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Introduction

Presented byGroup-11th

Dettol Antiseptic Liquid Disinfectant is the name of commercial liquid and solid antiseptic products belonging to a household product line manufactured by Reckitt Benckiser. INTRODUCTION .Dettol y Lifeboy y Lifebuoy is a brand of soap containing phenol marketed originally by Lever Brothers in England in 1895 now in India it is a product produced b Hindustan Unilever ltd.

but becomes milky white when diluted in water.[citation needed] .[1] with the rest composed of pine oil. caramel. Because several of the ingredients are insoluble in water. Dettol produces a white emulsion of oil droplets when diluted during use. but it must not come into contact with eyes. castor oil soap.8% of Dettol's total mixture. The active ingredient which defines its unique antiseptic property is an aromatic chemical compound known as chloroxylenol (C8H9ClO). or nasal passage[citation needed]. Its topical application is a remedy for boils (skin abscess). This makes up 4. This diluted mixture can be used to clean cuts etc. and water. mouth. isopropanol.Cont«««« Dettol y y y The traditional liquid product is a light yellow colour. Diluted Dettol can also be used to treat acne[2] in small quantities.

y Target market .Dettol y The target market for Dettol soap is all households (primarily mothers) who can afford buying soap and who want to fulfill an everyday need (primarily bathing) that provides them and their family with a 100% anti-bacterial solution ± complete protection from all germs/ bacteria and cleanliness from dirt / grime.

.Wholesale) y Agency selection y y y Almost 135 Advertising agencies exist in market but Reckitt Benckiser has selected Manhattan International Limited (MIL) Advertising Company because of their outstanding work in Pakistani market.g.Market demographic(geographic) AND agency Females basically mother Mainly targeting middle class and upper middle class in urban and sub-urban areas ± primarily cities and surrounding areas. Rural market penetration is limited and is primarily driven through indirect channels (e.

innovative and contemporary brand Low Top-of-Mind recall: Communication not engaging Swot .strongly associated with hospitals § Is harsh on skin ± makes skin dry § Does not make satisfying lather § Shape not user-friendly ‡ No awareness of variants No perceived as a dynamic. cuts/bruises and seasonal applications Brand comes from a reputable (old) company Loyal following of µOriginal¶ THE WEAKNESSES Not perceived as an µeveryday soap¶ due to: § Smell .Dettol y y y y y y y y y y THE STRENGTHS The brand¶s Germ-kill heritage (brown liquid) is seen as strong and adds on trustworthiness (RTB) Excellent for treating skin irritations.

y THE THREATS y Other main players in the antibacterial soap category (Safeguard and Lifebuoy) have positioned their brands for everyday use against bacteria ± Dettol soap positioning lacks that desired everyday benefit and experience! y .THE OPPORTUNITY y Leverage the powerful brand equity associated with the Dettol Brand to make Dettol Soap an everyday use proposition.

y y POSITIONING STRATEGY Dettol is positioned as a premium brand which the mother chooses for 100% protection against all germs and bacteria for her family. it is priced at a premium to its competitors (Safeguard and Lifebuoy). he/she does! Dettol soap is a Rs 1 billion brand annually and so the marketing budget allocated to it approx 20 % of total Net revenue y Positioning strategy . 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 which in the case of Dettol soap. The mother of the family is the focal point for Dettol Soap positioning compared to Safeguard and Lifebuoy which focuses on children. As Dettol is a premium brand.

Lifebuoy's goal is to provide affordable and accessible hygiene and health solutions that enable people to lead a life without fear of hygiene anxieties and health consequences. .

LLifebuoy Bar Soap ifebuoy Body Wash Lifebuoy Hand Wash Lifebuoy for Men Body Wash Lifebuoy Clear Skin Lifebuoy Hand Sanitizer .

.Born: 1895 History: Owned by Unilever Plc. the parent company of Hindustan Unilever Ltd ³Lifebuoy has 112 years of existence in India Lifebuoy is one of Unilever's oldest brands. With its positioning as a powerful germicidal and disinfectant. But the health advantage waned over time as competitors came out with soaps that promised both health and beauty. Brand story: Lifebuoy landed on Indian shores in 1895. For example. to support people in their quest for better personal hygiene Status: Has 18% market share in the bathing soaps category. Lifebuoy Royal Disinfectant Soap was launched in 1894 as an affordable new product in the UK. it was what the nation was looking for. a 1930's campaign in the US was titled 'Clean hands help guard health'. worth Rs6. a brand that was truly 'global' before the term 'global brand' was invented. when the country was in the grip of a plague epidemic. and with a strong carbolic smell..000 crore.

ADVERTISING AGENCY ± LOWE INDIA The 1970s were challenging times for the brand.´ protects effectively against germs target market Rural as well urban area specially children and males In the last five years. it has touched nearly 100 million Indians across 44. its mainstay.000 villages. ³The biggest challenge was to break the mould and do clutter-breaking clutteradvertising.´ . especially in the rural markets.

the Indian arm of the fast moving consumer goods (FMCG) ³HEALTH AND HYGIENE ALWAYS COMES FIRST .CSR Lifebuoy's ³Swasthya Chetna´ (LSC) was a five-year health and hygiene education program initiated by Hindustan Lever Limited (HLL).

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