Dettol Product Information's

Introduction Dettol has extended its product portfolio in developing markets in the Far East, launching an array of personal care products positioned around eliminating germs and bacteria, with products targeted at the middle class. The nature of this positioning would prove unsuccessful in more developed economies; however the brand has been able to capitalize on concerns about basic hygiene maintenance. Features and benefits - Understand how manufacturers in the Far East personal care market have managed to capitalize on heightened hygiene concerns - Determine what attributes consumers in the Far East most value when it comes to purchasing personal hygiene products - Recognize strategies for effective product differentiation in the personal hygiene category for developing economies Highlights In recent years, concerns over personal hygiene in developing economies in the Far East have intensified because of global epidemics such as Avian flu, as well as the implications of rapid industrialization and urbanization on living conditions, sanitation systems and the general environment, all of which increase the risk of contracting illness. Dettol has been able to capitalize on the well established levels of trust associated with the brand, through entering the personal care market. Although this venture has proved successful so far, the brand needs to recognize that product selection choice will become increasingly selective, and that competitors will be able to capitalize on this.

Company profile
Dettol act as a one of the oldest and trusted brands for hygienic product in India. Dettol comes from the fastest growing consumer goods companies in south Asia named as Reckitt benckiser (India) limited formally called as Reckitt colman (India) limited. The company has its operation in 60 countries with wide number of employees around the world. Reckitt benckiser owns a wide range of house hold brands in different sectors. Dettol is considered to be the iconic brand of its company and dettol has been accepted as the most trusted brands in India as it protects the entire families from various diseases and illness caused due to micro germs. In 2008 the brand dettol celebrated its platinum jubilee and due its

consistency it was accepted to be the best products among the other brands available in the markets. Dettol has even gained its trust from millions of Indian families due its approval received towards all varieties of its brands from Indian Medical Association. In addition the brand dettol also enjoys good ranking given by Brand Trust Report as per last year data.

Usage

Dettol can be used as an antiseptic liquid to protect the entire family from germs. Dettol can be diluted in water or cleaned using mops to disinfect the floors completely. Dettol can even be used to disinfect your clothes in washing and laundry. Dettol had expansion in its products category and their product can be used for cuts, wounds and even for shaving, rinsing as a general disinfectant.

Advertising strategy
Dettol has been widely accepted and positioned as a 100% germ fighter with complete protection and control for entire family as its core value. The company provides much attention towards promotion of various dettol brands. More over due to current competition in FMCG industry for home care products the company focuses a great care towards its advertising strategy. If noted carefully right from the introduction of the brand, the dettol advertising has been celebrated with a dominant role given to a mother who act as a care taker for other members in her family group. The advertising theme mainly tells and conveys that a mother plays a predominant role towards care and protection of the entire family. Dettol in association with Indian Medical Association even launched a nationwide campaign to generate awareness and hygiene practices that are essential and helpful to reduce the risk of infections for infants, children and even adults. Right from its introduction of advertising strategy in 1960 dettol helps in educating consumers and users on their need for protection from germs.

Success factor and market share

Dettol brand has been widely accepted for its protection not only nationally but even into the minds of Indians. Dettol was the first brand and has its own pride towards its entry into the market. Dettol has got a good product diversification with different categories and remedies. Dettol has designed its price accordingly to the necessity of its customers with different price slabs towards its varieties of products. Due to continuous innovation towards its product the brand dettol and its company has enjoyed a good reputation into the minds of the customers even with various customer loyalty and retention.

Dettol recently had a good market share in Indian market and even though dettol product bouquet has widely grown up in all ways the trusted protection towards germs remains the same with a distinct odour, colour and sting. Now the brand dettol have evolved as an top rated brand in millions minds of the customers.

Dettol product a complete list and its Review

Dettol by understanding the necessity of its customer base has designed its products widely in different categories in order to provide the best solution in all ways. Accordingly dettol has been categorized into 8 different products like

1. 2. 3. 4. 5. 6. 7. 8.

Antiseptic liquid Soap Liquid hand wash No touch liquid handwash Bodywash Hand sanitizer Shaving cream and Medical plaster

Dettol antiseptic liquid This product is one of the oldest and most popular products from dettol and so act as a versatile product towards complete family care protection. This product can be used in multiple ways and dilution of this product in water would be the best recommended usage procedure. Dettol soap This product comes in different flavours like original, skin care, cool and re-energize. Each and every product has its specific usage specialty in ones every day use.

