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Submitted by:-

Vaibhav Alawa Roll No. 46105


Dettol completes 75 years of protecting families from illness causing germs

Reckitt Benckiser (India) Limited, formerly known as

Reckitt & Colman (India) Ltd is one of the fastest growing consumer goods companies in South Asia. In India, it has many brands namely Dettol, Harpic, Mortein, Lizol, Cherry Blossom, Vanish, Easy Off Bang, Veet, Colin, Disprin, Strepsils, Clearasil and others. It has major presence in home and personal care, surface care, fabric care, pest control and healthcare. The Company has operations in 60 countries, sales in 180 and employs 22,000 people around the world. Globally Reckitt Benckiser plc is headquartered in

Dettol, the iconic brand from Reckitt Benckiser.
Dettol is Rs 300 crore brand of Reckitt and Benckiser formerly .

It is launched in 1933 in india , Dettol has gained the trust of millions of Indians It has been consistently voted as one of the 'Most trusted brands' of India.

Dettol completes 75 years of protecting families from illness causing germs.

The brand has celebrated platinum jubilee in 2008



Antiseptic Liquid : Dettol Antiseptic Liquid is a proven safe

and effective antiseptic that kills various bacteria and provides protection against germs which can cause infection and illness. It has more than 83% market share.
and disinfecting.

It can be used safely for gentle antiseptic wound cleansing

Available in a wide range of sizes From 50 ml to 500 ml. For

detailed usage instructions see back label of product. the efficiency and the multi-uses of the product.

The brand is currently running a campaign highlighting

Antiseptic Liquid Dettol Antiseptic Liquid is a product, which has many

uses for protecting your family from germs: Use with mopping water to disinfect floors completely Use in washing laundry to disinfect your clothes For first aid and personal care uses, Dettol Antiseptic Liquid must always be used diluted with water. Available in a wide range of sizes from 50ml to 5 litre. For detailed usage instructions see back label of product.

Dettol had to expand the usage beyond cuts and bruises. Hence Reckitt and Coleman unleashed a campaign aiming to expand the usage of the brand to an all purpose antiseptic that can be used for shaving,rinsing, and as a general disinfectant.
Interestingly this multi-usage of Dettol Antiseptic Liquid paved the way for the next generation of Dettol.

Since the antiseptic lotion market was stagnant Reckitt wanted to leverage the brand to other categories . Dettol saw over these years plenty of brand extentions. The first launch was the soap in 1990's. The initial launch was unsuccessful because the brand moved from core value of protection to love and care.


From its launch to 1980's the brand had a dream run with virtually no competitors. Having no competition is a problem, the growth will be stagnant. Later on savlon introduced antiseptic liquid , which didnt succeed like dettol

Dettol have always been

Savlon introduced as first aid

positioned as a 100% germ fighter with germ fighting and protection as the core value.

solution. t is commonly used for treatment of mild scarring, some mild burns, cuts and bruises as well as skin healing treatment for spots

Starting then and till now Dettol advertising has celebrated the role of a mother in protecting her family. Because 'If she doesn't take care of them who will?'

Dettol Surakshit Parivar

Dettol has launched Dettol Surakshit Parivar, a nationwide

campaign, in association with the Indian Medical Association (IMA). The objective of this campaign is to generate awareness that good hygiene practices are essential to reduce the risk of infections, particularly for those who are most vulnerable to illness such as infants and children.
The Programme is being undertaken at three different levels -

New Mother Programme, School Handwash Programme and Hospital Programme. Spread across Delhi, Mumbai, Kolkata, Chennai, Bangalore and Hyderabad, it targets new Mother's, school children and the general public.

New Mother Programme not missed a single day at school are given "Dettol 100% Attendance Award" to further encourage them to follow good hygiene

Dettols communication in the initial years was

via medical detailing material, print advertisement in popular press and medical journals. This was followed by TV advertisements centered on first aid application for many


As per my point of view: All Hospitals of the City or Town All Hotels of the City or Town All School or Colleges of the City or Town All Restaurant of the cities.

Positioning Against Competitor Dettol is positioned as a premium brand which the mother chooses for 100% protection against all germs and bacteria for her family. Positioning In Relation To Product Attribute: The primary positioning vis a vis product attribute is that Dettol Soap has the essence of Dettol Solution, the no. 1 antiseptic brand in the world trusted by families everywhere for over a century.
Positioning by price and quality As Dettol is a premium brand, it is priced at a premium to its competitors.


others 7%

savlon 10%


Market Structure
Product category Market share Market value Competitors Market structure

Dettol Antiseptic liquid


120 crores

Savlon Suthol

Monopolistic competition

Success factor

First to enter the market . Product diversification Customer loyalty Continious innovation Over the years of the original Dettol Antiseptic Liquid, even as Dettols product bouquet has grown, the trusted protection has remained the same. With its distinct smell, color and sting, it evokes an emotional bond in millions of hearts its Dettol, its working! Dettol advertising starting in 1960s has centered on educating consumers on the need for protection from germs, while offering solutions to manage the problem of germs wherever and whenever they may occur.

Thank you be healthy.

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