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DETTOL- BE 100% SURE

Dettol completes 75 years of protecting

families from illness causing germs
By
P.Vikkey
C4t4/02/39
 INTRODUCTION
• 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,
 HISTORY

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

PRODUCTS UNDER BRAND

APPROVEED BY INDIAN MEDICAL

ASSOCIATION
 DETTOL-ANTISEPTIC LIQUID
• Antiseptic Liquid : DettolAntiseptic 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.

• It can be used safely for gentle antiseptic wound

cleansing and disinfecting.

• Available in a wide range of sizes From 50 ml to

500 ml. For detailed usage instructions see back
label of product.

• The brand is currently running a campaign

 USES OF DETTOL
• 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
 GROWTH OF DETTOL
BRAND
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
 COMPETITOR FOR DETTOL
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 didn’t

DETTOL
• Dettol have always
been positioned as a
100% germ fighter
with germ fighting and
protection as the core
value.
SAVLON
• Savlon introduced as
first aid solution.
• t is commonly used for
treatment of mild
scarring, some mild
burns, cuts and
bruises as well as skin
healing treatment for
spots
 ADVERTISING STRATEGY
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?'
MARKET SHARE
 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
 Success factor
• First to enter the market .
• Product diversification
• Customer loyalty
• Continious innovation
• Over the years of the original Dettol Antiseptic
Liquid, even as Dettol’s 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 –
it’s Dettol, it’s 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.
 healthy safe
ty
care

First aid Knee

scar

100% sure infecti

on
Germ free smell
 Thank you

be healthy….