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Dettol

A Flagship Brand of
RBIL

Presented by :
Abhishek (PM 31) Sachin (PM 32) Nidhi (PM 34)
Rucha (PM 35) Vijaya (PM 36) Pawan (PM 63)
FLOW OF PRESENTATION

 Brand Introduction
 Market Share of Dettol
 Market Structure
 Marketing Strategies
 Advertisement
 Pricing of Dettol
 Govt. Policies
 Mergers and Acquisitions
 Demand and Future Prospects
Brand Introduction

 An iconic brand of Reckitt Benckiser


 launched in 1933 in India


 It is a 900 cr Brand of RBIL


 Approved by Indian Medical


Assosiation

Complete Range of Dettol
products
Market share of Dettol
Market Structure
Product Market Market Competitors Market
category share value structure
Dettol 87.5% 120 Savlon Monopolistic
Antiseptic Suthol competition
liquid crores
Dettol Bar 4.9% 6550 Lux Monopolistic
soap Savlon competition
crores Lifebuoy
Godrej no.1
Santoor
Dettol 51% 59 crores Fem Monopolistic
liquid Lifebuoy competition
handwash Palmolive
Santoor
Savlon
Dettol 4% 16 crores Lux bodywash Monopolistic
bodywash Dove competition
Palmolive
Marketing
Strategies
Advertisement

 Media –
 TV , PRINT AD. & RADIO
 Promotional Strategy

Summer advertisement

Monsoon advertisement

Winter advertisement
PRICING OF DETTOL

Pricing of Dettol
PRICING OF ANTISEPTIC
SOLUTIONS :
BRAND PRICE
Dettol (1ooml) Rs.22.60
Lifebuoy Not Available
Savlon Rs.22

PRICING OF SOAPS:
BRAND PRICE
Dettol (120g) Rs 29
Lifebuoy (120g) Rs 16
Savlon (45g) Rs 20
PRICING OF HANDWASH LIQUID:
FORMAT BRAND PRICE

Pump pack Dettol (250ML) RS 55

Pump Pack Lifebuoy(200ml) RS 40

Pouch Fill Dettol (200ml) Rs 40

Pouch Fill Lifebuoy (180ml) Rs 25


GOVERNMENT POLICIES
MINISTRY OF HEALTH CENTRAL BOARD OF
REVENUE

DETTOL IS A DRUG DETTOL IS A DISINFECTANT

NO DUTY ON CUSTOMS DUTY IMPOSED BY


RAW MATERIALS. CENTRAL EXCISE AND
NO SALES TAX SALES TAX AUTHORITY
( AS PER DRUGS ACT1976)
MERGERS & ACQUISITIONS

1823- Benckiser (Johann Benckiser)


1840 – Reckitt & sons (Issac Reckitt)
1933 - Dettol launched by Benckiser
1938 - Reckitt & Sons merge with J&J Colman to
become Reckitt & Colman Ltd
1985- Reckitt & Colman buys Airwick products.
1990 -Benckiser acquires worldwide branded business
of Beecham household Products (USA)
MERGERS & ACQUISITIONS CONTD...
CONTD

1994-Reckitt & Colman acquires Lehn &


Fink Products, including Lysol, the famous
household disinfectant brand in the USA
1999-Reckitt & Colman and Benckiser merge
to become Reckitt Benckiser - The world
No.1 in household cleaning
2000- Reckitt Benckiser acquires Oxy, a
leading household business in Korea.
2006 – Acquisition of boots healthcare
international
Demand
ØPrice , but Quality of product
ØCommunity’s common habits
ØNumber of buyers in market
ØAge structure
ØClimate/ weather conditions
Ø Advertisement and sales
FUTURE

PROSPECTS


FUTURE PROSPECTS
References

1.www.rb.com
2.www.scribd.com

THANK YOU

BE
HEALTHY …