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ACRJ
Dettol: Managing Brand Extensions
This case is prepared by
Assistant Professor Anand
Kumar Jaiswal of Indian “What next?” pondered Vishal Khannaa, General Manager
Institute of Management,
Ahmedabad, Arpita Srivastav, (Marketing), Reckitt Benckiser India Limited (RBIL), as he
doctoral candidate at Man- sat gazing at the Boston Consulting Group (BCG) matrix of
agement Development Insti-
tute Gurgaon, and Dhwani Dettol brand extensions (Exhibit 1). It was December 20, 2006
Kothari, MBA Class of 2003, and Mr. Khanna was putting together decisions concerning
XLRI Jamshedpur. It is pre-
pared from the published the brand extensions of Dettol. RBIL had rolled out more
sources and the informa- than eight extensions of Dettol in the past and many of them
tion provided by ACNielsen
ORG-MARG Private Limited had failed to establish their presence in the market. Khanna
(“ACNielsen”), as the basis
for classroom discussion rath- was entrusted with the task of assessing the performance of
er than to illustrate either ef- various extensions. He was wondering what future course of
fective or ineffective handling
of an administrative situation. action the company should take. He first started reflecting on
ACNielsen owns all rights in the long journey traversed by Dettol in India.
its information which is copy-
righted in ACNielsen’s name.
aNames are disguised. Case setting is created for the purpose of facilitating classroom
discussion.
name was new, and conveyed no particular meaning or idea. The company’s
management decided on this name as it was free of any pre-conceived opinions or
perceptions, its features or attributes. Additionally, it was believed by many that the
word Dettol connoted medical association.
dPuerperal fever (from the latin word puer which means child) is also known as
DETTOL IN INDIA
eThe government had included Dettol antiseptic liquid in the category of price
controlled drugs.
Dettol Soap
that the air was heavily polluted and using Dettol antiseptic
liquid in their bath would give them protection. This gave
the idea to the company of presenting it as 100% bath.22
Dettol soap gradually established its hold on the market. In
2001, Dettol soap had a market share of 3% (in value terms),
going up to 3.6% in 2005 (Exhibit 9). Sales of Dettol soap
grew from Rs.210.5 million in 1995 to Rs.1849.4 million in
2005 (Exhibit 10). Apart from Dettol soap, Lifebuoy, Savlon,
Medimix, Margo, and Hamam were other competing brands
in the health and hygiene segment in the soaps market.
However, the key competitors for Dettol soap were Hindustan
Lever Limited’s (HLL)f Lifebuoy soap with “germ killing”
positioning23 and Savlon, positioned as a “family protection”
soap.24
The company launched several line extensions or
variants of Dettol in the toilet soap segment. In 1999 it
introduced Dettol Fresh, a perfumed variant of the medicinal
soap.25 In 2000, Dettol Extra, soap bar with moisturizer,
was launched. Dettol Extra failed in gaining consumer
acceptance and subsequently withdrawn from the market. In
2001 continuing its strategy of introducing a stream of line
extensions, the company launched Dettol Junior, a bar soap
targeted at children aged between 2–6 years.26
Similarly in 2004, the company came up with a new
line extension, Dettol Skincare soap bar. It was mainly
targeted at women. Product formulation was done to take
care of the skincare needs of women. It was introduced in a
saddle shape with milky white colour and a special fragrance.
This clearly differentiated it from other existing brands in its
portfolio.27 In 2006 Reckitt introduced another soap bar with
the name Dettol Cool. It was enriched with menthol to deliver
a cool sensation, specifically designed for teens and young
consumers. The soap was manufactured in light blue colour
to highlight its freshness proposition, with a saddle shape and
fresh fragrance.28 Despite launching a series of line extensions,
the performance was lacklustre. Except Dettol Skincare, these
variants yielded poor sales for Reckitt (see Exhibit 10).
f Hindustan
Lever Limited is a 51% subsidiary of Unilever, an Anglo-Dutch consumer-
goods company. It is one of the dominant players in Indian fast moving consumer
goods market.
