VIGNANA JYOTHI INSTITUTE OF MANAGEMENT

Bachupally, Hyderabad.

Business Analysis Report

PMCI ANALYSIS
Of
FLOOR DISINFECTANTS

Submitted By:
Arvind Singh
181344
 VIGNANA JYOTHI INSTITUTE OF
MANAGEMENT

Certificate for PMCI analysis

This is to certify that the PMCI analysis of Floor disinfectants being

submitted to VJIM is bonafide work done by Arvind Singh bearing
roll no 181344 under my guidance.

Date 11.03.2019 Mrs. Niharika A

 TABLE OF CONTENTS

PAGE

INTRODUCTION 1
PRODUCT
HISTORY AND EVOLUTION 1

HOW DO DISINFECTANTS WORK 2

WHAT TO CONSIDER WHEN CHOOSING YOUR

3
DISINFECTANT

REASONS FOR CLEANING FLOORS 4

MARKET
MARKET STRUCTURE 5

MARKET SIZE 7
MARKET GROWTH 7

GEOGRAPHICAL MARKETS 7
MARKET COMPETTITION 8

COMPANY 9

LYSOL 9

MR MUSCLE 13

DOMEX 16

INDUSTRY

PORTER’S FIVE FORCE MODEL 20

PEST ANALYSIS 23

STP 24

SWOT ANALYSIS 24

PMCI FUNCTIONAL ANALYSIS 25

LEARNINGS 26

CONCLUSION 26

BIBLIOGRAPHY 27
INTRODUCTION:
Disinfectants are antimicrobial agents that are applied to the surface of non-living
objects to destroy microorganisms that are living on the objects. Disinfectants are different
from other antimicrobial agents such as antibiotics, which destroy microorganisms within the
body, and antiseptics, which destroy microorganisms on living tissue. Disinfectants are also
different from biocides — the latter are intended to destroy all forms of life, not just
microorganisms. Disinfectants work by destroying the cell wall of microbes or interfering with
their metabolism.

Sanitizers are substances that simultaneously clean and disinfect. Disinfectants are
frequently used in hospitals, dental surgeries, kitchens, and bathrooms to kill infectious
organisms.
Examples are high concentration of oxidants such as bleach, chlorine, hydrogen
peroxide; or biocides such as chloroxylenol ('Dettol'), cresol, hexachlorophene, phenol; or
physical agents such as high temperature, steam, ultraviolet rays. Disinfectants also kill
innocuous or helpful microorganisms, most are poisons and (unlike some antibiotics or
antiseptics) may never be taken internally. They are classified according to their certified
efficacy as (1) limited, (2) broad spectrum, and (3) hospital-grade.

PRODUCT:
HISTORY AND EVOLUTION OF SURFACE DISINFECTANTS:
The history of surface cleaning and disinfection is a fascinating story that dates back
thousands of years ago, when Egyptians used wine or vinegar to clean.

Centuries passed and various chemicals have been used for cleaning. For instance,
in The Odyssey, Homer wrote that the protagonist, after defeating his rival, demanded that
Sulphur be burned in the house to detoxify and purify the space. Mercury was also used for
cleaning, and as a protectant for surfaces in many different cultures and eras. While these were
all somewhat archaic and sometimes toxic methods of achieving clean spaces, so little was
known back then about bacteria and other microorganisms, it was thought that if you could see
the chemical working (through smoke, or a coating on a surface), then it was killing the
causative agent of the disease.

However, with Antonie Van Leuwenhook’s discovery of microorganisms in 1675, and

his discovery that vinegar killed some of these microorganisms in 1676, scientists started
realizing that these previously unseen organisms could be capable of causing disease, and in
turn, chemicals could potentially kill these organisms without a visible reaction to the eye. This
discovery opened the door for unlimited research in the study of the use of chemicals to kill
microorganism(s) on a variety of surfaces and settings.

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Phenols:
Phenols, or phenolics, have been used as a hospital antiseptic and disinfectant since
Joseph Lister used a phenol agent in his ground-breaking work on surgical antisepsis in the
1880’s.

Quaternary Ammonium Compounds:

Early in the 20th century, a new agent known as quaternary ammonium salts were first
reported by the Rockefeller Institute in 1916 as having bactericidal properties. What they found
was that when QACs were combined with alcohol, there was a synergistic change that allowed
for a much faster kill of a broader spectrum of microorganisms, including Mycobacterium
tuberculosis.* This allowed for the combination of QAC/alcohols to achieve intermediate-level
disinfection status with the EPA and today, many hospitals prefer to use this QAC/alcohol
combination, for its safety and efficacy attributes.

Bleach:
In 5000 BC, Bleach was used as an agent to whiten clothes and other linens by the
Egyptians. Bleach works in a similar fashion to that of alcohol. It will irreversibly denature the
proteins of a bacteria, or depending on the pH of the bleach, penetrate the lipid membrane of
the bacteria, causing it to “pop”, and the bacteria to die.

