Group 7

• Vishal Klandria – 10062

• Siddharth Pal – 10051
• Koli Mrunalinee Manoj – 10024
• Sudhir Pawar – 10056
• Sheersha KK – 10048
• Diksha Maheshwari – 10016
• Pooja Gared – 10036
• Kunbi Rakesh – 10028

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  Reckitt Benckiser Group plc (RB) is a british
multinational consumer company headquarted
in Slough ,England . It is a producer of health,
hygiene and home products
Introduction :  The company was formed in 1999 by the
merger of British company Reckitt & Colman
Reckitt Benckiser Group plc and Dutch company Benckiser NV
 RB's brands include the antiseptic brand Dettol,
the sore throat medicine Strepsils, the hair
removal brand Veet, the immune support
supplement Airborne
 Introduction :Dettol

• Dettol was launched in India in 1933, and ever since has been the gold standard of
protection
• Dettol liquid hand wash – It has been categorized as Skincare, Original and Sensitive and is
available in different sized pouches
• The kitchen products of Dettol include “Dettol Healthy Kitchen Dish and Slab Gel” Which
is reputed to kill up to 99% germs on utensils and surfaces. These safe and tested
products are available in two variants: Lemon Fresh and Lime Fresh
• Dettol has been successfully targeting markets in Eastern and South Asian Countries. The
products of Dettol are available in many cities of China, Australia, Germany and UK
Micro and Macro Environment
• It is the factors and forces outside
marketing that affect marketing
management’s ability to build and
maintain successful relationships
with target customers
MARKETING
ENVIRONMENT
• It consists of the actors close to
the company that affect its ability
to serve its customers, the
company, suppliers, marketing
intermediaries, customer markets,
competitors, and publics
MICRO
ENVIRONMENT
• The macro-environment consists
of the larger societal forces that
affect the microenvironment—
demographic, economic, natural,
technological, political, and
cultural forces
MACRO
ENVIRONMENT
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Micro Environment
Consumers
• Dettol is a product for the whole family and can be used for various purposes
• Dettol is estimated to be contributing over 60 per cent to Reckitt's sales in India

Market intermediaries
• Dettol sells through retail, wholesaler and on major E-commerce sites like amazon, flip kart, big basket etc

Competitors
• Johnson & Johnson’s Savlon is the other significant player with a market share of 13% in liquid
• Lifebuoy Palmolive and savlon are the competitors with lifebuoy having share of 29% in hand wash
• The competitors are lifebuoy and lux with both 14.4% shares and santoor with 8.8% share in bar soap

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Macro Environment
• Area: Urban: Heavy users, Semi-Urban: Medium users
Demographic • Focus: Housewives, doctors, medical practitioners

• Dettol has moved with the times and started manufacturing Dettol
Economic liquid hand wash, body wash and hand sanitizer

• Regulatory clampdown has interrupted supplies of antiseptic liquid

Legal • Retailers are now peddling new variants replacing the iconic antiseptic
brand

• Wide product range and CSR programs are indicative of its

Environmental commitment to promoting good hygiene for the welfare of the public.

• In INDIA being clean and hygienic is considered as a part of culture

Cultural • Mothers see Dettol as effective and versatile and guarantee protection
from germs
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Market Share
Antiseptic liquids Soap brands Hand wash

Product Market share Product Market share Product Market share

Dettol 86% Lifebuoy 14.4% Dettol 53%

Savlon 13% Lux 14.4 Lifebuoy 29.1%

Suthol 2% Santoor 8.8 Palmolive 8.7%

others 4% Dettol 7.8 Savlon 6.1%

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Ansoff Matrix

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BCG Matrix for Dettol
RELATIVE MARKET SHARE
High Low
STARS QUESTION MARKS Liquid hand wash are stars. Dettol is the market leader in hand
wash category. But this market has several other strong players
MARKET GROWTH RATE

including Lifebuoy.
High

Product categories like bar soaps, Kitchen Gel and shaving

cream are still struggling due to low acceptability and hence are
in question marks

Antiseptic Liquids is Cash cows. Dettol is the market leader in

this product category.
Low

In the stagnant and small plaster market its main competitor is

Johnson & Johnson’s “Band Aid”, therefore it is under Dogs..
CASH COWS DOGS

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Marketing Mix
Product in the Marketing mix of Dettol
01 Liquid handwash, soaps, antiseptic liquid, hand sanitizer, body wash, shaving
cream, medical plasters and some kitchen and floor cleaners

Price in the Marketing mix of Dettol

02 Base price level at either par or a little less than competitors. The pricing used is
value pricing because the customer gets optimum value for the product bought.
Neither is the pricing too high, neither too competitive.

Place in the Marketing mix of Dettol

03 Successfully targeting markets in Eastern and South Asian Countries. The products
of Dettol are available in many cities of China, Australia, Germany and U K. India
has been its faithful and constant market. Sold in variety of places like Medicine
shops, Super markets and Local markets.

