MARKETING PLAN FOR

DETTOL

A P R 2 0 0 9 -M A R 2 0 1 0
 Objectives
G e n e ra te o v e r R s 1 7 0 0 cro re s in
sa le s b y th e e n d o f y e a r.
In cre a se o v e ra ll sa le s b y 1 0 % b y th e
e n d o f y e a r.

Become the market leader in every

market segment in which brand has
presence .
 Strategy

To become a synonym of health and

cleanliness in the Indian family and
thereby capture 70 % of the antiseptic
lotion market in India within a year .
To become the preferred brand providing
hygene solutions to Indian hospitals .
 Target Markets
Our customer is the discerning Indian
customer who accords importance to
health and cleanliness .
Customers are typically middle and
upper middle class house wives having
a wide range disposable income .
Products and services customised for
different utilities and market
segments .
 PROMOTION VEHICLES
Television advertisements highlighting
the superior antiseptic qualities of
Dettol products , modelled by real
housewives whom target customer can
relate easily
Testimonials of housewives in radio
advertisements
Sponsoring sports events in schools
where several parents of students
assemble .
Sponsor medical symposiums attended by
large number of doctors to attract
potential institutional customers .
 PROMOTION VEHICLES
In tro d u ce s a h e a lth k it in th e lin e s
o f th a t o ffe re d b y Jo h n so n a n d
Jo h n so n th a t w ill co m p rise o f a ll
D e tto l p ro d u cts . T h is sh a ll b e g ifte d
b y h o sp ita ls to p a tie n ts o n th e ir
d isch a rg e .

Introduce Dettol do not litter bins

which will act as promotional
vehicles in schools and parks
frequented by children and their
parents .
 PROMOTION VEHICLES
Television advertisements highlighting
the superior antiseptic qualities of
Dettol products , modelled by real
housewives whom target customer can
relate easily
Testimonials of housewives in radio
advertisements
Sponsoring sports events in schools
where several parents of students
assemble .
Sponsor medical symposiums attended by
large number of doctors to attract
potential institutional customers .
 PROMOTION PLAN
INVOLVED
Dettol health kit Health quiz at
schools
Dettol logo in
supermarket carry Dettol award for most
bags hygienic hospital

Merchandising Contest for audinece

to suggest a new
aroma for Dettol
PASSIVE antiseptic lotion ACTIVE
TV Ads

Dettol survey of
hygiene of Indian
families

Endorsement of
products by Inddian
medical association

NOT INVOLVED
 PORTFOLIO ANALYSIS
MODERN
Skincare soap Cool soap
Original hand wash Fresh soap
Skin care hand wash Sensitive hand wash
Original bodywash Fresh hand wash
Skin care body wash
Cool body wash
Washproof Medicated
Plaster  

EVERYDAY SPECIAL
OCCASION
Antiseptic liquid
Original soap
Shaving cream

TRADITIONAL
 BCG ANALYSIS
MARKET SHARE

PROBLEM CHILD
STAR
Cool soap
Fresh soap
Skincare soap Sensitive hand wash
Skin care hand wash Fresh hand wash
Original body wash Skin care body wash
Wash proof Medicated Cool body wash
Plaster
GROWTH RATE

CASH COW
DOG

Original soap Antiseptic

Shaving cream liquid
Original hand wash
 SWOT ANALYSIS
MARKET SHARE

STREGNTH
WEAKNESS
•Lack of innovation and •Highly constant
change in the flagship brand identity
product (Antiseptic lotion) •
•Unpopular among kids due •Loyal customer base
to burning sensation •
•Unimaginative promotional •Wide product
methods for band aid and portfolio compared to
GROWTH RATE

shaving cream. competitors

OPPORTUNIT THREAT
Y
•Introduction of fresh
antiseptic lotion without New entrants like
burning sensation Savlon aggressively
•Water purifier eating into market
•Hygiene Baby care share.
products.
•Sanitary napkins and
tampons for women
 MARKET SHARE OF
DETTOL
PRODUCTS

.
 MARKET SURVEY RESULT

.
 PRICING VIS-a-VIS
COMPETITORS
    Soap      
Dettol Savlon Medimix
Qty(gm) Price Qty(gm) Price Qty(gm) Price
75 16 75 16 75 12
125 26 125 24.5 125 17
           
    Liquid Soap      
Dettol Fem    
Qty(ml) Price Qty(gm) Price    
250 55 250 55    
           
    Shaving cream    
           
Dettol Old spice Palmolive
Qty(gm) Price Qty(gm) Price Qty(gm) Price
30 22 30 24.5 30 19.5
70 37 70 37.5 70 36
           
 PROMOTION VEHICLES
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