Dettol serves each & every segment of the society through different set of
offerings from soaps to liquid hand wash to sanitizer. Customers of Dettol are
of all age groups, and they are segmented irrespective of gender or income.
It is a truly much-marketed product because everyone needs Antiseptic and
due to its decade’s long presence and performance in the market, Dettol’s
customers trust the brand completely. Some have incorporated the use of
Dettol in their day-to-day life including bathing, cleaning and scrubbing.

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A case study on Dettol’s Brand Positioning
PM Narendra Modi’s Swatch Bharat
campaign, along with a focused
distribution push in rural markets, has
paid off for consumer healthcare firms.
https://economictimes.indiatimes.com/news/politics-and-
nation/the-absent-csr-in-swachh-bharat-
comment/articleshow/63378524.cms
Read more at:
7.2. POTENTIALS AT PRODUCT
LEVELS
8. Conclusion
Through insightful communication, Dettol will drive behavioral change
towards hygiene and sanitation. Dettol should collaborate with noted experts
World Group to develop communication modules, which will aim to drive
everyone to adopt healthy hygiene practices.
18
PRODUCT LEVELS
Core Benefit:
Dettol Antiseptic liquid acts as an
antiseptic solution to consumers for
hygienic purposes.
Basic Product:
Dettol Antiseptic liquid mainly comes in
glass bottles and is amber gold in color. It
is available in sizes from 50ml to 500ml.
Expected Product:
Dettol Antiseptic liquid is supposed to
provide antiseptic relief to consumers. The
consumers get a secure feeling when the
burning sensation occurs when applied on
injuries.
Potential product:
Dettol can come up with various new
products such as antiseptic oils, hair care
products, antiperspirant deodorants,
kitchen cleaners, floor cleaners and so on.
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“Dettol Banega Swachh India” is a 5-year ambitious program to address the

rising need of hygiene and sanitation in India. We have made a commitment
to invest a sum of INR 100 cr. towards this initiative, which will aim to:
Drive behavior change towards hand hygiene, through numerous
awareness initiatives such as the School Hand Wash Program and Young
Mother’s Program
Improve sanitation facilities by working with NGO partners to identify
areas across the country, to support the development and maintenance of
cleaner toilets.

With this approach, Dettol should be able to make a mark in the mind of
citizens of India and bring about a behavioral change which will benefit the
society as a whole and Dettol in turn.

Sources:

http://www.dettol.co.in/en/banega-swachh-india/about-banega-swachh-india/

http://swachhindia.ndtv.com/

http://www.digitaltrainingacademy.com/casestudies/2014/09/social_media_ca
se_study_dettol_boosts_spray_sales_86_in_china_via_word_of_mouth.php

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