75 Years of Dettol

DETTOLUsage of the brand DETTOL gives rise to many emotions in the consumers’ minds. From making them feel safe and secure about the well being of ‐their family to making the mother feel that she has done the best for her family, the brand evokes positive imageries and emotions. Thus, it is only fitting that the brand’s tagline says ‐ Be 100% Sure.

Reckitt Benckiser India Ltd(RBIL)COMPANY BACKGROUND

• Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc., world’s No.1 Company in household cleaning

• Reckitt Benckiser PLC is a British multinational consumer goods company headquartered in Slough, United Kingdom.

• Formed in December 1999 from the merger of Reckitt & Colman PLC and Benckiser N.V.

• It has operations in over 60 countries and its products are sold in over 180 countries.

• Reckitt Benckiser is listed on the London Stock Exchange It had a market capitalisation of approximately £23.2 billion as of 23 December 2011, the 20th-largest of any company with a primary listing on the London Stock Exchange.

Cont.• RBIL,manufactures and markets a wide range of products in Personal

care, Pest control, Shoe care, Antiseptics, Surface care, Fabric care and other categories.

• Well-known brands of RBIL are Dettol, Mortein, Harpic, Cherry Blossom, Lizol, Disprin, Robin powder, Colin etc.

• Most of these brands are either number 1 or number 2 in their respective categories in India.

Vertical and Horizontal Extension

PRODUCT MIX

HANDWASH LIQUIDANTISEPTIC

BODYWASHSOAPPLASTER SHAVING

CREAM

Original 200ml 250ml 1000ml

Skincare 200ml 250ml 1000ml

Sensitive 200ml 250ml 1000ml

Dettol plaster

Original 70gm 120gm

Skincare 70gm 120gm

Cool 70gm 120gm

Original

Skincare

125ml

125ml

Original

100gm

Dettolantisepticliquid

50ml 200ml 500ml

Dettol Hand Wash

Dettol Soap Dettol shaving cream

Dettol Body Wash

Dettol Body Wash • Dettol body wash was launched in 2005 for further penetration into related

categories and progression into the urban market.• The Body Wash market is a small but fast growing category. Its category size was

Rs. 16 Crores in 2007. For the last 3 years, the CAGR has been near 30%• The current user profile of Body Wash is upper SECs who reside mainly in Metros.

The user profile currently also has a slight female skew and the association of the product usage is with feelings of indulgence and ‘pampering oneself’. The category is considered ‘premium’ due to its high priced products.

• Given the size of the market, the support behind the category has been overall at a rather low level.

• The overall penetration in India is a meagre 1%. However, trends in other semi-developed markets show that shower gels clearly the body-wash market of the future. In many developed countries, use of soap is changed to body wash format (almost to 50%).

4 Variants in Body Wash• Extreme Body Wash : Dettol Skincare products introduces all New Dettol Original Body

wash is specially formulated for everyday use. Dettol Original Body wash formula is 10 times better at fighting germs compared to ordinary soaps. So give Dettol's trusted protection to the entire family.

• Aqua Body Wash : Dettol Skincare Body wash offers the perfect balance between your beauty and personal hygiene needs. Dettol Skincare Body wash is formulated specifically to ensure that you don't have to compromise on your beauty needs to get Dettol's trusted protection.

• Nourishing Body Wash :Dettol Skincare products introduces all New Dettol Nourishing Body wash is specially formulated with Natural essence for everyday use. Dettol Nourishing Body wash is formulated specifically to ensure that you don't have to compromise on your nourishment to get Dettol's trusted protection

• Soothing Body Wash : Dettol Skincare products introduces all New Dettol Soothing Body wash is specially formulated with Natural essence for everyday use. Dettol Soothing Body wash is formulated specifically to ensure that you don't have to compromise on your nourishment to get Dettol's trusted protection

Extreme Body wash

Aqua Body wash

Nourishing Body wash Soothing Body wash

SWOTStrength Weakness

Opportunity Threats

Competition• Lux: It launched the MTV range – Friday Night Fever and ran spots on

MTV• Palmolive: It has launched the ‘Spa’ range with two variants –

Thermal and Firming• Dove: Has picked up in the body wash market and launched a new

product in 2007

Body wash Market - India

Dettol Body Wash-Targeting • Targeted 6 major metros• Mass Marketing • Targeted at mainly Man and Women from ( 18 to 40 ).

Dettol launched its campaign in May’07 ‘Pleasure for the Senses, Protection for the Body’. Currently, Dettol Body Wash is distributed by the company in the top six metros and in the self-service stores only.

PROMOTIONPROMOTIONAL TOOL

TV Commercial

Social Media/Internet

Print AD

COMPETITIVE PRICING STRATEGY

• Not competing against DOVE• Targeted mainly into middle & lower price category• Targeting the peripheral price segments

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