BE 100% SURE

Feasibility Study
 DETTOL has stood for “trusted protection” in India since 1933.
The brand is endorsed by the Indian Medical Association and
has consistently been voted as one of India’s Most Trusted
Brands (ORG Marg Brand Equity Survey).

 Dettol is the biggest brand retailed by Reckitt Benckiser India

and expected to become a Rs. 1,000 crore brand by

 Dettol has become the generic name for the liquid antiseptic
category and enjoy 85% market share in the segment.

 To celebrate the occasion of its 75th Year, Dettol in

collaboration with Management Development Institude (MDI),
Gurgaon, did an exhibition showcasing the evolution of the
brand – it’s products, it’s communication and it’s initiatives to
increase hygiene awareness.
 Dettol Brands
Body Wash Handwash
Antiseptic Liquid

Plaster

Soaps

Shaving Cream
 SWOT Analysis
Strength:
The brand’s Germ-kill heritage
(brown liquid) is seen as strong and
adds on trustworthiness.
Most trusted Brand
High market share of antiseptic
liquid
Loyal following of original
Opportunities:
Leverage the powerful brand equity
associated with the Dettol Brand to
make Dettol Soap an everyday use
proposition
Weaknesses:
 Not perceived as an ‘everyday
soap’ due to its Smell
Harsh on skin makes skin dry
No perceived as a dynamic,
innovative and contemporary brand
Poor marketing strategies for
Dettol Shaving Cream & Dettol Talc
Threats:
 Other main players in the
antibacterial category like Savlon
and Lifebuoy have positioned their
brands for everyday use against
bacteria
Good Advertisements by
competitors
 STPD Analysis
Segmentation:
Dettol aimed at the consumer who is
conscious about cleanliness.
The base or variable used by Dettol
for segmentation is Family Life
Cycle segmentation.
Positioning:
Dettol the parent brand (anti-septic
liquid) is positioned as germ fighter
since inception.
The product extensions are also in
line with it’s core value
Targeting:
Undifferentiated Targeting: Due to lack of
competition for Dettol (parent brand) for
longer time
Multi-segment Targeting: Serving more
than one segment with distinct marketing
mix
Differentiation: Dettol ran a high profile
advertising campaign asking their existing
consumers to narrate the various
purposes for which they use Dettol
Dettol “Surkshit parivar program”
 Competitors Analysis
 SAVLON - Savlon was a brand owned by a pharmaceutical MNC ICI ltd. Later ICI's OTC
brands was acquired by Johnson & Johnson. Savlon is positioned in the medicated
category of toilet soaps market, and was seen as the biggest competition to the Dettol.

 LIFEBUOY - Lifebuoy is one of the oldest brand of HUL and is well positioned as “health
and hygiene” soap. It was launched in 1895, and for over a 100 years, has been one of
largest selling soap brand within the country. Lifebuoy has been a pioneer in this market
and has constantly innovated to keep it in tune with changing market needs.
Lifebuoy catches the imagination of every person ever aware of it as "the red soap".
this red soap will always remain a big brand for Indian consumer.

Antiseptic Liquid Handwash

Dettol Savlon Dettol Lifebuoy
Price Qty Price Qty Price Qty Price Qty
 Rs.16  100ml Rs.22   100ml  Rs. 30  250ml  Rs. 25  250 ml

Soap
Dettol Savlon Lifebuoy
Price Qty Price Qty Price Qty
Rs. 18 75gm  Rs. 17 75gm Rs. 15   75gm
 PEST Analysis
Political Factor: Social Factor:
Political factors can create advantages India is having Population of over 1.1
& opportunities for organizations. billion people.

Competition between various states like Due to rising in education & disposable
Maharashtra,M.P,A.P. can be useful for income level, awareness for hygiene &
Dettol for building new setup. skin care is increasing.

Dettol can make investment in PHC with

help of NGOs

Economical Factor: Technological Factor:

India is having Third Highest GDP in
terms of Purchasing power. Technologies Like Supply Chain
Management (SCM) & Electronic
Customer Relationship Management (E-
Economic Factors in India are CRM) will play vital role.
Improving continuously so has the
spending power of its citizens.
1. Product Extension: 1
Aim: - To provide quick relief from pain.

Target: - For all ages above 4, especially

for old age people and sports person.

Justification: - For applying cream or balm, one has to

massage the affected area which may lead to further
injury. Whereas Dettol-Spray ensures delivery of time
medicine in the form of superfine. spray at high
pressure.

From the Customer’s point of view: - Dettol-Spray

lasts much longer and provide instant relief. Multiple
packs of Dettol-spray ranges from 140 g to 20 g. Even
smallest pack (i.e. 20g) provides almost 300 sprays
and gives you complete relief from pain for a very long
time and thus far economical than any cream or balm.

From the Marketing Point of view: - Dettol being a

leader in the antiseptic market and no big competitor
in market, it won’t take much time to capture the
2. Product Extension: 2

Aim:
Many harmful germs are passed on by hand contact
Dettol Refreshing Hand Foam contains skin conditioners
to care for your hands whenever and wherever you are.
Its unique formulation kills 99.9% of bacteria in 15 seconds
with no need for water, making it ideal for use on the go. DETTOL REFRESHING HAND
FOAM - ANTIBACTERIAL
Where to use Size: 50ml No Water
* Public transport * In the car * Restaurants * At work Required
* Outdoors * Public Toilets * On the go * On holiday

Product description
Dettol Hand Foam is a refreshing alcohol-based antibacterial hand care product. Its unique
formulation, already used in UK hospitals, is proven to kill 99.9% of bacteria with no need for
water, making it ideal for use on the go. It also contains skin conditioners to leave your hands
feeling soft and refreshed after every use.
Available as a handy pump dispenser, it provides everyday care and antibacterial protection for
your hands wherever you are.

Pack size
Each pump-action bottle, complete with over cap, contains 50 ml of clear liquid.
 Impact of Advertising

A man returns one evening home and salutes his wife , "Aaj MVO: "Jin gharon mein
boss meri badi taarif kar raha tha. Kyonki auron ki tarah Dettol rozana istamaal
bimari ki vaja se.maine ek bhi din chhuti nahin li. Thanks to hota hai woh kam bimar
you. Aur mujhe mila hai..." He extends the suspense and padte hain. Be 100%
hands her an envelope with a dramatic whisper, sure."
"Performance bonus!" "Bonus she echoes, stunned.

The shot of a packed school auditorium. The teacher announces, "Pichle 4 saalon se yeh award kisine nahin
jeeta hai. Magar is saal Ravi Mehta ne ek din bhi school miss nahin kiya. Unhe milta hai 100% attendance
award." The boy boards the stage as some parents in the audience wonder, "Aajkal to bachhe itna bimar pad
rahe hain. Pata nahin Ravi ne kaise manage kiya?"

MVO: "Jin gharon mein Dettol rozana istamaal hota hai woh kam bimar padte hain." The boy accepts his
award and proudly ...holds it up, as the audience applauds his achievement.
 Effect of Recession
 The FMCG sector which is among the least affected,
or rather is the last one to be affected.

 But if the recession continues, the cost of raw material

would rise, which will result in increase in price of
product.

 The brand has become a household name across the

country and a minimal price hike won’t affect it much.
 Conclusion
 Re-structuring of pricing policy based on competitors
pricing

 Small size of soap to increase consumption rate at

traveling locations, hotels etc.

 Innovative product design to attract new market

segment

 New product extension with effective marketing.