Today, there are many disinfectants that can be safely used in the healthcare
setting. However, there is always a give and take when it comes to using surface
disinfectants. A disinfectant may be extremely effective at achieving the acquired log
reduction and kill claims, but may be very harmful and degrading to surfaces.

Why Disinfect?
Almost every environment on the planet contains bacteria and microorganisms. You
might be surprised to learn that on one square inch of skin there are more than 600,000
bacteria. Most are harmless to humans. But disease-causing organisms – called pathogens –
can be dangerous or even deadly!
Using the right types of disinfectants regularly on surfaces throughout your facility is
critical in helping prevent the spread of colds, Flu, and other sicknesses. Since there are many
types of disinfectants on the market, it’s important to understand how they work – including
their pros and cons— in order to make an informed decision on how to best disinfect and
protect your facility and the people in it.

How do Disinfectants Work?

Disinfectants are chemical agents applied to non-living objects in order to destroy
bacteria, viruses, fungi, mold or mildews living on the objects. By definition, disinfectant
formulas must be registered with the Environmental Protection Agency (EPA). The “active
ingredient” in each disinfectant formula is what kills pathogens, usually by disrupting or
damaging their cells. Active ingredients are usually aided by other ingredients with various
purposes. For example, surfactants can be added to a disinfectant formula to provide
consistent wetting on a surface or to help in cleaning.

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What to Consider When Choosing Your Disinfectant
There are four primary considerations you should evaluate when choosing a
disinfectant to best meet the needs of your facility. Answering these questions will give you
a framework for helping determine the best product(s) to use in your organization.
1. Effectiveness
Does a disinfectant kill the microbes and pathogens that are of top concern in
your facility? For example, you may be highly concerned about Staphylococcus
aureus Methicillin Resistant (MRSA). Some disinfectants are EPA approved as
effective against this bacteria. Nyco® Uno is one such disinfectant. Keep in mind that
pathogens can have multiple strains, and disinfectants are certified for specific strains.
Uno is also effective against Staphylococcus aureus (CA-MRSA) Community
Associated Methicillin Resistant. Depending on your industry and facility type –
healthcare, education, long-term care, hospitality – you will have varying needs and
requirements.
2. Kill Time
How quickly does a disinfectant product kill a specific pathogen? Does the
product keep surfaces visibly wet in order to comply with these kill times? Again,
disinfectant formulas are registered to kill specific pathogens in a specific amount of
time, and they need to be wet on a surface the entire time to be actively working.
Thirty seconds to five minutes might be a typical kill time. If a disinfectant needs 10
minutes though, be sure it will stay wet that long. Alcohol-based disinfectants may
very well evaporate before their required contact time. Read and follow all directions
for use and rewetting if necessary.
3. Safety
Is the product safe to use for people and safe for the surfaces it is being applied
to? As you learned earlier in this article, some categories of disinfectants are toxic,
some stain, others are corrosive, yet others have an undesirable odour. Check toxicity
and flammability ratings on products, as well as any personal protective equipment
(PPE) recommendations for disinfectants you apply. Be sure a disinfectant will not
damage any surface it is intended for.
4. Ease of Use
Are the steps required to use a given disinfectant practical for your facility?
Some applications require multiple steps that may not always be feasible. Water
hardness is one factor that can impact the effectiveness of some disinfectant
formulas. Sani-Spritz Spray cleans and disinfects in just one step, making it a top
choice for an easy, ready-to-use use disinfectant that addresses a broad spectrum of
bacteria, viruses, fungi and mildew in hospitals, institutions, and industry.
Sorting through information about the various types of disinfectants takes
time, but it’s a critical step to ensure you are making the best maintenance decision
for your facility. Having the right products on hand along with a solid plan to prevent
disease and infection will save effort and expense down the road, and give added
peace of mind to you, your staff and any visitors that come through your doors.

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Reasons for cleaning floors
The principal reasons for floor cleaning are:

✓ To prevent injuries due to tripping or slipping. Injuries due to slips and trips on level
floors are a major cause of accidental injury or death. Bad practice in floor cleaning is
itself a major cause of accidents.
✓ To beautify the floor.
✓ To remove stains, dirt, litter and obstructions.
✓ To remove grit and sand which scratch and wear down the surface.
✓ To remove allergens, in particular dust.
✓ To prevent wear to the surface (e.g. by using a floor wax or protective sealant).
✓ To make the environment sanitary (e.g. in kitchens).
✓ To maintain an optimum traction (e.g. for dance floors).

Major players of floor disinfectants:

The major players of floor disinfectants available in India are:

• Dettol
• Lizol
• Domex
• Mr.Muscle
• Patanjali’s Gonyle Floor Cleaner
• Mr.Clean
• Harpic
• Cif
• Mop & Shine
• Various Phenols and acids from many local brands

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MARKET:

Market Structure:

The global surface disinfectant market is expected to eclipse $600 million by 2022,
according to Grand View Research. The market is growing at an estimated CAGR exceeding
11 percent over the forecast period, according to a 2015 report prepared by the market research
and consulting firm. Increasing demand for disinfectants from water treatment and healthcare
industries is fuelling growth of the global disinfectants market.

