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RB in INDIA
1910 1911 1933 1951 1980 1981 1999 INTRO IN INDIA BRASSO DETTOL ANTISEPTIC FORMATION OF RB 65 MILLION PEOPLE DETTOL SOAP RECKITT BENCKISER
RB
VISION MISSION
COMPANY PORTFOLIO
AIR WICKS CHERRY BLOSSOM COLIN DETTOL DISPRIN EASY OF BANG FINISH HARPIC MOOV LIZOL MORTIEN VEET VANISH STREPSILS KRACK SOFT HEEL GEL ITCH GUARD RING GUARD STOPACHE
PRODUCT LINE
DETTOL
ANTISEPTIC
DETTOL
HANDWASH Original Skin Care Sensitive BODY WASH Extreme Aqua
DETTOL
Shaving cream
Plaster
Brand extension
Antiseptic category soap category Hand wash category
STPD
SEGMENTATION DEMOGRAPHIC PSYCHOGRAPHIC GEOGRAPHIC BEHAVIOURAL
TARGETING
NON-SEGMENTED TARGETING SEGMENTED TARGETING NICHE TARGETING MICRO TARGETING
DETTOL
POSITIONING PROTECTOR FROM GERMS DIFFERENTIATION AMBER GOLD SMELL CLOUDING EFFECT
AD PROMOTIONAL STRATEGY
Advertising Antiseptic Protection from Germs Aapka Dettol Kya Kya Karta Hai. Soap Mild & Gentle The 100% Bath Hand Wash Protection from Germs Body Wash Market Pleasure for the senses, Protection for the Body
PROMOTIONAL STRATEGY
PUBLIC RELATION Dettol Surakshit Parivar
Distribution
Antiseptic A) Modern Trade B) Mom & Pop Shop
All India
Level 1
16,07,669
Northern Region
Eastern Region Western Region Southern Region
6,03,245
3,80,580 2,31,720 3,86,126
Distribution
Soap + Handwash Modern Trade Mom & Popstore
Soap Hand Wash All India All India
Level 1
21,96,611 3,00,000
SWOT ANALYSIS
Formidable Presence in FMCG health Segment Irregular Demand FMCG Health Segment Poise to Grow manifold Competitors Offering