MARKETING

PROJECT
Group- D
AGENDA
Introduction​
About the product &co
​Customer value analysis
Demand computation
​Positioning
INTRODUCTION
Dettol is a cleaning disinfectant and Antiseptic. It was
introduced in 1932 by the British company Reckitt. In
Germany, it is sold under the name Sag Rotan . Prior to
2002, some Dettol products were branded Dettox
ABOUT THE PRODUCT
Dettol Liquid. Chloroxylenol 4.8% w/v. Dettol Liquid is an
effective concentrated antiseptic solution that kills bacteria and
protects against the germs which can cause infection and illness.
It can be used for antiseptic cleansing of minor wounds caused
by cuts, bites, grazes, insect stings; for dandruff, spots and
pimples and if medically advised, for personal hygiene.
CUSTOMER VALUE
ANALYSIS
Module-1
THE MAJOR ATTRIBUTES AND THE BENEFIT
THAT THE CUSTOMER VALUE IN ANTISEPTIC
PRODUCTS ARE
 Easy to use
 Freshness
 Value for Money
 Fragrance
 Brand image and Loyalty
 Burning Sensation
CUSTOMER VALUE ANALYSIS IS TO ASSESS THE QUANTITATIVE IMPORTANCE OF THE
DIFFERENT ATTRIBUTES AND BENEFITS THAT CUSTOMER VALUE

RATINGS BASED ON ATTRIBUTES

10

0
EASY TO USE FRESHNESS VALUE FOR MONEY FRAGNANCE BRAND IMAGE BURNING SENSATION
THIRD STEP IS TO ASSESS THE COMPANY'S AND
COMPETITOR'S PERFORMANCE ON THE DIFFERENT
CUSTOMER VALUES AGAINST THEIR RATED IMPORTANCE
EASY TO USE

10

BURNING SEN SATION FRESHNESS

5
DETTOL

0
SAVLON

BRAND IMAGE VALUE FOR MONEY

FRAGRANCE
 THE CUSTOMER VALUE SCORES FOR YOUR
COMPANIES PRODUCT AND COMPETITOR PRODUCT BASED ON
WEIGHTS ASSIGNED TO THE IDENTIFIED
ATTRIBUTES
DEMAND COMPUTATION-
MARKET SIZING
MODULE-2
POSITIONING
MODULE-3
  FOCUS ON HEALTH  FOCUS ON ECONOMY PRICING

 STRONG SUPPLY CHAIN NETWORK  WEAKER SUPPLY CHAIN

POINT OF  PRODUCES STINGING SENSATION  NO STINGING SENSATION

DIFFERENCE  AVAILABLE IN DIFFERENT PACKAGES  PACKAGING MODELS ARE LESS

POINT  ANTICEPTIC LIQUID

OF PARITY  FOCUS ON FAMILY
 FOCUS ON QUALITY
 PERSONAL CARE PRODUCT
PERCEPTUAL MAP
THANK YOU
SURISETTY JNANESWAR
JENEFER IGNACIOUS
UTKARSH CHAUDHARY
VAIBHAV DESHMUKH
AMNA FARAZ