The Surface Disinfectant market was valued at $488.63m in 2017 and is projected to
reach $876.43m by 2023, growing at a CAGR of 10.1%. The market will be driven by the
widespread adoption of surface disinfectants in clinics and hospitals. This will be
complemented by the initiatives of various governments to promote these products and prevent
the spread of diseases.

According to the World Bank estimates, global healthcare expenditure has witnessed
remarkable growth from USD 3,786 billion in 2003 to USD 7,427 billion in 2013, growing at
a CAGR of 7% over the forecast period. In the same period, public healthcare spending
increased at a CAGR of 7.28%, from USD 2,198 billion in 2003 to USD 4,440 billion in 2013.

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This high growth rate along with huge size of healthcare spending is expected to drive surface
disinfectant market growth.

Surface Disinfectant Market Outlook

Surface disinfectants differ in antimicrobial activity, toxicity, instrument corrosion, and

material and glove compatibility. The primary usage of these disinfectant products is to prevent
infectious diseases. The rising need to improve hygiene in hospitals, clinics, and ambulatory
surgical centers to prevent the spread of infections among patients and staff has driven the
demand for surface disinfectant products. There are various forms of surface disinfectants,
namely sprays, liquids and wipes, offering customers a wide variety of options to choose from
depending on their convenience. This Surface Disinfectant Market report comprises pricing
analysis for different types of disinfectants employed in hospitals.

Surface Disinfectant Market Growth Drivers

The main driver of Surface disinfectant is its use. Increasing the prevalence rate of
infectious disease globally drives the surface disinfectant market. The growing demand for
high quality surface disinfectants across the globe is due to the increasing need to improve
hygiene in hospitals, clinics, and ambulatory surgical centres to prevent the spread of infections
among patients and staff. Also, the market is driven by the growing number of laboratories and
the rising awareness among people about personal hygiene. The rising disposable incomes of
people in emerging countries is also one of the major factors for the growth of the surface
disinfectant market.
Developed countries and developing countries are plays a major role in surface
disinfectant market. Guidance from International organizations such as World Health
Organization (WHO), International Federation of Infection Control (IFIC), and Centre for
Disease Control and Prevention (CDCP) to prevent infectious diseases also drives the market.
Great awareness about the use of surface disinfectants also one of the drivers for this market.

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Market Size:

Rapidly increasing geriatric population and consequent rise in chronic diseases have
increased health issues. Increasing incidents of infectious and human-transmitted diseases,
especially within healthcare workers, have put forward the need for surface disinfection in
hospitals. Government initiatives to increase awareness regarding need for cleanliness and
disinfection are expected to foster market growth.
Rising awareness regarding home cleanliness and need for disinfection is also expected
to fuel the product demand. Rising disposable income coupled with increasing focus on child
health has positively affected the home disinfectants demand. Recent infectious disease
outbreaks such as Ebola, influenza, and chikungunya are expected to fuel the surface
disinfectant demand over the forecast period.

Market Growth:

The surface cleaning market is growing mainly because of rising awareness about
brands due to heavy promotion by leading companies. Floor cleaners dominate category
revenues, followed by specialized and multi-purpose cleaners. Surface cleaners are targeted
mainly at urban households and thus are more popular in urban markets. According to “India
Household Cleaning Market Outlook, 2021”, the overall market for household cleaning is
anticipated to grow with a CAGR of more than 20% in the next five years.

India cleaning chemicals market stood at $ 2,388 million in 2016, and is projected to
grow at a CAGR of 15% in value terms to reach $ 9,655 million by the end of 2026, on the
account of increasing incidence of various infections, rapid urbanization, coupled with
growing number of new commercial setups and increasingly stringent safety standards.
Additionally, setting up of new healthcare setups, rising disposable income and launch
of new and innovative cleaning chemicals are propelling the market for cleaning chemicals
in India.

Geographical markets:

The antiseptic and disinfectant market has been dominated by institutional end-user
segment. This growth is mainly attributed due to the presence of a large number of hospitals
coupled with an increase in the number of medical professionals across the globe. Hospitals
and healthcare segment is expected to register the highest growth in the coming years due to
the outbreak of infectious diseases such as swine flu and avian flu which has triggered the use
of antiseptics and disinfectants products market in developing countries. Domestic use of
antiseptics and disinfectant is also anticipated to experience lucrative growth due to increasing
public awareness regarding the potential dangers of microbial infection infections.

