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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
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%
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
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
Up to 50
Products
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