Length, Width and

Depth of Dettol
 INTRODUCTION

Decision to launch, 1932, by the name of
PCMX

Was launched in 1933 in US as Dettol, the
germicide

Launched in India in 1936

Faced stagnation by 1980 and decided to
diversify

Introduced Soap in 1981. Failed.

Turnover: 1991- 30 Cr, 2007- 400 Cr

Embraced Umbrella Branding
 Width, Length and Depth
 WIDTH: No. of product lines a company
offers
 LENGTH: Segmentation offered by a
company in a product line
 DEPTH: Variants offered in each product
line
 PRODUCT MIX

SHAVING BODY LIQUID

HANDWASH PLASTER SOAP
CREAM WASH ANTISEPTIC

Dettol  Dettol  Dettol Soap 
Dettol shaving 
Dettol Body 
Dettol antiseptic
Hand Wash plaster cream Wash liquid

Original Original Original Original Dettol

70gm antiseptic
 200ml 

100gm 125ml
 250ml

120gm

liquid

1000ml  50ml
 200ml
Skincare Skincare Skincare  500ml


200ml  70gm  125ml
 250ml

120gm

1000ml

Sensitive Cool
 200ml  70gm

250ml 
120gm

1000ml
 CUSTOMER SURVEY ANALYSIS
No. of customers using dettol Customer Preference
Ghaziabad
(Vaishali) 24%
29% Yes Delhi (Rohini, Dettol Antiseptic
No
South Ex) Savlon Antiseptic

71%
Noida (Sect- 18,
27, 29) 76%

Antiseptic Soap Preference Dettol minus Antiseptic Quality?

18%

14%
Dettol
Savlon
SAMPLE SIZE:50 yes
No
Lifebuoy
38%
68%
62%
 CUSTOMER SURVEY ANALYSIS
Q: Products not available under Dettol
Products Anticipated
Toothpaste
Others

Plaster
Tile/Toilet Cleaner

Hand wash Toothpaste

Tile Cleaner Hair Care

Shaving Cream Condoms

Soap Cosmetics

0 5 10 15 20 25 30 0 2 4 6 8 1012141618
 Retailer Survey Analysis
Major Consumers
Average
Plaster Units Sold/month 16

14

12

10

No
8 Column B

Hand Wash 6

> 100 2

Up to 100 0

Shaving Cream Hos pitals Consumer

Residents Both

Up to 50
Products

Growth\Decline in sales in past

Up to 25
Up to 10 Shaving Cream

Antiseptic Liquid
Hand Wash
No Change
Decrease
Increase
Antiseptic Liquid
Soap
Soap

0 1 2 3 4 5 6 7 8 SAMPLE SIZE:20 0 2 4 6 8 10 12 14 16
BCG MATRIX OF DETTOL

Body Wash
CASH COWS
Body Wash
 CONCLUSION
 Problem with Diversification
 Marketing Strategy is not uniform
 Major sales come from Soap, Antiseptic
liquid and Hand Wash
 Should foray in the haircare and
cosmetics segment
 PRESENTED BY:
 6 MARKETEERS
 1)Ankit Maheshwari
 2)Ankita Sharma
 3)Abhishek Changal
 4)Sushant Vashisht
 5)Samir Thacker
 6)Faraz Husain