On the basis of geography, Europe accounts for the major share of global antiseptic and
disinfectant market. From last decade, there is markedly increased in the domestic use of
antiseptic and disinfectant in this region due to increasing awareness about pandemic diseases

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such as spreading flu and viral infections. Asia Pacific is expected to witness the highest CAGR
during the forecast period owing to the widespread of Ayurveda in this region. The growing
number of medical sector coupled along with literacy rate mainly in China, India, Indonesia,
and Thailand is driving the antiseptic and disinfectant market in this region. North America is
expected to witness moderate growth within the forecast period owing to the saturation of red
meat market in U.S and Mexico on antiseptic and disinfectant. This is expected to have an
adverse impact on the antiseptic and disinfectant market over the years. However, the demand
for antiseptic and disinfectant has been increasing in the past few years owing to the rising
awareness of nutritional benefits of antiseptic and disinfectant.

Major companies in the U.S. are expanding their vegetable production capacities to
keep up with the growing demand for foreign imports in the US market. This is expected to
fuel the market growth of antiseptic and disinfectant market. In addition, high literacy rate
coupled with the increasing number of healthcare center and business center are likely to
contribute to the growth of antiseptic and disinfectant market.

Market Competition:

Disinfectant is Perfect Competition market, because freedom to entry, similar type of

product and they earn normal profit from market.

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COMPANY:

MAJOR PLAYERS OF FLOOR DISINFECTANTS:

1. LYSOL:

Lysol is a brand name of cleaning and disinfecting products distributed by the Reckitt
Benckiser company. The line includes liquid solutions for hard and soft surfaces, air treatment,
and hand washing. Some of the scents from Lysol include "Crisp Linen", "Floral", "Fruit &
Citrus", "Gourmand", and "Fresh". It is marketed as Lizol in India.
Lizol is India’s No.1 floor cleaning brand and recommended by the Indian Medical
Association. Keep your home fresh and germ-free with Lizol. Lizol Disinfectant Surface
Cleaner contains a distinctive formulation that kills 99.9% germs and gives 10 times better
cleaning and germ protection than standard Phenyls, keeping the whole house cleaner, shinier
and germ free.
Lizol floor cleaner saves you from harmful germs whilst keeping you and your home clean.
So, practice good hygiene and cleanliness with Lizol that will prevent these problems.
Lizol disinfectant surface cleaning liquid can be used either directly or diluted. For light soiled
areas you should clean with Lizol mixed with water, whereas, for heavy soiled areas it can be
used without any dilution. Lizol takes complete care of your family by keeping your kitchen,
bathroom, floor and furniture clean. The product is available in 7 different fragrances and is
perfect for floors, tiles, sinks, kitchen counters and all other washable surfaces in your home.
Product Features:
• Recommended by Indian Medical Association
• Kills 99.9% germs
• 10 times better cleaning and better germ protection
• Better than standard phenyls

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Other Products:
Lizol Bathroom Power Cleaner

Clean bathroom surfaces to a brilliant shine with Lizol

Bathroom Power Cleaner. The powerful action tackles even the
toughest cleaning challenges -- removing soap scum, lime scale,
and everyday dirt and grime -- with little or no scrubbing. It leaves
behind a clean, fresh scent. Lizol Bathroom Power Cleaner can be
used on a variety of household surfaces, including shower doors,
tubs, glazed ceramic tiles, vanity tops, sinks, etc.
Lizol kitchen power cleaner
Help protect your family from harmful foodborne illness
with L izol Kitchen Power Cleaner. The grease fighting power of
this effective kitchen cleaner helps to clean up even the toughest
kitchen messes, while killing 99.9% of germs and deodorizing with
a fresh scent. Lizol Kitchen Power Cleaner can be used on kitchen
surfaces such as countertops, sinks, stovetops, cabinets, appliance
exteriors, etc.
Lizol initiatives:
Lizol actively works towards creating public awareness On hidden dangers of germs
and the need for disinfection. Scientific evidence proves that washing hands and targeted
disinfections can help prevent the spread of infection. Disinfectant cleaners reduce pathogen
transmission by both viruses and bacteria, and significantly reduce the risk of disease outbreaks
that cause respiratory and gastrointestinal illness.

Some recent Initiatives

Home to Home consumer contact programme in Delhi – Lizol promoters go from home
to home in Delhi explaining the need for Disinfections and sampling Lizol to interested
households.

Financial performance:

Lizol belongs to Reckitt Benckiser goups in the health

and hygine sector along with Dettol and Harpic. RB is the
global leader in consumer health and hygiene, with
operations in approximately 60 countries and sales in
almost 200 .Health and Hygiene led their growth as they
invest in consumer led science based innovations. Scholl,
Durex, Dettol, Lysol and Vanish performed particularly
well in 2014. The Group continued to improve its focus on
its core business, with a strategic acquisition and further brand rationalisation throughout the

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year. By the end of 2014, Health, Hygiene and Home made up 92% of their total business,
versus 80% in 2011.

