Case Study Presentation

Submitted to:

Mahendra More Sir

Submitted by:
Shashi Ranjan
Shoaib Siddiqui
Shubham Chaurasia
Rahul Dutta
Rahul Kumar Kaushik
 CASE FACTS & PROBLEMS

• Company – Reckitt Benckiser

• Sector- FMCG
• Founded in – 1814
• VISION- WORLD WHERE PEOPLE ARE HEALTHER AND LIVE
BETTER
• Headquartered -- Slough, Berkshire, England
• Total Employee – 43000
• Dettol Antiseptic Liquid RB’s flagship Product
 Household

Portfolio Personal Care

Pharmaceutical

Problems of the case:

• To go for detergent product or not

• Indirect Distribution channel
 DETERGENT INDUSTRY ANALYSIS

Sales of Laundry Care •Retail value sales increase by 7% in current terms in 2021 to
(In millions) 
INR298 billion
2018 278,912.8 5.8 •Laundry aids is the best performing category in 2021, with
2019 291,438.1 4.5 retail value sales rising by 12% in current terms to INR15.6
2020 278,904.3 -4.3 billion
2021 298,231.5 6.9 •Hindustan Unilever Ltd is the leading player in 2021, with a
2022 318,680.0 6.9 retail value share of 45%
•Retail sales are set to rise at a current value CAGR of 6%
(2021 constant value CAGR of 1%) over the forecast period to
INR393 billion
Company Shares of Laundry Care
% Share (NBO) - Retail Value RSP - 2021

Company % Share
Hindustan Unilever Ltd 45.2
RSPL Ltd 17.1
Procter & Gamble Home Products Ltd 8.9
Nirma Ltd 4.6
Jyothy Labs Ltd 2.9
Fena Ltd 2.1
Reckitt Benckiser (India) Ltd 1.3
Godrej Consumer Products Pvt Ltd 0.5
Amway India Enterprises Pvt Ltd 0.1
Marico Ltd 0.1
Pidilite Industries Ltd 0.1
Others 17.1
Brand Shares of Laundry Care
% Share (LBN) - Retail Value RSP - 2021
Brands % Share
Surf 20.2
Ghari 17.1
Wheel 15.2
Rin 9.0
Tide 7.5
Nirma 4.6
Fena 2.1
Ujala Supreme 2.0
Ariel 1.4
Vanish 0.9
Henko 0.7
Ezee 0.5
Sunlight 0.4
Robin 0.4
Comfort 0.4
Mr White 0.2
SA8 0.1
Revive 0.1
Ranipal 0.1
Others 17.2
Current Product and Brand Analysis
 BRAND EXTENSION

Reasons for brand extension:

 Brand Development got stagnated
 It was rarely used and in very low quantity
 Price could not be increased, as regulatory rule by Indian Government for Dettol
antiseptic liquid
 Dettol went for creating a multiple use product
 Cleaning floors
 Washing clothes
 Shaving
 Bathing
BRANDS added up
BRANDS added up

 Introduced in 1984, 100% bath

 Soap market in India = Rs. 132 Billion in 2015
 Competed by HUL, Lifebuoy; Rs. 22 Billion and Lux; Rs. 19 Billion
 Dettol soaps market share = Rs. 10.5 Billion

 Launched in 1996
 Shaving cream market in India = Rs. 2.44 Billion in 2015
 Dominated by Vi-John, with 29% market share
 Dettol shaving cream market share = 8.5%

 Launched in 1991, directly used for First-Aid; Dettol’s core area

 Dominated by Johnson & Johnson, with 69% market share
 Launched in 1994, providing a hand washing convenience
 Liquid hand wash market in India = Rs. 5 Billion in 2015
 Dominated by Dettol

 Launched in 2012, both for men & women,

 Emphasized the liquid format of soap

 Launched in 2010, recommended by Indian Medical Association

 Provided a handy and on-the-go protection from germs
 Extensively used during Covid-19 pandemic
Thank You !