Beruflich Dokumente
Kultur Dokumente
Case Study
on
Dettol
January 27, 2012
Project Guide :
Data Collection
Survey
Questionnaire
Sites
Analysis
Group Discussion
Findings & Conclusion
PPT
History
4)
5)
Dettol Positioning
6)
7)
1886
Reckitt & Sons begins its expansion and opens businesses around the world - firstly
Australia.
1913
Joint venture set up in South America between Reckitt & Sons and J&J Colman - Atlantis Ltd.
1932
A major breakthrough for Reckitt & Sons, with the decision to market a germicide, Dettol,
endorsed by the medical profession.
1938
Reckitt & Sons merge with J&J Colman to become Reckitt & Colman Ltd.
1985
1991
Benckiser begins expansion into Eastern Europe & till 1996 it expanded into the Baltic
countries, Belorussia, China & Israel.
1999
2006
Reckitt Benckiser completes acquisition of Boots Healthcare International for 1,926 million,
gaining a new platform for growth in the attractive OTC (over the counter) healthcare market.
2007
2009
2010
Reckitt Benckiser completes acquisition of SSL International and adds Durex and
Scholl to their list of Power brands.
New Identity..2009
Revenue Generators
Revenue
Fabric Care
22%
Health Care
26%
Home Care
14%
Personal Care
26%
Rest
12%
R & B India
Manufacturing Units:
Total 8. (TN, Uttarakhand, J & K, HP)
Chairman & MD: CM Sethi
Revenue: rs 2000 crore
Board of Reckitt & Sons Ltd accepted the advice of Mr H E Quant that the
company should be represented in India.
1936
First local manufacturing began using building acquired in Chetla Road, Calcutta in which
Barley Mill was installed.
1942
Local manufacture of Dettol commenced, using concentrate imported from Hull by Parry &
Co Ltd at Ranipet, near Madras.
1951
Formation of Reckitt & Colman India Ltd to carry out local manufacturing operations.
1958
1980
Thousands of doctors and hospitals recommend the use of Dettol. By this time
10 million householders in India keep Dettol in their medicine chests and 65
million people (10% of Indias population) are known users of the product. It is
estimated that 11.4 million bottles of Dettol were sold in India in this year.
1999
Reckitt & Colman and Benckiser N.V. merge to become Reckitt Benckiser globally and in
India.
2002
Dettol voted as Indias Most Trusted Brand (ORG Marg - Brand Equity Survey).
2010
Fabric care
Antiseptic Products
Surface Cleaners
Ointments
Pest Control
Analgesics
Air Fresheners
Lavatory Care
Strategy:
Niche Market Strategy.
Focused more on those segment which had concentration of large number of
unorganized players and a few organized players.
About Dettol
Dettol JourneyIndia
An iconic brand that has stood for trusted protection in India since 1933.
The brand is endorsed by the Indian Medical Association and has been
voted consistently as one of Indias Most Trusted Brands
Today multiple product offerings of the brand Dettol touch the consumers
in many more aspects of personal and home care in their daily lives.
Antiseptic Liquid
Bar Soaps (Dettol Original, Dettol Fresh, Dettol Cool and Dettol Skincare)
Liquid Hand Wash
Hand Sanitizer.
Shaving Cream
Plasters
1990 -- Rs 27 crore
1998 Rs 168 crore
2001 --- Rs 230 crore
2010 --- Rs 1000 crore
Product Diversification.
Customer Loyalty
Continuous Innovation.
Over the years Dettol products bouquet has grown & the
trusted protection has remain the same.
Emotional bond.million of hearts.
Dettol Issues
1980s Dettol started facing the problem:
Year
Present Existence
Variants
Dettol Soap
1981
Yes
Yes
1993
Yes
No
1994
Yes
Yes
1996
No
Dettol Talc
2000
Hardly seen
No
No
No
NA
2002
Not in India
No
2005
Yes
Yes
Dettol Sanitizer
NA
Yes
No
Lets Understand:
Dettol Positioning.
Success & Failure of Dettol
(Problem)
New Strategies
(Process & Solution)
A Antiseptic product
100 % sure
Brand logo:
White glistening sword.
Sword represent
Killing germs
Treating infections.
About Dettol
Positive Attributes of Brand Dettol.
