Dettol Final
Dettol Final
Dettol Final
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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 • It consists of the actors close to • The macro-environment consists
marketing that affect marketing the company that affect its ability of the larger societal forces that
management’s ability to build and to serve its customers, the affect the microenvironment—
maintain successful relationships company, suppliers, marketing demographic, economic, natural,
with target customers intermediaries, customer markets, technological, political, and
competitors, and publics cultural forces
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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
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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
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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
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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
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Targeting Strategy
Targeting
Strategy
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Segmentation
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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
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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