Stock price of RB:

It has not been traded in the last 30 days. But previously the performance is as shown:

Price:
Lizol has appointed a team to gain the better understanding of the market, production
costs and prices set up by rival brands. It has put the special onus on aspects like know, feel
and compare before setting up its own pricing policies. The company came to know that
customers tend to compare the same type of products in terms of prices. Hence it has adopted
a competitive pricing policy and kept its product prices at par with rival brands to gain a
competitive edge in the consumer market.

Place:
Lizol products are widely used by business houses, schools, homes, hospitals, public
places and highly-populated areas like airports and malls. It has a strong
distribution channel that includes distributors, retailers, regional offices to reach consumers via
discount stores, convenience stores, supermarkets, hypermarkets and corner shops.

Promotion:
Lysol is an international brand and has always advertised its products with the tools
available at that period of time. In the year 1918, Lysol placed ads in newspapers and offered
tips for countermeasures against influenza virus. Lysol has adopted an intensive marketing
strategy and its media team has launched several commercials shown via television,
newspapers, magazines, Facebook and Blogs. It also advertises seasonally at specific times
with related products.

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Size, growth rate :
•There is an increase on Net Revenue i.e. 13.2 %
•Maximum Revenue coming from Health & Hygiene which is 75%, and their target is
80% within year 2020. 32-35% Growth rate from coming from Rural market
Market Share:
Overall current market share of RB approximately 80% according to Nielsen market survey.

Competitors:
These are the competitors of RB :
• Domex
• Clorox
• Dazzl

Selling modes and Customer perception:

• RB marge with Amazon for sale their product online
• Many retail store and Shopping mall like Big bazar, Citi Mart
• Champion the consumer and shopper to drive business outperformance.

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 2. MR MUSCLE:

Mr Muscle is a brand of hard-surface cleaners. It has been manufactured by S. C.

Johnson & Son, since their purchase of Drackett from Bristol-Myers Squibb in October 1992.
The original product — an aerosol oven cleaner — was developed at Drackett in 1986. The
Mr Muscle product lineup has since expanded.

Other Products and their features:

Mr Muscle Platinum Bathroom

Mr Muscle Platinum Bathroom has a powerful new formula that

removes soap scum and grime easily so you can clean less and live more.
• Powers through tough soap scum and grime
• Removes soap scum easily from multiple surfaces
• Dual nozzle for horizontal and vertical surfaces
• No harsh smells during cleaning
• Removes surface dirt and restores shine to your bathroom

Mr Muscle Platinum Shower

Mr Muscle Platinum Shower is a powerfully-formulated daily shower
cleaner that helps prevent the build-up of limescale, soap scum and grime.
Just spray and walk away so you can clean less and do more.
• Prevents limescale build-up in your shower
• Effectively prevents soap scum & grime
• Leaves the shower sparkling clean

Facts about SC Johnson:

• SC Johnson Acquisitions Bring Quality Brands

• SC Johnson Milestones in Environmental Leadership
• SC Johnson Uses Renewable Energy
• SC Johnson and Mosquito-Borne Disease Prevention
• SC Johnson Ingredient Transparency
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Financial Performance:

SC Johnson has recorded a sales of 170.49 million dollars in the last fiscal year.

Price:
Mr Muscle has set up a team to gain market perception and to gather detailed
information about its own production, marketing, and distribution costs and also about the
product prices of rival brands. After evaluating every aspect it has adopted a competitive
pricing policy and set up its product prices a bit less than that of others to gain a competitive
advantage in the consumer market. It has maintained reasonable, cost-effective and affordable
prices so that it becomes easy for a consumer to buy the product.

Mr Muscle has also adopted a promotional pricing and offers incentives like
discounts, offers and coupons to increase its sales volume and eventually garner better and
larger revenues.

Promotion:

Mr Muscle has adopted several marketing plans to promote its products in the consumer
market.

• It has launched several ad campaigns that are shown with the help of digital and
print media.
• The company has advertised in local newspapers, popular and prime time channels
of television, radio and magazines to gain brand visibility. Ads have been displayed
on hoardings that are placed at popular and populated places so that maximum
number of people can connect with it.
• Mr Muscle has also taken help of social media platforms like Twitter,
Instagram, YouTube and Facebook to promote its brand and products. As part of its
promotional policy, it announced coupons in several stores so as to gain a
significant customer base.

Place:

Mr Muscle has a strong distribution channel to transport its products from

manufacturing facilities to consumers. It includes the traditional network of wholesaler,
distributor and retailer to reach consumers via different channels like supermarket,
hypermarket, malls, discount stores, convenience stores and grocery stores.

Size and growth rate :

• Current growth rate of of Sc Johnson & son is 63.29 %, its decrease 1.59%
• Total sales is $10.2 billion after year 2017

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Competitors :
These are the following competetitors
• Dettol
• Mr. Clean
• Harpic

Selling modes :
They selling their product through online like Bigbasket, Amazon and offline also in
many retail stores.

