Beruflich Dokumente
Kultur Dokumente
Dettol
(Awareness, Performance, & Satisfaction)
Kaushal
Ranjit kr Choudhary
ACKNOWLEDGEMENT
Our special thanks to all our friends for their unremitting helps in numerous
ways, which deserve adequate expression on this page.
Reckitt Benckiser, a U.K. based company launched various brands and products in the Indian
market like DETTOL, HARPIC, CHERRY BLOSSOM, MORTEIN,LIZOL,ROBIN BLUE,
DISPRIN. Reckitt Benckiser India Ltd, priory known as Reckitt & Coleman is a 51% subsidiary
of Reckitt Benckiser Plc which started way back in 1934. Reckitt & Coleman India (RCI) was
incorporated in 1951.
The brand Dettol was launched in India in 1933 in the Antiseptic liquid form as a treatment for
Cuts and wounds. For almost the first 50 years, Dettol was present only as an antiseptic liquid.
Consumers were also using it for bathing, mopping, shaving and other secondary purposes.
While it started its journey as the ‘cuts and wounds’ brand in the country, over the years it had
taken over the role of ‘protector from germs’ in every situation.
• Soaps
• Liquid handwash
• Body wash
• Shaving cream
• Plasters
Dettol soap has four variants in the market available nationally - Dettol Original, Dettol
Skincare, and newly launched Dettol Fresh. The new improved soap range continues to bear
recommendation from IMA - India Medical Association.
Dettol Original Soap
The market share of Dettol increased from 6.4 per cent in June 2008 to 8.1 per cent in June 2009,
placing it ahead of Wipro's beauty soap Santoor as the country's third-largest soap brand by
value. "Dettol soap has grown share to above 8 per cent in June 2009 period, which is a rare feat
in a mature category like soaps, where penetration is about 93 per cent. We will introduce new
strategies to further increase our market share." says, Chander Mohan Sethi, chairman and
managing director, Reckitt Benckiser.
The overall soap market is growing by 10 % while the antibacterial segment is growing by 7%.
Hence, there is a lot of potential in the market for growth and additional brand penetration and
brand building.
Competitors of Dettol
Lifebuoy: Its vision is, “Making a billion Indians feel safe and secure by meeting all their
health and hygiene needs”. True to its vision, the world's largest selling soap, offers a compelling
health benefit to the entire family It is a product of Hindustan Unilever. Lifebuoy has a market
share of 21 %
Savlon : It is a product of Johnson & Johnson. Johnson & Johnson is the world's most
comprehensive and broadly-based manufacturer of health care products as well as a provider of
related services for the consumer. Its market share is 12 %
Santoor: It is the flagship brand in the Wipro Consumer Care & Lighting stable and the 2nd
largest brand of soap in India in the popular segment of the category. Santoor is available in
three variants – Santoor (Sandal & Turmeric), Santoor White (Sandal & Almond milk) and
Santoor Chandan which is a premium soap manufactured with extracts of Sandalwood oil – a
favourite of discerning consumers. Its market share is 15.3%.
Medimix: Ayurvedic Bath Soap is the world’s largest selling Ayurvedic bath soap that is
suited for all skin types. It is known for its curative, preventive and beautifying qualities for skin,
scalp and hair.
PEARS: It is transparent soap is a brand of soap first. It is gentle enough, even for baby's skin.
Pears are manufactured like any other soap, but unlike in conventional soaps, the glycerin is
retained within the soap.
Research Methodology
The methodology used to analyze the project is mainly based on survey method and this survey
was conducted for knowing about Awareness, Preference, and Satisfaction of Dettol Soap
through Questionnaires and it also include direct contact with consumer.
For survey sample size was taken from different location of Greater Noida So the total size of
the sample is 50.
Research design: A research design is purely and simply the work or plan for a study that
guides the collection and analysis of the data. We have chosen descriptive research design for
study
Research Instrument: Contacting the customer through personally and studying the
response. The questionnaire fill up, related to usages of particular branded soap.
Sampling: Sampling studies are becoming more and more popular in all types of mass study.
The result of sampling has attained a sufficiently high standard accuracy.
Sample Unit : Individual in different occupation of different group were taken into account
because all they come under the segment of potential customer.
Sample Size: A sample size of respondent of different class falling under this different
segment of exiting customer under usages of branded Soap to obtain result of the study.
Size of sample: 50
Data Collection Method: This survey is done through primary data collection method.
