DETTOL

Shaving
cream

SOAPS

Antiseptic
liquids

Avinash Baxla (14PGP009)

Alongbar Brahma (14PGP065)
Sanjeet Kumar Sahu (14PGP112)
Vijit Kothari (14PGP103)
Tanneguy DHarcourt (14ES003)

Company Background

Brand of Reckitt Benckiser India Ltd

Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser
Plc.

Worlds No.1 Company in household cleaning.

The company has operations in 60 countries, sales in 180 countries and has had
net revenues in excess of $5.5 billion

It provides wide range of products in Personal care, Pest control, Shoe care,
Antiseptics, Surface care, Fabric care and other categories.

Amongst its many well-known brands are Dettol, Mortein, Harpic, Cherry
Blossom, Lizol, Disprin, Robin powder, Colin, etc.

Dettol Be 100% Sure

Dettol was first used in UK maternity hospitals in the early 1930s, shortly
in 1933, with the endorsement of medical profession, it was launched to
the general public
Launched in 1933 in India in the Antiseptic liquid form as a treatment for
cuts and wounds
An Iconic Brand of Reckitt Benckiser
Consistently voted as the Most Trusted Brand in India, currently ranked
48th
The Brand completed 79 years of protecting families from illness causing
germs recently

Dettol Be 100% Sure

Dettol started its journey as the cuts and wounds brand in the country,
over the years it has taken over the role of protector from germs in
every situation
Dettol has major presence in home and personal care, surface care,
fabric care, hygiene and healthcare
It is a brand which offers a set of rational and emotional benefits to
consumer, who therefore perceives it as Doctor Friend for their families
Currently it is a 900crore Rupee Brand
Approved by Indian Medical Association

BRAND (DETTOL) ELEMENTS

There are mainly seven brand elements are there.

1.
2.
3.
4.
5.
6.

Brand Name
logo & Symbol Sword for fighting germs and infection
Character mother- son duo family protection
Slogans Be 100% sure
Jingles Packaging white and green, Amber gold product

Marketers are using these elements, not all, in mixture

according to their products.

Characteristics of Brand Dettol

Consumers recognize the smell, enough to refer to
a medicinally clean room as Dettol like smell.

Smell
Tagline

Amber gold colour

Be 100% sure

Color association

The Logo

Clouding Effect

Has SWORD: a symbol for

fighting germs and infection

That appears when

added to water

Dettols Packaging
The Green and White colors are associated with
hospitals

What Dettol is to People?

Safety
Healthy

care

Knee scar

First Aid

Infection

100% Sure

Germ Free

Smell

Brand Perception
Consumers see Dettol as an expert, as
something which is effective and versatile
and guarantees protection from germs
The brands versatility stems from multiple uses of
the antiseptic liquid which offers protection in so
many different forms.

Usage of the brand gives rise to many

emotions in the consumers minds.
Mother son duo, reinforcement of that feeling
and attachment
For making the mother feel that she has done the
best for her family, the brand evokes positive
imageries and emotions
Maa mane dettol ka dhula recent theme of TVC

Summer
advertisement

Monsoon
advertisement

Winter
advertisement

Market The Bar soap market

The Bar Soap Market in India is worth more than Rs. 6550
Crores

With a 100% penetration, the soap market has

been volumetrically stagnant in the last few years
The market can be classified into about ten different appeals
such as Beauty, Health, Fairness, Freshness, Herbal etc.

Beauty market (52%)

Health category (23%)

Dettol Soap
Dettol Soap was launched in India in the early 80s

The launch was based on consumer feedback on

Dettol Antiseptic Liquid,
Since many consumers used Dettol in their bath
water, the company thought of offering Dettol in a
more convenient form of soap.
Launched soap Dettol Original with limited acceptance from
audience until its positioning changed

Evolution of the Bar soap

Although Dettol soap was known for its trademark fragrance, it was being rejected
by some consumers as a regular bathing soap
Positioning of Dettol as regular bathing soap for occasion like sweat, heat, dirt, etc.
Variants were launched keeping in mind the driving factors and measures for a
regular bathing soap, like fragrance, moisturized soft skin, etc.

Launch of Dettol Skincare soap in January 2004

It offered protection with moisturizers to nourish skin
Dettol Cool also launched with menthol to help feel refreshed and
revitalized
Dettol also wanted to maintain a fine balance between cosmetic and therapeutic
medicated position

Re-launch of Dettol advertisement clicked with the consumer

Sales reacted very positively and also grew year after year
Communication was renewed periodically to keep the interest of the
customers
Another situation was the high usage of Dettol during summer and monsoon seasons only

Campaign was launched to encourage users to use Dettol everyday

Seasonal hooks Summer, Monsoon and Winter was used to establish
germ relevance
Dettol soap sales surged with the new ad

Product Extension strategy

GOOD HEALTH BEGINS WITH HYGIENE

http://www.final-yearprojects.co.cc

Market Structure
Product
Category

Market Share Market Value

Competitors

Dettol
Antiseptic
Liquid

87.5 %

120 crores

Savlon
Suthol

Dettol Soap
Bar

4.9%

6550 crores

Lux
Godrej
Santoor
Savlom

Dettol Liquid
Handwash

51%

60 crore

Lifebuoy
Palmolive
Fem
Savlon

Dettol
Bodywash

4%

16 crores

Lux Bodywash
Palmolive
Dove

Marketing Strategies

Different Campaigns
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 years.
In early 2008, the brands communication took another step
forward with its Aapka Dettol Kya Kya Karta Hai campaign
Other camapigns - Suraskhit parivar , healthy habbits,
Maa maane dettol ka dhula

THANK YOU