DETTOL

Ashish Banka (36)

Vikas Swami (161)

Vivek Singh (169)

Yogesh babu P K (173)

Plaster

Shaving cream

Antiseptic liquids

SOAPS

Dettol – Be 100% Sure

• Dettol was first used in UK maternity hospitals in the early 1930s, shortly in 1933, with the endorsement of medical profession, it was launched to the general public

• Launched in 1933 in India in the Antiseptic liquid form as a treatment for cuts and wounds

• An Iconic Brand of Reckitt Benckiser

• Consistently voted as the Most Trusted Brand in India, currently ranked 48th

• The Brand completed 79 years of protecting families from illness causing germs recently

Dettol – Be 100% Sure

• Dettol started its journey as the cuts and wounds brand in the country, over the years it has taken over the role of protector from germs in every situation

• Dettol has major presence in home and personal care, surface care, fabric care, hygiene and healthcare

• It is a brand which offers a set of rational and emotional benefits to consumer, who therefore perceives it as “Doctor Friend” for their families

• Currently it is a 900crore Rupee Brand

• Approved by Indian Medical Assosiation

Market share of Dettol

dettol 83%

savlon10%

others7%

What Dettol is to People?

Safety

care

Knee scar

Healthy

Germ Free

100% Sure

First Aid

Infection

Smell

SWOT & BRAND ELEMENTS

High market share of antiseptic liquid

Brand loyalty

Most trusted Brand

High quality at affordable prices

The brand’s Germ-kill heritage (brown liquid) is seen as strong and adds on trustworthiness (RTB)

Despite excellent product, limited penetration in rural marketsCompetition from other similar products means stagnant market share

Poor marketing strategies for Dettol Shaving Cream & Dettol Talc

Burning sensation of Antiseptic liquid

Leverage the powerful brand equity associated with the Dettol Brand to make it an everyday use proposition.Tie-ups with schools, hospitals, hotel chains etcBetter penetration in rural markets and emerging economies

Dettol Water Purifier due to increase in epidemics

Opportunity to capture the shaving cream segment

Other main players in the antibacterial  category 

Other emerging players and alternatives available

Competitive Pricing

Attractive Packaging of competitor products

Good Advertisements by competitor

SWOT Analysis

BRAND (DETTOL) ELEMENTS

There are mainly seven brand elements are there.1. Brand Name

2. URL

3. Logo & Symbol

4. Character

5. Slogans

6. Jingles

7. Packaging

Marketers are using these elements, not all, in mixture according to their products.

Characteristics of Brand Dettol

Smell

The Logo

Tagline

Clouding Effect

Amber gold colour

Dettol’s Packaging

“Consumers recognize the smell, enough to refer to a medicinally clean room as ‘Dettol like smell’.”

The Green and White colors are associated with hospitals

Has SWORD: a symbol for fighting germs and infection

Be 100% sure

That appears when added to water

Color association

BRAND NAME

Dettol name is used because definition of name itself shows it use.

Def:- A type of liquid antiseptic used especially for preventing wounds from becoming infected and for killing bacteria.

Ref:- http://www.ldoceonline.com/dictionary/Dettolhttp://www.oxforddictionaries.com/definition/Dettol

URL – www.dettol.co.in

LOGO

TAGLINE - BE 100% SURE

APPROVEED BY INDIAN MEDICAL ASSOCIATION

PACKAGING

Antiseptic BottleIt is in market from 50ml to 5

liter– 50ml– 100ml– 250ml– 500ml to 5 liter

Handwash Liquid

• It is in market– 135ml– 250ml

• Refills• 185ml• 475ml• 900ml

PACKAGING

SoapIt is in market

– 35gm– 70gm– 120gm

It is in market- 70gm

It is available in market– 15– 100

It is in market– 125gm– 250gm

Handwash Liquid

PlasterShaving Cream

PACKAGING

Pricing of Dettol

PRICING OF DETTOL

BRAND PRICE

Dettol (120g) Rs 29

Lifebuoy (120g) Rs 16

Savlon (45g) Rs 20

BRAND PRICE

Dettol (1ooml) Rs.22

Savlon Rs.22

PRICING OF ANTISEPTIC SOLUTIONS

PRICING OF SOAPS:

FORMAT BRAND PRICE

Pump pack Dettol (250ML) RS 55

Pump Pack Lifebuoy(200ml) RS 40

Pouch Fill Dettol (200ml) Rs 40

Pouch Fill Lifebuoy (180ml) Rs 25

PRICING OF HANDWASH LIQUID

http://www.final-yearprojects.co.cc/

Price Quantity Price Quantity Price Quantity16 75g 16 75g 12 75g26 125g 24.5 125g 17 125g

Price Quantity Price Quantity55 250ml 55 250ml

Price Quantity Price Quantity Price Quantity22 30g 24.5 30g 19.5 30g37 70g 37.5 70g 36 70g

Dettol Old Spice Palmolive

Liquid SoapDettol Fem

Shaving Cream

Dettol Savlon MedimixSoap

COMPETITIVE PRICING STRATEGY

http://www.final-yearprojects.co.cc/

Survey Result

85%72% 74% 72%

56%

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20%

40%

60%

80%

100%

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Reasons for Brand Extension of Dettol

Despite being a strong brand in antiseptic segment it was faced

with stagnation.