Dettol original, skin care, cool soap comes in two different sizes like 75g and 125g where as reenergize soap comes in pack of 70g and 120g. Dettol Hand wash

Dettol hand wash products are also categorized as original, skin care, sensitive and fresh hand wash. The user can select his product based on his necessity. Due to its perfect mix of ingredients towards complete skin care all the above hand wash products enjoys a good reputation with trusted protection towards germs. This product comes in different bottle size and even it can be reused with purchase of its refillable pouch packs. Dettol No-touch Hand wash

Dettol no touch hand wash is advanced system of technology that automatically senses ones hand and dispense adequate amount of liquid soap. This product is available in two flavours like cucumber and original. Dettol Bodywash

Dettol body wash can be used both by men and women. Dettol body wash comes in four varieties like original, skin care, nourishing and soothing. The products are priced minimally based on competitive analysis and it can be selected according to the utility of the customers. Dettol Shaving cream Dettol shaving cream is an exclusive product for a man that comes in two different fragrances like fresh and cool. This product can be used in daily life to provide smoother and effective shave operations for better results and protection. Dettol hand sanitizer Dettol hand sanitizer is another product from dettol that can be used for water free hand cleansing. Dettol water medicated plaster This is another product of dettol that helps to give and satisfy the users with 100% germs free protection for various heals and cuts.

Where and How to buy a Dettol product

Dettol products are available widely in different varieties of outlets like hyper market, super market, medical shops, general stores and departmental stores in your area.

My personal review and conclusion

Nowadays due to stiff competition with different varieties of home care products the brand dettol

due to its reputation, brand image, segmentation along with special advertising and promotional strategy not only gets with a good place in the shelf of our living area but even a deep into the minds of different age groups of people for its protections. There would be no people who would not have witnessed the odour of dettol right from their childhood in various places like hospitals, theatres and many more. Last but not least, my personal suggestions for the product buyers in their initial buying stage is to do a market study and understanding of various cleaning products available in the market List of cleaning products its tools and tips along with their effects and solution as these products plays a vital role towards the hygiene and health care of the entire family. Finally dettol due to its certification received from Indian medical association stays as a long term product satisfaction among various age groups of peoples towards its projection in their sales and trusted protection.

Dettol Parent Company Category Sector Tagline/ Slogan USP Reckitt Benckiser Personal care brand FMCG Be 100% sure The first of its kind in anti-bacterial segment. STP Segment Target Group Anti-bacterial All age groups

Positioning

Dettol have always been positioned as a 100% germ fighter with germ fighting and protection as the core value SWOT Analysis 1. The brands Germ-kill heritage (brown liquid) is seen as strong and adds on trustworthiness (RTB). 2. Excellent for treating skin irritations, cuts/bruises and seasonal applications. 3. Brand comes from a reputable (old) company 4. Loyal following of Original 5. Increasing popularity of Dettol soap as a germ killer and hygienic soap 6. Has products like antiseptic liquid, soaps, sanitizers, bodywash etc 1. Despite excellent product, limited penetration in rural markets 2. Competition from other similar products means stagnant market share 1. Leverage the powerful brand equity associated with the Dettol Brand to make it an everyday use proposition. 2. Tie-ups with schools, hospitals, hotel chains etc 3. Better penetration in rural markets and emerging economies 1.Other main players in the antibacterial category 2. Other emerging players and alternatives available Competition 1.Savlon 2.Safegaurd 3. Lifebuoy

Strength Weakness

Opportunity Threats

Competitors

Dettol Habit survey conducts study on hygiene: attitudes, behaviour, insight and traits
The international Dettol Habit Study (Hygiene: Attitudes, Behaviour, Insight and Traits) revealed conscientious/dependable and nervous/sensitive personality types experience 10% fewer colds than others.