Dettol Talc
Dettol Mouthwash
ROAD AHEAD
ACKNOWLEDGEMENTS
REFERENCES
Exhibit 1
Exhibit 1: BCG Matrix for the Brand extensions of Dettol
BCG Matrix for the Brand Extensions of Dettol
Exhibit 2
Exhibit 3
Sales volume(unit)
Bulk drugs (Ton) 109.5 140 111.7 99.5
Food products (Ton) 590.2 563 485.7 446.8
Household products (Ton) 20,028.90 27,349.80 30,358.30 33,624.20
Laundry products (Ton) 8,149.10 7,353.30 7,556.10 7,124.00
Liquids (Litres) 3,892.70 4,171.60 4,088.00 4,043.80
Ointments (Ton) 22.2 29.3 10.5 33.2
Tablets (Ton) 559.7 429.8 511.3 274.5
Toiletries (Ton) 9,446.40 10,853.20 11,588.30 9,898.30
Exhibit 4
Brands
Segments
Health & Disprin Dettol Detol Dettol Dettol bar Dettol Dettol Dettol Dettol Dettol Dettol
personal care mouthwash floor antiseptic soap antiseptic antiseptic antiseptic liquid shaving talc
cleaner liquid cream pain relief adhesive hand cream
(Dettol spray bandage wash
Gold )
Home care Mortein Mortein
(household Mosquito Rat Kill
insecticides) coils & mat
Exhibit 5
Exhibit 6
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Exhibit 8
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128
ACRJ
Exhibit 10
Sales of Dettol Bar Soaps, Talc and Liquid Soaps (Original and Variants — in Rs Million)
1994 1995 1996 1997 2001 2002 2003 2004 2005 2006*
Soaps
Dettol Original 210.5 604.3 907.9 1424.4 1536.7 1590.1 1679.6 1849.4 2095.7
Dettol Extra 123.4 36.7 6.8 3.3 0.9 1.4
Dettol Fresh Fragrance 23.4 3.3 0.9 0.3 0.1 3.7
Dettol Junior 10.7 27.0 15.4 4.4 2.1 1.2
Dettol Skincare 15.6 280.9 299.2 312.6
Dettol Cool 0.4 11.2 172.6
Dettol Deo 0.4 12.1 3.1
Talc
Dettol Citrus Fresh 3.6 4.7 2.3 1.0 0.9 0.7
Dettol Fresh Fragrance 39.5 22.8 8.8 4.8 3.3 3.2
Liquid Soaps
Dettol Original Hand Wash 6.8 25.3 40.6 47.7 40.1 55.1 65.8 97.8 104.0 129.0
Dettol Skincare Hand Wash 10.0 43.5 59.9 66.5
Dettol Sensitive Hand Wash 14.0
Dettol Original Body Wash 1.4 3.2
Dettol Skincare Body Wash 1.3 2.2
Dettol Body Wash 0.6 2.7
*Till November 2006.
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Exhibit 11
Exhibit 12
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130 ACRJ
Exhibit 13
Exhibit 13: Perceptual Map 1 for
Perceptual MapLiquid SoapSoap
1 for Liquid Brands
Brands
Price
Lux
Lifebuoy Fa Liril
Hygiene
Dettol Fem
Ideal
Exhibit 14
Exhibit 14: Perceptual Map 2 for Liquid Soap Brands
Perceptual Map 2 for Liquid Soap Brands
Fragrance
Fa Fem
Lux
Ideal
Exhibit 15
Exhibit 15: Perceptual Map 3 for Liquid Soap Brands
Perceptual Map 3 for Liquid Soap Brands
Fragrance
Fem Fa
Lux
Ideal
Exhibit 16
Exhibit 16: Perceptual Map 4 for Liquid Soap Brands
Perceptual Map 4 for Liquid Soap Brands
Freshness
Fa Liril
Lifebuoy
Ideal
Hygiene
Fem
Dettol
Lux
Exhibit 17
Exhibit 17: Perceptual Map 5 for Liquid Soap Brands
Perceptual Map 5 for Liquid Soap Brands
Freshness
Fa Liril
Ideal Lifebuoy
Price
Fem Dettol
Lux
Exhibit 18
Exhibit 18: Perceptual Map 6 for Liquid Soap Brands
Perceptual Map 6 for Liquid Soap Brands
Freshness
Liril Fa
Ideal Lifebuoy
Fragrance
Dettol
Lux Fem
Exhibit 19
Source: http://magindia.com.
Exhibit 20
Source: http://magindia.com.
Exhibit 21
What kind of
a mother are you?
□ Caring
□ Protective
□ Gentle
□ All of the above
Source: http://magindia.com.
Exhibit 22
Source: http://magindia.com.
Exhibit 23
Source: http://magindia.com.
Exhibit 24
Feeling
the itch?
Source: http://magindia.com.
Exhibit 25
Source: http://dettol.co.in/.
Exhibit 26
The shot of a packed school auditorium. ...but this year Ravi Mehta has not been
The teacher announces, “For the last four absent for a single day. He is getting the
years nobody has won this prize... award for 100% attendance..” The boy
boards the stage...
...as some parents in the audience MVO: “Homes where Dettol is used daily,
wonder, “Nowadays kids are falling sick so here is less chances of people falling sick.”
often, wonder how Ravi managed.” The boy accepts his award and proudly...
...holds it up, as the audience applauds The Dettol logo appears as the MVO adds,
his achievement. “Dettol. Be 100% sure.”
Source: http://www.agencyfaqs.com/advertising/storyboard/Dettol/957.html.