Professional Documents
Culture Documents
DIRECTED BY ADITI PAI JAYA MALIWAR PRACHET SHETH SUDHEER WADHWA VINISHA PAREKH
Reckitt Benckiser India Ltd, priorly known as Reckitt & Coleman is a 51% subsidiary of Reckitt Benckiser Plc which started way back in 1934. Reckitt & Coleman India (RCI) was incorporated in 1951. Reckitt Benckiser, a U.K. based company launched various brands and products in the Indian market like DETTOL, HARPIC, CHERRY BLOSSOM, MORTEIN,LIZOL,ROBIN BLUE,DISPRIN.
BRAND EXTENSION-
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
% 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
Price 55
Price 22 37
Softens the skin for better shave,avoids bruises,rashes gives freshness Hoardings banners Hoardings banners ,mens saloon ,mens saloon magazines magazines
Heals wounds faster,water resistant,prevents further invention Banners,school Banners,school sportsevents sportsevents ,articles ,articles
Hotels,homes Hotels,homes hospitals & dispensary, hospitals & dispensary, print media print media
Hotels,theatres, Hotels,theatres, railways & educational railways & educational institutes institutes
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
WHAT NEXT ?
Cash Cow Star Product Antiseptic Liquid Soap & Liquid soap
t aaha i se R l Khuj
Problem
Proposition :
Itching Sensation
Benefit
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, bus stops,BEST Buses,Trains
D D GUARD - - GUARD
ujli Se Kh aahat R
t aaha eR ujli S Kh
Out of RBIL s total turnover Dettol Antiseptic Liquid contributes 22% and Dettol soap about 10% According to the Economic Times Survey of Indias 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
Recommendations
Glass bottles to Plastic bottles Reduce burning sensation Aggressive marketing strategy for Dettol Shaving Cream Smaller size of Dettol Soaps to enable the traveling people to brand loyal. Improving the Dettol Band-aid quality. Need for Dettol Shaving Foam & Gel for younger Generation.