In addition the study, which was carried out in 12 countries around the world including Saudi Arabia and the UAE, found that people who have good manners have better personal hygiene and are almost two and a half times more likely to have good health with low levels of colds and diarrhoea. These results increase awareness of the key factors that influence different hygiene behaviours and highlight the importance of good hygiene (such as effective hand washing and household cleaning) and good manners (such as covering your mouth when sneezing or coughing) in breaking the chain of infection. Findings from the Middle East (which are composed of data from two countries - Saudi Arabia and UAE) is the only region in which the data was collected by face-to-face interview. Some of the results were expected such as those relating to gender where women report doing more household cleaning however others created what the experts refer to as, 'the most idiosyncratic set of results of any country in the global study'. For example the results show that someone who cares about being mannerly is less likely to declare a preference for antibacterial soap and unusually, men (not women) are more likely to report better health. In addition, in terms of age older people are more likely to report regular hand washing with soap. Professor Tariq Madani, Professor of Medicine and Infectious Diseases, Faculty of Medicine, King Abdulaziz University, Jeddah, Advisor to His Excellency the Minister of Health, Ministry of Health, Riyadh, Saudi Arabia commented "Previous studies have shown that intensive hygiene education plus the regular use of disinfectants (soap, surface cleaner, and skin disinfectant) can significantly reduce the risk of illness among children. These new findings from the Dettol HABIT study further emphasise how improved hygiene behaviour (such as hand washing and surface cleaning) can effectively stop the spread of germs and protect health. Practicing good hygiene is not simply the concern of women, more conscientious people or those who live in a dirty environment; it is everyone's responsibility and is vital in breaking the chain of infection." Professor John Oxford, Chairman of the Hygiene Council and Professor of Virology at Barts and The London School of Dentistry commented, "Understanding what drives hygiene behaviour is very valuable. The study uncovered characteristics and traits which are associated with good hygiene and health outcomes such as conscientiousness and practicing hygiene automatically or routinely. We want people to recognise where they may be falling down and take action to make hygiene a habit. Teach your children good manners and build hygiene into your everyday routine." The study also showed that tidy/orderly individuals are more hygienic than messy/chaotic people, women and older people tend to be more hygienic than men and younger people and that homemakers display the highest levels of personal and household hygiene whilst students and office workers display the worst. Levels of personal and household hygiene were highest when hygiene habits were undertaken

automatically or as part of everyday routine and for those who are aware of the threat of germs. In addition, people who have heard of antibacterial soap are significantly more likely to have better personal hygiene habits.

Dettol in India: Be 100% Sure

by: Harshita Prasad - February 10th, 2013 2 One brand that has consistently maintained its position in the top 10 Brand Equitys Most Trusted Brand Survey for 10 continuous years is Dettol. Every Indian household is familiar with Dettol today which is in the market for more than 70 years now. It is the best hygiene product manufactured by Reckitt Benckiser. The firm derives almost half of the 2,000 crore turnover from the brand.
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Revenue share of Dettol Indians basically relate Dettol with the antiseptic liquid which was launched in the 1930s. Since 1990, there has been many additions in the company Soaps to liquid handwash and bodywash, from hand sanitisers to plasters and shaving creams. Dettol in Rural Areas Urban areas are the main contributors to the brands success, but Reckitt now plans to takes it to rural areas with smaller packs and lower price. For example, 35 gram of soap is priced at Rs.7 in rural areas while a 70 gram costs nothing less than Rs.19 and a 120 gram for Rs.31 in the urban areas.

The company plans to win consumers through consumer awareness programmes highlighting the concept of cleanliness and the need to fight germs to increase their penetration in the rural market. Branding Strategy Dettol has positioned itself as a 100% germ fighter with complete protection and control for the entire family as its core value. The company focuses well in its advertising strategy. Right from the 1960s, its advertising strategy has helped in educating its consumers on their need for protection from germs.
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Dettol Brand Extension The advertising theme used by the brand conveys a mother who plays a predominant role towards care and protection of the entire family. In the recent Dettol advertisement, punchlineDettol Daily Care-24 hour protection against germs was a god branding strategy with this new concept of Daily Care. The company has provided attention towards promotion of various Dettol brands. Recently, Dettol launched the No Touch Hand Wash targeting a niche segment. This has helped it emerge as a market leader in liquid handwash market as well in India with a market share of almost 61%.

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Leadership of Dettol in liquid hand wash segment