Sales volume was not growing & inventory was stuck with the

company & middlemen as it had become a product of first-aid

kits of households.

Price inflexibility- Restricted revenue as Government kept the

product under the purview of price control.

So to tackle these problems, RB came out with a marketing

strategy to project Dettol as an all-purpose antiseptic liquid.

• SOAP BAR

• Growing awareness among consumers regarding health and

environment.

• Dettol Soap was re-positioned in sync with the mother brand

proposition of being both functional and emotional.

• Identified different TGs & launched variants accordingly (Dettol Junior

for kids & Dettol SkinCare for women)

• LIQUID SOAP

• Soap dispenser from Lifebuoy was defective which allowed Reckitt to

introduce Dettol liquid hand wash.

• Dettol liquid soap worked because its contemporary and convenient

format was a hit with the new age consumer.

Success of Dettol soap [bar/ liquid]

Non-Metric Perceptual mapping

• Dettol liquid soap was positioned as a germ fighting antiseptic soap

which was congruent with the image of the parent brand.

• It was positioned on a hygiene and germ relief promise.

• Based on the perceptual maps, it can be noted that Dettol is primarily

pitted against Lifebuoy as against other brands.

• Both mainly compete on the hygiene and price aspects rather than other

attributes like freshness or fragrance.

Positioning of liquid soap

Reasons for failure of Dettol floor cleaner (Dettol Gold)

Dettol antiseptic liquid was added in water to clean floor

Dettol gold- launched with theme as “ double action purpose product” but it

failed.

Possible reasons for failure:-

o Premium Product:- Dettol is a premium product, people would not buy it

‘ONLY for floor cleaning purposes’.

o Redundant product: People would buy only one product ( Antiseptic) if it

can serve two purposes.

o Same brand for body use & floor cleaning use could have been

unacceptable

Impact of brand extensions on parent brand

o Revitalization of brand

o Increase Top line-> Bottom line

o Increase in mind share

o Increased product variety

o Increased usage

+

o Negative halo effect- but

didn’t affect much in dettol’s

case

o Decreased focus on the

parent brand

-

http://www.final-yearprojects.co.cc

Market penetration strategyGOOD HEALTH BEGINS WITH HYGIENE

BCG Analysis

Original Soap

Skincare Soap

Antiseptic Liquid

Shaving Cream

Floor Cleaner

Talc

Medicated plaster

Dettol Product Demand Structure

Market Structure

Product Category

Market Share Market Value Competitors

Dettol Antiseptic Liquid

87.5 % 120 crores SavlonSuthol

Dettol Soap Bar

4.9% 6550 crores LuxGodrejSantoorSavlom

Dettol Liquid Handwash

51% 60 crore LifebuoyPalmoliveFemSavlon

Dettol Bodywash

4% 16 crores Lux BodywashPalmoliveDove

Regional/ Seasonal Demand Check

Price , but Quality of product

Community’s common habits

Number of buyers in market

Age structure

Climate/ weather conditions

Advertisement and sales

Positioning of Dettol Vs. competing brands

VFM

Cosmetic Platform

Antiseptic Platform

Premium

Godrej No. 1

Cinthol

Lux

Lifebuoy

Dove

Dettol Soap

Initial Positioning

Marketing Strategies

Different Campaigns

Initial years was via medical detailing material, print

advertisement in popular press and medical journals.

This was followed by TV advertisements centered

on first aid application for many years.

In early 2008, the brand’s communication took another step

forward with its “Aapka Dettol Kya Kya Karta Hai” campaign

Dettol marketing strategies

100% attendance

Periodic advertorials

Dettol soap variants

Surakshit parivar

Aapka dettol kya kya

karta hai?

Summer advertisement

Monsoon advertisement

Winter advertisement

Possible Brand Extension

Dettol after shave: The earlier research showed that most people used a antiseptic lotion after shave. Hence a opportunity. Dettol has already shaving cream so after shave lotion can be launched. To test market we can offer it in small bottles free with shaving cream.

Dettol after shave helps to reduce redness, razor burns

Antiseptic cream : It can be easily associated with the parent brand as disinfectant.

Dettol travelling soap: New soap variant in small size (30gm) targeting travelers and hotels.

Possible Brand Extension

Water Purifier ???

.

Possible Brand Extension

THANK YOU