Brand Dettol:
Trustworthiness of its products.
Faith
Affordable.
Existence of so many years
Effectiveness
About Dettol
Words Consumer associate with Dettol
Trust
Affordable
Antiseptic
Strong smell
Dettol
Healthy family
Reliable
Safety
Hygiene
Antiseptic
Love
Protection from
germs
Care
Healing wounds
Affection
Doctors friends
Occasional Use
Consumer
Safety if dettol is
there
Emotional aspect
Friends to the
families
Mothers Love
Success of Dettol
Successful
Brand
Extension
Dettol Soap
Dettol
Liquid Soap
Dettol
Antiseptic
Liquid
Dettol
Sanitizer
Year
1981
Remarks
Variants
It was positioned on
love n care platform.
By 1986 market share
was just 0.5% in
premium segment.
The co re launched it in
2000 & positioned on
germ killing platform.
MS: 51%
1932
Market Leader
None
MS: 84%
Na
Na
None
Dominates.
1994
Failures of Dettol
Unsuccessful
Brand
Extension
Dettol
Medicated
Plasters
Dettol Shaving
Cream.
Year
Remarks
1991
1996
Present standing
No
No
Dettol Talc
Dettol
Mouthwash
2002
2005
Sales fall:
rs 43.1 million in 2001 to
rs 4.3 million in 2005.
No
MS: 0.43%
No
Not Available
Launched
with
three
variants.
2000
Dettol Body
Wash
Variants
Road Ahead..
Process & Solution.
1) Survey Study
We asked few questions to the consumers that are we
thinking in right direction?
We asked what do they think?
2) Data Study
Road AheadSurvey..
Sample Size: 80
Survey Study
Where do you encounter germs in your day to day working?
100%
87%
80%
80%
Where do you encounter
germs in your day to day
w orking? % of response
60%
33%
40%
13%
20%
0%
Travelling
Toilets
Public Places
House
80%
various
diseases
33%
33%
cold
inf ection
Survey Study
Who are most likely to get af f ected by germs in your house? %
of response
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
87%
Kids
13%
13%
Senior citizen
33%
ol
co
nt
r
of
of
fic
e
se
C
le
an
lin
es
s
of
ho
u
an
lin
es
s
le
C
13%
7%
te
r
W
a
oi
le
d
rin
ki
ng
D
an
le
C
7%
P
es
t
13%
en
vi
ro
nm
en
t
ba
th
an
dw
as
h
20%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Survey Study
What measures do you take to clean germs?
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
93%
67%
40%
33%
13%
Shower
Clean Hands
(repetitively)
Cleaning Floors
Cleaning Toilets
Cloth wash
93%
73%
33%
27%
20%
7%
Sanitizer
Body Soap
Liquid
Handw ash
Toilet LiquidHarpic
Face Wash
7%
Fenyl
Antisceptic
Liquid
Survey Study
Any comments on what you feel can be done better to make your life
germ free?
7%
7%
7%
No Answer
Awarenes Campaign
Keep your surroundings clean
Take precautions
79%
100%
87%
80%
67%
60%
40%
20%
20%
13%
7%
0%
Handw ash
Sanitizer
Antisceptic Liquid
Soap
Shaving cream
Plasters
Survey Study
Among the following products, pls tell which brand products you use.
90
80
70
60
50
40
30
20
10
0
80
80
70
65
80
78
70
55
Dettol
Others
25
total no of response
15
10
10
Antiseptic
Health
soap
Liquid
Hand
Wash
Shaving
Cream
Body
Wash
Plaster
Kids Care
Any other
80
80
65
50
Satisfaction
Add Feature
25
10
15
total no of response
15
0
Antiseptic
Health soap
Liquid Hand
Wash
10 10
10 10
Shaving
Cream
Plaster
Kids Care
Survey Study
How would you rate Dettol in terms of their product offerings.
