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Shaving cream
DETTOL
SOAPS
Antiseptic liquids
Ashish Banka (36) Vikas Swami (161) Vivek Singh (169) Yogesh babu P K (173)
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
others savlon 7%
10%
dettol 83%
Healthy
care
First Aid
Knee scar
Germ Free
Smell
SWOT Analysis
High market share of antiseptic liquid Brand loyalty Most trusted Brand High quality at affordable prices The brands Germ-kill heritage (brown liquid) is seen as strong and adds on trustworthiness (RTB) Despite excellent product, limited penetration in rural markets Competition 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 etc Better 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
Marketers are using these elements, not all, in mixture according to their products.
Smell Tagline
Be 100% sure
The Logo
Has SWORD: a symbol for fighting germs and infection
Clouding Effect
That appears when added to water
Dettols Packaging
The Green and White colors are associated with hospitals
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/Dettol
http://www.oxforddictionaries.com/definition/Dettol
It is in market
135ml 250ml
Refills
185ml 475ml 900ml
It is in market
35gm 70gm 120gm
It is in market
125gm 250gm
It is in market
- 70gm
It is available in market
15 100
Pricing of Dettol
PRICE Rs.22
Savlon
Rs.22
PRICE Rs 29 Rs 16 Rs 20
Pump pack
Pump Pack Pouch Fill
Dettol (250ML)
Lifebuoy(200ml) Dettol (200ml)
RS 55
RS 40 Rs 40
Pouch Fill
Lifebuoy (180ml)
Rs 25
Price 16 26
Price 55
Price 22 37
% of survey
72% 56%
Preferred antiseptic
Brand Loyalty
Brand Awareness
Attributes
http://www.final-yearprojects.co.cc/
Reason
LIQUID SOAP
Soap dispenser from Lifebuoy was defective which allowed Reckitt to
unacceptable
o Revitalization of brand o Increase Top line-> Bottom line o Increase in mind share o Increased product variety o Increased usage
http://www.final-yearprojects.co.cc
BCG Analysis
Original Soap
Skincare Soap
Antiseptic Liquid
Floor Cleaner
Medicated plaster
Market Structure
Product Category Market Share Market Value Competitors
87.5 %
120 crores
Savlon Suthol Lux Godrej Santoor Savlom Lifebuoy Palmolive Fem Savlon Lux Bodywash Palmolive Dove
4.9%
6550 crores
51%
60 crore
Dettol Bodywash
4%
16 crores
Cinthol
VFM
Lifebuoy Dettol Soap
Premium
Antiseptic Platform
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 brands communication took another step forward with its Aapka Dettol Kya Kya Karta Hai campaign
100% attendance
Summer advertisement
Monsoon advertisement
Winter advertisement
Dettol travelling soap: New soap variant in small size (30gm) targeting travelers and hotels.