DETTOL Ashish Banka (36) Vikas Swami (161) Vivek Singh (169) Yogesh babu P K (173) Plaster Shaving cream Antiseptic liquids SOAPS
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%
0%
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