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 3. DOMEX:

Ever since 1929, Domex has been providing effective sanitation to people across the
globe. Over the years, Domex has provided families with protection from harmful germs. The
sheer power of Domex gives you the confidence you need in eradicating all known germs.
Domex is committed to raising hygiene standards by improving general hygiene and health
standards in communities around the world.

In India, Domex has effectively fought poor sanitation and germs since 1997. As a part
of Hindustan Unilever, Domex has its focus on helping people maintain clean and healthy lives.
Domex believes in improving sanitation facilities and making clean and safe toilets accessible
to everyone.

Product features:

Domex Toilet Cleaner

• Domex toilet cleaner not only gives you a clean & shiny toilet but also kills all
germs and thereby safeguards your family.
• Toilet germs may spread and cause diseases like Jaundice, Diarrhoea, Swine Flu
and Typhoid. While ordinary toilet cleaners may be ineffective in tackling this,
Domex Toilet Cleaner eradicates all disease-causing germs.

Domex Floor Cleaner

• Domex Floor cleaner disinfects and keeps your family safe from diseases.
• Domex Floor cleaner gives you sparkling cleans floors.
• Available in bleach based and phenolic variants.

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Domex Toilet Rim Blocks
• A revolutionary product that delivers a fresh burst of fragrance every time you
flush!
• It not only ensures hygienic cleaning with every flush but also ensures lime scale
prevention.
• Available in lemon and ocean variants.

Key Facts
• Launched in 1997 in India
• Domex is sold in 35 countries globally
• Domex is the number one or two bleach in nine countries (Croatia, Greece,
Hungary, India, Ireland, Netherlands, Philippines, Poland, South Africa)
• Domex is also sold as Domestos, Glorix, Klinex in other countries

Financial Performance:

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Stock Price:

Place :

The brand has an extensive distribution policy as it has the backing of its parent
company. Products are easily available in grocery stores, department stores, convenient stores
and superstores.
Price :

Consumer market already had an established cleaner and in order to survive and
penetrate further markets, Domex decided to adopt a penetration pricing policy.
It kept its prices reasonable so as to make a mark in both urban and rural sector. It faced stiff
competition from rival companies and hence adopted competitive pricing policy. It kept
product prices similar to those of rival companies but improved the quality of its product and
marketed it as the best possible option for a homemaker. Domex came to be known as a
premium product at reasonable price and this helped the brand to create a market of its own.

Promotion :
Over the years Domex has been able to build a relationship based on trust with its
customers. Users are now confident of the power of this product and to maintain this trust
company has launched several steps. Domex believes in a strong and elaborate marketing
policy to promote its products as well as its brand. It has taken the help of every possible
medium at its disposal to market its product. Ads are informative and reflect the growing
concern for a product to maintain absolute hygiene.

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 Commercials are aired on electronic media through the efforts of radio and television.
Print media has also been utilised to its maximum capacity as ads are displayed in both
newspapers and magazines. These are also displayed on billboards in both urban and rural
areas. Some of its popular taglines are The new improved Domex thick and Domex: 100%
germ protection. Under its promotional policy brand has tie-ups with restaurants and hotels
for using their product.

Size, growth rate and market share :

• Earning per share (EPS) Rs. 20.75, which increase because last year it was
19.12. so growth rate per share is Rs.1.63
• 65% profit coming from Personal care products.
• Growth of sales of quarterly base is 8%.

Selling modes :
They are trying to widely available their product on Offline and Online.

Competitors:

These are the following competitors

• Lysol
• Dettol
• Mr. Muscle
• Mr. Clean
• Harpic

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INDUSTRY:

Disinfectants come under FMCG industry.

FMCG is the fourth largest sector in the Indian economy. Household and Personal Care is
the leading segment, accounting for 50 per cent of the overall market. Health care (32 per
cent) and Food & Beverages (18 per cent) comes next in terms of market share Growing
awareness, easier access, and changing lifestyles have been the key growth drivers for the
sector.

• The all types of Disinfectant is mainly comes under FMCG industry. The rural
FMCG market in India is expected to grow at a CAGR of 14.6 per cent, and reach
US$ 220 billion by 2025 from US$ 29.4 billion in 2016.
• The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$
672 billion in 2016, with modern trade expected to grow at 20 per cent - 25 per cent
per annum, which is likely to boost revenues of FMCG companies.
• Rising incomes and growing youth population have been key growth drivers of the
sector. Brand consciousness has also aided demand
• Some of the major initiatives taken by the government to promote the FMCG sector
in India.
• Online portals are expected to play a key role for companies trying to enter the
hinterlands. The Internet has contributed in a big way, facilitating a cheaper and
more convenient means to increase a company’s reach. What HUL, RB do to sale
their product online, so they marge with many online selling sites.

