PRODUCED BY

PRODUCED BY
Prof SHAILESH KALE
PROF SHAILESH KALE

DIRECTED BY
ADITI PAI
JAYA MALIWAR
PRACHET SHETH
SUDHEER WADHWA
VINISHA PAREKH

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Reckitt Benckiser India Ltd, priorly known as Reckitt & Coleman is a 51%
subsidiary of Reckitt Benckiser Plc which started way back in 1934. Reckitt &
Coleman India (RCI) was incorporated in 1951.
Reckitt Benckiser, a U.K. based company launched various brands and products in
the Indian market like DETTOL, HARPIC, CHERRY BLOSSOM,
MORTEIN,LIZOL,ROBIN BLUE,DISPRIN.

BRAND EXTENSION-

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 Dettol - Market Share
100%
% M arket share

80%
60%
40%
20%
0%
Antiseptic Soap Liquid soap
Product Segments

Demand Forecast : Past & Future

170
Demand ( Rs in bn )

160
150
140
130
120
110
100
1999
2000
2001
2002

2004
2005
2006
2007
2008
2009
2003

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 Survey Result
100%
85%
80% 72% 74% 72%
% of survey

56%
60%

40%

20%

0%
antiseptic

Loyalty
Preferred

Usage for
Awareness

Brand

Products
Reason

Dettol
other
Brand

Attributes
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 COMPETITIVE PRICING STRATEGY
Soap
Dettol Savlon Medimix
Price Quantity Price Quantity Price Quantity
16 75g 16 75g 12 75g
26 125g 24.5 125g 17 125g
Liquid Soap
Dettol Fem
Price Quantity Price Quantity
55 250ml 55 250ml
Shaving Cream
Dettol Old Spice Palmolive
Price Quantity Price Quantity Price Quantity
22 30g 24.5 30g 19.5 30g
37 70g 37.5 70g 36 70g

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 Market penetration strategy
GOOD HEALTH BEGINS WITH HYGIENE

Rangeof
Range ofProducts
Products

AntibacterialSoap
Antibacterial Soap LiquidHandwash
Liquid Handwash ShavingCream
Shaving Cream Band--Aid
Band Aid

Inhibits bacteria Resist germs to Softens the skin for

multiply Heals wounds
24 hrs better shave,avoids faster,water
,cleanwash bruises,rashes gives resistant,prevents
freshness further invention

Hoardings banners
banners Banners,school
Banners,school
Hotels,homes
Hotels,homes Hotels,theatres,
Hotels,theatres, Hoardings
,men’s saloon
saloon sportsevents
sportsevents
hospitals && dispensary,
hospitals dispensary, railways && educational
railways educational ,men’s
magazines ,articles
,articles
print media
print media institutes
institutes magazines

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 TREND ANALYSIS OF RBIL

Trend Analysis of Past 5 years

64000
61000
58000
55000
Sales

52000
49000
46000
43000
40000
2000 2001 2002 2003 2004
Years
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 SWOT ANALYSIS
OPPORTUNITIES

Dettol Water Purifier due to

increase in epidemics

STRENGTHS Opportunity to capture the

shaving cream segment THREATS
High market share of Competitive Pricing
antiseptic liquid
SWOT Attractive Packaging of
Brand loyalty ANALYSIS competitor products

Most trusted Brand Good Advertisements by

competitors
High quality at affordable
prices WEAKNESSES

Poor marketing strategies for Dettol

Shaving Cream & Dettol Talc
Burning sensation of Antiseptic liquid

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What Next ? Diversification : WHAT NEXT ?
D - Guard Shaving Cream

Cash Cow Star Product

Antiseptic Liquid Soap & Liquid
soap aah at
u j li se R
Kh
Problem Proposition :
 Itching Sensation
Benefit
 Quick Relief and cooling effect throughout the day
Reason to Believe
 Dettol is the most trusted and hygienic Product In India
The Selling Story…..
No more BLACK MARKS with quick relief
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 http://www.final-yearprojects.co.cc/

 Attractive Packaging
 Incentive to dealers/ distributors
 Enter just before summers
 TV commercials telecasted especially during prime time
 Advertisements through Radio channels during morning and
evening
 Outdoor media: billboards at railway stations, bus stops,BEST
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 D -DGUARD
- GUARD e aahat
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KKh
huj
ujl
li S
i Se R

Raahat
Don’t Scratch the Itch…………
Here’ s your
wireless handsfree……

A PERFECT 12 HRS SOLUTION

Net WT. 25gms & 12gms
• Greaseless , Non – Staining & Odourless
* For external use only Cream
• Full Prescription Strength
• Relieves Itching and Burning
•Gives a cooling Effect
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 Facts And Figures
► RBIL from its flagship brand Dettol achieves an annual turnover of
Rs.300cr plus

► Out of RBIL ‘s total turnover Dettol Antiseptic Liquid

contributes 22% and Dettol soap about 10%
► According to the Economic Times Survey of India’s Most
Trusted Brands,Dettol was rated fifth in the year 2001and first
in 2002.
► In the week of Tsunami disaster RBIL has made donations
2000 litres
in kind and product donations such as :
Dettol Soaps 20000 soaps
Dettol Antiseptic liquid

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

Recommendations
 Glass bottles to Plastic bottles
Reduce burning sensation
Aggressive marketing strategy for Dettol Shaving Cream
Smaller size of Dettol Soap’s to enable the traveling
people to brand loyal.
Improving the Dettol Band-aid quality.
 Need for Dettol Shaving Foam & Gel for younger
Generation.
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