PRIMARY SOURCES
SECONDARY SOURCES
1. Internet Sites - www.google.com
2. taken data from various magazines, Newspaper and other
prominent source
The data analysis instruments used for conducting the research are statistical tools:-
Bar chart
Pie chart
Data Analysis
Q1. Of the following options, which do you feel is the most effective way to
prevent the spread of germs in home?
Interpretation:- Mostly responded prefer Bath regularly , after that Regular go to doctor
and another so on. It means there is huge market for Soap it provide opportunity to the
company to expand their product.
Interpretation:- 58% responded uses Antiseptic soap. 18% responded use beauty soap and other
responses so on. It means now a day consumer are more conscious about their health. So they
prefer those product which gave the assurance about their health and hygienic.
Dettol Sevlon
Lifebuoy Others
Interpretation:- 44% responded use Dettol and 30% responded use other soaps. So we can say
that, the marker share of Dettol is good and people prefer it also.
Yes No
Yes No
Interpretation:- 90 % responded mean that safe soap means Dettol. This shows Trustworthiness
of Dettol upon the consumer.
Q8. How often do you use Soap in bath as well as in hand wash?
Thrice Unusual
Interpretation:- Mostly consumer use soap more than twice. So we can say that it is very
important for the company if consumer did not satisfy with their soap so they easily prefer other
brand soap also.
Q9. Which pack of Dettol Soap you purchase mostly ?
75gm 100gm
Yes No
Interpretation:- 94% responded say that yes Dettol soap easily available in market. Means the
distribution process of Dettol is good.
Interpretation:- 48 % responded like Dettol because of it protect skin. 28% responded like
because of it hygienic and another so on.
Sensitive Fresh
Interpretation:- 44% responded use skin care while 30 % responded use original and another
so on.
Q13. Do you change from one brand of soap to another?
Yes No No Reply
Interpretation:- 66% responded are frequently changes their brand of Soap. In this data,
Monthly people wants to change their brand soap because they feel some
bored to use the one brand soap so they want some new change about their
brand soap.
Q14. Do you think Dettol is safe enough to be used in a family and why?
Yes No
Interpretation:- 94% responded mean that Dettol is safe enough to be used in a family due to
people trust on the Dettol.
Q15. How likely you to recommend Dettol Soap to others?
Interpretation:- 78% responded are likely to recommended to other, while 20 % people not
about this. It means is there any promotion problem with the Dettol.
1. The time period of study was very less so it was not possible to cover all the areas and
go into the depth of the problem and make analysis.
2. Some respondents left some of the questions unanswered either due to inability to put a
strain on mind or they did not know the answer.
Findings
1. Mostly people prefer Bath regularly , after that Regular go to doctor and another so on.
It means there is huge market for Soap it provide opportunity to the company to expand
their product.
2. 58% responded prefer hand wash for washing their hands. Apart from this 42%
responded prefer Soap.
3. 58% responded uses Antiseptic soap. 18% responded uses beauty soap and other
responses so on. It means now a day consumer are more conscious about their health. So
they prefer those product which gave the assurance about their health and hygienic.
.
4. 44% responded use Dettol and 30% responded use other soaps. So we can say that, the
marker share of Dettol is good and people prefer it also.
6. 90 % responded mean that safe soap means Dettol. This shows Trustworthiness of Dettol
upon the consumer.
7. Mostly responded use soap more than twice. So we can say that it is very important for
the company if consumer did not satisfied with their soap so they easily prefer other
brand soap also.
9. 94% responded say that yes Dettol soap easily available in market. Means the distribution
process of Dettol is good.
10. 48 % responded like Dettol because of it protect skin. 28% responded like because of it
hygienic and another so on.
11. 44% responded use skin care while 30 % responded use original and another so on.
12. 66% responded are frequently changes their brand of Soap. In this data, Monthly
people wants to change their brand soap because they feel some
bored to use the one brand soap so they want some new change about
their brand soap.
13. 94% responded mean that Dettol is safe enough to be used in a family due to people trust
on the Dettol.
14. 78% people are likely to recommended to other, while 20 % responded not about this. It
means is there any promotion problem with the Dettol.
15. 64% responded know about the Dettol product via. Television. In this data, firstly
From T.V. people aware about the brand soap. From word of Mouth it
means when people gets easily satisfied with the brand then they
convey the message people to people.
Recommendation
1. They should reduces their price or maintain their price as to savlon.
2. They should go for Baby Antiseptic soap as well as for Beauty soaps.
5. They should launch a soap specially for men segment .i.e wild stone, park avenue, etc