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 PORTER’S FIVE FORCE MODEL OF RECKITT BENCKISER:

Threat of new entrants

Low

Bargaining power Bargaining power

Industry Rivalry
of suppliers of customers
High
Low Medium

Threat of substitutes
Medium

Bargaining Power of Suppliers

This threat is fairly low, RB has a wide range of suppliers, both in terms of the
materials and geographically. This is due to the wide range of products which RB sells.

Bargaining Power of Buyers

This is a medium threat, no one buyer counts for more than 10% of RB's sales and
the top 10 buyers only account for between 0.25 and 0.33 of sales. However, the buyers are
increasingly big stores such as the supermarkets for whom individual products are not of great
importance to. These stores are also often competitors creating their 'own branded' products.

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Threat of New Competitors
This threat is fairly low. With RB operating in so many markets there are
opportunities for development. With new developments can come new products and new
competitors. RB and its competitors enjoy economies of scale and the benefit of experience in
developing products, marketing and distribution.

Threat of Substitutes
This is a medium threat. With the wide range of products and markets there is always
a threat of new products to enter which substitute the existing products. The major retailers
'own branded' products are the main substitute to the famous branded lines.

Intensity of Competitive Rivalry

This is high. RB's main competitors are Unilever, Proctor and Gamble and Colgate
Palmolive they all offer a wide range of products some of which compete directly against RB's
products. The products offered by RB are often directly competing with similar products that
they share the same shelf with. There is some differentiation is the market, usually brought
about by the marketing campaigns which play a major role in building the brands. RB has
trademarks on its products and in some cases patents.
With the competitive rivalry there has been a high level of acquisition and merger
activity which is likely to continue in the future.

How Reckitt Benckiser Group Plc can tackle the Threats of New Entrants

• By innovating new products and services. New products not only brings new customers
to the fold but also give old customer a reason to buy Reckitt Benckiser Group Plc ‘s
products.
• By building economies of scale so that it can lower the fixed cost per unit.
• Building capacities and spending money on research and development. New entrants
are less likely to enter a dynamic industry where the established players such as Reckitt
Benckiser Group Plc keep defining the standards regularly. It significantly reduces the
window of extraordinary profits for the new firms thus discourage new players in the
industry.

How Reckitt Benckiser Group Plc can tackle Bargaining Power of the Suppliers

• By building efficient supply chain with multiple suppliers.

• By experimenting with product designs using different materials so that if the prices go
up of one raw material then company can shift to another.
• Developing dedicated suppliers whose business depends upon the firm. One of the
lessons Reckitt Benckiser Group Plc can learn from Wal-Mart and Nike is how these
companies developed third party manufacturers whose business solely depends on them
thus creating a scenario where these third party manufacturers have significantly less
bargaining power compare to Wal-Mart and Nike.

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How Reckitt Benckiser Group Plc can tackle the Bargaining Power of Buyers

• By building a large base of customers. This will be helpful in two ways. It will
reduce the bargaining power of the buyers plus it will provide an opportunity to the
firm to streamline its sales and production process.
• By rapidly innovating new products. Customers often seek discounts and offerings
on established products so if Reckitt Benckiser Group Plc keep on coming up with
new products then it can limit the bargaining power of buyers.
• New products will also reduce the defection of existing customers of Reckitt
Benckiser Group Plc to its competitors.

How Reckitt Benckiser Group Plc can tackle the Treat of Substitute Products / Services

• By being service oriented rather than just product oriented.

• By understanding the core need of the customer rather than what the customer is
buying.
• By increasing the switching cost for the customers.

How Reckitt Benckiser Group Plc can tackle Intense Rivalry among the Existing
Competitors in Personal & Household Goods industry

• By building a sustainable differentiation

• By building scale so that it can compete better
• Collaborating with competitors to increase the market size rather than just
competing for small market.

PEST ANALYSIS
POLITICAL FACTORS : Political factors include the following types of instrument:-

• Trade agreements, tariffs or restrictions

• Tax levies and tax breaks
• Type of government regime e.g. communist, democratic, dictatorship

ECONOMIC FACTORS :

• Cheaper labours in developing countries affects the competitiveness of products

from developed countries.
• High unemployment, low spending power and low stakeholder confidence In the
country adversely affects the working of company.

SOCIAL FACTORS :

• RB is deeply committed to sharing some of the wealth it creates with the people
who need it most by helping to improve children’s health, hygiene and social
development around the world..
• RB is fully committed to the principle of equal opportunity in employment.
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TECHNOLOGICAL FACTORS :

• Constantly changing technology demands for constant updating & innovation.