Promotions in the Marketing mix of Dettol

04 The main target of the company Dettol is the middle class group. They have also
set their target on the rural market as its products have already captivated most of
the urban market. Special emphasis has been laid on wooing the female section

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Consumer Buying Behaviour

Economic
Economic needs
needs
•• The
The price
price placement
placement of
of Dettol
Dettol isis mostly
mostly targeted
targeted towards
towards middle
middle and
and lower
lower middle-class
middle-class
segments
segments
•• Dettol
Dettol isis endorsed
endorsed by
by medical
medical practitioners
practitioners and
and isis also
also considered
considered aa general
general household
household good
good

Psychological
Psychological variables
variables
•• Dettol
Dettol products
products are
are inescapably
inescapably linked
linked with
with aa healthy
healthy and
and disease-free
disease-free and
and lifestyle
lifestyle
•• Dettol products have a smell which has been linked to hospitals
Dettol products have a smell which has been linked to hospitals
INFLUENCES
Social
Social influence
influence
•• Families,
Families, especially
especially mothers
mothers prefer
prefer Dettol,
Dettol, which
which isis also
also Dettol’s
Dettol’s main
main target
target
demographic, for protection of their loved ones from germs and diseases
demographic, for protection of their loved ones from germs and diseases

Purchase
Purchase situation
situation
•• Dettol
Dettol isis purchased
purchased when
when the
the need
need for
for aa suitable
suitable soap
soap or
or disinfectant
disinfectant arises
arises
•• The
The purchase
purchase isis mostly
mostly carried
carried out
out at
at the
the nearest
nearest general
general store
store or
or supermarket
supermarket

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Consumer Decision Process
Evaluation of
Need Information Post
Alternatives Purchase
Recognition Search Purchase

• The need to Low involvement The information The purchase Post purchase, the
maintain product; intensive search is mostly decision takes place behavior of the
hygiene and information search is done through: on the basis of the consumer can be
sanitation not required evaluation and the divided into two
The information • Suggestion from consumer buys the categories:
• Unsatisfactory search is mostly done friends and product at the 1. Satisfaction from
performance of through: relatives nearest pharmacy, the purchase
current soap or • Suggestion from general store, or 2. Post purchase
disinfectants friends and • Newspaper and supermarket. dissonance
relatives TV Ads
• The desire to • Newspaper and
upgrade to a TV Ads • Recommendatio
product with • Recommendation n by Doctors
more utility by Doctors and and Medical
Medical Practitioners
Practitioners 12
SWOT Analysis
Helpful Harmful

• High market share

INTERNAL • Brand loyalty
• Good quality
• Decent price range
Strengths • The brands heritage
.

• Can leverage brand equity to make it an Weaknesses

everyday used product • Limited penetration in rural
• Tie–ups with schools, colleges, etc market
• Products focused on rural markets • Stagnant market
• Almost a perfect competition
• Burning sensation on use
Opportunities
Threats
• High competition
• Aggressive competitors
EXTERNAL

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Targeting Strategy

Targeting
Strategy

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Segmentation

Demographi Psychographic Behavioural Geographic

c

DETTOL ANTISEPTIC DETTOL brand DETTOL Antiseptic DETTOL SOAPS

Age- Kids  Motives Benefits
Trusted by the High heat and humid
Regional and One solution for all
Income difference consumers. minor cuts and places due to its anti
DETTOL SANITIZER  Lifestyle wounds
bacterial positioning.
Occupation: Office Perception of the  Loyalty status
workers, students, best germ- People are very loyal Urban area primary
teenagers, doctors protection brand to Dettol market
Positioning (Perceptual Mapping)

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Five Product Stages
Core benefit of the product
 Dettol liquid handwash, the intended purpose is to satisfy the
requirement of germ protection. Dettol Liquid acts as an Antiseptic
Solution for satisfying consumer’s hygienic requirements of germ
protection
Generic product
 Dettol Antiseptic Liquid has certain strong, distinct association, for
instance, its trademark smell.
 Another characteristic is its amber gold color, its clouding effect.
Packaging is also distinct.
Expected product
 Expected to provide antiseptic relief to its consumers. The consumers
awaits the burning sensation when it is applied on cuts and wounds.
Consumers expects guarantee for protection from germs
Augmented product
 The competitors and the Company both work on augmenting the
product to deliver a unique value to the customers and thus
distinguishing itself from the plethora of competitors.
Potential product
 This is about the transformations that the product may undergo
in the future. For instance, Dettol could come up with various
products like antiseptic oil or deodorants etc. 17
Dettol Product Mix
Product Mix

Hand Shaving
Aloe Bar Soaps Handwash Liquids Bodywash Kitchen Gel
Sanitiser Cream

Aloe Bar Instant hand Antiseptic Anti-bacterial

Original Original Lemon Fresh
Soap sanitiser Liquid Fresh

Aloe Liquid Skincare pH- Disinfectant Anti-bacterial

Skincare Lime Splash
Handwash Balanced Liquid Cool

Sensitive pH-
Cool
Balanced

Cool pH-
Balanced

Re-energised
pH-Balanced
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Product Life Cycle

Dettol
co-created with Liquid Hand Wash
moms

Antiseptic Liquid

Plaster

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Thank you

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