0%7%
13%
Very Satisfied
Satisfied
Average
Dissatisfied
Very Dissatisfied
80%
What offerings can Dettol introduce to make life more germ free n healthy
for your family?
be
to
ap
o
S
y
od
B
40%
27%
20%
13%
20%
13%
7%
27%
13%
7%
13%
13%
7%
at
nt
t
is
ce rac
tiv
pt
e
ic
N
a
pk
F
i
a
ce ns
na
In
pk
cr
K
in
ea
itc
s
he
se
bo
w
ip
d
e
y
s
re
si
st
an
M
ce
in
C
e
ra
le
a
lw
n
at
S
u
e
rr
ou r
n
di
K
ng
id
s
s
A
p
nt
ro
is
du
ce
ct
pt
s
ic
C
re
am
C
.
ol
d
cr
e
am
B
od
y
L
ot
M
io
en
A
n
fte
s
ra
r
S
ng
ha
e
v
o
fp e
ro
du
ct
s
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Survey Study..
Consumer has become more alert towards germs in his day to day operation.
As a result in question one 87% of consumer told that they encounter germs while
travelling.
Consumer is linking germs to various diseases which he is not even aware off but still
he wants to avoid those diseases.
Consumer considers that hand is the one such part of body which comes in contact to
germs very fast & requires lots of germ free treatment.
To prevent & cure germs hand wash is the most adopted way.
Sanitizer & liquid hand wash are the most used product as a treatment to clean the
germs.
About Dettol:
Hand wash, Antiseptic & Sanitizer are most recalled & used products of Dettol.
80% of consumer is satisfied from Dettol offerings & only 13% are very satisfied. That
identifies the gap.
New range of products suggested by consumer.
Road Ahead
Dettol should reposition??
After the survey we say:
1.
Yes but dettol should focus on its main USP i.e. strong germ killing proposition.
2.
Its should make its existing line very strong & try to gain the maximum market share.
3.
4.
Dettol should launch Mens range of product & Kids range of product as per the survey.
However strong dettol tries it cannot change the mind of the consumer who has taken Dettol
as a strong germ killing product.
2.
3.
Market
Size
2007
(rs crore)
120
Market
Size
2010
(rs crore)
175
Approx
Market
Share
84%
59
120
51%
6548
8800
Total soap
5.83%
NA
2050
healthsoap
25%
Biggest competitor
market share
Recommended
area for changes
Savlon: 13%
Packaging &
Promotion
Lifebuoy: 20%
Packaging &
Promotion
Lux: 17.5%.
Lifebuoy: 17.3%
Lifebuoy: 55%
Product, Price,
Place, Packaging &
Promotion
Hand
sanitizer
NA
NA
Na
Lifebuoy
Packaging &
Promotion
Body wash
16
30
4%
Lux: 41%
Promotion
Johnson n Johnson
Promotion
Prickly Heat
Powder
80
100
0.43%
Medicated
Plasters
NA
NA
Na
BCG Matrix
Recommended Strategy
Recommended Strategies
Focus on High Market
Share
Products (activities)
Product Names
1) Antiseptic Liquid
2) Liquid Hand wash
1)
2)
3)
4)
Dettol Soap
Dettol Sanitizer
Prickly Heat Powder
Dettol Medicated
Plasters
5) Dettol Body wash
1) Mens Range
2) Kids Range
3) Sanitary
Napkins (female)
4) Others
Strategy one:
Focus on High Market Share
Products
Dettol
Liquid
Hand wash
Product
Promotion
Strategy 2
Give New Identity to Existing
product line to increase the
market share.
Health Soap
Hand Sanitizer
Body Wash
Prickly Heat Powder
Medicated Plasters.
Product (Soap):
Price (Soap):
Dettol Original pricing should be near to lifebuoy & with the help of 3 + 1 offer to increase the
penetration. Basically for rural.
Dettol Skin Care should be on premium pricing of rs 31 for 120 gram & rs 19 for 70 gram.
3.
Place (Soap):
Dettol original should be focused in rural areas. The presence in rural areas is 22%
For paper soap presence will be required at railway station, pan shops & grocery shops.
Promotion (Soap):
New advertisement on the line of Dettol antiseptic liquid should be designed which focus on
increasing the usage of the product.
In todays scenario health awareness is high & all the communication should be focused on
germ killing
Dettol Skin care for Germ Killing+ fairness (all in one soap which no body has).
Dettol should promote the usage of the product in hospitals & schools.
Adv telecast should be high throughout the year instead of only seasonal campaign.
3. Medicated soap
4. A best partner for
travelling
1.
2.
Kills Germ.
Moisturize your skin.
Product:
Dettol should keep focusing on its core strength & no changes required in the product .