• RB is passionate about delivering innovation. In fact, 40% of net revenues are from
products which are less than 3 years old.
• RB commitment to online video advertising stems from a need to not only get in
front of consumers, but to engage deeply with them in brand-friendly spaces

SEGMENTATION, TARGETING AND POSITIONING:

Segment Healthcare segment

Target Group Urban households and hospitals, clinics

Positioning Consumer centric innovation

SWOT ANALYSIS:

Strength: Weakness:
• RB’s products have won many product • Retailers using expired products for
of year awards sale affects brand image
• Price advantage • Strong competition from industry
• R& D infrastructure is strong and leaders means market expansion is
stable, so innovations are good slow
• Strong promotion through advertising
media and print media like TVCs,
OOHs etc
• Experienced and strong work force led
by efficient management
• Its operations are in over 60 countries
and they are sold in over 180 countries

SWOT

Opportunities:
• Acquisitions of other companies and
spreading the business.
• Having new brands for the economy
class and rural areas
• Improve the overall distribution system
Threats:
• Due to economic slowdown the
purchasing power of the public
decreases.
• Due to change in Government, laws
and polices sometimes an existing
product performance is affected
• Currency exchange rate fluctuations
• Low cost substitutes present.

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PMCI FUNCTIONAL ANALYSIS:

Name of the
HRM practices Marketing strategies Operational process
company

• Change in • Enhance our

culture understanding and
• Cost experience with all
Presence of many
effectiveness. channels of
number of suppliers
Reckitt • Innovation communication.
and agencies to ensure
Benckiser • Balance score • Build relationships
the strong supply
card with influencers to chain management.
• Total quality shape customers’
management brand choices.

• Emerging market
expansion builds more
• Educational balanced profile.
S.C. Sustainability efforts
JOHNSON
training programs • Broad-based strength support corporate
• Relationship beyond world’s largest brand identity
& SON
management category
• Broad and balanced
geographic coverage

• Pushing consumer for

more.
• Betting on Big Stars
for Usage Advertising
Competitive and
It uses different design
Compelling
Hindustan Performance appraisal and models to make
• Bigger, Better and
Uniliver techniques i.e. rating the product unique
Faster Communication
Limited and ranking from all other
Innovations
products.
• Increasing
Consumption in Rural
Market

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LEARNINGS:

These are the things learnt from this projects :

• Understood clear what actually industrial adhesives are And their uses, types,
application
• Learnt what companies offer
• Varied range of products and services, changing with updating trend
• Their Supply chain, operations and
• Learnt to decide market structure of product
• By understanding the product and market characteristics
• Helped me to learn the future of the product and their Geographical market
• Finally how the complete analysis that is the product, company, market and industry
and their of a product is to be done by understanding about PMCI interrelation

CONCLUSION:

Indian consumers continued to widely use home care disinfectants to keep surfaces
clean, particularly floors. Increasing awareness of the importance of a clean home for good
health and wellbeing of families has been a key driver for sales of home care disinfectants and
for a shift away from phenyls.

EASE OF USE AND MULTIPLE BENEFITS SUPPORT DEMAND FOR MULTI-

PURPOSE CLEANERS

Consumers’ cleaning practices in terms of surface care are evolving in tandem with
income growth. In addition, hygiene concerns, increased product availability and demand for
convenience and time saving are other factors shaping consumption of surface care.

COMPETITIVE LANDSCAPE

DETTOL AND LIZOL CONTINUE TO STRENGTHEN RECKITT BENCKISER’S

LEAD

Reckitt Benckiser retained its lead of surface care in India in 2018. The company stated
that its brands Dettol and Lizol contributed significantly to its sales growth in India, led by
increased awareness of the need for cleanliness by the government’s Swachh Bharath mission.

COMPETITION IN SURFACE CARE IS QUITE CONSOLIDATED

In India, surface care is dominated by five leading companies; Reckitt Benckiser,

Amway India Enterprises Pvt Ltd, Hindustan Unilever, SC Johnson Products Pvt Ltd and
Modicare Ltd. Concentration continued to remain, with smaller companies being forced out by
the aggressive expansion strategies of the large global players.

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BIBLIOGRAPHY:

1. https://www.euromonitor.com/surface-care-in-india/report
2. http://blog.pdihc.com/blog/april-2018
3. https://fmlink.com/articles/the-importance-of-floor-disinfection/
4. https://www.zionmarketresearch.com/news/global-antiseptics-and-
disinfectants-market
5. https://www.freedoniagroup.com/industry-study/disinfectant-
antimicrobial-chemicals-3043.htm
6. https://www.grandviewresearch.com/industry-analysis/surface-
disinfectant-market
7. https://www.slideshare.net/MVaidya1/surface-disinfectants-market-
global-forecast-to-2020pdf
8. https://www.prnewswire.com/news-releases/surface-disinfectant-
market---global-industry-analysis-size-share-growth-trends-and-
forecast-2015---2024-300535956.html
9. https://www.moneycontrol.com/stock-
charts/reckittbenckiser/charts/RB01
10. https://www.scjohnson.com/en/a-family-company/about-us
11. https://www.euromonitor.com/reckitt-benckiser-plc-in-home-
care/report
12. https://www.hul.co.in/brands/home-care/domex.html
13. https://www.lizol.co.in/products/

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