Executive Summary 4P Consumer Profiling ACPRA Framework Strategies for Repurchasing Way Forward

Primary Survey was conducted among 127 people ranging from age of 17-30. 2 Focus Group interviews were organised among collestudents and corporates.

PRODUCT TARGET Include almost all urban, suburban, small town, and some
rural areas of India. Kids and their parents( Esp.
Dettol Soap is one product GROUP Mothers). Ranges from all ages from children to senior
citizens
among Dettol’s Product
portfolio, customised to Indian Even though Dettol is a
Market as Indians mostly popular brand in various
uses Soap for Hand wash, countries but In India it is
available as Dettol Original, still in the phase between
Dettol Skincare, Dettol Cool,
Innovators and soon to go
Dettol Re-energize, for Moms
in Early Adopters
customer segment
All the major outlets like supermarket, retail shops
and medical medical shops, bulk orders to Hospitals,
e-retail platforms like Amazon, Distribution using
PLACE Dettol needs to adopt various strategies to ensure that it reaches to the Early
Swiggy, Zomato
Majority phase. ACPRA framework provides a direction to achieve this goal
Three different packages- Size 45g at Rs.10, 75g at
PRICE Rs.35, 125g at Rs.58 The first are Conscious Consumer is
IMAGE
very conscious about buying a conscious about
Ad campaign to local needs and government policies like of making the germ protection the 20-second
in India Dettol’s Ad campaigns have been around
Swachh Bharat mission, CSR activities like its latest PROMOTION PRIMARY right choice, soap, but brand hand washing
“#DettolSalutes” , Mass Marketing
RESEARCH So they trust doesn't matter habit, but brand
doesn’t matter
DETTOL
To create one year growth strategy for
PROBLEM Dettol, to ensure that it grows as a strong
brand and continue to retain it’s Market
STATEMENT Share as a Market Leader.