Small sachets should be introduced to increase the usage.
2)
Price:
3)
Place
If promotion is done in big manner than this product can be big time revenue generating product
for dettol as still awareness is very low
Dettol should promote the usage of the product in hospitals & schools.
Communication which bring awareness & at the same times scares customer for not
taking care of health should be designed.
For some time period doctors should be given hand sanitizer free of cost for usage.
Body wash users are mostly female & also in India the market is very small.
Users link body wash to luxury.
Dettol may not do good in this segment as core strength of dettol is germ killing.
Should continue with this brand without much focus on this.
Product:
2)
3)
In todays scenario health awareness is high & all the communication should be focused on
germ killing + coolness + fragrance.
Usage of product should be the main feature of any campaign.
Make people more aware towards their health & also make them aware how perspiration
creates germs.
Dettol should promote the usage of the product in hospitals & schools.
Health campaign in urban areas.
Maximum communication should involve young generation who travel/commute a lot.
Advertisement telecast should be high throughout the year instead of only seasonal campaign.
Medicated Plasters:
1)
Product:
2)
3)
4)
Promotion:
Germ kit:
Comprising of
Liquid hand wash + Hand sanitizer + Soap + Talcum Powder + Medicated Plasters
This kit can be designed on the basis of Monthly usage of 4 persons in a family.
Strategy 3:
Brand Extension
Others
300
250
200
Male Specific Products
Non-Male Specific Products
150
100
50
0
Male Specific Products
Non-Male Specific Products
2006
2007
2008
2009
2010
254.1
267
283.4
302.8
326.1
167
181
190
208
211
Western
Europe
32%
Eastern
Europe
7%
North America
20%
Middle East &
Africa
4%
Latin America
18%
Product Contribution
Skin care
7%
Hair care
11%
After Shave
4%
Shaving
Cream
9%
Deodorants
25%
Razors &
blades
39%
Bath &
shower
5%
2.
3.
Young men (18-34) spend more than the older ones (55-64),
4.
Reason stated for using grooming products is it makes them feel good for themselves or more
confident.
5.
Packaging colour is important 88% respondents said ,black or navy blue denotes a male
product.
6.
Brands associated with masculinity or sporty feel are preferred like gillette , Adidas , Hugo boss
7.
Most frequently used products are shampoo ,deodorant, shower gel, aftershave .
8.
So Introducing:
ADAMS
by
Dettol
ADAMS
-
by Dettol
Fairness cream
Bath soap
After shave
Razor
Deodorant
Shampoo
Hair oil
INDUSTRY ANALYSIS
Mens Grooming Products
PORTERS 5 FORCES
Potential
entrants
Bargaining power
of suppliers
Industry
competitors
Suppliers
Threat of
new entrants
Bargaining power
of Customers
Buyers
Rivalry among
existing firms
Threat of
substitute products
or services
Substitutes
73
ADAMS
Entry Barriers
by Dettol- Industry
Bargaining
Power of
Suppliers
Bargaining
power of
buyers
Analysis
Threat of
substitute
products
Moderate
Less dependency
Economies of
Scale
Supplier cannot
poses a threat of
forward integration
Product
Differentiation
Well Managed
Robust Distribution
Channels
No substitute
product & well
diversification
Less no of
competitors
Favourable Market
Positioning
Rivalry
among
existing
player
Low
on few major
products
Entry of more
players in same
sphere
Different
Positioning
Industry growth
is not slow
Backward
integration
Less no of
competitors
30
25
20
15
15
10
8.15
2004
2008
2012
Skin Care
51%
Hair Care
7%
Toiletries
42%
Rising population
Increased awareness .
So Introducing:
Dettol Junior
Dettol Junior
Infants & kids products.
-
Bath soaps
Shampoo
Hair oil
Massage oil
Moisturiser cream
Entry Barriers
Bargaining
Power of
Suppliers
Bargaining
power of
buyers
Threat of
Substitute
Products
Moderate
Brand Equity
Favourable
Marketing position
Brand
Awareness
Few main
products does
not dominate
the total sale
Rivalry
among
existing
player
Moderate
Less dependency
on few major
Products
Entry of more
players in same
Sphere
Less no of
Competitors
Competition
brand having
1st mover
advantage
Equally
balanced
competitors
exists
There is lack
of
differentiation
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