PRODUCED BY PRODUCED BY Prof SHAILESH KALE PROF SHAILESH KALE

DIRECTED BY ADITI PAI JAYA MALIWAR PRACHET SHETH SUDHEER WADHWA VINISHA PAREKH

Reckitt Benckiser. Reckitt & Coleman India (RCI) was incorporated in 1951.ROBIN BLUE. HARPIC. priorly known as Reckitt & Coleman is a 51% subsidiary of Reckitt Benckiser Plc which started way back in 1934. based company launched various brands and products in the Indian market like DETTOL. MORTEIN.LIZOL.K. BRAND EXTENSION- . CHERRY BLOSSOM.Reckitt Benckiser India Ltd.DISPRIN. a U.

Market Share 100% % Market share 80% 60% 40% 20% 0% Antiseptic Soap Product Segments Liquid soap De m a nd Fore ca s t : Pa s t & Fut ure 170 160 150 140 130 120 110 100 1999 2002 2003 2006 2009 2000 2001 2004 2005 2007 2008 Demand ( Rs in bn ) Years .Dettol .

% of survey 100% 20% 85% 72% 40% 60% 80% 0% Brand Awareness Preferred antiseptic Attributes Reason Brand Loyalty 56% Usage for other Dettol Products 74% 72% Surv e y R e s ult .

5 70g 36 70g Price 55 Price 22 37 .5 30g 70g 37.5 125g 17 125g Liquid Soap Dettol Fem Quantity Price Quantity 250ml 55 250ml Shaving Cream Dettol Old Spice Palmolive Quantity Price Quantity Price Quantity 30g 24.COMPETITIVE PRICING STRATEGY Price 16 26 Soap Dettol Savlon Medimix Quantity Price Quantity Price Quantity 75g 16 75g 12 75g 125g 24.5 30g 19.

homes hospitals & dispensary.articles Hotels.men’s saloon magazines magazines Heals wounds faster.rashes gives freshness Hoardings banners Hoardings banners . Hotels.water resistant. print media print media Hotels.Market penetration strategy GOOD HEALTH BEGINS WITH HYGIENE Range of Products Range of Products Antibacterial Soap Antibacterial Soap Liquid Handwash Liquid Handwash Shaving Cream Shaving Cream Band Aid Band --Aid Inhibits bacteria 24 hrs Resist germs to multiply .avoids bruises. hospitals & dispensary.prevents further invention Banners.theatres.school sportsevents sportsevents .cleanwash Softens the skin for better shave.school Banners.homes Hotels. railways & educational railways & educational institutes institutes .men’s saloon .articles .theatres.

TREND ANALYSIS OF RBIL Tr end A naly sis of Past 5 y ears 64000 61000 58000 55000 52000 49000 46000 43000 40000 2000 2001 2002 Y ear s 2003 2004 Sales .

SWOT ANALYSIS OPPORTUNITIES Dettol Water Purifier due to increase in epidemics STRENGTHS Opportunity to capture the shaving cream segment SWOT ANALYSIS THREATS Competitive Pricing Attractive Packaging of competitor products Good Advertisements by competitors WEAKNESSES Poor marketing strategies for Dettol Shaving Cream & Dettol Talc Burning sensation of Antiseptic liquid High market share of antiseptic liquid Brand loyalty Most trusted Brand High quality at affordable prices .

Guard Diversification : Shaving Cream WHAT NEXT ? Cash Cow Star Product Antiseptic Liquid Soap & Liquid soap t aaha i se R l Khuj Problem Proposition :  Itching Sensation Benefit  Quick Relief and cooling effect throughout the day Reason to Believe  Dettol is the most trusted and hygienic Product In India The Selling Story…. No more BLACK MARKS with quick relief .What Next ? D ..

bus stops.Trains . Attractive Packaging  Incentive to dealers/ distributors  Enter just before summers  TV commercials telecasted especially during prime time  Advertisements through Radio channels during morning and evening  Outdoor media: billboards at railway stations.BEST Buses.

.GUARD ujli Se Kh aahat R t aaha eR ujli S Kh Don’t Scratch the Itch………… Here’ s your wireless handsfree…… Net WT. 25gms & 12gms * For external use only A PERFECT 12 HRS SOLUTION • Greaseless .D D GUARD . Non – Staining & Odourless Cream • Full Prescription Strength • Relieves Itching and Burning •Gives a cooling Effect .

Facts And Figures ► RBIL from its flagship brand Dettol achieves an annual turnover of Rs.300cr plus ► Out of RBIL ‘s total turnover Dettol Antiseptic Liquid contributes 22% and Dettol soap about 10% According to the Economic Times Survey of India’s Most Trusted Brands.Dettol was rated fifth in the year 2001and first in 2002. ► ► In the week of Tsunami disaster RBIL has made 2000 litres donations in kind and product donations such as : 20000 soaps Dettol Soaps Dettol Antiseptic liquid .

 Need for Dettol Shaving Foam & Gel for younger Generation.Recommendations  Glass bottles to Plastic bottles Reduce burning sensation Aggressive marketing strategy for Dettol Shaving Cream Smaller size of Dettol Soap’s to enable the traveling people to brand loyal. Improving the Dettol Band-aid quality. .

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