Dettol Liquid Handwash

Project byDimple YadavPGP30310Section B

Manufacturer- Reckitt Benckiser

Though the parent companies, Reckitt

& Coleman and Benckiser have

existed since the 19th century, Reckitt Benckiser came into

existence only as recently as 1999 due

to a merger between the two.

Category Performance

19 Power Brands

19 powerbrands which generate 70% of total revenues and are at No. 1 or 2 position globally in their respective categories

Launched in India in 1936

The Brand is endorsed by Indian Medical Association and has been voted consistently as one of India’s most trusted Brands (ORG Marg Brand Equity Survey) since 2002.

Dettol

Product MixSoap

Original

Skincare

Cool

Shaving Cream Body Wash

Original

Skin Care

Liquid Antiseptic Handwash

Original

Skincare

Sensitive

Dettol Campaigns

Dettol: Brand Financial Growth

2008 2009 2010 2011 20120

200

400

600

800

1000

1200

1400

Market Growth: Dettol

Dettol Market

Dettol: Multi-category growth

Dettol Hand wash: About the Market

51%

34%

15%

Sales

Dettol Lifebuoy Others

• 300 Crores market

• 25% of business opportunities developed from Modern trade segment

• Sold in 16 lakh outlets across India

• CAGR 37%

Dettol Handwash: Financial Analysis

4Ps of Dettol Handwash

Product Promotion

Place Price

4Ps

Unique Feature-Its promise of ‘trusted protection’ No touch Hand Wash System, a first of its kind in India, providing its consumers with increased protection against germs.

Product Promotion

Place Price

4Ps

Swachh Bharat Abhiyaan

Hand wash liquid Activation

Product Promotion

Place Price

4Ps

• Educated women who

• Middle and Upper Middle Class

• Females (House wives)

• Urban• Sub-Urban

Geographical Demographics

PsychographicsSocio Economic status

Product Promotion

Place Price

4Ps

69/-75/-78/-

69/-125/-125/-

PC- Flipkart

Not in premium segment product, the main focus is to reach to middle class household 250 ml bottles

Available in different sizes 250 ml, 500 ml, 900 ml

Market Segmentation

• Segmentation has been done on the basis of behaviour

Protection from Germs “Aapka Dettol Kya Kya Karta

hai” Marketing campaign appealed to the behaviour

Ease of Use

Target Segment

• The target segment is the hygiene conscious family maker who realizes that bar soaps don’t afford as much protection from germs as Hand Wash does

PC- Google

Competition

Lifebuo

y

• 30% share of market• ‘Have no fear’ tagline positioning

Fem

• Strong number 2 brand till 2007• Positioned on the platform of ‘soft hands and moisturizing

care of Fem’

Palmolive

• 5% market share• Leverages it’s brand image to drive sales for Hand Wash

Competitive Frames of Reference

Points of Parity

• “Need for Germ Protection”

• Ease of use• Pump pack sold• Modern Trade

contributes a high proportion

Points of Difference

• Unique promotional campaigns like “Banega Swacch Bharat”

• Product Innovation like ‘No Touch Hand Wash’

Major Point of Difference

• Product Innovation has always been a source of sustainable advantage for RB and helps create the crucial point of difference for Dettol Hand Wash by staying ahead of the others

PC- RB official Site

References

• http://www.dettol.co.in/products/search/liquid-handwash/

• http://www.business-standard.com/article/press-releases/dettol-leads-in-innovation-no-touch-hand-wash-system-by-reckitt-benckiser-111121500078_1.html

• http://www.rb.com/home• http://www.rb.com/our-brands• https://www.youtube.com/watch?v=LPmkF45ilPY

Thank You